Brief #112: Your audience needs guidance

The birds are chirping. The flowers are blooming. Consider this your sign to go outside and let the wind hit your face. 🙂

Today, we’re discussing:

  • Guiding your audience to create content 
  • An interview with Vivien Garnès, Co-CEO/Co-Founder, Upfluence
  • #BrandCrush: Hello Bello 💘

If you need to catch up on previous content, check out our archives.

Now let’s get started, shall we? 

Guiding your audience to create content 

Here’s a question we’re often asked: How can I get people to create content about my brand? 

According to the State of User-Generated Content 2022 report, sixty percent (60%) of consumers wish brands would tell them what type of content to create – so let’s start there. 

People need guidance. What content does your brand need? Where and how should creators share it? What are you going to do with this content? 

Once you answer these questions, sprinkle “guidance” throughout interactions people will have with your brand – from your website to your packaging and everything in between. 

Examples in the wild: 


Madewell features user-generated content across their website – specifically via a gallery on their homepage, where they ask customers to “mention @madewell in your caption with #everydaymadewell for a chance to be featured.” Such a simple way to build trust with shoppers (and boost sales).  

A UGC gallery on Madewell's page asking people to tag #everydaymadewell for a chance to be featured


A few years ago, we caught Delta repurposing beautiful images submitted by travelers across their in-flight “travel kits” (or packaging). Essentially, they asked people to tag “#SkyMilesLife for a chance to [have their travel photos] featured on future onboard travel kits.” Again – notice the guidance. 

A travel kit by Delta featuring an image of Amsterdam submitted by a traveler – along with the ask to share content to #SkyMilesLife for a chance to be featured

Social Media 

Wayfair asks customers to “share [their] style using #wayfairathome” on their Instagram bio. Then, they repurpose this UGC across their Instagram, which not only teaches their audience what type of content they’re looking for – but it drives more participation. 

Wayfair's Instagram bio asking people to "share your style using #wayfairathome"

The lesson:

Ninety-two (92%) of consumers trust recommendations from other people (including strangers) more than the brand. Add your social media handles and hashtag(s) across key touchpoints your audience will interact with so they know where and how to share content. Bonus points that having a hashtag will keep UGC in one place, which you can reuse in the future (with their permission).

And as far as incentivizing people to submit content – who knows, maybe being featured on your marketing channels may be a strong enough incentive for people to create content about your brand. 

Now on the podcast! 

We interviewed Vivien Garnès, Co-CEO/Co-Founder, Upfluence in a special episode. When we asked what led him to co-found Upfluence, he said it all started with a slightly embarrassing experience (but you’re going to have to listen to the podcast for the full story).  

We also asked him about the relationship between influencers and UGC – and here’s what he said: 

Read or listen to the full episode here

What we’re learning

#BrandCrush: Hello Bello 💘

Rumor has it that 1 in 2 people have used Instagram to discover new brands – and Hello Bello, a premium baby brand, is doing a great job at standing out and getting people to submit content about their brand. 

For starters, they use their Instagram bio to ask customers to tag #HelloBello for a chance to be featured on their page – and now they have over 25k tagged posts within that single hashtag.  

Searching #HelloBello on Instagram, which shows 23,967 posts shared by fans

They also shared a video featuring their co-founder, Kristen Bell, where she asked people to share their favorite “Mom memory” for a chance to win diapers for the rest of the year (hello incentive!). 

In other words, Hello Bello worked with an influencer to encourage participation, ask for specific content, and reach a wider audience – which you can do, too. And no, you don’t need a mega-influencer or celebrity to encourage participation; smaller influencers are not just more cost-effective – but they typically have higher engagement rates. 

Featured job: 

NBC Universal Local is looking for their next Product Manager, Web Products. Know someone who’d be a great fit for this role? Forward it to them!

As always, thanks for reading this far (and enjoy the weather). Until next time! 👋🏼