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It’s a Brave New World In Advertising And ReCactus Is Leading The Way With UGC Campaigns

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In a recent media study from USC, advertising using UGC or “user-generated content” has been proven to be “more memorable (31%), unique (+28%), authentic (11%), engaging (+5%), and relatable (+8%) than traditional ads.”

In the era of Facebook controversy, uncontrolled ad-placements on YouTube and shaky Snapchat numbers, brands would be smart to look elsewhere to reach consumers in new innovative ways. Today we talk to ReCactus, a next-gen advertising UGC platform that blurs the line between paid advertising and native content. Below is our interview with Christine Orchard from ReCactus:

Q: What is ReCactus?

A: For users, ReCactus is a fun social platform that lets you respond to video with video. For advertisers, ReCactus is a platform for non-invasive advertising campaigns that encourages user participation.

The new platform has already amassed hundreds of thousands of users and won numerous awards including breakthrough startup of the year at RISE conference and first place at IVS Launchpad. ReCactus is available on the App Store and Google Play.

Q: Can you give us an example of a UGC campaign?

A: In a recent campaign for famous Korean fashion e-tailer, we were given the task to expand their client’s reach outside of Korea, particularly to the American market. We created a unique video challenge in which influencers and participants imitate famous Kpop idol poses, share their video to social media, and tag friends in order to win a prize from the sponsor. Within two weeks, the campaign went viral with hundreds of participants, over 3 million impressions and a 30% increase in American visitors to their website. The buzz surrounding the campaign continued long after the campaign ended.

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Q: Given the competitive social media landscape, how do you think brands can better prepare themselves for the digital future?

A: What ReCactus is ultimately doing is putting heart back into advertising. Rather than hard-selling a product, we’re all about soft persuasion like a friend saying, “come play this fun game with us, and if you’d like, you should check out this cool product.”

Traditional ads that pop up on social media sites like Facebook and Instagram are abrupt and invasive, especially to digital natives like Millennials and Gen Z who have been conditioned to scroll right past them. In contrast, content created by your own friends remains highly engaging, personal and fun. By putting the power back into the hands of the consumer, and allowing consumers to promote the brand, it alleviates the need for brands to promote themselves and harnesses the viral power of the internet.

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