How to collect UGC content through event promotion operations?

1. How to increase the quantity and conversion rate of UGC content collection?

To increase the amount of UGC content collected, especially high-quality content collected, it is necessary to identify the key factors affecting each link on the basis of clarifying the main path for users to submit videos, and to improve the conversion rate of each link in user-submitted videos, thereby improving the overall conversion rate and achieving the goal of increasing the overall quantity and amount of high-quality content. Therefore, after clarifying the purpose of this data analysis, the following analysis is conducted.

1. Sort out the main user paths and build a data analysis framework for the activity

Only by building a data framework that reflects business reality and logically breaking it down and analyzing it can we draw effective conclusions. In this business scenario, it is necessary to build this framework completely and clarify the process of this activity.

The activity flow chart is as follows:

Content upload flow chart

Users enter the H5 event homepage of the competition through social media to learn about the event details. When they scroll to the bottom of the page, interested users click to enter the competition page. The entry page has a button to submit a video and fill in personal information. When the user clicks to upload the video (the uploaded video must meet the requirements) and completes the personal information, click the "Submit" button and it will show that the submission is successful, completing the entire process.

The above is the main path for users to submit videos. Of course, the homepage also jumps to the social media homepage and event rules page, which are omitted here.

According to the order in which users submit videos on the activity page, data collection includes promotion data (how many people are attracted to the H5 homepage by advertising) and page flow data (the conversion rate and number of users on the main path). The latter is divided into three parts:

• The first is the event homepage - entering the competition page conversion link;
• The second is the video and information submission stage, which can be divided into 5 parts, including entering the competition page - opening the album, entering the competition page - entering the name, entering the competition page - entering the email address, entering the competition page - entering the mobile phone number, entering the competition page - clicking to submit the video;
• The third step is to click Submit Video - the video submission is successful.

Therefore, only when we have clearly defined the main path of user behavior can we build a basic framework for data analysis and the data of each link. The following are the specific conversion rates of each conversion link:

Main path conversion rate display (anonymous)

It can be seen that the conversion rate of the first stage, from the event homepage to entering the competition page, is between 8% and 9%; the conversion rate of each stage of video and information submission in the second stage is about 50%; the conversion rate of the third stage, from clicking to submit the video to successfully submitting the video, is about 40%. Only when we understand the conversion rate data of each link can we locate the problem and seek optimization of each link and carry out the second step of data analysis.

As mentioned above, operations personnel need to have data analysis thinking and also need to know how to use tools for data analysis. In this business scenario, how can we use data analysis tools to view the conversion data of the main path of user behavior? Through custom funnels, you can first build a "main path" funnel, and then choose to calculate every day to obtain daily data. This data can also be added to the self-made dashboard for viewing.

Funnel analysis query example diagram display

2. Optimize each conversion link to improve the success rate of video submission

Based on the conversion rate data of each link above, we analyze the causes and take corresponding optimization measures:

In the first part, there are two requirements for promotion data: one is to increase traffic, and the other is to optimize traffic accuracy. Especially the latter, only by ensuring the accuracy of the positioning of the people entering the page can the conversion rate of each link be improved. Therefore, advertising placement can be adjusted according to the video submission channel, including targeting relevant groups based on the email addresses collected for submissions and optimizing advertising materials.

In the second part, the conversion rate of each link needs to be optimized by analyzing the page process data through the display funnel model:

Page funnel model example diagram display

1) In the first stage, the conversion rate of users entering the competition page from the event homepage was less than 10%, which was significantly lower than expected. The most important factor that leads to low conversion rate of users entering the entry page from the event homepage is the location of the button for clicking to enter the entry page. Because the entrance to the entry page button is too deep, users need to browse the entire event homepage to the bottom of the page before they can click to enter the entry page.

Secondly, since there are a lot of promotional and sample videos on the event homepage, users are easily attracted by the videos and ignore clicking to enter the competition page. Therefore, you can make a floating button to help users quickly find and enter the competition page.

2) In the second stage, the average success rate from the time users enter the competition page to the time they complete each individual operation of filling in their personal information and clicking to submit their video is 50%, which still has room for improvement. Without considering the user's personal willingness to participate for the time being, the factors that affect the user's completion of information submission include the video submission button design and the personal information filling field design.

Backend data showed that on a certain day, 360 users failed to submit their videos because they did not select the option, and 109 users eventually submitted their videos successfully, with a conversion rate of about 30%. That is to say, on that day, 251 out of 360 contestants failed to submit their videos because the upload button was not conspicuous enough or for other reasons.

Through this data analysis, we have come to realize that when planning this kind of UGC content collection activity, especially for users of different cultures or languages, the product design must conform to the cognitive habits of local people and be as easy to understand as possible. Therefore, we made improvements to the submit video button and adopted the solution that is most conducive to user understanding. We made an animation of a finger pointing to the video submit button to remind users to click the video submit button to upload the video.

3) In the third stage, the conversion rate from users clicking to submit videos to successful video submission was 40%, which was lower than expected. In addition to external factors such as the network environment, the low success rate of user-submitted videos is due to the fact that the processing logic for user-submitted videos does not comply with regulations and is not reasonable. This is also a problem discovered through data analysis.

The original logic for processing a video after the user clicks to submit it is that after the user uploads the video (regardless of whether it complies with the specifications), the user clicks submit and then determines whether it complies with the specifications. If it does not comply with the specifications, the user will be reminded. (The reminder is given through a line of text below the video, so it is not easy for users to know the reason why the video upload failed).

Potential problems with this processing logic are:

1. Reduce the number of videos collected. If a user uploads several videos but one video does not meet the standards, the number of videos received may be less than the number of videos that should be collected.
2. The success rate of video uploads is reduced. Users repeatedly click submit because the video upload does not comply with the specifications, resulting in an increase in the number of unsuccessful uploads, making it more difficult to troubleshoot the cause of the failure.

Therefore, after locating the problem through data analysis, the solution to improve the processing logic for user-submitted videos that do not meet the specifications is: after the user clicks to upload the video, first determine whether the uploaded video meets the specifications. If it complies with the standards, the user is allowed to upload the video and click "Click"; if it does not comply with the standards, the video cannot be uploaded, and the user is reminded whether the uploaded video complies with the standards or is too short or too long.

The lesson we can learn from this problem is that we should consider the details of page design before going online, minimize modifications after going online, and reduce the loss rate of content uploads. Secondly, when faced with some page design options, we should proceed from the principle of selecting the best rather than the principle of saving manpower and time. Otherwise, there will still be embarrassing behaviors that need to be modified before going online, wasting time and costs and being detrimental to the final output.

3. Compare the changes in conversion rate after product optimization and launch to evaluate the operational effect

After the product optimization was launched, the overall number of short videos collected increased significantly while the page traffic remained stable, because the conversion rates of each link increased to varying degrees (as shown in the figure below).

Comparison of main path conversion rates before and after optimization (desensitized)

1. In the first stage, the average daily conversion rate of users entering the entry page from the event homepage increased from less than 10% to 22%, and the number of users entering the entry page more than doubled.
2. In the second stage, the average daily conversion rate from users entering the competition page to completing each individual operation of filling in personal information and clicking to submit the video increased to about 52%. Although it only increased by 2 percentage points on the surface, given that the number of people entering the competition page in the first stage more than doubled, the actual increase in the number of users was in line with expectations.
3. In the third stage, the average daily conversion rate from users clicking to submit videos to successful video submission increased to 50%, an increase of 10 percentage points over the original level.

It can be seen that after optimization, the conversion rate of user-uploaded videos has been improved accordingly, and the overall amount of content collected has been increased. The data analysis and optimization measures are effective.

Example diagram of the page funnel model after going online

Finally, in summary of this UGC content collection through event operation, I think in addition to clarifying the event goals and time, and setting prizes and bonuses based on the resources at hand, we also need to focus on several factors.

First, the creativity of the content solicitation activity theme. As mentioned in the previous article, the core elements of online activities are novelty and fun, which can maximize user participation enthusiasm. Therefore, when planning an event, we need to take local conditions into consideration to ensure the creativity of the event, and also use promotional posters or videos with creative themes to reach users, rather than simply relying on spending money to attract attention.

Secondly, choose the direction of content collection. Collecting UGC content through activities is essentially about discovering and harvesting content and related KOLs in a certain field in the market through rewards. Therefore, it is only worth doing this if there are corresponding content reserves and basic ecology in this content direction. If a certain category has not appeared in this target market yet and you do this, it will only be a thankless task.

KOL cooperation and online and offline combined promotion. Whether in the domestic or overseas markets, we must not ignore the role of KOLs, especially when the target users are young groups. The appeal of KOLs is far more effective than advertising. Therefore, if you rely solely on advertising, the effect of the activity will be limited. On the other hand, cooperation with KOLs can not only produce high-quality content.

On the other hand, it can leverage its large and loyal fan base to spread activities and achieve good communication effects, such as Tiktok's successful challenge activities in the Japanese market. In addition, if the manpower and resources permit, I think offline activities and channel promotion are also necessary. Douyin’s early campus activities and celebrity discovery laid a good foundation for its subsequent explosion. Combining online promotion with offline activity sites can achieve a mutually reinforcing effect.

The understanding of content production for the target market determines whether the chosen path is correct, and the mastery of data operations determines how far you can go on this path. Only after considering the above-mentioned basic factors and conducting data analysis and optimization, can we increase the quantity and conversion rate of UGC content collection and truly realize UGC content collection through activities!

Related reading:

1. APP planning and promotion: the birth of the event operation planning program!

2. New media planning and event operation tool library!

3. APP promotion and operation: How to maximize the effectiveness of your activities?

4. Event promotion and operation: 8 hot-selling creative forms of H5!

5. APP promotion activities: How to plan a screen-sweeping event?

6. How to make a good APP online activity promotion plan?

7. Summary of promotion and operation of more than 100 events!

8. Event promotion and operation: After I have done more than 100 fission events...

9. A complete and effective event planning plan!

10. Event Promotion Planning: How to organize a complete and efficient event?

11. Event promotion and operation: How to conduct a complete event review?

12. The event promotion planning process is not clear? Come in quickly!

Author: Overseas Operations

Source: Overseas Operations