How Verb Accelerated UGC by Incentivizing Posts
LoudCrowd helped amplify our connection with our customers and affiliates. It motivated them to go beyond the purchase, post about Verb on social media and actually enjoy doing it!
Context
Verb’s mission is salon-quality hair products at affordable prices, made by a team of millennial women. In 2019, Verb took its social media marketing further by asking “Verb Friends” — its community of customers — to post about the brand on Instagram. The program worked, and Verb wanted more: more Friends posting, and real analytics on the content they produced.
Three problems stood in the way:
- Encourage everyday customers to tag Verb in Instagram posts
- Find rewards that produce a good ROI and are compelling for customers
- Separate and understand how customers, stylists, and Verb Friends each behave on Instagram
Solution
Verb partnered with LoudCrowd to put rewards behind Verb Friends posting and to measure the resulting content. Posts had to meet requirements Verb set, so the incentives drove high-quality content — not spam for coupons. LoudCrowd’s analytics split the audience so Verb could see how customers, stylists, and Verb Friends each showed up on Instagram.
Results
Immediately after announcing the Verb Friends rewards program, posts, impressions, and repeat posting all jumped: impressions grew 196%, very active users grew 53%, and the campaign generated 1.5M total impressions — $15K in post value at a $10 CPM.
With the engagement rate, authenticity, and quality of these posts, that content is worth more than the equivalent paid Instagram ads, influencer posts, or brand posts.