UGC featuring your brand: To share or not to share?

Last week I developed a minor obsession with a certain piece of user-generated content (UGC) on YouTube. I discovered a post on Mashable that showcased a hilarious commercial to sell a second-hand Toyota Corolla. The humorous and well-scripted video was a submission by Carl Olson Media to a car review contest, and whilst it’s been created with humour in mind, it almost makes you want to be the driver of this fine 11 year old vehicle.

COROLLA…

Now, we’re all bombarded by advertising for the latest and greatest and automotive commercials are among the most common, but it’s not often that we’re captivated by an overweight, balding man promoting a 2000-model Corolla sedan.

COROLLA…

As well as finding the video hilarious I found myself wondering, if my client were the brand featured in this type of content, would I look to promote it via their branded Facebook and Twitter channels?  In Toyota’s case, they have a community of over 65,000 fans on their Australian Facebook page, and an opportunity would exist to share this video on the page whilst asking fans, “What is your favourite feature of your Toyota?”

There are several reasons why this would be a positive move:

  • Fans will typically be more interactive with brands who share entertaining and non ‘TV commercial’ style content
  • Posing a relevant question that applies to every fan encourages commenting on the update
  • Users may well share this content to their own Facebook walls or directly to friends, further driving engagement with the brand page and the featured content

Alternatively, there may be several drawbacks such as:

  • Fans ‘unliking’ the page if they did not become a fan of your brand to be shown comedic content
  • Contradicting the established brand values. Purchasing a car is a serious decision, and some fans might see this video as immature and disrespectful to the importance of choosing the right vehicle

 

Personally, I think there’s a great opportunity to have a little fun with your brand and show fans a bit of corporate personality, and this example shows what great content is out there, and that it can be a powerful conversation starter if referenced in the right way.

COROLLA…

So, would you showcase a piece of UGC that prominently featured your brand on the company Facebook and Twitter pages?

It it always important to remember the community who will be viewing this content, and asking the question, ‘Just because I enjoy it, will the majority of fans feel the same way?’

One thing is for sure. Saying ‘Corooollllaaa’ sure is catchy.