When it comes to promoting a business at a local Festival, there are various approaches, but let's consider two: social media marketing and user-generated content (UGC) photography. Let's compare the two strategies based on their reach, engagement, and potential outcomes.
An example Social Media Marketing advert: Using social media marketing could involve placing a 3 day advert on Facebook at a cost of £200 per day. Using an Interest of “Festivals” to define the audience, Facebook estimates that the advert will reach between 9,600 to 27,900 user accounts within a 40 km radius (based on Sheffield), targeting the age range of 18 to 50. Considering the population of approximately 500,000 in the area, this represents a relatively small portion of the total population.
The projected outcome of the advert is estimated to be between 94 to 272 Likes. While Likes can indicate some level of engagement, they may not necessarily translate into tangible results such as increased sales or conversions. Moreover, the reach and impact of the advert may be limited to the duration of the campaign, requiring additional investment for sustained visibility.
UGC Event Photography: UGC Event photography, the focus is on capturing branded photographs of attendees at the Festival and enabling them to share these photos on their social media accounts. Assuming that 500 people have their pictures taken, and considering that the average number of Facebook friends in the UK is 338, there is a potential reach of 169,000 people (500 x 338).
Additionally, it's worth noting that the median number of Facebook friends is 200. Even if we consider this more conservative estimate, the potential reach would still be 100,000 (500 x 200). When individuals openly share their UGC photographs, they appear on their friends' timelines, increasing visibility and potential engagement.
The amplification effect of UGC photography is significant. Assuming that each of the 500 people shares their photo with 100 friends, it would result in a potential reach of 50,000 (500 x 100). This widespread sharing exponentially expands the exposure of the branded photographs and the associated business.
When comparing social media marketing and UGC photography for promoting a business at a Festival, UGC photography offers several advantages. It has the potential to reach a significantly larger audience, leveraging the power of individuals' social networks. The organic sharing of branded photographs can generate wider engagement and create a buzz around the business. Additionally, UGC photography allows for a more authentic and relatable approach, which resonates with audiences.
While social media marketing through adverts can provide some level of targeted reach, UGC photography offers a more cost-effective and potentially higher impact solution for promoting a business at the Festival. By leveraging the collective networks of festival attendees, UGC photography has the potential to create a ripple effect of exposure and engagement, ultimately benefiting the business and fostering a sense of community around the event.
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