Marketing success now hinges on capturing the attention and trust of consumers in an instant amongst a sea of other brands. User-Generated Content (UGC) has emerged as a powerful tool in this ocean, with Performance Content UGC now being the next big wave. Unlike expensive influencer marketing, Performance Content combines the best of both worlds to build a data-driven creative output to drive conversions, rather than relying on organic metrics such as reach and engagement.

In order to create this powerful performance content, we need to look at 3 key areas of the process:

1. Ideation

The first step in the performance content process is ideation and script writing. This involves developing a series of winning concepts by doing a deep dive in to account analytics, audiences, customer reviews, trends and competitors to discover data and insights which can be extracted and leveraged to align with the brand’s objectives and resonate with the target audience. It is crucial to identify the key messages, storytelling elements, and desired “vibe” for the content. By defining a clear script with thumb-stopping hooks, body copy that highlights key USPs and a call to action that make potential customers click through to the path of purchase, we can ensure we are giving the content the best chance of standing out.

2. Production

Once the concepts and scripts are finalised, it’s time to bring the performance content to life. Content production involves various aspects such as video shooting, editing and graphic design, depending on the chosen format. A key part of this is collaborating with internal and external content creators to tap into the user-generated content feel which adds authenticity and the ability to connect with the right audience. It is essential to maintain consistent branding and quality throughout the production process which is aided by creating a really thorough creator brief. Once the content is ready, it can be launched across relevant channels including Meta.

3. Analysis

After the performance content is launched, the hard work is not done. Analysis and iteration play a critical role in optimising the content’s performance. We closely monitor key performance indicators such as thumbstop rates, average play times, click-through rates, conversion rates, CPAs and overall ROAS. By leveraging analytics tools and data, we can gain insights into what resonated with the audience, what drove conversions, and what areas need improvement. These insights will then inform future iterations and refinements of the performance content to continually enhance its effectiveness.

In the ever-evolving sea of digital marketing, Performance Content has proven to be a cost-effective and powerful tool. By investing in a systematic approach, brands can refine their messaging, optimise production quality, and continuously improve the content’s impact on their marketing efforts. By harnessing this power, you can increase ROAS, reduce acquisition costs, and ultimately drive authentic meaningful results in today’s competitive marketing landscape.