How ColourPop Slays the Game with UGC

Case study time

Hey socialites!

Earlier this week, Alex already touched a little bit on one of our favorite brands, ColourPop cosmetics. We love what they do on social media and thought they were so on point, we could talk about them more in depth as a case study. ColourPop has built their business primarily off social media marketing. One of the ways they excel the most is by engaging with their audience – especially with good ole’ UGC.

They make their everyday consumers valuable brand advocates.

Marketing Land explains one of the main benefits of UGC is stroking the egos of your consumers. Featuring content from your customers makes them feel good about themselves – and feel even better that they took the time to tag you. Not only is your customer a fan who is buying your product, they are now advocating for your brand. Because you took the time to feature them on your social channels, they are more likely to tell their friends about you or show them the post they “starred” in.

They have a good ratio of UGC and their created content.

Not only does ColourPop curate content from their customers, they maintain their own content as well. They keep a good balance between UGC and their own photos. This is critical because having a good balance creates a positive relationship with customers while still maintaining a sense of authority and ownership of their brand.

They use their captions to take UGC and keep it on-brand.

What we love about ColourPop is the way the make sure their content is consistent. Their voice is bright, lively and fun. They use the great visuals from their fans while ensuring the copy on the photos matches non user generated content. Sprout Social explains that developing a strong voice is key to having a clear brand identity. UGC is great, but just make sure you’re staying true to who you are when you repost from your fans!