Goal

With the use of their new Speekly UGC Ads, Readly aims to attract new subscriptions to their platform through native referral marketing.

Challenges

Challenge 1 - Digital product: Digital products require more explanation than physical products. Therefore, many tech clients face the challenge of communicating a digital product and its benefits to their target audience in a way that is easy to understand. The application/use of the digital product cannot be depicted in a simple, understandable way using only statics. This is where UGC presents a great opportunity. In a UGC video, the creator explains the functions and special features of the product in simple language. They can build a strong connection with the client's target audience and explain the product quickly and simply in an authentic and approachable way.

Challenge 2 - Interest groups: With its variety of magazines, Readly covers numerous areas of interest and therefore appeals to a very broad target audience. That's why a big part of these UGC ads is to cover as many different areas as possible in order to test individual interests against each other. The selection of suitable creators also posed a challenge. In order to cover as many different interests as possible, it would not be authentic for the creators to be interested in so many magazines.

Strategy
Readly took on these challenges with Speekly's support and went about it very carefully and mindfully. Readly booked 2 videos of different lengths from 10 different creators (including of different genders). In order to get a better understanding of what works best, Readly had some creators produce 30 second videos while others recorded 60 second videos and then tested those videos against each other. Moreover, Readly had all 20 videos adapted again in a different format so that we concluded this collaboration with a total of 40 videos. This gave our client an even better advantage since these videos could then be distributed over several social media channels. The ads are being tested for their performance on Meta and YouTube as YouTube Shorts format.

Before the collaboration began, the creators were asked which interests they represented and which magazines they wanted to present. They were then divided into different groups so that they could speak authentically about their interests and not end up in a group that didn't interest them. This way, we were able to prevent a redundancy of covered interests and focus more on the diversity of Readly magazines and articles.

To make it easier for the creators we supported them with a detailed briefing. We provided them with precise visual guidelines on how to present an intangible product in an exciting way. The creators were also encouraged to not simply present the app but also talk about their personal interests and give some examples of everyday situations where they use the app.

Creative Brief:

60 second video:

During these 60 second videos each creator dove a little bit deeper into their interests that were perfectly covered by Readly's broad variety of different magazines and newspaper articles. It was also part of their briefing to mention that every subscriber has access to all previously published issues of their favorite magazines.

30 second video:

During the 30 second videos we tried to direct the focus more on the general presentation of Readly as a platform in order to reach a bigger audience. The large variety of Readly's magazines and newspaper articles was presented through screen recordings and underlined with pointing out the USPs.

Learnings:

• Video duration:
  • 30 second videos performed much better than the 60 second videos.
  • it is important to communicate the video content thoroughly and effectively, which is why we aimed at lowering the video duration even more to keep it as concise as possible (15 seconds max.).
• Hook:
  • all of the videos that performed very well had a call to action at the end or mentioned the USPs at the beginning. Their hook-rate was +30% (3 second views/impressions).
  • the best assets contained at least 2 different types of sequences in the first 3 seconds which proves that fast paced cuts and changes of scenery really made a difference.
• Target audience:
  • UGC's most impressionable audience is between 35 and 45 while older people do not use this format very much.
  • women's conversion rate is much much higher when they see a female creatorFrauen konvertieren nur bei Inhalten von weiblichen Creator.
  • Men's conversion rate does not vary greatly between female and male creators
  • in the end, men make up most of the new sign ups in the first time window.

Jacob Zitzmann
Marketing Manager

“Thanks to Speekly and their all round consultation we were able to use UGC as a successful marketing channel that saved us time and energy while also having the chance to scale conversions and generate more members. Speekly became the number one component when it came to identifying and utilizing a new method for exponential growth."

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