Two weeks ago, the time had finally come: squarelovin CEO Benedict Stöhr joined a podcast for the very first time. Jenny Ueberberg, host of the german e-commerce podcast Der Handel 4.0, invited him for a little chat. Now the full episode is available on all platforms. In this blog post we give you a little overview of what the two talked about and why it’s definitely worth listening to the whole thing!
What is “Der Handel 4.0”?
Der Handel 4.0 is an e-commerce podcast aimed primarily at entrepreneurs and agencies. The format was launched by "Die Berater", an online marketing agency from Dresden, Germany, which is committed to providing accessible, entertaining and creative approaches to marketing. Consequently, the episode is filled with marketing insights, such as hashtag do’s and don’ts, squarelovin as a company and the many uses of User-Generated Content. This blogpost will give you a brief overview of what the two talked about - nevertheless, make sure to listen to the podcast episode for a detailed overview to get the full picture!
Quick reminder: What exactly is squarelovin?
squarelovin is not only an official partner of Instagram, but first and foremost a SaaS company that helps your brand focus on customer content for authentic marketing on any channel. Our user-generated content (UGC) management tool helps you to curate Instagram for content related to your brand. All photos and videos that are publicly uploaded on the platform and linked to your brand through hashtags, @-mentions or tags are collected by our tool and displayed in one interface for you, the so-called "Collector". Here you can easily select from the accumulated content and curate the pieces that best represent your brand with just a few clicks.
Our tool also takes care of the often tiresome and sometimes swept-under-the-carpet issue of usage-rights and GDPR compliance when reusing social media content. By individually contacting each user through an automated process, we request usage-rights for each piece of content you have selected. As soon as a user agrees to this request, the content piece becomes available for use in our backend.
On top of all this, we help you to track and analyze all relevant KPIs within our software, so you always know which content is best received by your community and is therefore most valuable for your brand. UGC should be an integral part of your marketing-mix and can be integrated in a great variety of ways. Content from the community is not only perfect for authentic and personal online marketing in the form of inspirational galleries on your website or even product detail pages, but also for a variety of other channels such as email newsletters and social ads or even promotional flyers and booklets - there are no limits to creativity. In a no-obligation discovery call with one of our experts, we'll work together to find the best way to display your UGC individually and make the most of it. Schedule a call here if you're interested.
Best practice cases for the usage of UGC
First, let's look at the classic e-commerce case: the use of user-generated content is suitable for any brand, for any product that, to put it simply, photographs well. There are almost no limits to the application of UGC - from products to services, from art to jewelry. Along big players like Henkel, Beiersdorf and Stabilo [#53:44], we have been able to get a wide variety of brands from different industries on board over the past five years. To get detailed examples for working with UGC from our clients, make sure to check out the full episode of the podcast.
Employer branding with UGC - is that possible?
Our client Mustang Jeans [#22:59] provides a very unique creative approach to the topic of UGC. The clothing brand does not only use our tool for online marketing, as most of our other clients do, but also for employer branding. Through a UGC gallery designed specifically for this purpose, the brand shows what the everyday life of a trainee looks like at their company. For more insights, check out the full podcast episode.
Benedict's message - Hashtags are actually quite simple!
Hashtags are the perfect weapon for gathering relevant brand-specific content. Contrary to the impression you sometimes get from advertising posters of big brands, hashtags are not about appealing to the youth by putting a # in front of any random term. Hashtags aren't about making words look fancy, they're topic anchors. They link various content that relates to the same topic so that it can be found bundled together at a glance - actually quite simple.
To illustrate, here's a rather negative #-use case for you: the American clothing manufacturer Ralph Lauren [#25:45] tends to use generic hashtags like #shirt or #fashion - neither one being hashtags that you immediately associate with the brand. There are, after all, one or two other brands in the world that also produce shirts and fashion. The bottom line here: both hashtags are far too unspecific and miss the mark.
Here's a positive example from our client Paul Hewitt [#25:00] to restore the balance: The Oldenburg-based jewelry brand uses the hashtag #getanchored. This is self-explanatory, includes the maritime anchor motto, which runs through the brand and is also specific and unique with high recognition value. #getanchored is also a great way to see the simple tips for a good branded-hashtag, which Benedict mentions in the podcast episode, put to practice: Your branded-hashtag should be unique, fit to your brand, reflect it, and ideally it should not represent anything questionable or out of context in other languages either.
Our corporate philosophy
Personal, individual and human - the central attributes of the content, which makes the core of our concept behind the UGC Tool, are also essential to our corporate philosophy: we respond individually to our clients and support them in the best possible way with personal consultants who always have an ear to lend.
We are in constant progress and always strive to adapt our product to our clients in the best way possible. Whether it's the digitale Fundgrube (digital treasure trove) for Media-Markt-Saturn [#39:35] or developing a blacklist function for Jack Wolfskin [#17:25] to sort out content that shows competing products - we are inspired by our clients and develop the software they need.
Our long-term goal is to provide a complete Instagram marketing suite. To achieve this, we are constantly working on developing further software solutions that cover Instagram marketing from A-Z.
PS: We are constantly looking for new talents to join our squarelovin team. Even though we welcomed the first squarelovin baby into the world this year after 5 years of company existence, it will still take some time until the new earthling can support us in our daily business. Therefore: If you are motivated, like to take on responsibility, strive for knowledge and challenges, you have what it takes- whether sales, account management or development is your specialty, we look forward to receiving your application. You can find all open positions here.
If you want to learn more about how squarelovin was founded from the idea of making UGC accessible for marketing and what exactly our company name is all about, you can now listen to the whole episode here.