Increasing ROAS on Performance Marketing: Leveraging CGC and Video Content on Social Media

Abstract

Digital marketing campaigns in social media stand as a valuable tool for businesses to achieve performance and sales objectives in the digital era. In this context, video content is one of the most popular and crucial types of content for engagement on platforms like Facebook, Instagram, and TikTok. Despite this, traditional advertisements often fail to capture user attention, leading to low returns on investment. This study introduces "Directed Consumer-Generated Content" (DCGC), which combines the authenticity of user-generated content with the structure of professional advertising. Through qualitative interviews with experts from an innovative marketing agency and quantitative performance data from the actual campaigns, this research provides insights into the process that the agencies follow to create DCGC as well as the performance of the campaigns, focusing on key performance metrics such as return on advertising spend across Meta and TikTok. The findings offer valuable insights for digital marketers, content strategists and researchers, highlighting DCGC's potential to improve the performance of business marketing activities, achieving audience expectations.