Fenty Beauty UGC,who is the biggest winner?

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Fenty Beauty is a beauty brand created by celebrity and businesswoman Rihanna, which has been very popular among consumers since its inception due to Rihanna’s influence and the high quality of the products themselves, in addition, to its successful advertising campaign as well. According to James Curran, The Internet provides a new and more efficient method of connecting suppliers, producers, and consumers, increasing productivity and growth. In a de-industrialised Western society, the information economy will supplant heavy industry as the primary source of wealth. It implies that the Internet is altering the competitive landscape by levelling the playing field between corporate behemoths and new start-ups. As a result, the Internet is reviving markets and unleashing a torrent of business innovation. UGC is an important product of the Internet economy.With social media platforms such as youtube, Instagram, and TikTok becoming important channels to promote products, Rihana’s Fenty Beauty has turned to user-generated content (UGC) to drive engagement and sales.

Photo by Kelsey K on Unsplash

Firstly, Fenty beauty connects with its audience through video tutorials from influencers and Rihana herself. The content doesn’t have to be positive. The audience always wants to see both sides of the comments. So the key point of UGC content is not how good the product is, it’s how much influence the UGC can cause. Because once if they introduce the product, no matter whether it’s positive or negative, people can see it from everywhere, that’s what the brand want. While encouraging and sharing user-generated content on social media, Fenty Beauty also creates product advertisements by incorporating reviews and opinions from verified customers. This customer-focused strategy has allowed the company to quickly gain followers on social media platforms.

Secondly, Fenty Beauty created a hashtag on social media platforms and encourage their customers to share their experiences and results after using their product. Hashtags make it easier for users interested in a specific topic to find relevant content and ensure that the content is relatively focused, thus building a community of Fenty Beauty users. They can also follow the hashtags as a way of keeping up with the latest and most popular news of the brand.

Photo by Solen Feyissa on Unsplash

Thirdly, Fenty Beauty also launched its first-ever national FBF (Fenty Beauty Fan) contest on TikTok, and it gave fans the chance to become the face of the brand in 2023. Participants were asked to follow @fentybeauty on TikTok, post a video on their TikTok account, use the hashtag #TheNextFentyFace, and tag @fentybeauty in the caption. Such campaigns can significantly increase brand awareness and encourage consumers to buy and use the products.

UGC has the benefit for brands, working with a large number of content creators helps to reach a wider consumer audience. This is because different creators have different fan bases, and the fans’ love for the content creators themselves may also lead to purchases, not just because of the product itself. For UGC creators, participating in similar campaigns, especially with big brands like Fenty Beauty, can also help a lot in growing their fan base. Not everyone has the opportunity to be the face of the brand for 2023, in the process of participating and interacting with the brand through quality content, one may get the opportunity to have the brand repost the content they have created on social media, so this can be a good thing for UGC creators. For product consumers, such UGC content helps them understand the product in advance. By comparing and contrasting the reviews of different producers on online platforms, consumers can get a more objective and comprehensive understanding of the products.