Incorporate user-generated content into your next franchise conference.

Is your franchise convention content feeling a bit stale?

Are people tuning out once you start talking “marketing”?

One way to revamp your conference content is to lean into user-generated content (UGC). UGC is any form of content, such as videos, photos, testimonials, or stories, created and shared by attendees, franchisees, or participants rather than by the event organizers themselves. 

By tapping into the insights, experiences, and creativity of your franchisees and attendees, you can create a conference that resonates more deeply with your audience.

Let’s take a look at UGC for franchise conferences.

The benefits of user-generated content for franchise conferences.

1. Boosting engagement.

UGC transforms passive attendees into active participants. When franchisees share their success stories, challenges, and innovations, it fosters a sense of ownership and connection.

• Interactive panels: Instead of a one-way presentation, invite franchisees to participate in panel discussions.
• Social media challenges: Encourage attendees to share their experiences using a branded hashtag to build buzz and real-time engagement.
• Crowdsourced topics: Allow attendees to suggest and vote on session topics based on their interests.
• Live feedback: Incorporate live Q&A sessions where participants can submit questions in real-time through event apps.
• Peer-to-peer recognition: Highlight top-performing franchisees with awards or shoutouts during sessions.

2. Driving networking opportunities.

Franchisees attending your conference often look for peer insights and collaboration opportunities. UGC naturally facilitates these connections.

• Breakout sessions: Host small group discussions where franchisees share strategies and brainstorm solutions.
• Digital storytelling: Use an event app to collect and share short video testimonials that spark conversations during breaks.
• Networking challenges: Gamify networking by awarding points to attendees for meeting new people and sharing their learnings.
• UGC profiles: Create a digital directory where franchisees can upload a quick bio or video introduction to help others connect with them.
• Icebreaker activities: Use UGC submissions, such as franchisee anecdotes, to kick off discussions or networking sessions.

3. Delivering ROI.

UGC not only enhances the attendee experience but also offers long-term value for your franchise strategy.

• Content recycling: UGC collected during the event can be repurposed for marketing campaigns, training sessions, and franchise development efforts.
• Measuring impact: Authentic stories from franchisees showcase the value of your conference to potential sponsors and stakeholders.
• Lead generation: Use UGC, such as testimonials or success stories, to attract potential franchisees and partners.
• Enhanced sponsorships: Showcase UGC-driven engagement metrics to appeal to sponsors and demonstrate value.
• Training materials: Repurpose franchisee success stories and best practices into onboarding or ongoing training resources.

4. Aligning with franchise success.

A franchise conference should empower attendees to drive success in their businesses. UGC provides relatable and actionable insights.

• Franchisee spotlights: Highlight specific franchisees who have achieved notable success and can inspire others.
• Problem-solving sessions: Invite participants to share challenges and collectively develop solutions that align with corporate goals.
• Best practices sharing: Use UGC to compile a "playbook" of actionable strategies and tactics proven successful by attendees.
• Brand consistency workshops: Encourage franchisees to share how they implement corporate branding and strategies locally.
• Goal setting: Use UGC to create collaborative goal-setting workshops where franchisees share their objectives and plans for achieving them.

Challenges of incorporating user-generated content (and how to overcome them).

1. Collecting high-quality content.

Not all UGC is created equal. Some submissions may lack focus, relevance, or professionalism, which can detract from your event’s overall impact.

• Pre-event training: Offer a quick guide or workshop on creating impactful content. This can include tips on framing their stories, recording videos, or crafting concise written content.
• Submission guidelines: Provide clear instructions on the type of content you’re seeking, whether it’s video testimonials, written case studies, or photo submissions.
• Use submission platforms: Leverage tools like Cvent or Social Tables to streamline the process of collecting and organizing content.

2. Selecting the right contributors.

Choosing who to feature can be a delicate task. Highlighting the wrong contributors could lead to disengagement or even controversy.

• Diverse representation: Aim to include franchisees from various regions, demographics, and business sizes to reflect the diversity of your network.
• Clear criteria: Establish transparent selection criteria to ensure fairness and clarity. This could include their recent business achievements, contributions to the community, or unique insights.
• Pre-event interviews: Conduct short interviews with potential contributors to ensure their stories align with your event’s goals and resonate with the audience.

3. Keeping attendees engaged.

Even the best UGC won’t resonate if it’s poorly presented or feels disconnected from the event’s energy.

• Dynamic formats: Avoid monotony by mixing live presentations, pre-recorded videos, and interactive Q&A sessions.
• Event apps: Use tools like Whova or EventMobi to facilitate real-time audience interaction, such as live polls, upvoting questions, or sharing feedback on sessions.
• Engaging moderators: Appoint skilled moderators to guide discussions and keep the energy high during UGC sessions.

4. Integrating UGC with corporate strategy.

UGC must align with the broader goals of your franchise brand to ensure it delivers long-term value.

• Thematic alignment: All UGC should tie into your conference’s overarching themes, such as innovation, growth, or customer satisfaction. Share these themes with contributors in advance to guide their submissions.
• Content approval process: Set up a review process to ensure that all UGC aligns with your brand’s values and messaging.
• Post-event analysis: Use post-event surveys and analytics to evaluate which UGC elements were most impactful.

Methods and tools to leverage UGC effectively.

Before the conference.

Social media campaigns.

• Use Instagram or LinkedIn to ask franchisees to share their proudest business moments.
• Create a competition with incentives like free conference tickets, hotel stays, or branded merchandise.
• Post teaser content to inspire creativity and encourage franchisees to think outside the box when contributing.

Surveys and polls.

• Use platforms like SurveyMonkey or Typeform to gather ideas for discussion topics and understand what attendees find most valuable.
• Share the survey results with contributors to give them a sense of what the audience is interested in.

Content submission portals.

• Set up a dedicated portal or landing page where franchisees can easily submit videos, photos, and written content.

During the conference.

Interactive kiosks.

• Set up booths or stations where attendees can record short videos, share testimonials, or even draw on digital whiteboards to illustrate ideas.
• Provide prompts at kiosks, such as “What’s the best advice you’ve received as a franchisee?” or “Share your biggest win this year.”

UGC displays.

• Use large screens or projectors to showcase attendee-submitted photos, videos, or quotes in between sessions.
• Highlight top contributors on stage to recognize their efforts and encourage more submissions.

Get franchisees participating.

• Have franchisees lead sessions, roundtables, networking, and more.
• Share case studies and major wins in larger keynote presentations.
• Incorporate an awards ceremony for the top-performing franchisees.

After the conference.

Content curation.

• Compile the best UGC into highlight reels, infographics, or eBooks that can be shared post-event.
• Categorize content by themes or key takeaways to make it easier to use for different purposes, like training or marketing.

Follow-up campaigns.

• Use email or social media to share the curated UGC with attendees as part of your post-event communication strategy.
• Include a “Best Of” showcase to spotlight standout contributions and maintain engagement.

Analytics and reporting.

• Gather feedback on which types of content resonated most and use these insights to refine future strategies.

Trends in user-generated content for conferences.

1. Micro-influencer franchisees.

Certain franchisees with a strong social media presence can act as micro-influencers. Collaborate with them to share content before, during, and after the event. These influencers can provide behind-the-scenes glimpses, live updates, and personal testimonials that resonate with their followers and other attendees.

2. Gamification.

Incorporate gamification elements like UGC challenges to motivate participation. For instance, create scavenger hunts or trivia games where attendees earn points for contributing photos, videos, or insights. Offer rewards for top contributors to encourage more engagement.

3. AI-powered personalization.

Use AI tools to recommend UGC sessions or content based on attendee preferences. 

For example, AI-driven platforms can analyze attendee profiles and past behavior to suggest relevant sessions or highlight user content tailored to their interests.

4. Short-form video content.

Short-form videos like TikToks and Instagram Reels, are becoming increasingly important in UGC strategies. Encourage attendees to create quick, engaging clips that capture key moments, share insights, or highlight the event’s atmosphere. These videos can be showcased during the conference and repurposed for marketing efforts afterward.

You can even set up a dedicated filming space to make it easy for attendees to drop by and be interviewed or create their own short videos.

Ready to get started with user-generated content at your next franchise conference? Let's chat.