Changing Content: When letting go is the way to go

The lines between content and commerce are blurring (see part one of this series) — so how do we invite customers to become active participants in the brand, without feeling too sales-y?

By blurring the line between brand content and user-generated content (UGC), brands can create more meaningful engagement. UGC builds trust, as it centers the brand experience around the users themselves, ultimately driving actions that benefit both the brand and its audience. It serves as a mirror for the consumer, allowing them to see themselves as part of your brand. The downside, however, is relinquishing a certain amount of control.

Shaking things up

When McDonald's announced their Grimace shake in June of 2023, they had no idea how viral it would become. The #GrimaceShake trend exploded on TikTok, but it wasn’t exactly a safe trend for the brand. It involved users posting videos of themselves drinking the Grimace shake and then dying. Rather than jumping in or shutting it down, McDonald's stood back and let go:

Saying nothing felt disconnected, encouraging it felt self-serving, so we just decided to show our fans that we see them and their creativity in a sweet, candid and genuine way, as Grimace would. The same way you would respectfully and gently nod at someone, without repeating what they said to show you agree with them and stealing their thunder. - Guillaume Huin, Social Media Director for McDonald's

Risk and reward

It's not just about grabbing attention or being on top of trends; it's about transforming passive viewers into active participants in a brand's journey. While it can be tough to take your hands off the steering wheel and trust that the brand is going to be okay, it’s a risk that can have a massive payoff in the long run.

Check out part one of our Changing Content series to stay up to date on these seismic social shifts.