The Science of People: How Olapic Blends the Power of Humans & Tech
Olapic has helped create an industry based on the premise of connecting brands with their best user-generated content (UGC). Across the board, brands have seen incredible results when integrating user-generated content into their revenue and marketing strategies. A great example is Simple® Skincare, which experienced a 5.7X increase in CTR when a customer engaged with user-generated content at a Simple® Skincare retailer.
Still, achieving results with curated user-generated, or “earned” content, can be quite a challenge, especially for enterprise brands that are inundated with consumer imagery. One of the biggest challenges Olapic has had to help brands overcome is distilling collected assets into brand appropriate, usable content both quickly and efficiently. Modern consumers are generating an enormous volume of incredible imagery, but not all of it fits a brand’s guidelines or is applicable to every single channel. Knowing this, mining content at scale for usable visual assets can be a daunting task, and it’s a challenge we’ve seen many brands overcome to truly unlock the benefits of their earned content.
Throughout the years, Olapic developed Strategic Moderation Services as a way to help shorten the runway between collecting content and activating content. This offering was created with cost, speed, and efficiency in mind — saving money on content management costs, unlocking assets quickly, and ensuring there is no wasted time or effort in getting the most value out of your brand’s UGC. And the best way we’ve discovered to achieve this goal is through a blend of best-in-class technology with best-in-market expertise.
Our global team of over 100+ moderation experts are an extension of your brand team, sitting with you to understand your brand guidelines and how user-generated content fits into them. Then, using cutting edge collection tools and image recognition technology, our moderators are able to mine collected UGC according to, even the most-specific, brand guidelines. This team also holds regular strategic check-ins with your brand to ensure that guidelines are not excluding key trends, nuances, and more. Having the appropriate technology seamlessly combined with a dedicated team that lives and breathes content curation at scale ensures that you never miss out on the best content for your brand.
In addition to the above, tagging content is also included in these services, which is a critical part of managing content and making it easy to activate across your marketing channels. From products, to locations, to qualitative keywords — our team can help tag and categorize your content quickly, enabling you to spend time strategizing around these assets instead of organizing them. While we always use state of the art image recognition to help categorize and tag UGC, it’s ultimately the people behind the tech that make it functional. Then, our algorithms can learn from our moderators selecting, approving, or improving tagging suggestions — all with a built-in human QA to ensure no tagging or approvals go astray.
What does this mean?
- Less cost investment by your team for consistent, expert-level service.
- Quicker activation of content across channels.
- And, more effective management of content to activate instead of organize.
A recent example in which we saw the power of strategic moderation was with Urban Decay, which utilized the service to take the time and burden off the brand to exceptionally match makeup shades and colors in UGC to its products. By doing this, the brand was able to approve 39% more photos than the previous month.
Learn more about Moderation Services here.