User generated content or UGC is one of the driving factors of product promotion through short-form content on platforms like Instagram, YouTube and TikTok. It’s a communication and marketing tool that can be harnessed to create engaging and interesting videos that genuinely speak to a Gen Z and student the audience.
At Student Edge, we established our own Content Creator Network (CCN), that consists of UGC content creators. They’ve enhanced our content offering and added new value while giving clients the ability to reach a Gen Z audience.
We’re proud to announce that as of this year, the network has over 50 different creators across Australia.
Driving Genuine Interest and Engagement
In today’s digital world, content creation isn’t just a hobby – it’s a career path, a communication tool and a way for young people to be heard. We’ve seen a shift in how young people engage with content with 80% of Gen Z relying on user-generated videos for purchase decisions.
They’re not interested in highly polished ads or forced endorsements. They want real voices and content that speaks their language with UGC content. Gen Z values utility and prioritises authenticity, responsibility and transparency.
Our creators craft content that’s naturally aligned with Gen Z culture, humour and values. Whether it’s a take on a viral trend or a genuine product review, the creators use their creative skills to reflect the vision clients have in mind.
The CCN isn’t just about marketing and has given young creators a platform to grow with the ability to pitch their own ideas, collaborate with brands that matter to them, build a portfolio to show off their skills to future employers, and earn while they learn by getting paid for the content they produce.
The below Chatime video was created by one of the creators, Jack. He took the concept of a simple tasting video and elevated it with touches of comedic value. The result was 113 likes and 4,305 views on the post on Instagram and 662 views on TikTok.
@chatimeau You had us at bubble tea. 😍 Thanks for the glowing review – we’re blushing like a strawberry chewy cube 🍓 #ThanksaTeaMillion #Chatime
Our content creators, all within the audience’s age demographic, create on-brand content for both Student Edge and our partners. It bridges the gap between corporate messages and Gen Z expectations. Instead of pushing ads, we work to create content that engages, educates and entertains.
Creating Significant Results for Clients
One client that has tapped into our CCN is Betty’s Burgers. The creators on the network have made multiple high-quality videos that reflect the values of Betty’s Burgers.
@bettys_burgers When the NEW Betty’s Fries hates to see you coming 😋🍟 Try them today!! @Student Edge
@bettys_burgers Worth the hype? Guess you’ll have to try our Avocado Smash range for yourselves 🥑 🍔 @Student Edge
@bettys_burgers When you text your bestie to come try NEW BETTY’S FRIES with you 🍟 @Student Edge
Overall, every video created for Betty’s Burgers has amassed a significant amount of engagement in views and likes.
Georgia Smith from the Betty’s Burgers marketing team said the CCN captures the brand well.
“Working with the Creator Network has been a great addition to our social content calendar. The creators captured the fun, playful energy of Betty’s and the content felt genuine, driving real excitement for our campaigns among our community.”
Georgia Smith, Marketing, Betty’s Burgers
Creators on the network have also worked with DoorDash multiple times to create exceptional UGC videos that show how easy dashing can be as a side job for students.
Like the Betty’s Burgers videos, utilising UGC creators works very effectively to bring across the DoorDash message to students in a way that feels organic and speaks directly to what they value.
“The Student Edge network has been a great lever to create content at scale that is relevant to the student audience, helping us show the benefits of our service in an authentic way which we can elevate through many marketing channels”.
Laurent Jaubert Senior Manager, Dasher & Partnerships Marketing
Takeaway
The Student Edge Content Creator Network effectively combines the power of UGC to create effective promotional videos that speak to the Gen Z audience many brands are trying to reach.
Connecting creators with iconic brands over the past two years has allowed creativity to thrive, driving relatability and authenticity between brands and their audience to reach a Gen Z and student audience in a way that resonates with them.
Interested in using the Creator Network for your next marketing campaign? Get in touch and learn more here.
