4 tips on how to crowdsource marketing content

A headshot of Judy Garvey

by Judy Garvey

A cartoon illustration of pink converse surrounded by hearts and opened yogurt packs.

Crowdsourcing content is a great way of fleshing out your brand. You receive fresh and original content from people who trust you. These are customers who engage with your brand and are willing to go the extra mile. Crowdsourcing content can be the kick your brand needs. The question of how to crowdsource is another story.

But first, let's take a look at some of the major benefits of crowdsourcing marketing content.

Chobani billboard advertisement.
Baby laying under a baby mobile made from Chobani containers.

What Are The Benefits Of Crowdsourced Content?

It can be a little daunting to let your customers run free with their own ideas. Isn't that what crowdsourcing marketing content is?

When you crowdsource content for your brand, you set up the kind of content you're looking for. You establish the rules. Whatever you need, you have to make sure your audience knows what's right.

So what benefits are there for getting content from your customers?

One of the huge points that makes crowdsourcing so effective is credibility. When your audience supplies you with content, it affects other people's views. Whenever you look for a restaurant or a store online, what's the first thing that pops up? It's usually reviews. This is one of the most basic but effective crowdsourced content you can get. Customers who have purchased from you will discuss topics around your business. One good review can jumpstart the PR status of your brand. It can be the differentiating factor between a good and bad campaign.

Read Next: The ultimate cheat sheet for crowdsourcing ideas

Crowdsourcing also gives you access to more content to use. The more material you have, the more you can help your customers. This can be in the form of writing, images, videos, and more. The sky's the limit for crowdsourced content. The main thing is determining what will be the most useful towards your brand.

Engagement is another key benefit of crowdsourcing content. Through different campaigns, you can get your customers involved with the brand. You can get your potential customers to tell you more about them, making it easier to sell to them. They'll also develop a better view of your brand. Crowdsourcing content is a great way of developing brand loyalty among customers.

How To Crowdsource Marketing Content?

There are a lot of different ways you could crowdsource different marketing content. Depending on your needs, you can pick the one that fits your brand the best. There is no one-size-fits-all, so be sure to understand who your audience is and what type of content you want.

Having said that, let's take a dive into a high-level view of crowdsourcing content.


Giveaways are a great first step in getting crowdsourced content. You can use a giveaway to gain information, testimonials, reviews, and more.

Set up the rules for your giveaway and prepare something that is a high-value item or service. Your giveaway's rules should be to exchange information from the customer to you. You could get them to take a photo of them using your product. You could also get them to write a short 150-character review of your brand.

The sky's the limit for giveaways, and it's a strong method of gaining leads as well. If you have a giveaway planned for your brand, make sure you cap it off with influencers. Get as many influencers involved as possible so that they can spread the word.


You should be reaching out to your audience every once in a while with a survey or poll. This is one of the simpler ways of getting content. There is a wide myriad of tools available at your disposal, including the activities toolkit within Chaordix's Participation Platform. Use them to draw insights into your existing customer base about how to reach them.

You can deploy surveys in several different ways. You can send them through email to existing customers as a feedback tool. However, we recommend having a dedicated space and online community for your fans, where sending surveys or polls is just one of many activities you can leverage to engage customers.

Through the use of surveys and polls, you can pull information from your customers. This gives you data for market research, blog stats, or even infographics.


Get your customers pumped for a friendly competition. This can be in the form of Challenges within your community. You want to gamify the experience of your brand to keep people coming back. This will also create some great content, depending on what your marketing-focused challenges are.

Related Read: 4 reasons why your crowdsourcing campaign might fail

You can come up with different challenges to engage with your customers. They can range from simple Q&As to more complicated tasks. The key is that you want your customers to share the results of these challenges with you. You want them to spread the word on social media or to their friends.


Having participants create videos or articles for you is a popular crowdsourcing technique. Your customers are subject experts in your field. Let them fill in the blanks within your content strategy.

You can have open submissions for blogs within your community. You might have to weed through the advertisement submissions, but there are nuggets of gold in there. Find the pieces that are genuine and useful to your audience. Set up guidelines for submissions. Make sure the content is up to par with your expectations. That way, you can create an automated content strategy that builds itself.

You can also get people to share videos with you, which you can use. In our age of mobile and social media, everybody's taking photos and videos all the time. Use this to your advantage. Incentivize capturing the content of your products. Get people to share it online.

Examples Of How To Crowdsource

Let's take a look at some examples of crowdsourcing from big brands and their campaigns.

Converse - Chuck Taylors All Star Shoes

Converse created one of their best performing campaigns of all time. They created content of people showcasing their personal Chuck Taylor All Star shoes. The campaign had celebrity endorsement from fans like Andy Warhol and Patti Smith. The goal was to highlight this cultural phenomenon and get people to share it.

Fans were ready to share their own personalized shoes for a chance to have them featured. Considering Converse is such a large brand, that was a good prize to give. The social inclusion is a great driving factor for crowdsourcing.

Red Chuck Taylors from converse.

Tiffany & Co - True Love In Pictures

Luxury brands also use crowdsourcing to create content. Tiffany & Co created their "What Makes Love True" campaign back in 2010. The microsite featured content that users took on social media.

Images with the hashtag #truelovepictures hat have Tiffany & Co products are featured on the site. The campaign was a success. It led to the creation of an iPhone app called "Love Is Everywhere".

A map from Tiffany and Co.

It's Your Turn

Crowdsourcing shouldn't have to be hard. Even a big name brand should be able to tap into crowdsourced content. The bigger your audience, the easier it will be to pull marketing content from your customers.

If you're looking for a managed solution that makes it easy to crowdsource marketing content, you've come to the right place.

This website is not optimized for Internet Explorer.

For the best experience, please use a newer browser such as Edge, Chrome, Safari, or Firefox.