USA?s reality series Chrisley Knows Best is proving that fan-generated content is key with its Dubsmash partnership to promote its current season. 

The reality is show is connecting to fans in a unique and playful method by offering fans use of sound bites from the show on Dubsmash, a lip dubbing application. Chrisley Knows Best shared 30 of its most popular sound clips from the show with Dubsmash, created its own cast-made videos and launched a contest for users to see their content featured on the casts? social media pages to generate hype for its current season, while having fun with fans. 

"Viewers of Chrisley Knows Best can help the show with a possible viral quip that could become a new catch phrase among the demographic," said Marci Troutman, CEO of SiteMinis. "If a catch phrase gains momentum and is repeated and shared often enough, the show through social media promotes itself with less marketing needed.

"There have been several catch phrases or actions through the years, even before social media that caught on and went viral, thus making the originator more famous and ramping up the viewers exponentially," she said. "The Fonz with his 'heeeeyyyy' and thumbs up is a great example.

"There is absolutely importance in having fans generate promotional content. Something every brand is looking to gain is to have their fans promote their product for them, this marketing method, as long as the content is positive, sells a brand more effectively than anything else."

Putting fans first
It is important that brands connect with users in a manner that is entertaining for consumers as well effectively creates promotion. While currently in season three, the show will have its content shared heavily through all social media but created by fans. 

Content from Dubsmash is unique and eye-catching, and by sharing it through various social media feeds other users will pay attention. If content is spread effectively enough consumers will take note and look into the show. 

Giving the promotional reins to fans creates a deeper with consumers and ensures their devotion to the show and continued viewership. 

To create a Chrisley Knows Best video, users launch the Dubsmash app and search for the show or access the devoted channel. A list of content from the show can be favorited saved within the user?s Dubsmash account. 

The user clicks on the clip they are interested in recording to play the clip from there, she records herself lip-syncing the phrase from the show. Dubsmash compiles a video of the sound bite and user-generated video together, which can be shared on any of the social media accounts from the user.

Content available for users to play with on the Chrisley Knows Best Dubsmash channel

This is a way for the show to have fun with its fans and generate hype of season three, which recently started on June 2. However, the contest further ensures consumer participation with the hope that they could be featured on the celebrities? social media pages. 

Snackable content
The bigger the draw for users the more likely they are to join in on the fun and the more promotion Chrisley Knows Best receives. Letting consumers take the lead in promotional content such as this allows for the brand to take a back seat in marketing and prevents overly intrusive advertising. 

Universal Pictures also partnered with Dubsmash to promote its latest installment of action film series Fast and Furious (see more).

Giving consumers control and access to clips to share is an ideal method to promoting a brand.

Recently, motorsports cable network MAVTV partnered with social media application Clippit to share clips from the network with fans, putting promotion in consumers? hands to create a more widespread and authentic marketing representation (see more).

"Users of Dubsmash are most likely looking for new ways to record and post," Ms. Troutman said. "Dubsmash adds the name of the origin for the quotes as options and it's a simple scroll to view the choices. 

"Having a brand in the scroll for easy access can be helpful in the quest to find that next catchy phrase that everyone will be repeating." 

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer