What are some of the most effective strategies to spark interest in a product, start a conversation, and boost sales? content created by users User generated content .
It’s a marketing treasure trove, and with the right use, it can lead to a cascade of increased social media followers and engagement.
Why?
It’s easy. Customers have greater faith in user-generated, organic content than in conventional advertising. To put it another way, your audience would prefer to hear from your clients than from you.
Let’s get started if you’re prepared to learn what you need to know to create a successful UGC strategy that will boost your engagement, growth, and revenue.
Important Takeaways
Content created by users is known as user-generated content. It consists of blog entries, images, reviews, and videos.
Make sure the photographs you publish are original and of a high caliber, and provide visitors with entertaining content to react to.
Your creative team can save time and money by using user-generated content (UGC). Additionally, it is more genuine, which may foster loyalty.
To promote user-generated content, start competitions, provide content that can be shared, and send out emails to clients a few days after they make a purchase.
By establishing your objectives, identifying the most suitable channels for your audience or brand, aggressively pushing content, and monitoring data, you may maximize user-generated content.
What Is User-Generated Content?
User-generated content (UGC) is content created by individuals rather than brands.
If you’ve ever gone to a cafe, snapped a picture of your latte art, uploaded it to your Instagram Stories, and tagged the coffee shop, you’ve created UGC. Take this example from a Starbucks customer posting on Instagram about their dog enjoying its first ‘Pupcup’:
Types of User-Generated Content
We covered what user-generated content is, but what about the different types, and how can you use them? We’ll discuss them in detail next.
1.Photos
Visual content is some of the most powerful UGC because it shows potential customers what they can expect from a product without physically inspecting it.
Think about the last time you looked for a hotel or a new pair of shoes. Did you check out UGC images from real customers? Chances are you have, just by looking at pictures from past customers.
“As an initial step in obtaining user-generated content, provide your users with an entertaining question to answer. After that, take your time going over the content to determine which you want to share or emphasize. Making sure it was made by a human and that it is high-quality information you wish to communicate about your brand should be your main priorities. This can involve making sure the photos are sharp and free of grain, as well as emphasizing those that exhibit genuine passion in a picture or video.
After that, post to your typical social media marketing channels or visual networks like Instagram and Pinterest. Additionally, remember to hashtag them for increased exposure.
Are you trying to figure out where to get visual user-generated material for your company? Here are some guidelines:
Consumers: Motivate and reward your clients for sharing images and videos of your goods or services.
Influencers: To produce UGC material, collaborate with influencers in your niche. By doing this, you may offer fresh content while still reaching their audience.
Workers: Encourage your staff to share a glimpse of your company culture with others. This kind of user-generated content is excellent for drawing in talent and demonstrates to your audience the authenticity of your brand values.
Were you aware of the current explosion in video content? 91 percent of businesses are adopting it, according to Wyzowl’s research. Lack of time is the biggest obstacle preventing businesses from producing video content.
User-generated video content can help in this situation.
Product testing, reviews, unboxing, and demos are popular formats. This kind of content is abundant on YouTube.
As an illustration, YouTuber HopeScope frequently compares and reviews the top-selling and worst-selling Sephora products in videos like this one.
Are you gathering client endorsements? If not, you’re losing out on the most advantageous form of social proof.
People on the fence will feel more secure and sure about their purchases if you can demonstrate that your product works.
How are testimonies obtained?
Get in touch with previous satisfied clients and request a brief paragraph outlining how your good or service has benefited them.
After each transaction, send out customer feedback questionnaires.
Look through your Instagram, Facebook, and TikTok comment areas. Ask for permission to utilize screenshots of comments that are complimentary of your company in your marketing materials.
It makes perfect sense to promote customer reviews, as 89 percent of consumers read them before making a purchase.
- Natural References
Organic user-generated content is what every brand aspires to, isn’t it? When shoppers share their love for your products online, it is like having the best advertisement.
How does organic user-generated content look? It can appear in a variety of formats, including blog entries, podcasts, brand mentions, and comments.
For instance, user-generated content (UGC) comments on social media from people expressing their admiration for Fussy, a company that specializes in natural deodorants that are refillable and dedicated to sustainability.
Advantages of Content Created by Users
User-generated material has a lot to offer. It is free, genuine, and fosters loyalty. Let’s investigate these advantages in more detail.
UGC Has Greater Authenticity
Today’s consumers do more than simply purchase goods. They support brands. A recent IPSOS survey indicates that 69% of customers will make a purchase from a business that aligns with their beliefs.
In what ways does user-generated material enhance the authenticity of your brand?
It makes your business more relatable, enables stronger connections with your audience, and demonstrates—rather than merely stating—that your product will live up to its ideals.
Nowadays, user-generated content has replaced word-of-mouth.
Like recommendations from friends and family, user-generated content (UGC) is extremely valuable.
Look at it from your own perspective. What is the most genuine, in your opinion? A (paid) influencer, product-promoting brand channels, conventional paid marketing strategies, or the sincere assessment of a customer who has purchased and utilized a product?
Time and Money Can Be Saved Using UGC
For a single social media post, how long does it take you to organize, shoot, edit, publish, and compose a caption?
The time required to write each piece soon adds up to several hours if you publish five times a week.
The cost of hiring in-house personnel or hiring outside graphic designers comes next.
By allowing your community to provide the content for you, user-generated marketing saves you time and money and frequently yields a higher return on investment than traditional forms of advertising. because consumers are producing and disseminating the material at no cost. In contrast, the cost of developing a social media marketing strategy could range from 500 to 50,000.
As long as you obtain the creator’s consent, you can use user-generated content (UGC) in your email, web, social media, and other marketing materials for even greater benefit.
UGC Increases Brand Adherence
Including buttons for social media sharing on your post-checkout page.
encouraging customers to tag you in their Instagram Stories when they post about their purchases.
Include a letter with your goods that includes your social media usernames, brand hashtags, and a call to action.
requesting reviews via email from clients a few days after they receive your merchandise.
distributing feedback forms following a gathering.
Encourage Consumers One tactic you might employ a few times a year is to hold user-generated content tournaments with prizes. They build strong social evidence that you may use for months and raise brand recognition.
Create Shareable Events
To give your customers the ideal opportunity to post UGC, create shareable events. I’m talking about things like creating beautiful and unique unboxing events, in-store spaces, and brand activation.
One of the best examples of this type of user-generated marketing is from Primark this year when it invited consumers to become fashion influencers for a day at a Soho pop-up event.
Use User-Generated Content in Your Promotions
When you have a sufficient amount of user-generated material, you can begin implementing it. To incorporate it into your marketing mix, adhere to these guidelines.
1. Establish Your UGC Campaign Objectives
You must first identify your objectives before you can begin requesting and gathering content.
Would you want to:
Increase conversions?
Increase awareness of your brand?
Publish educational materials that affect purchasing decisions?
Now let’s return to GoPro.
The company posts user-generated material that demonstrates the various applications for its goods and services.
A case study demonstrates how GoPro become a content machine by utilizing UGC. To encourage additional content to come in, it even offered a 1 million incentive. After the brand became aware Given the volume of natural user-generated content available, it was imperative to include it into its marketing plan.
Campaign Live claims that at one point, user-generated material accounted for 40% of GoPro’s images, 80% of its social media photos, and 50% of its video content. With GoPro’s current 21 million Instagram followers, you can see how potent and successful user-generated content (UGC) can be.
- Give the Correct Channels and UGC Types Priority
First things first.
You must determine where your UGC should be posted. You only need to publish where your audience is active on social media; you don’t have to be active on every platform. You already have a solid understanding of that, I’m sure. If not, create a consumer persona to determine the most likely gathering places for various demographics.
It’s time to consider content categories now; the secret to any successful plan is selectivity.
Determine the best kind of user-generated material for each step and try it out. For instance, images and videos posted on more visual platforms like Instagram and Pinterest could be beneficial for apparel manufacturers. or a business-to-business Brands could want to post and give priority to reviews and testimonials. To add testimonials to your content bank, gather them on a regular basis. This social proof can also be used in landing sites, Instagram Stories, and emails.
Another excellent illustration of this tactic is hotels.
For their booking and product pages, reviews and testimonials are the ideal kind of user-generated content. On Instagram, however, pictures and videos of guests having a good time would be very popular.
To acquire consistent outcomes, you must also examine what works at each touchpoint and adjust as necessary. This is where my article on marketing funnel mastery will come in handy.
- Locate or Request User-Generated Content
It’s likely that consumers are already producing user-generated content if your brand has been around for a long.Find out what people are saying with a social listening tool, then use the information into your marketing plan. You may find mentions of your company and watch what others post by using social listening tools.
Nothing was found?
Begin by requesting that your audience produce what you desire. Encourage consumers to utilize your brand hashtag, incentivise reviews, and establish campaigns built around User generated content .
- Ask for Authorization and Give Creators Credit
Giving credit where credit is due is the most crucial UGC guideline.Sharing someone else’s work without marking their account is prohibited. That is a major no-no on social media.
A customer-generated content article does not automatically provide you permission to republish it just because your brand is featured in it.
Always ask whether you can use it in another part of your marketing or post it on your website or social media accounts. You risk upsetting even your most devoted brand advocates if you don’t have their consent.
Additionally, reaching out makes the person feel good and lets them know you like their content, which strengthens your relationship with them.
Actually, there’s a larger motivation to complete it.
- Promote Your User-Generated Content It’s time to put your UGC to work as soon as it begins to arrive!
Plan your videos and images for TikTok and Instagram.
Utilize the material to make Facebook advertisements.
Add your greatest testimonials to your sales pages and include reviews in your next email blast.
Your fans will be more inclined to join if you use UGC content marketing to promote more.
The community is a major component of UGC. It strengthens the bonds between you and your audience and gives them a sense of belonging. - Monitor Your UGC Campaign’s Performance
How can you determine the success of your UGC content marketing campaign? By monitoring the following indicators:
quantity of imprints
engagement rate, total reach, organic traffic, and social follows
overall interactions, volume of posts produced, and total conversions
conversion rate, total income, and total advertising expenditure
Ad click-through rates
return on investment for advertising
expansion of the visual asset collection
Measure indicators like post-performance, the ideal time to publish, and post-organic video views with tools like Hootsuite. Brand awareness and interaction can also be measured with a hashtag tool such as Brandmentions.
Throughout your campaign, keep an eye on these KPIs and change as necessary to meet your objectives.
Examples of User-Generated Content
Large companies frequently support user-generated content to advertise their goods. Here are a few examples to get you motivated.
1. Starbucks
Which method is the most effective for obtaining user-generated content? holding a contest.
Starbucks started the #RedCupContest a few years ago. The competition was launched by the coffee company to advertise its new red cups and holiday-themed drinks.
Starbucks urged customers to adorn their red cups and send in their photos for a chance to win a gift card.
What makes this UGC marketing so effective?
Because entering requires purchasing a red cup, it raises brand exposure, encourages participation by offering a reward, and promotes sales.
Provide an alluring incentive for participation if you’re having trouble getting user-generated content (UGC) from your audience.
In addition to getting the material and brand interaction you desire, it will motivate those social media lurkers to take action.
Share a Coke with Coca-Cola
Do you recall the beginning of Coca-Cola’s “Share a Coke” campaign?
The world went crazy with bottles that were named after people in each location.
Customers were urged to post pictures of themselves with their customized Coke bottle, which led to 89,000 posts on Twitter and 496,000 usage on Instagram.
Additionally, the drink was sampled by over 1.25 million teenagers, and sales in the US increased by 11%.
FAQs
1 User-generated content: what is it?
It is user-generated content that is distributed online. They could be images, videos, reviews, or testimonies.
2 Does user-generated material need payment?
User-generated content does not require payment. Encouraging your audience to produce content that highlights your product or service and tagging your account in their posts is all that is required. UGC should not be confused with influencer-sponsored advertisements.
3 Why does marketing leverage user-generated content?
Because user-generated content has strong social proof, it is employed in marketing. Online recommendations from friends, relatives, and other people are more trusted than brand lip service. It gives your company a human face and builds audience trust.
4. Does user-generated content require permission?
Indeed. Asking for permission is the best approach to obtain it for user-generated content. Ask the person if you can repost their work by sending them a direct message or leaving a comment.
5.What drawbacks might user-generated material have?
User-generated content has drawbacks, such as cost, unidentified or untrustworthy sources, and unfavorable evaluations or comments. Even though user-generated content is usually free, you might have to pay someone to keep an eye on and manage your brand mentions.
6.How can I motivate users to post more user-generated content?
Using compelling call-to-actions, holding a UGC contest, leveraging influencer marketing, including your social media handles on your packaging, and coming up with a brand hashtag are all ways to get people to produce UGC.
In conclusion
Do you want to increase brand recognition using social media?
Too many brands depend on their own content to boost their brand’s social media presence.
In addition to relieving some of the burden associated with content creation, user-generated content increases audience trust and organically draws in new followers.
Instead of using user-generated material to protect your brand from any negative publicity, it’s time to consider it an offensive tactic.
Be the brand that people want to speak about on social media and share with their friends.