Oh no! Another thing to learn? When it comes to marketing tactics, there’s always something to learn, and today’s lesson… UGC Marketing.
What is UGC?
“User-generated content (UGC) is any content—text, videos, images, reviews, etc.—created by people, rather than brands. And brands will often share UGC on their own social media accounts, website, and other marketing channels. (source)
For many brands, Instagram is the primary platform for UGC. Users create and share posts featuring your brand, exposing your products and services to their audience. Better yet, you can share that content with your own audience, boosting your credibility in the process.”
Authenticity
“Consumers are 2.4 times more likely to view user-generated content as authentic compared to content created by brands. That offers brands an important credibility boost, since most people say less than half of brands create authentic content.”
It’s incredibly important to create moments and capture them for potential customers. There was a time when Google reviews were the be all end all of decision making – however now,
consumers are looking for peer experience to drive buy in to products and services. Having an authentic presence is key.
Trust
“Whether it’s a product, a service, or an experience, modern consumers want to know what they’re going to get before they order. For example, 30 percent of millennials would not go to a restaurant if the location’s Instagram presence was not up to snuff. They just don’t trust that the experience would be what they are looking for.
Keep in mind that those diners are checking the restaurant’s own profile and content from other customers.
It’s all about creating trust. A full 92 percent of consumers trust recommendations from people they know, and 70 percent trust online consumer opinions.”
Having your product and services available to the rest of the world via social media is important yes, but having someone visually represent the benefits of them is gold.
Purchasing Decisions
“All of the preceding benefits of user-generated content really lead up to this one: the impact on purchasing decisions. And it’s a biggie. Nearly 80 percent of people say UGC has a high impact on their purchasing decisions.
Don’t forget Instagram Stories when sharing user-generated content designed to drive purchases. Combining the immediacy of Stories with the staying power of Highlights, you can create a lasting album that lets potential buyers keep watching for as long as they need to feel comfortable heading to your website to buy.”
How to Use UGC on Social Media
According to HootSuite, here are 3 key ways:
Create Brand Desire
Humans are by nature an envious bunch. Sharing exceptional user-generated content is a great way to spark brand desire. For tourism and lifestyle brands, it’s especially powerful to showcase your destination through a visitor’s lens.
Showcase and Inspire Brand Loyalty
Creating desire is all about getting people to experience your brand for the first time. Building brand loyalty is about fostering long-term relationships that result in multiple sales over time.
People who create and share user-generated content are likely to be among your biggest fans.
They have probably bought from you more than once. If they have only made one purchase, it was probably a meaningful one. UGC allows you to harness that brand excitement and foster a sense of ongoing loyalty in people who may be less familiar with your brand.
Build Content Library
It can be a constant challenge to create new, fresh, great-looking content for your social media channels. User-generated content campaigns are a way to help build out your content library so you’ve always got relevant material to share.
Best Practice Rules to Follow
Get Permission
“As shown above, a branded hashtag is a great way to collect user-generated content. However, it’s a good idea to ask for permission even when a post includes your tag.
Hashtags can sometimes take on a life of their own, and people may use your branded hashtags without necessarily knowing you’ve tied them to a user-generated content campaign. Re-sharing that content without explicit permission is a sure-fire way to kill goodwill and annoy some of your best band advocates.”
Give Credit Where Credit is Due
“When you share user-generated content on your social media channels, make sure to give clear credit to the original creator. Tag them directly in the post. Indicate whether you’re using their visuals, their words, or both. “
Offer Something in Return
“If you want fans and followers to provide you with user-generated content, you have to offer them something in return. A social media contest can be a great way to bring in a substantial amount of UGC quickly.”
For more detailed information on all of the above, feel free to read the full Hootsuite article. An additional resource can be found at Convince&Convert.
