User Generated Content (UGC): How to Get the Most Out of It
User Generated Content (UGC): How to Get the Most Out of It
Businesses – especially small to medium-sized ones – are always looking for new and innovative ways to reach their audiences. User-generated content (UGC) is one of the latest trends in digital marketing, and it’s a great way to engage with customers and get them talking about your brand. In this blog, we’ll discuss the concept in detail, from what it is to how it’s applied in real-world marketing strategies. It will also provide tips for using UGC to its fullest potential.
What is User-Generated Content? (UGC)
User-generated content (UGC) is media created by users of a particular product or service. It can come in the form of text, images, videos, audio recordings, and any other form of content capable of being shared online. UGC can be found across various platforms such as blogs, forums, and social media sites.
Why UGC Works
As would be the case with any other marketing strategy, user-generated content is popular because it works. Anecdotal and factual evidence backs up the notion that UGC has a significantly higher rate of engagement and conversion than traditional marketing efforts.
Here’s a quick overview of its benefits:
UGC Is Authentic
Traditional marketing messages only go so far. Consumers have developed a sense of ‘ad fatigue’ where they are no longer receptive to branded content. UGC helps break through this barrier with media that reflects what regular people post every day. It comes off as more relatable, trustworthy, and authentic.
UGC Is Cost-Effective
UGC is often more affordable than professionally produced media and can be quickly created from existing customer-generated materials like photos, videos, or reviews. This makes it an attractive alternative for companies that need to make a big impact with a limited budget.
USG Is Versatile
As an incredibly versatile tool, brands can leverage UGC to create campaigns of various sizes and formats. It can be used to produce small-scale social media posts, build long-term content strategies, or even develop full stories centered around real customers’ experiences.
USG Is Influential
Data published by EveryoneSocial illustrates that a majority of 70% of consumers consider UGC reviews or ratings before settling on a purchasing decision. Meanwhile, a staggering 93% of customers consciously acknowledge the helpful nature of UGC content and are more likely to trust a company if it’s been recommended by others.
UGC Is Rewarding for Everyone
User-generated content appeals to one of humankind’s most characteristic traits of wanting to be heard and validated by others. When companies repost their customers’ content, it makes them feel valued and appreciated. This not only strengthens the bond between businesses and customers but also drives further engagement as friends of these patrons can see their photos or videos featured on a brand’s page or profile.
How User-Generated Content Can Be Put to Work
With the abovementioned benefits being stated, it’s important to recognize the fact that user-generated content isn’t a strategy in and of itself, but rather a tool business can use in pursuit of various marketing goals. There are many ways in which a business can employ user-generated content, and below we’ll discuss some of the more common use cases.
Building an Online Presence
Content created by end users, such as blog posts, reviews and forum comments all contribute to a business’ overall digital footprint and help build its reputation online. Review platforms like Yelp, Google My Business and TripAdvisor are all key channels for local businesses, but other sources such as Reddit, Instagram and YouTube are also important for larger brands.
Creating Social Proof
User-generated content can help to create social proof – that is, the idea that because so many people have had positive experiences with a particular business, you should too. Social proof is an incredibly powerful motivator and it can be a great way to build trust with potential customers.
Expanding Reach
From sharing on social media channels to leveraging influencers’ audiences, user-generated content has the potential to be incredibly far-reaching. UGC is also known to receive higher levels of engagement compared to content created by brands themselves, which makes it a great way for businesses to introduce themselves to new customers in a non-intrusive way.
Collecting Customer Feedback
User-generated content is a great way to collect customer testimonials and reviews for a product or service. By encouraging users to post their own experiences, businesses can gain valuable insights into how customers perceive them as well as what areas need improvement. This data can then be used to inform marketing strategies and adjust product offerings as necessary.
Tips for Using UGC In Your Social Media Marketing Efforts
Now that the definition and use cases of user-generated content are clear, let’s move on to discuss how you can make the most out of it. Plot twist: you don’t need a marketing degree. Many companies, both big and small, have successfully leveraged the power of UGC in their social media marketing. Here are a few simple tips that you can take to make the most out of UGC for your brand:
Ask for Permission to Post
While it might appear otherwise, it’s important to recognize that the individuals who publish positive content about your business online don’t always feel comfortable seeing their photos and comments being used for commercial purposes. Make sure to ask for permission before you republish any content. Doing so is important not just for legal reasons, but also for customer trust.
Share User-Generated Content on All Platforms
Just because a user posted about your product on Instagram doesn’t mean the post should stay there. You can easily share it to other platforms like Facebook, Twitter, and YouTube as well. Reposting tools make this process a lot easier and can even help you measure the success of your UGC campaigns.
Give Credit Where It’s Due
UGC is all about giving people recognition for their efforts, so make sure to give credit where it’s due. Always include the user’s name or handle when you’re reposting UGC, and don’t forget to link back to their profile so people can discover more of their content.
Make It Easy to Participate
If you want to maximize the amount of UGC your business receives, then make it easy for people to participate. Create content guidelines and a simple submission process that encourages people to post interesting photos and videos about your brand. Having an incentive system in place can also help, such as a reward for the best UGC post each month.
Focus on Quality and Relevance
UGC should offer value to your followers. Choose the content that is most relevant to your audience, interesting, informative and visually appealing. This will ensure that the content resonates with them better.
The takeaway here should be clear: UGC is an effective way to boost your business’ reputation. By putting enough time and effort into the medium, you can create a successful, engaging marketing campaign that will keep customers talking. It may take some trial and error to get it right, but the advantages of utilizing UGC are well worth the effort.
Sumi Saleh, Marketing Specialist at Consumer Choice Award
