It would be an understatement to say that traditional marketing methods are no longer as effective as they once were: print media, billboard marketing, tv advertising… Most of it is expensive and the ROI can be difficult to quantify.
But do you know what does work without an eye-watering corporate marketing budget behind you and an ROI that is as easy to calculate as typing out “hey, how did you hear about us?” in an email?
User-generated content - aka UGC.
The type of content that your audience creates FOR you - all you have to do is create a high quality product or service that people will love. Easy as.
It’s become one of the most powerful tools at a brand owner’s disposal: from social media posts to product reviews, UGC offers brands an unparalleled opportunity to engage with their audience on a deeper level and build trust like never before.
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WHAT EXACTLY IS UGC?
User-generated content refers to any form of content – such as photos, videos, reviews, testimonials, and social media posts – created by consumers rather than the brand itself. If done correctly, it is authentic, organic, and carries immense credibility among fellow consumers.
Here are just SOME of the reasons you should start incorporating UGC into your content mix:
ONE: IT’S FREE (HOPEFULLY)
If you’re getting great reviews for free - you know you’re onto something good. It’s the unscripted, unpaid, completely voluntary UGC that really counts, because the user doesn’t stand to gain anything from the content.
TWO: IT FOSTERS ENGAGEMENT
One of the most significant benefits of UGC is its ability to foster a sense of community among consumers. Brands can encourage their audience to share their experiences, stories, and opinions related to the brand or product through hashtags, call outs, or dedicated online forums. By actively participating in these conversations, brands can build a loyal community of brand advocates who feel valued and heard.
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THREE: IT ENHANCES AUTHENTICITY AND TRUST
Consumers today crave authenticity in their interactions with brands. UGC provides an authentic glimpse into the real-life experiences of fellow consumers, making it a powerful tool for building trust. Brands can showcase UGC on their website, social media channels, or marketing campaigns for a more organic approach to their marketing campaigns.
FOUR: IT DRIVES ENGAGEMENT AND CONVERSION
UGC has been proven to drive higher levels of engagement and conversions compared to brand-generated content. According to studies, consumers are more likely to engage with and trust content created by their peers than content directly from the brand. By leveraging UGC in their marketing efforts, brands can increase website traffic, boost social media interactions, and ultimately drive more conversions and sales.
“Consumers are 2.4x more likely to say that UGC is most authentic compared to branded content”
FIVE: IT GIVES YOU VALUABLE INSIGHTS
User-generated content provides brands with valuable insights into the preferences, behaviors, and needs of their target audience. By analyzing UGC, brands can gain a deeper understanding of what resonates with their customers, identify emerging trends, and uncover areas for improvement. It might even help you develop your next marketing campaign because you’re better equiped to understand the problem your customer is looking to you to solve.
SIX: IT BUILDS BRAND ADVOCACY
When consumers create and share content about a brand they love, they become brand advocates. These advocates play a crucial role in spreading positive word-of-mouth and influencing the purchasing decisions of others. Brands can nurture and empower their advocates by showcasing their UGC, rewarding their loyalty, and providing them with opportunities to participate in exclusive events or campaigns. In turn, brand advocates can become powerful ambassadors who champion the brand to their own networks.
“Over 50% of millennials base their decision to buy a product on recommendations from their family and friends”
So now that we’ve established that UGC is a gold mine for your future content, here are some ways that you can use it:
+ Testimonial tiles on your social media
+ Testimonials on your home or product page
+ Repurpose it into your next Reel
+ Apply it as text over an image or Reel of the product they’re referring to
+ Need an image or graphic for an ad campaign? Any of the above will suit for this purpose!
+ Add it to your next email marketing campaign
When was the last time you turned UGC into content for your socials or put out a call-to-action for your audience to create UGC for your brand? Today seems like a good day to start…
Have a lot of UGC you’re not sure how to use? Or need to know how to get started with UGC? Book a FREE 30 minute Discovery Call with us and let’s see how your brand can mine its audience for content!
