Marketers have many tools under their belt, but few are as potent as user-generated content to promote their brand.
User-generated content (UGC) has become an extremely powerful way to increase website traffic and generate leads? —it is a new modern marketing tactic to capture your customers’ attention and ultimately move them down the sales funnel.
Today, many marketers infuse user-generated content into their marketing strategy. This not only creates excitement for users and encourages them to get involved, but it also helps your brand to connect with your target audience.
User-generated content refers to any content that is written or created by someone who isn’t affiliated with the brand itself. It could be social media updates, posts, images, videos, reviews, to any other types of content.
It encourages brand awareness
Imagine seeing your name printed on a Coca Cola can. Wouldn’t that get your attention? That’s exactly what Coke did! As part of their Share a Coke campaign, the brand redesigned their packaging and printed names on its cans. This led to what became one of the largest user-generated campaigns - with millions of people globally taking pictures of their names on Coca Cola cans and posting on their social media. Suddenly, Coke had generated a new buzz around its brand, while also re-connecting with their target audience. User-generated content, when effectively infused into your marketing campaign, will not only help your brands’ online visibility but also let your customers’ voices tell your story.
UGC builds customer trust
User-generated content adds value to your brand. Ultimately, UGC is a vote of confidence in your brand. Your brand’s biggest fans are writing reviews, creating posts, publishing blogs or taking photographs of your products/services—all without prompting. Such authentic engagement increases your credibility and is social proof that your brand delivers on its promise. This will help cultivate more trust in your brand.
It improves brand loyalty
User-generated content takes on a personal approach. You’re not marketing at your target audience but rather with them, so your customers feel more connected to your business. It also helps your customers feel like they are part of the brand's family by giving them an outlet for their expression.
It grows a community
What is more democratic than user-generated content? Offering a voice and prompting conversation among your brands’ advocates, user-generated content creates a sense of community among your customers. Remember, the more that users are able to contribute, the stronger the community ties become.
UGC is cost-effective
Who doesn’t need a bigger marketing budget? All marketers will agree that their budgets are often stretched thin. Whether you have realised it or not, user-generated content is cheaper than trying to make one in-house content. Combining user-generated content alongside content created by your own brand has also been shown to increase engagement amongst users.
When it comes to content, most companies believe that user-generated content (UGC) is the way to go. But really, the goal of UGC isn’t to spam your followers with posts from others. The goal is to gather relevant insights from your fans and make them part of the story.
Say, for example, you have a new skincare business. The product isn’t just about you, and neither should your social media marketing be. It should be about establishing a relationship with your customer and showing that you’re listening. Using their content is one way of saying - we hear you and thank you!