Let’s Get Real — Why “Fake It till You Make It” Strategy no Longer Works
The race to post the ‘worst’ pictures has begun.
Ever realize that more “candid” pictures floating on social media lately? Yes, gone are the days where influencers and brands scrutinize over strategic cup placement to produce the most beautiful pictures on Instagram, instead today, Instagram-mers compete to post the most ordinary picture.
Marketers nowadays come to realize that people, especially millennial and Gen-Zs, are yearning for authentic experience. As people become more ad-resistant, conventional commercial ads no longer hold persuasive power over digital customers. More often, they are considered invasive and resulted in negative impact on the brand’s image. So, it is only natural that companies are pursuing the creation of the most “UGC”-posts ever.
Definition of UGC
Simply put, UGC stands for User Generated Content and it literally means as it is. It represents the spirit of modern society: sharing experience with others. From electronic appliances, smoothies, to vegan snacks, UGC comprises various topics and can be created in various formats, be it simple texts or images and videos, even live-streaming, which will further shared on multiple social media channels, featuring popular hashtags such as #healthyfood, #fitness, #lifestyle and so on.
But why is UGC so important? UGC is especially effective in brand storytelling to engage customers as it creates opportunities for brands to connect with their customers. After all, authentic content is more trustworthy which also translates to better customer experience. This creation of brand subculture therefore, drives sales more than any traditional content and advertising.
Creating UGC
Now, you know the importance of UGC, the next question is how do you create the right UGC? Here are some strategies you can consider.
Customers at the Front and Center
It’s no secret that social media users often look to their peers for validation and recognition. By harnessing stories made by customers, brands can easily connect with users in a more authentic and personalized way, resulting in more engagement, strengthening customer trust and ultimately, driving sales.
Therefore, highlighting and sharing stories experienced by customers, via shout-outs for example, is one way to smartly utilize UGC. See, when brands use content produced by customers in their campaign, in a way, brands are using customers’ voices to tell the story for them, which often makes the impact even more powerful. After all, you’re putting spotlight on the people that help shaping your brand. That way, your marketing messages come from individuals instead of brands.
Moreover, people usually respond more favorably to content that depict real people and their lifestyle. Letting the audiences to tell their stories on their own words humanizes the brands and makes them seem more genuine.
Customer Review as Social Proof and Stepping Stone
Customer review is the essence of every successful UGC strategy. Do you know that 91% of users trust online reviews as much as personal recommendations? Yes, these reviews serve as excellent social proof. Seeing content from real customers will increase a brand’s credibility and brings the brand’s promises into real perspectives.
Reviews, whether good or bad, help consumers to make informed purchasing decisions. Granted, negative reviews could potentially damage a brand’s reputation, nevertheless, brands can use this honest feedback to figure out what needs to be improved with their products and services, something that not only benefits the next buyer but the business as a whole.
Motivation through Rewards
There is nothing more powerful that can motivate users than rewarding their efforts. Offering rewards easily triggers organic response from customers.
The best thing about rewards is that they are very effective in encouraging customers to participate. Unlike prizes, rewards can be as simple as re-posting a tweet or featuring the customers’ posts on brands’ websites. These simple gestures are enough to provide loyal customers the social recognition that they crave. Not only will it make them feel that they are a part of the brand, but it can entice new users to submit new content as well.
UGC to create brand advocates
As more customers switch off from digital ads and view celebrity endorsements with skepticism, UGC campaigns prove to be one of the most effective ways for brands to connect with these discerning customers. How? By turning them into brand marketers.
Think of GoPro. The brand has been long renowned for its successful UGC-focused strategy to tap their loyal customers to become brand advocates by encouraging them to share positive brand experiences with their family and friends. Whenever you scroll Instagram or YouTube, for sure, you will stumble into GoPro users uploading videos using #GoPro hashtag.
Well, this is not a surprise. UGC enables brands to enjoy the benefits of brand advocacy by making it easy for customers to share what they love about the said-brands to the world. Why is it so effective? It’s because customers are able to narrate the brands’ stories in their own voices. As a result, brands will be able to prove the other potential consumers their credibility while specifically tailoring their message to fit consumers’ interests. This level of authenticity naturally drives higher engagement and more sales.
Moving Forward with UGC
When it comes to make a purchase or follow a brand, today’s tech-savvy customers know better than blindly jumping into the bandwagon. This is exactly why UGC strategy is more powerful than other brand-driven content.
Smart marketers know that by encouraging audiences to create content on behalf of the brands, they can develop the most authentic kind of relationship with the customers. By capitalizing on customers’ content, you as marketers, can easily build a brand that is personable, authentic, and trustworthy. UGC after all, is not about the product, it’s about showcasing the way the brand fits into the lifestyle of the community.
