UGC — When Consumers Run The Show

One of the most potent tools marketers can use to promote their brand is user-generated content (UGC). It is any content created by consumers rather than a company.

To explain it in more detail, it refers to any form of content, such as images, videos, text, and audio, related to your brand. The authors of that kind of content are not official representatives of your business. It is more influential over consumers buying decisions than promotional emails and even search engine results, according to a study by TurnTo Networks.

The usage of it has skyrocketed over the years with the rise of social media. And we can see why. Marketers have their audience do most of their job for them. By doing so, they gain credibility from their consumers. Studies have shown that consumers are 2.4 times more likely to view UGC as credible evidence. Also, UGC helps understand and adjust to their customers wants and needs. A company taking into consideration a clients well-being gains trust and a possible long term investment.

UGC types

Social platforms have created their kingdom without moving a finger, letting their consumers run the show, not creating content of their own.

Social media content

TikTok, Facebook, Instagram, Twitter. I’m sure you’ve scrolled through these platforms at least once in your life, but have you stopped and noticed how much content is on them?

When you consider how much fan accounts there is for one celebrity, it is hard to oversee the rest os UGC on social media. From satisfied customers posts to angry consumer story and video reviews, you can find everything. And like I said in the beginning, real people believe real people. There is a higher chance your customer will go to YouTube and search for a review than go to your page to look for product description and experience.

This occurrence is good for you; all you need to do is care about your customer. To care about your customer means to listen to their needs.

Well, would you look at that! UGC can help you with that too!

Reviews and testimonials

I believe we’ve all come across a good item on Amazon that we considered purchasing but were uncertain of the quality. Luckily, customer reviews provide information about the product we’re buying.

No matter how many official photographs, videos, and close-ups we see, customer reviews are the ones we trust the most. It gives us peace of mind knowing our purchase won't be money flushed down the toilet.

People relate to people. Brands want to create this human feeling when presenting themselves online because of this reason. Always remember that your customers can go much further than your official page.

Don’t act like you are a good brand, be a good brand.

Video content

It doesn’t matter if it’s TikTok, YouTube, Instagram Live or any other platform that supports video content. It is easy to digest. People love video. People enjoy audio. People like things that can help them do multiple actions at the same time. It is a 21st century way of life.

On Instagram, live viewings spiked by 70% during lockdown periods, while viewings on Facebook surged 50%. TikTok views blew out of proportions during 2020. According to a SocialInsider study, images in Stories have a 5.65% higher tap-forward rate than videos.

Don’t forget that people love to watch review videos and that users usually rant on live chat. Use the power of video UGC wisely by listening to what your customers are saying.

Q&A Forums and blogs

A great way to get a larger number of audience in one place — forums and blogs. A simple start with one topic can bring a whole tsunami of “content” for brands. Such as BuzzFeed quizzes, yahoo answers, Quora, Reddit — where the audience spikes up their conversation.

Forums are not just places where people generate UGC, but a place where they can exchange their experience in real-time.

Benefits

Customer experience has never been more important, and they love to share it with others. What is the best way to promote your product or service than to have happy and satisfied customers? This is why it is always good to use UGC.

User-generated content (UGC) ticks all the boxes when it comes to connective content. Take Advantage of Content Curation:

• Build brand awareness
• Establish credibility as a thought leader
• Streamline lead nurturing
• Boost social media metrics
• Support lead generation

When you use UGC, you are showing you care about customers and their experience with your products. People like to feel special. User-generated content is the “x in one” solution for bettering your brand awareness and satisfaction. It is more sharable than regular brand content.

You should utilize the fact that your audience is producing their material. It’s laid out for you, but it could be more explicit. They’re asking you what interests them, and by doing so, you’re cultivating new perspectives and delighting your customers. As a result, the customers will be pleased and loyal, and new ones will be welcomed to join the fun.

Another main benefit of UGC is personalization. Find out what motivates your audience to create content and interact with your brand, and use that information to incorporate personalization into your marketing efforts. It will assist you in creating an online community that will improve your customer/brand partnership User-generated content, when used correctly, promotes interaction and helps to expand the audience. It enhances the lead generation activities, increases SEO, and is extremely cost-effective.

The power of UGC

To know your business means to know your customer needs. UGC is a reflection of how much you care about your vision and mission.

Do not underestimate UGC. It can be your friend or your worst enemy. It all depends on how much you invest in developing your brand, product and customer service.

No matter what kind of business you run, always think about your customers. They will always remember you and will be loud about it.