UGC — Glorious Undenied Connection
Lately UGC became more and more important, let’s say crucial, when in comes to successfully done social media marketing. What is UGC (alias Glorious Undenied Connection)? It basically means every content like comments, ratings, images and videos created by users of social networks and other online environments.
How can and why must brands work with UGC for marketing purposes? Let’s accomplish a few main objectives for the usage of UGC as a marketing strategy:
- Save time and money on in-house advertorial content production
- Increase reach of branded content through third-party networks and websites
- Diversify content focus and share the spotlight with customers and brand advocates
- Strengthen and personalize a brand by inspiring customers to share reviews, photos, videos and collateral that offers a first person endorsement
In addition to these obvious benefits there is tons of stats and case studies that found the potential of User Generated Content on hard facts. UGC …
- Encourages more engagement: Consumers simply trust one another over brands.Brand engagement increases 28% when user-generated content is used in product videos and images. Additionally, consumers are twice as likely to share user-generated content with friends or family.
- Builds trust with consumers: The purpose of user-generated content is to humanize your brand. And with 51% of consumers trusting user-generated content over information on your brand’s website, you can build better relationships with this content stream.
- Provides SEO value: User-generated content significantly helps your SEO. 25% of the 20 largest brands search results are linked to user-generated content. This means higher organic traffic and more content being linked to your site.
- Reassures purchase decisions: When consumers witness user-generated content while shopping, the conversion rate increases by 4.6%. Additionally, user-generated content interactions while shopping increases the conversion rate to 9.6%.
How can you apply UGC to your content strategy?
Example: Lets assume you’re hosting an event. There are 200 people attending the event. Let‘s further assume that each has a follower base of 300 people on average. If we could make those people spread content of the event you‘d reach 60.000 users for free! 60K high quality reach due to the qualities of UGC. When the event is over the evolved content can be used for paid media, website features and the owned social channels.
How can we make people create content for your brand? It‘s easy because they love sharing or even better being part of their favourite brand. Let‘s give them a chance to take the fast line while others are queueing. Only condition: „Take a selfie of you waiting in the line and tag #YourEvent.“ Next to the queue people can see their posts showcased on a huge screen (projector canvas) to put a smile on their faces.
After having generated valuable content it‘s crucial to promote it the right way. Every social network inherits it‘s own mechanisms, structures and ways people interact with others/ brands. To enable the full potential of your brand and make the most of brand related UGC, marketing measures need to align with these individual characteristics. Doing all this things right will significantly increase customer engagement, loyalty, brand relevance and finally sales.
Feel free to get in touch for further insights and ideas on how to apply UGC to your content strategy. — contact@noservice.today
NO SERVICE 24/7 is a berlin-based full-service agency for strategic brand communication operating at the intersection of arts, culture and lifestyle.
