How to Add User-Generated Content to Your Marketing Strategy
Every year, there seems to be a trend in the world of marketing. While we’re certainly riding the content wave right now, a new trend has also emerged: user-generated content.
For most people who shop online these days, they trust the words of others. Therefore, reviews play a very important role. According to a BrightLocal survey, nearly nine in every ten online consumers trust online reviews just as much as friends and family. With this, businesses have recognized their opportunity to provide content that comes directly from their customers.
If you’re confused, don’t worry. In this full guide, we’re going to explain the different types of user-generated content, the benefits of introducing this strategy to your own business, and some tips on implementing it this year.
What’s User-Generated Content?
Dealing with the basics first, the term ‘user-generated content’ is fairly self-explanatory. Often shortened to UGC, it includes anything produced or even partly-produced by users of the product or service. Normally, the brand itself hasn’t influenced the content in any way (although they may have a hand in setting it up or encouraging the content).
Types of UGC
Some of the most common forms of user-generated content include:
- Reviews
- Customer videos
- Posts on forums
- Podcasts
- Comments on a blog
- Comments and posts on social media
While some types of UGC are 100% generated by customers and other users, some are almost a collaboration between the customer and the brand. As an example, remember when Coca-Cola printed lots of personalized Coca-Cola products? As well as sending unique bottles to customers, the brand encouraged users to post images and videos online. This user-generated content came from the user, but it was influenced by the brand itself.
The more you look, the more examples you’ll find. For example, we like the following;
- Netflix — When a new release comes around, Netflix often encourage users to post on social media.
- Apple — To nobody’s surprise, Apple was one of the first brands to start working on UGC and they have continued ever since. When customers started to question the iPhone camera, they launched the hashtag #ShotOniPhone. Suddenly, thousands of customers were sending in their high-quality images and the doubts were gone.
- Starbucks — If you remember back to 2014, the famous coffee chain announced the #WhiteCupContest. As customers sent in all sorts of designs, a selection would be chosen for limited edition cups. Although the competition was open for just three weeks, they received over 4,000 designs.
Benefits of UGC
Why should you consider this technique in your own marketing strategy?
Authenticity and Credibility
As we’ve discussed, customers listen to customers. If we click on a product on Amazon and see that it has one star out of a possible five, we’re going to steer clear. If 300+ people have decided that the product isn’t worth the investment, who are we to disagree?
Therefore, it makes sense to focus on UGC. When you’re continually shouting about how great your service is, it makes people feel nervous. When existing customers are shouting about your brand, prospective customers are far more likely to listen. Suddenly, your brand will have credibility.
The more you focus on UGC, the more authentic your brand becomes and new customers just coming across your name will immediately trust you.
Trust
We’ve just mentioned trust, but we feel it needs more attention. Have you ever got excited by a product image? After feeling impressed, you placed the order and then it turned up and looked completely different? When this happens, we lose trust, tell our friends not to buy from the company, and never order from them again.
Sadly, the power of social media means that even unfair reviews will affect the purchasing decision of dozens of people. With this in mind, it’s important to take control of your online presence. It’s important to do all you can to instill confidence and trust in prospective customers, just as Apple did with their Twitter campaign.
If you want an example, just look at Airbnb. With one look online, you’ll come across several stories of poor service and poor experiences. Yet, visit their Instagram and all you’ll see is stories of customers having the time of their lives. Regularly, they post quotes and images from guests. Although the customer might hear the odd bad story, their research on Airbnb is mostly dominated by UGC from the company itself.
Increase Sales
As the third benefit, and as a result of the first two, you should see an overall increase to your sales figures. One of the biggest differences between offline and online shopping is the ability to pick up, touch, and test a product. Whether it’s a t-shirt or a candle, we love to play around in stores and imagine wearing it or using it in our home.
When online, this is something we just can’t do. Consequently, user-generated content is ESSENTIAL.. Especially for those who fully read reviews, they start to see themselves and identify their own needs in those who are enjoying the product. When this happens, sales increase because new customers are more likely to take a risk.
Getting Started with User-Generated Content
We’ve seen the different types of UGC and why it can be so beneficial, but how do you get started? Here’s our advice:
Start a Hashtag
First and foremost, get all of your customers talking in one place. At the moment, there could be all sorts of positive tweets and posts that you’re missing just because there’s nothing to bind them together. By encouraging customers to use the same hashtag, prospective customers have a location to see what everybody is saying about the brand.
Additionally, you can run competitions, contests, and other events through this hashtag. This will generate interest, new leads join the conversation, and this positive spiral continues.
Ask, Ask, Ask
While researching for this guide, we wanted to cover all the important topics, so we looked at what people were asking with regards to UGC. One of the most common questions was how to get people talking in the first place; the answer is simple…ask.
When customers order, make sure they get a confirmation email with a message to share their experience.
‘If you’re enjoying our product, take a picture and share it with your friends’
Every so often on Twitter and Instagram, post the best images you’ve received and encourage more people to join in.
Host a Communal Forum or Blog
Did you know that Moz hosts its own communal posting space called YouMoz? Essentially, members come together, post content and blog posts, and other members vote whether or not they found the post valuable. Whenever a post gets enough support, it actually goes onto the main blog.
Although this may be a slow-burner, it will eventually gain traction and you’ll be off. Your customers will contribute to the platform, high-quality content surrounds your brand, and it again adds to the authenticity and credibility of your company.
Early Access — Working with Influencers
These days, there are plenty of ways to generate excitement for a new product and early access is one of them. Whether to an influencer or a group of eager customers, all eyes will go to this group as soon as you send the product early. As long as the comments are positive, this can work well because the praise isn’t coming from your mouth; it’s coming from somebody who consumers trust.
While on this note, we should say that influencers are very valuable assets. If you look at some, they have millions of followers on social media and potentially subscribers on YouTube, too. If you choose an influencer who creates content in your niche, working with them could open the door to their many fans.
When influencers talk, people listen. Even when influencers receive a product for free, research suggests that as many as 70% of people still trust their review.
Offer Small Prizes
Finally, really encourage users to get involved with the brand by offering rewards. For example, a coupon code or small free item will go a long way.
Conclusion
Thank you for reading, we hope you have more of an understanding of user-generated content, how it can help your company, and how to get started today.
One last thing! When people start interacting with your brand, make sure you thank them. Not only is it the right thing to do, but other consumers are encouraged to participate because they can see the brand behind the UGC actually cares.
Bonus! Marketing Tools:
2. Bilbi AI: Daily Marketing Campaign Insights
