How to use user-generated content is a question that many digital marketers ask when wanting to improve brand reach. User-generated content (UGC) can be extremely beneficial to your brand, providing customers are having positive experiences with your products or services. In this short guide, we will explain what UGC is, why it’s so effective and how you can begin using it to promote your brand.
What is User-Generated Content?
UGC is a term that refers to unsponsored, or unpaid, posts that people share across social platforms which promote a brand or product. It is essentially word of mouth marketing that’s done online.
One example of UGC would be when someone creates a review video for a product they love, without being in any way associated with, or sponsored by, the brand. Other examples of user-generated content are when someone raves about an experience they had at a particular restaurant or hotel, perhaps sharing photos or videos.
UGC is organic, created by individuals because they choose to and not because they are associated with the brand in any way. Sometimes, UGC may not even directly relate to a brand, but instead, fit with the ethos or identity of the brand. In such cases, brands might choose to repost user content that falls in line with how they are trying to portray themselves.
Why Is UGC Effective?
UGC can be an extremely effective social media marketing tool for brands. According to a study by TurnTo Networks, 90% of consumers say that user-generated content has greater influence over their buying decisions that search engine results or promotional emails.
UGC is so effective because it provides a more authentic view of a product, business or service and is, therefore viewed as more trustworthy. Consumers know that marketers exaggerate products, venues, services and brands in their work. Clever lighting, misleading statistics and photoshopping are used to put products in the best possible light.
Content such as unboxing videos, product reviews and Instagram photos from ‘normal’ people provide unfiltered ways of evaluating what is on offer. This increases consumer confidence and encourages them to purchase – providing the content is positive of course!
How to Use UGC?
There are a few simple ways you can get started with UGC. One of these is by encouraging customers to share reviews of your product or service. This could be on your social media pages, on review sites or directly on their own social media pages with tags. Some companies incentivise customers to leave reviews by offering the chance to win prizes, discount codes or loyalty points.
Another way to encourage user-generated content is with hashtags. Create unique and catchy hashtags and get your followers to contribute to them by creating and sharing their own content with your hashtags. To maximise engagement with this, consider holding a competition that gives people the chance to win a desirable prize for contributing. This can help push your hashtag to trend which will enhance engagement amongst your target audience, help to build brand awareness and drive up sales.
Wrap up
These examples are the basics of UGC. Once you have mastered these, you can begin to think of new and creative ways to encourage user-generated content. Remember, UGC relies on you offering quality products and services to customers – it can work the other way too and, if customers are having a negative experience with your brand, they can also create UGC which is harmful. If you receive bad reviews, be sure to always respond to these including any action you will be taking to rectify the problem.
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