User generated content(UGC) refers to any content that is created by customers of a brand, product, or service. This could be videos, text, images, reviews, testimonials, etc.
Users are not paid to do this. They share their raw, unfiltered experiences and opinions online on social media, websites, forums, and blogs. That right there is pure gold -if you know how to mine it.
Simply put, UGC is a free promotion of your business by your fans. Could it get any better?
Remember the Coca Cola bottles that were branded with our names? That was the share a Coke campaign.
That right there is an example of a successful UGC campaign. By personalizing each bottle, Coca Cola made us feel seen and valued. People went crazy! Everyone bought a coke with their name printed on it, shot photos and videos and shared them on social media.
Just search #shareaCoke online. You’ll be blown away.
Advantages of User Generated Content
Today, the customer’s voice shouts louder than ever before. Here’s why you should create and use UGC:
Authenticity
UGC is considered more genuine as it’s not part of the traditional marketing content brands create. This type of content reflects the real experiences and opinions of users.
Marketing is even more powerful when you’re not the one talking about your business.
Diversity
User generated content examples include videos, photos, reviews, blog posts, comments, and social media content. You can then use this content in many ways. Share on social media, on your website, in emails, in marketing campaigns and so on.
Engagement
UGC creates a sense of community and encourages other users to share their experiences. This genuine interaction of different people helps build trust and brand loyalty.
Cost Effectiveness
Brands incur zero cost in the creation of user generated content. Leveraging this content helps save on costs as brands get content to share without the associated costs of content creation or engaging influencers.
Howe To Use UGC
UGC is a powerful tool that can propel your business forward when used correctly. Grow your business using this free and easy technique. Use UGC for:
Marketing
UGC is a powerful tool that can help your business build credibility and showcase your product or service in real life scenarios.
Advertising isn’t the most honest profession. How many times have you gone into a restaurant and the food served looked as good as it did in the advert?
UGC on the other hand is 100% authentic. Customers share experiences, feelings, and opinions that are unscripted.
Content Variety
Adding UGC to your content strategy adds multiple perspectives and creativity.
Content from your customers will come in various formats and in various tones. The messaging will also be very different because it’s written by different people.
Feedback
UGC gives you valuable first person insights into your customers’ perception of your business.
You’ll get to understand what customers liked about your product and what they didn’t. How did it make them feel? They could also compare with another product thus giving you more insights.
Social Proof
This content is proof that others have purchased your product or service and are satisfied. Nobody likes to be the first person.
As a customer, before buying anything, I ask myself, “What if it’s a waste of my money? Or “What if it doesn’t do what they claim it does?”
UGC puts such doubts to rest. It proves that your product is tried and tested. And it works just like it’s supposed to.
How to Start a UGC Campaign
Businesses can start user generated campaigns by encouraging and engaging with their customers. Here’s a simple process to get user generated content ideas:
1.Ask your customers
Engage your happy customers and ask politely if they would like to be featured. You can call, email, survey them or start conversations in social media DMS.
Communicate what benefit it will give them. This could be:
- Prizes
- Event tickets
- Badges and points
- Education or training
- Free product or services
- Networking opportunities
- Access to members of staff
- Reviews
Encourage customers to share their experiences and leave reviews on platforms like Google, Facebook, Industry specific websites and forums.
Highlight the best reviews on your website and on social media.
- Start a hashtag campaign
Create a unique, memorable hashtag around your business. Encourage your followers to share their own content with this hashtag. Because you’ll search using the hashtag, it will be easy for you to find and feature their content.
- Host contests, promotions, and giveaways
Create contests that require active participation. This includes asking users to create and share content such as photos or videos with your product. Encourage them by giving prizes or features on your channels.
This will give you content to share and increase your visibility.
- Engage and appreciate
Always engage and thank your audience for the content they create. Responding to mentions, tags, and communities fosters a community spirit and encourages further participation.
- Monitor and recreate
Keep an eye on your brand tags, mentions, and industry hashtags. Where relevant, create content that aligns with your brand voice and messaging.
- Address concerns
When you get a negative comment or review, please respond promptly and address the issue. This will show potential customers that you are professional, trustworthy, and that you value feedback.
How to Build a Community Around Your Brand With User Generated Content
UGC puts your customers front and center. It makes them feel valued. This in turn makes your brand relatable, attractive, and approachable.
You get to build a strong two way relationship with your customers. A very loyal one. Your customers will keep coming back and telling more people about your business.
Here’s more on how to build a community using user generated content.
With a proper strategy, genuine user engagement, and adaptability, any business can create an effective UGC campaign.
Adding UGC to your content marketing strategy will help you create deeper connections, build trust and loyalty, and drive conversions. The internet is saturated with branded content. The most authentic voice now is that of the user. Use it well.