Do you remember the time when Coca-Cola introduced its personalized coke bottles within the Share a Coke UGC campaign? The world went crazy!Consumers were sharing on social media posts of themselves enjoying a drink with their personalized coke bottles.The outcome? Coca-Cola’s consumers stepped into the shoes of the advertiser.
We created the UGC platform to help you collect and display user-generated content. This guide will show you how to convert your buyers into advocates for your brand using the best UGC practices. You will also find everything you need to know to leverage UGC and your customers’ ecosystem. Let’s get started.
User-generated content (also known as UGC or consumer-generated content) is a marketing term that refers to a form of content related to your brand but is created by someone who’s not an official representative of your business (usually a customer).
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It can be in the form of user generated photos, UGC videos, testimonials, online reviews, customer comments, tweets, blog posts, podcasts, and every other content that promotes your brand. It is actual customer-created content that can help any company to build a brand community, raise awareness, and gain customer trust with authentic forms of marketing.
Compared to branded content, which was mainly part of all traditional marketing activities, UGC is taking over with the emergence of influencer marketing. Why? Mostly because the best user-generated content provides powerful proof that leads to increased trust and more loyal customers. Here is an example:
There are many benefits of user-generated content, so no wonder why so many businesses implement it in their main digital marketing strategies.
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The main benefits of using UGC platforms are the ability to display authentic content and build online trust. To summarize, here are some useful UGC statistics:
Now that you understand where UGC fits into your digital marketing strategy, let’s see the most popular UGC use cases that will help you to increase your brand awareness, user engagement, and sales without you lifting a finger.
Visual UGC content is the most common type of UGC and the most engaging, too. It is a very common practice for customers to share a photo or video on their social media accounts, expressing their experience with a certain brand among their followers.
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Below you will find an excellent example of visual UGC when a customer shares a photo of a product (gift) they’ve received on social channels (in this case, Instagram stories).
This is a more traditional approach when it comes to gathering customer experience. But, in some industries, long-formatted customer interviews are usually a great inspiration for potential customers to identify themselves and get inspiration on how or why to use a certain product.
It has become a common practice for people to ask similar-minded people when it comes to purchasing a product. This usually happens in Facebook groups, forums, or through simple Tweets people asking their friends to share recommendations.
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One of the best UGC types is definitely customer reviews and ratings. Reviews are left on product pages or business listings such as Google reviews and are a huge part of a product’s success.The time a person takes to write a review validates their willingness to help other people who want to purchase a similar product or service. In both cases, positive or negative.
So that is why, brands need to establish a firm process in online reputation management that will include managing, responding, and showcasing customer reviews.
This format is very particular for certain industries, such as travel, tech or gadgets, fashion, and food, but in general, it can be applied to any service or product. Why, because there are experts that can freely write about your product, whether you like it or not.
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The watch company CLUSE posts UGC pictures on their homepage to help future customers find inspiration from users wearing CLUSE items and inspire others to show off their style. They encourage buyers to tag #CLUSE in their Instagram photos to be part of the photo album below.
The athletic wear company Outdoor Voices is on a mission to get the world moving. They created a successful hashtag campaign, #DoingThings, that invites shoppers to share content while doing anything active in the OV brand clothing.
Unlike the brands that rely on shoppers to share photos when they leave product reviews, the furniture store Jennifer Taylor goes one level up. They pull UGC pictures from customers’ social media profiles into their product pages. To get featured, you just need to tag your content with the hashtag #jentayhome.
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The camera company GoPro is a genius when it comes to collecting user-generated content. The brand surprised users with fantastic campaigns regularly.The latest – million-dollar challenge made millennials eager to be featured and share many photos and videos on how they use the brand’s new product, hoping to earn the contest.
Before we move down to best practices on sharing user-generated content, have in mind that you need to set up a UGC campaign. And, like in any sort of marketing strategy, you need to clarify your goals.
Consumers tend to spark conversation with their content. Seeing more comments, likes, and mentions of your brand can be clear signs of success. But it would help if you had the right social media management tools to benchmark your efforts.
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If you need to make potential consumers comfortable buying from you, UGC is the right thing to boost. You can increase conversion rates by collecting and displaying many reviews that include pictures.
No matter if you have had some bad press recently or are starting fresh, building brand awareness through trust is a great goal. UGC is the easiest way to establish credibility with your consumers, so make sure to track keywords or phrases connected with your brand.
Most of consumers want to double-check the brand before they invest their money there. Investing in educating customers about your products and services is a crucial thing to do. Start by tracking popular questions and concerns about your business on social media, and provide a straightforward answer to them.
Ratings And Reviews
This is the perfect way to automatically boost your user-generated content marketing strategy and help your marketing team focus on other priorities. Provide a fruitful ground for customers to speak about you and enjoy the amount of UGC you will receive.
Keep in mind that there are tools like that can help you collect your UGC in one place and create UGC widgets for any website.
In order to inspire your audience to start creating UGC for your brand, you will need to embrace it as a serious strategy for growth.
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So first things first. Before you expect your customers to start talking about you and sharing content about your products, you will need to consider what is unique about your brand and what you will do to facilitate the experience you want your customers to share.
It can be anything: packaging, some extra mile moment in your customer service, a surprise during delivery, an unexpected birthday card, a showcase of care in their local community, and so on.
Don’t jump straight to Instagram or put all your marketing efforts into your Facebook page. Think about where your audience lives on social networks and the place where your potential advocates could have the most significant influence.Focus on the social media network that is most effective for your user-generated content campaign
Why Should A Brand Track Its User Generated Content?
The user-generated content example above shows that a branded hashtag is a great way to collect user-generated content. However, asking for permission is always a good idea, even when a post includes your tag. Re-sharing that content without explicit consent from the UGC creator can annoy some of your best advocates (you don’t want to do that).
When you share user-generated content on your social channels, make sure to tag the original content creator directly in the post. This will make it easier for fans and followers to verify that the content is authentic and created by a customer outside your company.
Social media contests (like the one above) and giveaways are a great way to generate a substantial amount of UGC quickly. So next time you want your followers to provide you with user-generated content, consider what you can offer them in return.
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No matter if you re-share it or not, user-generated content metrics can serve as a great source of customer research. Please take a closer look at how buyers are using your brand and what language they use to describe it. You might discover that they are practicing your products or services in ways you haven’t considered.
Thus, this marketing collateral gets a superpower that no other marketing content can provide. You can start by simply publishing the content on your social media channels. For example:
And next, make UGC part of your core processes and use social media aggregator as your new marketing platform to help you aggregate and store UGC at scale.
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Collecting valuable user-generated content takes more than coming up with a hashtag. A good UGC strategy adds value to the brand and brings user experience to another level.
User-generated content doesn’t just have to live on social media channels. You can quickly expand its reach and value by showing it directly
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