If you’re a mom-to-be, would you buy a baby carrier from an influencer who was most probably paid for the praises? Or will you believe a review from an actual mom who used the product? If you chose the latter, then you’ve already been introduced to the world of user-generated content.
Is the term not ringing a bell? Well, that’s because it’s a relatively new approach in marketing. It might be new but it has found its way to our TikTok FYP and Instagram feeds without you even knowing it! What exactly is it, and why are people ditching traditional social media campaigns for this? Will she be the IT girl of marketing tactics in 2024? Let’s dive in to answer your questions!
What exactly is User Generated Content?
If Lululemon pays you to advertise for their new swimwear campaign, then this makes you a representative of that business. This means that it’s your job to give a good review of the products with no bias at all because you’re getting paid for it. User-generated content is the complete opposite of this. Instead of hiring popular people to do the marketing, companies leave this to the actual people who are using the product.
These “users” are not paid to say good things about your product or service. It can be a mom reviewing a baby formula or a teen sharing pictures of their favorite shoes and why they are so awesome. It’s all about people sharing their thoughts, pictures, videos, and reviews for a specific product.
Here are some of the most common forms of UGC you might’ve come across:
Social Media Magic
UGC is what makes your social media feed so interesting. Ever posted a photo on Instagram or shared a funny tweet? That’s UGC in action. You’re posting your favorite tweet or Instagram post that might be promoting the brand without you even knowing it.
Real Talk Reviews
Do you ever check reviews of something before buying it? Who doesn’t do that? That’s because those reviews are from people who have actually used the product or service, and they are giving the most authentic thoughts on it.
4. Blogs and Stories
If you’ve ever written a personal blog post or read someone else’s, that’s UGC for you. People write blogs on their favorite coffee blend or this amazing resort they stayed at when traveling somewhere. All of this is indirectly marketing your product.
Challenges and Contests
Sometimes, brands or communities launch challenges or contests, inviting everyone to join in. Whether it’s a photo contest or a fun hashtag challenge, it’s all about just one thing. People come together to share their thoughts on a brand and its service.
What Makes UGC Such a Powerful Marketing Strategy?
Want to know why UGC is all the rage among businesses? Let’s see:
The Realness of UGC
UGC is the real deal on social media. It’s not from big influencers or ad agencies but regular people sharing their thoughts and what they experienced when they used the product. This gives us a sense of reassurance that, yes, there are people out there who have used something and are not getting paid to talk about it.
Influencers used to be the go-to for brand promotions, but it seems like many of us aren’t buying into it anymore. A recent survey found that a whopping 85% of people see influencers as not genuine or relatable. Only 21% felt that influencer content actually made them like a brand more. Looks like we’re ready to say goodbye to the influencer era(we might not miss you)!
Do you see someone posting a pic or a shoutout about a product they love on social media? That’s UGC in action. This is not a paid promotion. This is where the user will actually talk about all the right and wrong things about the product and how it helped them. We trust it because they have nothing to gain from faking it.
Helps Build Loyalty
User-generated content is a magnet that pulls consumers to a brand just by being a little authentic. When people create UGC, they show their love for a product and how it has helped them. How a specific service has come in handy for them. All of this means they become a part of the brand’s community.
With UGC, you’re not a spectator anymore. You’re joining the brand’s journey. This feeling of being part of something bigger makes you feel like you belong in this community; you are an important part of it. Slowly, you start to become loyal to the brand and don’t even think about shifting to a competitor. Think of it like people who wear Yeezys are the same people who share a love and appreciation for Kanye West, so they feel like they belong to a community. You might never find a Yeezy person in a Nike store buying shoes.
When people share their thoughts and experiences, it opens up a direct line between the brand and the customers. This interaction helps grow a lively community where people feel connected, heard, and appreciated.
Putting Customers in the Spotlight
UGC flips the script compared to content made by brands. While traditional content often highlights all the good deeds of a product or service, it sometimes misses the mark with people who were supposed to actually buy it. Even research proven this. A study shows that 45% of people will unfollow a brand if it feels too pushy or sales-focused. What does this tell you? Branded content tends to forget THE most basic element of their marketing – the customers.
Enter UGC, taking a more people-centered approach that revolves around consumers’ emotions. Unlike the sales pitch vibe of some branded content, UGC puts the spotlight on what matters to you people. This shift in focus is strategic, and it works like a charm. UGC scores 28% higher customer engagement compared to the more traditional branded content, so you can clearly see who’s winning the race.
The beauty of UGC lies in its win-win nature. Brands get their hands on a powerful and efficient form of content, while those creating it get a chance to grow their audience. It’s a cycle where everyone ends up with something good on the table.
Guiding the Buyer’s Journey
If online shopping is your journey, then social proof is the map of customers who have tried the product, and they all agree that it’s good. It’s like having a buddy say, “Hey, I tried this and liked it,” and these days, that assurance comes from UGC.
Social proof is the nod of approval we all look for before hitting that “buy” button – it’s knowing that others tried it, liked it, and want to share. What makes it extra special is that it’s not some marketer getting paid to say good things; it’s real people like you and me. We trust each other, whether it’s a friend, family, or someone we know from work.
When we see people just like us using a product or talking about it, it feels like a connection. It makes the brand seem more reliable, and that’s a big deal when you’re deciding what to buy online.
Building a Brand Family
UGC does more than just show off products – it’s like the glue that brings people together. Think about it: humans love connecting with others who share their interests, and we’re all about sharing stories.
Every time we share UGC, it’s like telling another piece of our brand’s story. It’s not just about us; it’s about everyone who loves what we do. UGC lets our community join in and become part of our brand’s narrative.
When we let our customers be part of our story, we’re saying, “Hey, you matter, and we want you in our brand family.” UGC is like the secret handshake that turns customers into more than just shoppers – they become our brand ambassadors in a way.
Saves Money in Marketing Costs
When it comes to marketing initiatives, User-Generated Content (UGC) stands out as a budget-friendly option for several reasons.
First off, you don’t need to hire an external marketing team to handle a UGC campaign. A small in-house team can easily manage the process. The magic of UGC lies in its simplicity – users create the content themselves, so your role is mainly about distribution.
Simply featuring your customers’ content on your profile can work wonders. This is the organic approach, where users willingly contribute content, bringing them closer to your brand without hefty expenses.
Creative Strategies for Implementing UGC
Now that you know how important USG can be for your business, it’s time to get into the nitty-gritty of how to actually implement it. Here are some creative strategies backed by experts on how to utilize User Generated Content:
Creating Anticipation in a Day
When it comes to user-generated content, here’s a nifty trick: instead of dragging it out, pick a special day and create some hype! Make it a one-day extravaganza for submissions. This builds anticipation, and guess what? You’ll get a burst of content in just 24 hours.
By focusing on a specific day, you create a sense of urgency. It’s like a content flood that happens all at once. This isn’t just about the content; it’s about your brand getting a sudden boost in awareness. You might even trend on social media platforms like X (formerly Twitter), adding an extra layer of cool to your campaign.
So, forget the long stretches – pick a day, get people excited, and watch as your brand enjoys a quick and powerful surge in visibility.
Give Rewards for Sharing
Ever thought about getting a little something extra for sharing your thoughts on a brand? Well, you’re not alone! Brands are jazzing up their user-generated content (UGC) game by offering rewards. Sure, the chance to pop up on the brand’s social media is cool, but rewards take it up a notch.
Now, here’s the trick: tailor your rewards to fit your audience and brand style. Make it something that makes your users go, “Wow, that’s awesome!” Take a cue from Fenty Beauty; they ran a giveaway for their Fenty Parfum line on TikTok. Users had a shot at winning by creating videos using a specific sound.
Create your Gallery
When you’re putting together a gallery of submissions, keep it simple and focus on quality. Not every piece of User-Generated Content (UGC) has to make the cut. Trust your instincts and choose content that will appeal to a wider audience.
Get insights from your sales and social media teams—they know what clicks with consumers. Social listening is handy, too; see what kinds of images and videos people like to share. Match your UGC submissions with these criteria.
For an extra twist, let your customers have a say. Set up a voting system on your website or social pages to let them pick their favorites. It’s a cool way to involve your audience in the curation process.
Go Beyond Social Shares
Once you see some happy customers saying good things about your product, it’s time to utilize those reviews smartly. Just reposting them won’t cut it. You have to first get permission from the reviewer and then implement the following strategies:
Ads
Give your ads a kick by featuring customer content. It brings authenticity, making your marketing more relatable. Sometimes, a customer’s shoutout is all you need for the perfect ad.
On Your Website
If your customers have posted pictures of your product, you can put them on your website, maybe in a cool gallery. Toss them into product photos – it shows real people enjoying your service.
Email Campaigns
Don’t overlook your emails! Add some customer-generated content to give your emails and see how people start to notice your brand more.
#Hashtags_All_The_Way
Hashtags are your best friends in UGC. Here’s how you can use them:
1. Explore Existing Hashtags
Just like everything, you have to start with a little bit of research. Find out what your competitors are doing on platforms like TikTok and Instagram for UGC. What are their users talking about, and study their hashtags?
2. Create Your Own Hashtag
If you don’t have a hashtag yet, no worries – it’s not rocket science. Keep it simple with your company name, or make something that’s a bit subtle and it makes people think of your brand instantly. It’s kind of like The North Face and their #neverstopexploring, found on almost 30 million posts on Instagram.
3. Boost Your Hashtag
Give your hashtags some time to get popular. It’s not a single by an indie artist that’ll get popular like a one-shot wonder. Keep it visible on your social channels or run a contest where users tag photos for a chance to win.
How to Spot UGC
To catch User-Generated Content (UGC) on time, turn to social listening. Here’s how:
Manual Check
Keep an eye on social media mentions. Notifications pop up whenever someone mentions your brand. With the rise of Stories, stay alert; missing a mention for just 24 hours could mean missing out on UGC.
Automatic Alerts
Let social listening tools do the work for you. These tools go beyond brand mentions, keeping tabs on keywords. Whether it’s campaign slogans, product names, or hashtags, these tools turn everything into alerts. Nothing should slip past them.
How to Keep Tabs on User-Generated Content Data
- Define Objectives
Set goals, and stick with them for life! Now, it can be anything you want it to be. Boosting brand awareness? Driving sales or increasing engagement? Keep the goals clear and follow them.
- Pick Relevant Metrics
Once you have your goals in mind, find key metrics for them. These can be engagement rates, reach, and sentiment analysis. These metrics will later tell you how successful your UGC campaign really is.
- Use Social Media Tools
Invest in tools to monitor mentions, hashtags, and keywords related to your brand. These tools help track conversations and trends.
- Set Up Google Alerts
Create Google Alerts for brand-related terms to receive notifications whenever they’re mentioned online. Not even a single UGC mention should be missed if you want the customer to come back for more.
- Monitor Social Platforms
Regularly check comments, tags, and mentions on social media where your audience is active. Don’t leave user-generated content hanging. Give them feedback, share your thoughts, and act like a person, not a business that gives a cold shoulder to every customer.
Wrapping Up
Were you one of those brands that created a budget of thousands of dollars for marketing to pay for influencers? And it ended up not working half the time. Well, that time is gone now. People are realizing that not everything shown on social media is authentic and real.
This is where real marketing, like user generated content, helps bring back people’s trust by showing that actual users are trying the products. The reviews are as raw and real as they can be. User-generated content is here to stay and it’s pushing influencer marketing right where Y2K belongs!
If you’re a mom-to-be, would you buy a baby carrier from an influencer who was most probably paid for the praises? Or will you believe a review from an actual mom who used the product? If you chose the latter, then you’ve already been introduced to the world of user-generated content.
Is the term not ringing a bell? Well, that’s because it’s a relatively new approach in marketing. It might be new but it has found its way to our TikTok FYP and Instagram feeds without you even knowing it! What exactly is it, and why are people ditching traditional social media campaigns for this? Will she be the IT girl of marketing tactics in 2024? Let’s dive in to answer your questions!
What exactly is User Generated Content?
If Lululemon pays you to advertise for their new swimwear campaign, then this makes you a representative of that business. This means that it’s your job to give a good review of the products with no bias at all because you’re getting paid for it. User-generated content is the complete opposite of this. Instead of hiring popular people to do the marketing, companies leave this to the actual people who are using the product.
These “users” are not paid to say good things about your product or service. It can be a mom reviewing a baby formula or a teen sharing pictures of their favorite shoes and why they are so awesome. It’s all about people sharing their thoughts, pictures, videos, and reviews for a specific product.
Here are some of the most common forms of UGC you might’ve come across:
Social Media Magic
UGC is what makes your social media feed so interesting. Ever posted a photo on Instagram or shared a funny tweet? That’s UGC in action. You’re posting your favorite tweet or Instagram post that might be promoting the brand without you even knowing it.
Real Talk Reviews
Do you ever check reviews of something before buying it? Who doesn’t do that? That’s because those reviews are from people who have actually used the product or service, and they are giving the most authentic thoughts on it.
4. Blogs and Stories
If you’ve ever written a personal blog post or read someone else’s, that’s UGC for you. People write blogs on their favorite coffee blend or this amazing resort they stayed at when traveling somewhere. All of this is indirectly marketing your product.
Challenges and Contests
Sometimes, brands or communities launch challenges or contests, inviting everyone to join in. Whether it’s a photo contest or a fun hashtag challenge, it’s all about just one thing. People come together to share their thoughts on a brand and its service.
What Makes UGC Such a Powerful Marketing Strategy?
Want to know why UGC is all the rage among businesses? Let’s see:
The Realness of UGC
UGC is the real deal on social media. It’s not from big influencers or ad agencies but regular people sharing their thoughts and what they experienced when they used the product. This gives us a sense of reassurance that, yes, there are people out there who have used something and are not getting paid to talk about it.
Influencers used to be the go-to for brand promotions, but it seems like many of us aren’t buying into it anymore. A recent survey found that a whopping 85% of people see influencers as not genuine or relatable. Only 21% felt that influencer content actually made them like a brand more. Looks like we’re ready to say goodbye to the influencer era(we might not miss you)!
Do you see someone posting a pic or a shoutout about a product they love on social media? That’s UGC in action. This is not a paid promotion. This is where the user will actually talk about all the right and wrong things about the product and how it helped them. We trust it because they have nothing to gain from faking it.
Helps Build Loyalty
User-generated content is a magnet that pulls consumers to a brand just by being a little authentic. When people create UGC, they show their love for a product and how it has helped them. How a specific service has come in handy for them. All of this means they become a part of the brand’s community.
With UGC, you’re not a spectator anymore. You’re joining the brand’s journey. This feeling of being part of something bigger makes you feel like you belong in this community; you are an important part of it. Slowly, you start to become loyal to the brand and don’t even think about shifting to a competitor. Think of it like people who wear Yeezys are the same people who share a love and appreciation for Kanye West, so they feel like they belong to a community. You might never find a Yeezy person in a Nike store buying shoes.
When people share their thoughts and experiences, it opens up a direct line between the brand and the customers. This interaction helps grow a lively community where people feel connected, heard, and appreciated.
Putting Customers in the Spotlight
UGC flips the script compared to content made by brands. While traditional content often highlights all the good deeds of a product or service, it sometimes misses the mark with people who were supposed to actually buy it. Even research proven this. A study shows that 45% of people will unfollow a brand if it feels too pushy or sales-focused. What does this tell you? Branded content tends to forget THE most basic element of their marketing – the customers.
Enter UGC, taking a more people-centered approach that revolves around consumers’ emotions. Unlike the sales pitch vibe of some branded content, UGC puts the spotlight on what matters to you people. This shift in focus is strategic, and it works like a charm. UGC scores 28% higher customer engagement compared to the more traditional branded content, so you can clearly see who’s winning the race.
The beauty of UGC lies in its win-win nature. Brands get their hands on a powerful and efficient form of content, while those creating it get a chance to grow their audience. It’s a cycle where everyone ends up with something good on the table.
Guiding the Buyer’s Journey
If online shopping is your journey, then social proof is the map of customers who have tried the product, and they all agree that it’s good. It’s like having a buddy say, “Hey, I tried this and liked it,” and these days, that assurance comes from UGC.
Social proof is the nod of approval we all look for before hitting that “buy” button – it’s knowing that others tried it, liked it, and want to share. What makes it extra special is that it’s not some marketer getting paid to say good things; it’s real people like you and me. We trust each other, whether it’s a friend, family, or someone we know from work.
When we see people just like us using a product or talking about it, it feels like a connection. It makes the brand seem more reliable, and that’s a big deal when you’re deciding what to buy online.
Building a Brand Family
UGC does more than just show off products – it’s like the glue that brings people together. Think about it: humans love connecting with others who share their interests, and we’re all about sharing stories.
Every time we share UGC, it’s like telling another piece of our brand’s story. It’s not just about us; it’s about everyone who loves what we do. UGC lets our community join in and become part of our brand’s narrative.
When we let our customers be part of our story, we’re saying, “Hey, you matter, and we want you in our brand family.” UGC is like the secret handshake that turns customers into more than just shoppers – they become our brand ambassadors in a way.
Saves Money in Marketing Costs
When it comes to marketing initiatives, User-Generated Content (UGC) stands out as a budget-friendly option for several reasons.
First off, you don’t need to hire an external marketing team to handle a UGC campaign. A small in-house team can easily manage the process. The magic of UGC lies in its simplicity – users create the content themselves, so your role is mainly about distribution.
Simply featuring your customers’ content on your profile can work wonders. This is the organic approach, where users willingly contribute content, bringing them closer to your brand without hefty expenses.
Creative Strategies for Implementing UGC
Now that you know how important USG can be for your business, it’s time to get into the nitty-gritty of how to actually implement it. Here are some creative strategies backed by experts on how to utilize User Generated Content:
Creating Anticipation in a Day
When it comes to user-generated content, here’s a nifty trick: instead of dragging it out, pick a special day and create some hype! Make it a one-day extravaganza for submissions. This builds anticipation, and guess what? You’ll get a burst of content in just 24 hours.
By focusing on a specific day, you create a sense of urgency. It’s like a content flood that happens all at once. This isn’t just about the content; it’s about your brand getting a sudden boost in awareness. You might even trend on social media platforms like X (formerly Twitter), adding an extra layer of cool to your campaign.
So, forget the long stretches – pick a day, get people excited, and watch as your brand enjoys a quick and powerful surge in visibility.
Give Rewards for Sharing
Ever thought about getting a little something extra for sharing your thoughts on a brand? Well, you’re not alone! Brands are jazzing up their user-generated content (UGC) game by offering rewards. Sure, the chance to pop up on the brand’s social media is cool, but rewards take it up a notch.
Now, here’s the trick: tailor your rewards to fit your audience and brand style. Make it something that makes your users go, “Wow, that’s awesome!” Take a cue from Fenty Beauty; they ran a giveaway for their Fenty Parfum line on TikTok. Users had a shot at winning by creating videos using a specific sound.
Create your Gallery
When you’re putting together a gallery of submissions, keep it simple and focus on quality. Not every piece of User-Generated Content (UGC) has to make the cut. Trust your instincts and choose content that will appeal to a wider audience.
Get insights from your sales and social media teams—they know what clicks with consumers. Social listening is handy, too; see what kinds of images and videos people like to share. Match your UGC submissions with these criteria.
For an extra twist, let your customers have a say. Set up a voting system on your website or social pages to let them pick their favorites. It’s a cool way to involve your audience in the curation process.
Go Beyond Social Shares
Once you see some happy customers saying good things about your product, it’s time to utilize those reviews smartly. Just reposting them won’t cut it. You have to first get permission from the reviewer and then implement the following strategies:
Ads
Give your ads a kick by featuring customer content. It brings authenticity, making your marketing more relatable. Sometimes, a customer’s shoutout is all you need for the perfect ad.
On Your Website
If your customers have posted pictures of your product, you can put them on your website, maybe in a cool gallery. Toss them into product photos – it shows real people enjoying your service.
Email Campaigns
Don’t overlook your emails! Add some customer-generated content to give your emails and see how people start to notice your brand more.
#Hashtags_All_The_Way
Hashtags are your best friends in UGC. Here’s how you can use them:
1. Explore Existing Hashtags
Just like everything, you have to start with a little bit of research. Find out what your competitors are doing on platforms like TikTok and Instagram for UGC. What are their users talking about, and study their hashtags?
2. Create Your Own Hashtag
If you don’t have a hashtag yet, no worries – it’s not rocket science. Keep it simple with your company name, or make something that’s a bit subtle and it makes people think of your brand instantly. It’s kind of like The North Face and their #neverstopexploring, found on almost 30 million posts on Instagram.
3. Boost Your Hashtag
Give your hashtags some time to get popular. It’s not a single by an indie artist that’ll get popular like a one-shot wonder. Keep it visible on your social channels or run a contest where users tag photos for a chance to win.
How to Spot UGC
To catch User-Generated Content (UGC) on time, turn to social listening. Here’s how:
Manual Check
Keep an eye on social media mentions. Notifications pop up whenever someone mentions your brand. With the rise of Stories, stay alert; missing a mention for just 24 hours could mean missing out on UGC.
Automatic Alerts
Let social listening tools do the work for you. These tools go beyond brand mentions, keeping tabs on keywords. Whether it’s campaign slogans, product names, or hashtags, these tools turn everything into alerts. Nothing should slip past them.
How to Keep Tabs on User-Generated Content Data
- Define Objectives
Set goals, and stick with them for life! Now, it can be anything you want it to be. Boosting brand awareness? Driving sales or increasing engagement? Keep the goals clear and follow them.
- Pick Relevant Metrics
Once you have your goals in mind, find key metrics for them. These can be engagement rates, reach, and sentiment analysis. These metrics will later tell you how successful your UGC campaign really is.
- Use Social Media Tools
Invest in tools to monitor mentions, hashtags, and keywords related to your brand. These tools help track conversations and trends.
- Set Up Google Alerts
Create Google Alerts for brand-related terms to receive notifications whenever they’re mentioned online. Not even a single UGC mention should be missed if you want the customer to come back for more.
- Monitor Social Platforms
Regularly check comments, tags, and mentions on social media where your audience is active. Don’t leave user-generated content hanging. Give them feedback, share your thoughts, and act like a person, not a business that gives a cold shoulder to every customer.
Wrapping Up
Were you one of those brands that created a budget of thousands of dollars for marketing to pay for influencers? And it ended up not working half the time. Well, that time is gone now. People are realizing that not everything shown on social media is authentic and real.
This is where real marketing, like user generated content, helps bring back people’s trust by showing that actual users are trying the products. The reviews are as raw and real as they can be. User-generated content is here to stay and it’s pushing influencer marketing right where Y2K belongs!
