Utilizing User-Generated Content to Create More Authentic Marketing
Advertising in the digital era of consumer empowerment has seen user-generated content (UGC) rise as a linchpin to any authentic marketing strategy. Through using the voices of their customers UGC allows brands depth in connecting with them. This type of content not only creates a sense of trust but also cultivates a feeling of community around the brand. How then, can marketers properly utilize this potential? What Exactly is User-Generated Content
User-generated content is exactly what it sounds like any type of content – images, videos, text (reviews), etc. – that was generated by a user other than the brand themselves Social media content Message board postings Customer reviews Testimonials
The Power of Authenticity
The new currency of modern marketing is authenticity. There is a growing hesitancy toward conventional advertising on the part of consumers, who are seeking actual relationships with companies. As per a study from Stackla, 86% of consumers think that authenticity plays an essential role in deciding which brands they should like and support. Because UGC is viewed as more authentic and genuine compared to branded content, it shines. Success Story: Coca-Cola \”Share a Coke\” Campaign
The most successful UGC campaign comes from Coca-Cola with its \’Share a Coke\’ campaign. The campaign started in Australia in 2011 before rolling out around the world and put common first names on bottles where Coca-Cola\’s logo traditionally would have appeared. It engaged consumers by enticing them to hunt for a bottle containing their name and share it on social media using the hashtag #ShareaCoke, all who do not feel closer sharing one company experience. Customization: While being personalized to each bottle owner brought an added layer of delight and encouraged sharing. Community: Sharing their \”Coke\” moments online made people feel part of something bigger, thus more committed to the brand
Effect of Virality: There was a viral loop inherent in the shareability which forced a compounding effect on reach for every meme- amplified organically by prompting people to copycat. Real World Example: Customer-centric content by GoPro
GoPro is an action camera manufacturer built on user-generated content. GoPro markets itself by essentially repurposing content from amateurs to show people the cool things they can do with their product in real life. This strategy showcases the product but also underscores an adventurous lifestyle that is part of its brand. Different Types of Content: UGC can display a variety of types of content that is much more interesting than everyday advertising. Customer Advocacy – Sharing customer content makes customers become brand advocates and boosts word-of-mouth marketing. Trust is built with credibility: Real user experiences provide solid evidence to all those claims made about the product. How Airbnb Uses UGC to Tell Unforgettable Travel Stories It lets users upload photos along with some reviews, which are pushed onto Airbnb\’s social media and marketing channels. This method creates genuine, candid content and lets potential customers imagine themselves using the product as well. Connecting Emotionally: Users sharing stories and experiences contribute to creating an emotional appeal with consumers. Social Proof: Good reviews and photos act as social proof, inviting others to do the same. Engagement: When users are encouraged to share their stories, they engage with the app and their community. Techniques We Can All Use to Embrace UGC
Encourage Hashtag Campaigns:
In case you are from that rare breed of human who still needs convincing as to why they need a hashtag, here goes: make it related or connected in some way to your brand and/or the specific campaign. Invite users to write a post or generate content about your products/services with this hashtag. Best Web Content Monitoring & Curation for Social Channels or Site. For instance, Starbucks uses hashtags like #StarbucksMoment to get people talking about their brand on social media. Host Competitions and Challenges
Create a Contest Challenge where users have to post content around your brand. Provide an offer such as discounts, competition to be on your official channel etc. Campaign Example: Lululemon #thesweatlife opened up a campaign for people to share their fitness journey and be entered in a chance to get featured on Lululetions IG page, both increasing engagement & brand awareness. Display Customer Reviews, and Testimonials:
Instead, focus on your best reviews and testimonials from customers (and post select highlights to your website as well). Make it easy and enticing for content customers to write reviews
Example: Amazon makes customer reviews an explicit priority throughout their product pages, which means users can read testimonials to get a better sense of what the user experiences are like. Build a Community Platform:
Build a place on your website or app that lets users tell their stories and share experiences through content It can serve as a UGC centre, generating community spirit and enhancing people\’s engagement. For instance, Nike has already started to make it a social experience by allowing users of the app to share their running tracks and records along with achievements which in turn can create an ecosystem full of beginners like you as well!! Utilize Social Media Stories:
Use Instagram Stories, Facebook Stories or Snapchat – and leverage user-generated content. These are short-term stories, incredibly engaging and ideal for demonstrating real-time UGC. Fashion brands share images & videos of how their products are used in real life on Instagram Stories e.g. Collaborate with Influencers:
Collaborate with influencers who are the right fit for your brand to create content that will be true to them. An influencer might be able to provide more sincere content that could relate to their followers, who are probably looking for guidance and affirmation. For example, Wellington, the watch brand, used influencer partnerships extensively to market their products through user-generated photos which led to a great deal in terms of both: Brand awareness and Sales. Quote from a Notable Figure
You have to think about how the customer is living, feeling and doing — not what they are buying. —Mary Dillon, Former CEO Of Ulta Beauty
How to Implement UGC Efficiently
Set Clear Guidelines:
Set clear rules for the kinds of content you want participants to share, how they can enter and any special hashtags (and extra entry requirements)egment_programming segment_promotions_segmet_segment_settings Rather, this keeps the standards high and ensures that content is congruent with your brand values. Moderate and Curate:
Be sure to constantly monitor and moderate UGC under anchor standards. Choose the most valuable content for your marketing channels, featuring a wide range of perspectives and lived experiences. Give Credit:
Credit the original content creator. Tag users in posts, use \”@\” tags or \”thank\” users for their input. This creates goodwill and is more likely to be used by others. Engage with Contributors:
Interact with the users who post about your brand. Post comments to their posts, share what they write about and verbally applaud them openly. This way it helps to create a good relationship between your brand and its followers. Measure Impact:
Using user-generated content brings word-of-mouth marketing to a new level by establishing trust, building community and nurturing true engagement. As a brand, begin with sharing customer’s experiences to see them bring your brand alive through their narratives
Feel free to tell us how you use or will be using UGC within your marketing strategy. In the meantime, feel free to comment with your experiences and thoughts. So, let us just begin to understand the power of UGC! To explore more strategies and get expert advice on leveraging UGC for your brand, visit Meticulous Marketing Agency. We\’re here to help marketers like you turn customer stories into powerful marketing assets.
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