Words: Belinda
User-generated content (UGC) is like the magical, time-saving answer to the prayer of every busy social media manager. As the name suggests, UGC is created by your audience in the form of posts, videos, reviews, and testimonials. Everyone gets to see the content when your brand or product is tagged on social media, broadcasting to a wider base outside your audience.
UGC is one reason almost anybody can be a social media influencer. Users with small and niche audiences can create content about your product that explains its benefits which appears on screens of potential customers who may not have heard of your brand.
So, how can you take advantage of UGC marketing to ensure your products are seen by as many people in your demographic as possible? Read on!
Why UGC marketing is important
In two words: it resonates. Social media users love seeing content that they can relate to. In fact, a whopping 92 per cent of social media users prefer seeing UGC than perfect, polished content.
UGC is the most cost-effective digital marketing strategy your brand can undertake. Whether you’re asking your audience to share images on socials with a hashtag or encouraging people to leave reviews on platforms like Google, having authentic content that talks about all aspects of your offering is priceless.
The vast majority of marketers (85%) believe UGC is more cost-effective than traditional content – and often, UGC is free for brands to use.
This cycle of sharing and resharing highlights the organic nature of user-generated content (UGC) and its remarkable potential for viral marketing.
This phenomenon, often referred to as social proof occurs when individuals rely on the opinions and experiences of others to shape their own behaviours and decisions. As a result, consumers are more likely to trust brands that are endorsed or positively reviewed by their peers, making UGC a powerful tool for building credibility and fostering brand loyalty.
Like most aspects of your digital marketing strategy, UGC also plays a vital role in search engine optimisation (SEO). Statistics vary, but brands that use UGC on their website can see substantial increases in a variety of important metrics including visitor traffic, engagement rates, click-through rates, and conversions.
When your audience becomes your marketer
Your superfans are mostly responsible for creating content, tagging your brand and sharing it across socials. Think about how often you’ve done this: you eat an amazing meal at a restaurant and want everyone to know about this fantastic eatery. You tag the restaurant, maybe add some info about what made it outstanding, and hit share.
If your accounts are public that post will go out to the big wide world, including the restaurant in question. They in turn may share the post on their stories, giving your original post even more possibilities of engagement.
Don’t overlook how keen your audience is to share the content they’ve created, either. More than half of Gen Zer users want to be featured on a brand’s socials, showing a strong desire for recognition and engagement. Featuring UGC prominently on your socials and website can inspire others to contribute, creating a snowball effect of engagement and brand advocacy.
UGC best practices
A simple way brands can actively encourage their customers to create and share content on their socials is by adding ‘tag us’ in the captions. Whether it’s a product or a service, having your actual customers show how they use your solution allows potential customers see the benefits.
While some brands ask creators for permission prior to sharing UGC, others take a more fluid approach, believing that by tagging the brand, the user has given tacit approval to share.
An easy best practice for brands wanting to share such content is to create branded hashtags, which encourage followers to share their experiences and make tracking UGC easier.
If you want your audience to provide reviews rather than videos and photos, simply ask. Do this on socials, in EDMs or on your website. Adding a Google link will make this even easier for people to do:
- Go to your Google My Business profile
- Choose the Customers option, then Reviews
- Click on Get More Reviews to copy your Google business review link
- Share this link.
User-generated content is an invaluable asset for any brand looking to enhance its digital marketing strategy. By using authentic content created by your audience, you foster trust and engagement with potential customers while growing your leads. Not bad considering much of the work has been done by your audience!
If you need help with your digital marketing speak to us! As a full-service digital marketing agency, we have the expertise to create the ideal campaign for your brand.
