How can you leverage user-generated content in your strategy for repurposing existing assets?

2 Identify Assets

Before leveraging user-generated content, you must identify which of your existing assets are ripe for repurposing. Look for evergreen content, high-performing posts, or items that sparked a lot of user interaction. These assets often have a proven track record of engaging your audience and are more likely to be enhanced by UGC. Once identified, consider how UGC can be integrated to refresh these assets, whether through testimonials, photos, videos, or other creative submissions from your users.

3 Encourage Sharing

To maximize the potential of UGC in your content strategy, you need to actively encourage your audience to share their content. Create campaigns or incentives that motivate users to post about their experiences with your brand. Make sure to communicate clearly how they can share their content with you, whether it's through a hashtag, a dedicated email address, or a submission form on your website. The easier and more rewarding you make the process, the more likely you are to receive quality UGC.

4 Curate Content

Once user-generated content starts flowing in, the next step is to curate it effectively. Not all UGC will align with your brand's message or quality standards. Develop a process for reviewing and selecting the best pieces that complement your existing assets. Look for content that is not only high-quality but also resonates with your brand values and aesthetic. Proper curation ensures that the UGC you repurpose adds value and coherency to your overall content strategy.

5 Legal Considerations

Before repurposing any user-generated content, it's crucial to navigate the legal landscape. You must obtain the necessary permissions from content creators to use their work in your marketing materials. This often involves reaching out directly to users for consent or including terms and conditions that cover content usage when they submit their work. Always be transparent about how you intend to use their content to avoid any legal complications down the line.

6 Engage and Credit

Finally, when you repurpose user-generated content, always give credit where it's due. Acknowledging the original creators not only shows respect but also encourages others to contribute their content. Engage with the users whose content you've repurposed by thanking them and sharing their work within your community. This fosters a positive relationship with your audience and can lead to increased loyalty and further engagement with your brand.