How can you leverage user-generated content as a form of social proof?

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User-generated content (UGC) is any content created by your customers, fans, or followers that showcases your brand, product, or service. UGC can be anything from photos, videos, reviews, testimonials, blogs, podcasts, or social media posts. UGC is a powerful form of social proof, which is the psychological phenomenon of following the actions or opinions of others. Social proof can influence people's decisions, behaviors, and beliefs, especially when they are uncertain, unfamiliar, or overwhelmed by choices. In this article, you will learn how to leverage UGC as a form of social proof to boost your marketing efforts and persuade your audience.

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Jean Ng ??

AI Changemaker | AI Influencer Creator | Book Author | Promoting Inclusive RAI and Sustainable Growth | AI Course…
Shivani Bohare

Helping startups grow 5X with content | Living my dream life as a digital nomad | I write posts and articles about…
Kaushik Bhatti

??? LinkedIn? Community Top Voice | Transforming Concepts into Digital Reality...

1 Why UGC matters

UGC matters because it is authentic, relatable, and trustworthy. Unlike traditional advertising or marketing content, UGC is not scripted, staged, or edited by your brand. It is created by real people who have genuine experiences and opinions about your brand. UGC can help you build trust, credibility, and loyalty with your audience, as they are more likely to believe and relate to other customers than to your own claims or messages. UGC can also help you increase your reach, engagement, and conversions, as it can generate word-of-mouth, referrals, and social proof for your brand.

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Jean Ng ??

AI Changemaker | AI Influencer Creator | Book Author | Promoting Inclusive RAI and Sustainable Growth | AI Course Facilitator
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UGC boosts trust. If you think about it, we're more likely to trust a friend’s recommendation than what a brand says about itself. UGC acts like that social proof we all look for, showing that others are genuinely happy with what you offer. UGC gets people to jump in and interact. When people see content made by their peers, they’re more likely to comment, share, and get involved. It’s kind of like building a little community around your brand. Seeing real people enjoying and using your product is pretty persuasive. UGC creates a strong visual and emotional link, making those thinking about buying just a bit more likely to go for it.

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2 How to collect UGC

Collecting UGC can be difficult to manage, as you cannot control or dictate what your customers create or share. To encourage and incentivize them to do so, you can ask for feedback, reviews, ratings, or testimonials on your website, email, or social media platforms. Additionally, create contests, challenges, or campaigns that invite your customers to submit UGC in exchange for prizes or recognition. As a further incentive, reposting and resharing customer UGC on your own channels can show appreciation and inspire others to join the conversation.

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Shivani Bohare

Helping startups grow 5X with content | Living my dream life as a digital nomad | I write posts and articles about doing both | Director of Content Marketing @Morff
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When people see real users sharing their experiences, it makes a huge difference in credibility. Here's how I've found success in gathering and leveraging UGC effectively. 1/ Run a contest: Create a themed challenge and ask users to share photos or videos using your product with a specific hashtag. 2/ Feature reviews: Prompt customers to leave detailed reviews and showcase them on your site or social channels. 3/ Incentivize submissions: Offer small rewards like discounts or shoutouts for sharing experiences or content. 4/ Use Instagram Stories: Encourage followers to tag your brand in posts, then repost their content to your own story highlights, giving them visibility while building trust for your brand.

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3 How to curate UGC

When curating UGC for your marketing purposes, you need to be strategic and careful. Quality is essential, so make sure the UGC is clear, engaging, and appealing. Relevance is also important; choose UGC that reflects your brand identity, values, and goals. Additionally, consider the diversity of your audience when selecting UGC; aim for content that is inclusive and not biased or stereotypical. Avoid any UGC that is blurry, low-resolution, off-topic, inappropriate, negative, biased, or exclusive.

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Kaushik Bhatti

??? LinkedIn? Community Top Voice | Transforming Concepts into Digital Reality...
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Start by setting clear guidelines for the type of content you want to showcase. Encourage users to tag your brand and use specific hashtags. Monitor social media platforms for relevant posts and engage with users by liking, commenting, and sharing their content. Obtain permission before reposting user-generated content and give credit to the creators. Create a dedicated space on your website or social media for showcasing curated UGC, highlighting positive reviews and testimonials. Regularly update and refresh the curated content to keep it relevant and engaging for your audience.

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4 How to display UGC

Displaying UGC means showcasing and integrating the curated UGC into your marketing channels and materials. This can be done in a creative and effective way, as it can significantly boost your brand image, awareness, and reputation. One way to display UGC is to create a dedicated page or section on your website that features your customers' UCG. You can also embed UCG widgets or plugins that allow visitors to see and interact with your customers' UCG in real-time. Additionally, you can incorporate UCG into your email marketing campaigns as testimonials, case studies, or success stories. Moreover, you can use UCG as social media content by reposting, resharing, or retweeting your customers' UCG on your own accounts. You can also create stories, highlights, or reels that showcase your customers' UCG.

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Shivani Bohare

Helping startups grow 5X with content | Living my dream life as a digital nomad | I write posts and articles about doing both | Director of Content Marketing @Morff
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One powerful way to leverage user-generated content (UGC) as social proof is by encouraging customers to share their experiences on social media and resharing that content on your brand's platforms. 1/ Encourage followers to use a specific hashtag, like #JourneyWith[YourName], when sharing stories of how your advice helped them. Track this hashtag for content to repost. 2/ Run Q&A sessions and repost insightful responses or testimonials to show your impact. 3/ Share detailed posts of how someone benefited from your advice, and tag them (with permission). This adds credibility. 4/ Give shoutouts or feature audience-created content in your email newsletters, creating excitement to contribute.

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5 How to measure UGC

Measuring UCG involves tracking and analyzing the performance and impact of your UCG marketing efforts. Doing so regularly and accurately can help you optimize your strategy, improve your results, and reach your objectives. To measure UCG, you should consider metrics such as reach (how many people see your UCG across your channels and platforms), engagement (how many people interact with your UCG), conversions (how many people take action after seeing your UCG) and sentiment (how people feel about your UCG and brand).

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you leverage user-generated content as a form of social proof?

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1 Why UGC matters

2 How to collect UGC

3 How to curate UGC

4 How to display UGC

5 How to measure UGC

6 Here’s what else to consider

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