How do you leverage user-generated content and influencer marketing for your ad campaigns?

1 User-generated content

User-generated content (UGC) is any content created by your customers, fans, or followers that showcases your products or services. UGC can include photos, videos, reviews, testimonials, or social media posts. UGC can help you boost your ad campaigns by increasing your social proof, authenticity, and trustworthiness. UGC can also lower your ad costs, as you can repurpose existing content instead of creating new ones. To encourage UGC, you can run contests, giveaways, challenges, or hashtags, and feature the best submissions on your website, social media, or ads.

2 Influencer marketing

Influencer marketing is a form of social media marketing that involves collaborating with influencers, or people who have a large and loyal following on social media platforms. Influencers can help you promote your products or services, increase your brand awareness, and drive traffic to your website or landing page. Influencers can also help you reach new and niche audiences, as they have a strong influence over their followers' opinions and preferences. To leverage influencer marketing, you need to find the right influencers for your brand, establish a clear goal and budget, and create a mutually beneficial partnership.

3 Benefits of UGC and influencer marketing

UGC and influencer marketing can be a powerful combination for your social media marketing strategy, offering a range of benefits. Engagement is likely to be higher, as UGC and influencer marketing are more relatable, authentic, and engaging than traditional ads. Conversion rates can also be improved, as potential customers are more likely to take action based on the recommendations and testimonials of real people. Additionally, UGC and influencer marketing can help to build loyalty with existing customers, making them feel valued, appreciated, and part of a community. Finally, customers can be turned into advocates, spreading positive word-of-mouth and referrals about your brand to their friends, family, and followers.

5 Examples of UGC and influencer marketing

Inspiring success stories of UGC and influencer marketing campaigns come from a variety of brands and industries. Airbnb, for instance, encourages its hosts and guests to share their stories and experiences on social media, using the hashtag #Airbnb, and features the best UGC on its website, blog, and ads to demonstrate the range and quality of its services. Glossier, a beauty brand, is heavily reliant on UGC and influencer marketing, empowering its customers and fans to create and share their own content, using the hashtag #glossier, and collaborating with micro-influencers who have a smaller but more engaged following to promote its products and values. GoPro, a camera brand, uses UGC and influencer marketing to show the incredible and daring content that its customers and fans can capture with its products, and runs contests, challenges, and awards to incentivize and reward its UGC creators and influencers.