How can you improve your campaign performance with user-generated content and social proof?

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User-generated content (UGC) and social proof are powerful tools to boost your marketing campaign performance. UGC is any content created by your customers, fans, or followers that showcases your brand, product, or service. Social proof is any evidence that other people trust, like, or recommend your brand, product, or service. Both UGC and social proof can influence your audience's purchase decisions, increase your brand awareness, and improve your customer loyalty. In this article, you will learn how to use UGC and social proof effectively in your marketing campaign management.

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1 Identify your campaign goals and metrics

Before you start collecting and using UGC and social proof, you need to have a clear idea of what you want to achieve with your marketing campaign. Do you want to increase your sales, leads, traffic, engagement, or awareness? How will you measure your success? What are your key performance indicators (KPIs)? Having specific and measurable goals and metrics will help you plan, execute, and evaluate your campaign more effectively.

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Oliver Jacobs

Co-Founder @ UniTaskr & SHOUT
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Improving campaign performance with UGC and social proof involves identifying key campaign goals and tailoring content to reflect those metrics. I curate relevant UGC that resonates with the target audience, showcasing real examples of customer satisfaction and engagement. Incorporating this content into various campaign channels, enhances the authenticity of the message, driving higher engagement rates and building a trustworthy brand image.

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Uriel Figueroa

Marketing Coordinator @ Maintenance, Inc. & Subsidiaries Commercial Cleaning Specialits
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To improve campaign performance: 1. Encourage user engagement. 2. Showcase authentic user experiences. 3. Share UGC across social platforms. 4. Foster community interaction. 5. Use social proof to enhance credibility. 6. Drive conversions with strategic UGC. 7. Monitor and engage with user feedback.

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Mariana Azar Brachetta

Director, International Marketing & Digital Commerce @ Cole Haan
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Your goals and KPIs could be: Campaign Goals: Awareness: Boost brand visibility. Engagement: Drive interactions. Conversion: Increase sales/sign-ups. Loyalty: Strengthen customer bonds. Authenticity: Showcase real experiences. KPIs: Submission Rate: User content input. Engagement Rate: Likes, comments, shares. Conversion Rate: UGC-driven sales/sign-ups. Reach/Impressions: Exposure to UGC. Participation Metrics: Volume and diversity of UGC. UGC Quality: Relevance and creativity. Social Shares: UGC spread on social media. Website Traffic: UGC-driven visits. Testimonials: Positive reviews/stories. User Sentiment: Comments/feedback sentiment.

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2 Find and curate relevant UGC and social proof

The next step is to find and curate UGC and social proof that aligns with your campaign goals and your brand identity. You can ask customers to share reviews, testimonials, photos, videos, or stories on your website or a dedicated platform. To further motivate customers to create and share UGC and social proof, consider creating a hashtag, contest, challenge, or reward program. Additionally, you can monitor and listen to online conversations about your brand on social media, forums, blogs, or review sites. Moreover, partnering with influencers, advocates, or experts can help generate UGC and social proof for your brand. Once you have collected UGC and social proof, it is important to curate and organize them according to your campaign theme, message, and audience. Lastly, make sure to obtain permission from the original creators of the UGC and social proof before using them.

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Mariana Azar Brachetta

Director, International Marketing & Digital Commerce @ Cole Haan
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Highlight Authenticity: Authentic and relatable UGC helps build trust and credibility with your audience. Embrace Diversity: Curate a diverse range of UGC to showcase a broader representation of your customer base. Tell Compelling Stories: Organize UGC in a way that tells a coherent and compelling narrative about your brand. Engage with Contributors: Interact with users who contribute UGC, showing appreciation and fostering a sense of community. Regular Updates: Continuously refresh the curated content to keep your campaign engaging and up-to-date.

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3 Incorporate UGC and social proof into your campaign content and channels

The final step is to incorporate UGC and social proof into your campaign content and channels. You can use UGC and social proof to enhance existing content, such as adding customer reviews to landing pages or featuring customer photos on social media posts. You can also create new content with UGC and social proof, such as compiling customer feedback into a guide or showcasing customer examples in a video. Whatever way you use UGC and social proof, make sure to align them with your campaign goals, message, and audience. Additionally, you need to test, optimize, and measure the impact of UGC and social proof on your campaign performance.

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Mariana Azar Brachetta

Director, International Marketing & Digital Commerce @ Cole Haan
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Tips to consider: Maintain Consistency: Ensure that the tone and style of UGC seamlessly integrate with your brand's overall voice. A/B Testing: Experiment with different UGC placements and formats to determine the most effective combinations. Personalization: Tailor UGC to specific audience segments to create a more personalized experience. Build Trust: Highlight UGC on key touchpoints to reassure potential customers and build trust throughout their journey. Feedback Loop: Use insights from UGC performance to continuously refine and enhance your campaign strategy.

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4 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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Susan Coelius Keplinger

CEO at Force of Nature | Performance Marketing at Scale
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Prioritize content quality and relevance. Showcase diverse perspectives to reach a broader audience and encourage ongoing UGC contributions. A/B test different formats to see which perform best, refining your approach based on the feedback loop from your metrics.

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How can you improve your campaign performance with user-generated content and social proof?

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1 Identify your campaign goals and metrics

2 Find and curate relevant UGC and social proof

3 Incorporate UGC and social proof into your campaign content and channels

4 Here’s what else to consider

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