The Importance of User-Generated Content

Can a brand loyalist act as a marketer? Yes, absolutely! Creating content for a brand, whether it’s an unboxing video, a review, or a blog post is a growing trend in the digital world nowadays. User generated content, or UGC, should be genuine and brand-specific: It demands a viable response from the target market or prospects on social media, websites, or podcasts.

Dynamics amp; Influence of User-Made Content

No other content type is more reliable than UGC, according to renowned sources. 86% of customers are more likely to rely on a brand that shares user-generated content compared to 12% who purchase a product promoted by influencers. User-created content allows individuals to be part of a brand’s community. Conversely, brand interaction deepens the connection between the firm, UGC creator, and the prospect.

User-made content is divided into two types:

1. Unpaid Content

2. Paid Content

Unpaid or unsponsored content is what users generate from their own, without any assistance from brands or business. Finance is not part of the entire campaign. On the other hand, paid UGC is money-related: This method is preferable for new brands that need instant growth and recognition on the market.

Labeled as an extended version of word-of-mouth marketing, UGC content combines the attractive appeal of videos and optimistic influence to engage viewers on the web. Text-only branding (reviews, testimonials, etc.) is also a part of UGC. Weber Shandwick, a marketing firm in the US, uncovered that 33% of employees will post messages, pictures, or videos about their employer without any encouragement from the company. The number increased to 50% with direct company engagement.”

Rewarding UGC creators is an encouraging step in recognizing their contribution and fostering a vibrant community. The opportunity to become part of the brand’s marketing platforms (web, social media, etc.) is a great incentive in itself. There are several ways to reward employees: 50% discount coupons, free concert tickets, and more.

Different types of user-generated content are published by individuals around the globe. Social media posts, reviews, images, blog posts, and videos are some examples. To determine the best approach for your goals and audience, opt for a specific or a combination of methods after careful consideration.

Challenges amp; Opportunities of User-Generated Content

User generated content is not all roses, primarily because of the unauthorized and unchecked information that it entails. Companies choosing to incorporate UGC should conduct research on various aspects, such as source, credibility, and user background. In advertising campaigns, brands have to ensure that the content was posted by the right owner or not.

Challenges

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Michael Sadicario, CRO at Storyful, talked about a tornado’s picture in Brooklyn some years back. This photo, which was also used by major news organizations, was not an original, but an old one. Another example was a trick shot video posted by Coca-Cola during the World Cup. This clip had 500,000 views, at first, but shot up to 25 million because P. Diddy’s team scraped it.

Boundary Limitations

The user-made content should be authentic by all means, according to renowned brands. From picture quality to voice-recognition, every aspect should be carefully analyzed and considered before publication. Brands must ensure the right time and place to use content from brand loyalists. Most of the content arrives from individuals who want brands to participate, but there are other places where they don’t.

Opportunities

With challenges comes opportunities: User made content offers ample options for brands and businesses to go viral, providing valuable feedback and insights into the brand’s offerings, serving as social proof, and catering to a large audience with common interests.

Advanced Personalization

With advancements in data analytics and AI, user-generated content can be used to personalize experiences and tailor recommendations and interactions based on individual preferences and behaviors. Ensure that UGC aligns with your brand values and guidelines.

Create Loyalty Programs

Like other marketing tactics applied in BTL and ATL activities, consumer-generated content developers also require some incentives to enhance their quality on social media. Loyalty programs are the best option to implement. Businesses can create a sense of exclusivity among content creators, offering the best plans for the most rewarding.

Real Life Examples of Consumer Generated Content

CeraVe

Skincare influencer, Hyram, took center stage when he started promoting CeraVe products online. Back in 2020, when the brand’s growth was stalled, Hyram started off with his marketing campaign. With the passage of time, the company saw a huge rise in their sales figures. This change was attributed to the content creator.

According to Women’s Wear Daily, CeraVe grossed media value upto 128% every year. More than 2300 influencers were talking about CeraVe products.

Apple

Although camera-embedded cell phones weren’t too popular after launch, new advancements and technology have paved way for high-quality images and videos. In 2014, Apple was eager to market its new camera, so it launched the #ShotonIphone campaign. It was created for both novices and expert photographers who took photos in the dark and shared them online with their iPhones.

The campaign was a success: The hashtag generated more than 29 million Instagram posts!

Best Practices for User Generated Content

Request Permission

Getting consent from the customer is necessary. In other words, ask before republishing or using the content. People may utilize branded hashtags without knowing that they’re attached to a user-generated campaign. Sharing without permission will annoy brand advocates. More so, it will affect goodwill negatively.

Process: Share the UGC with the creator and appreciate their work. Show that you are excited in sharing their post with the target audience.

Stay Strategic: Set Goals

Think before selecting the type of UGC content. And, verify whether it fits in your marketing strategy or not? To implement user-generated content, view your social media strategy and find an appropriate way to align the content: Share your UGC on social media bios, website, product packaging, physical locations, and more.

Process: Select the optimal user-made content and understand your social media strategy before implementation. Manage the application process by selecting the best digital space beforehand.

User-created content is a promising marketing tool for brands and business nowadays. Thanks to brand loyalists and delighted customers creating genuine content on brands, the social media industry is growing at a rapid pace.

Work out your SM strategy now and enjoy the benefits!