Rejuvenate Your Instagram with User Generated Content
User Generated Content (UGC) – have you ever heard of it?
If not, chances are that you’ve come across it at some point without realizing that it was UGC. You may have even been emotionally captured by the content.
Companies around the globe are beginning to harness the power and passion of amateur photographers and video makers on Instagram. The results have been stunning.
(See the story of how National Geographic is inspiring wanderlust in their audience)
User generated content is enchanting and it’s vibrant. Brands are giving real customers the opportunity to tell real stories – something that is still missing from repetitive brand-generated content.
In a recent study by L2, it was discovered that 55% of consumers trust UGC over other forms of marketing. Meaning, brands that do not employ UGC in their Instagram efforts are simply missing out on a great opportunity.
Here’s how your brand can harness the power of User Generated Content on Instagram.
Share Great Content that Your Audience is Already Creating
Your audience is already creating great content that you can take advantage of on your Instagram. And if you don't, someone else will.
Find that content by searching relevant hashtags, analyzing your competition, studying trends, and asking your audience directly through social/email surveys.
Use tools like BuzzSumo, Iconosquare, or Instagram Discover, to find content ideas that your brand can implement.
Once you have found great audience posts to share, reach out to them directly and ask if they would like to be a part of a new UGC series that your company is starting. Let them know that you will feature their original content and give them full credit in the post.
This does two things.
First, it quickly builds a relationship with that person (and eventually their network when they share the news that they’re going to be featured).
Second, it shows that your brand is focused on the audience and willing to post original content from actual users.
Once you have their content, feature it just as you said you would under a content campaign, complete with company hashtags and branding.
Create a new User Generated Content Campaign from Scratch
Many brands start from scratch when it comes to UGC campaigns and that’s fine too. Just make sure that the campaign is easy enough for users to submit to and one that they will find interesting.
There are many ways to get content from users. Here are some popular ways to get that content:
- Ask users to use a specific hashtag to submit content
- Ask users "comment on” or “share” one of your posts to enter
- Ask users to submit content to a campaign-specific email address
Look at your social data to see what types of content your audience interacts with most and use that as a basis for your UGC content campaign.
Remember to make it simple and make it fun.
Cal Poly UGC Case Study
Here at Cal Poly, we implemented a Guest Instagrammer Campaign that asked students to share their experience at Cal Poly through unique photos and captions.
In order to get the UGC participants, we posted a general photo on Instagram with the caption, “We’re looking for Guest Instagrammers. Comment or tag a friend below if you love photography and want to share your Cal Poly story.”
The results were fantastic. In less than two months of running the campaign, we’ve received more than 250 comments and emails from students asking to be a Guest Instagrammer for Cal Poly.
Not only that, we gained 450 additional Instagram followers in that same week - a 150% increase from our normal audience growth rate.
Today, we run one Guest Instagrammer each week for 4 days in a row. Each member provides a unique view of life at Cal Poly and has helped us increase shares and brand power across all social media channels.
What Does UGC Mean for Brands?
According to Nielsen, 43% of people are more likely to purchase a new product when they have learned about it through social channels.
Obviously, social media plays a huge role in brand building and brand awareness, but it doesn’t cut it to always “go with the norm.”
UGC helps to separate your brand from the clutter and allows you to connect with your audience on an individual basis.
If you’d like to know more about how we implemented the Cal Poly UGC campaign or tactics we use to manage it, feel free to connect and message me – I am glad to help.