The Rise and Rise of UGC
User Generated Content has arguably become the most important media form for the modern day marketer. According to a survey by TurnTo Networks, far more people are influenced by UGC than other forms of marketing, with 90% of shoppers saying user generated content on the Internet influences their decision to make a purchase.
Our social lives are now dominated not necessarily by being social but by social media. And it's always on. We are veracious consumers of social media and by default the UGC that dominates the platforms. And we are influenced by it because it is based on authenticity. Ultimately, we trust UGC more than glitzy branded content.
So how important is it for brands to be part of the UGC mix? Based on the fact that purchase decisions are now made based predominantly on this content. I would argue that it’s vital. It’s notoriously difficult for brands to effectively penetrate and influence social media, and user generated content provides a credible gateway to join these conversations. But it has to be done sensitively…
Consumers trust the UGC posted by their friends, family and those they follow, but when a brand gets involved, this can muddy the waters and break down that trust. UGC is a game changer for brands who want to amplify the voice of consumers, but success relies on embracing this consumer created content in the right way.
Interestingly, despite the overwhelming evidence that brands should be embracing the power of UGC to drive sales many brands are still paralysed by fear. Marketers like to be in total control. The problem with UGC is that you can never be in total control. You can shape the conversation. You can be innovative in your campaign. You can mitigate risk but you can’t be in total control. So often, particularly in a large risk adverse corporate culture this leads to inaction.
The fear of a brand being associated with a piece of controversial or damaging content is all conquering. I compare it to having the opportunity to drive a Ferrari, but only using the first 4 gears and with snow chains on!
UGC is all powerful. There is no way of preventing a customer from posting content about a brand. Brands have to work out how they can help customers create positive UGC to create brand advocacy and endorsement. Watching the ship sail is not an option.
Get in touch if you'd like to know more about how we empower brands to use UGC here at GoFilm. And if you enjoyed the blog post, give it a like!
Sources
https://blog.reevoo.com/adapting-user-generated-content-for-luxury-brands/
Director
6 年Congratulations on the article! Totally Agree!
Should have Played Quidditch for England
6 年Great article Anthony, fear is certainly the thing we hear ... "what happens if somebody posts something wrong?" we hear "what happens if your company loses relevance" we reply.