Leveraging User Generated Content from Trend.Io
Majority of customers say UGC deeply influences their engagement with a brand. User-generated content for Kalumi Beauty
“The next wave of the Web is going to be user-generated content.” –John Doerr, Venture Capitalist.
One of the most powerful marketing instruments at your disposal is User-Generated Content (UGC). UGC is any text, image, video, review, blog post, etc that is created by your audience rather than by your brand. Through UGC, you can turn your business customers into your advocates, helping drive more engagements, generating trust and increase brand exposure. To demonstrate the potency of UGC, consider these statistics:
- 68% of millennials say that user-generated content is generally a good indicator of the quality of a brand or service. (Source: DMNews)
- Placing user-generated content directly on product pages can improve conversions by up to 64%. (Source: L2)
- 48% of customers say that UGC is a great way to discover new products. (Source: Forrester)
- On average, visitors spend 90% more time on websites that feature UGC galleries compared to those that don’t. (Source: Salesforce)
- Social campaigns incorporating UGC see 50% more engagement. (Source: Salesforce)
- 92% of people are more likely to trust a recommendation from another person over branded content. (Source: Jay Baer)
The benefits of incorporating UGC in your marketing and sales strategies are clear. Here are 5 effective tips for leveraging User Generated Content in your brand campaigns.
1. Create Hype
You’re likely to get more user-generated submissions if you create hype in the weeks or days before the actual start of the campaign rather than stretching it out through the entire duration.
This is because it creates a sense of urgency which is more likely to drive action from users as opposed to creating a longer campaign where people are likely to delay and even completely forget about their submission. By building anticipation before the big event, you will also benefit from higher brand exposure as your hashtag or mentions trend on twitter, Facebook or other social accounts.
2. Make it Actionable
To encourage users to submit content, make your brand campaigns actionable. This could range from asking to incorporate a hashtag in their submissions to encouraging them to challenge more people in their circles to take part in the campaign.
Telling your audience exactly what to do makes it easier for them to engage and take part in your campaigns and helps drive the type of content that is relevant to your marketing efforts.
Remember, incorporating UGC in your marketing strategy isn’t just about asking them to share posts, add your hashtags or add mentions, it is about driving interaction that aligns with your marketing goal. Be specific in what you want people to create and share to get the most out of the campaign.
3. Make it Rewarding
Make it rewarding for users to take part in your campaign and submit their content. Value can be provided to them in a number of ways. For instance, if you are a store, you can reward people sharing videos and pictures of your products on offer by giving them a discount.
As a brand, you can also create exciting photo frames or filters that people can enjoy adding to their profile and in the process, increase your brand exposure.
You can also add value by sharing the best user-generated content through your official channels and crediting the original authors by tagging them in the posts or through other means. This gives them a chance at greater publicity and recognition and encourages them to keep making more content for your brand.
In addition, you can make your campaign into a real contest and the users posting the best submissions win such rewards as a free car, gifts, cruise line tickets, etc.
4. Keep It Simple
Remember, you are likely to drive the greatest user submissions if the rule of contest or campaign is kept simple and easy to understand. Remember, people are taking time out of their busy lives to engage with and advocate for your brand. The incentives simply aren’t there if the process is seen as too complicated or requiring too much of an effort.
Or it could be worse, users could misinterpret your campaign and post the wrong type of content and thus, potentially giving a wrong image of your brand and products – something that you definitely don’t want for your business.
5. Encourage Community Engagement
The biggest reason why your users will submit content isn’t because they are after prizes but rather social engagement from others. After all, this is exactly why the meme phenomena is so popular. Most users create content to gain likes and comments from the rest of the social media community.
When formulating your User Generated Content campaigns, consider what type of strategies will drive other members of your audience or community to engage with participants in your campaigns and their submissions. The more effective your campaign is at driving user-to-user engagements, the more there is incentive for others to submit content for your brand and help drive more exposure.
Ready to Create UGC?
In this fast-paced world where trends and tastes are constantly changing, User Generated Content offers itself as a powerful way to keep your audience engaged and your brand relevant. Today’s customers are smarter and less likely to be swayed by a brand’s self-promotion. Social media has paved the way for people to connect and engage with each other in unprecedented ways and it is this ‘social’ aspect that is becoming the main driver behind the success or failure of today’s brands.
If you’re looking to generate UGC at scale, check out Trend’s influencer marketing and user-generated content platform.