What is user generated content (UGC) and how will you harness it to build your brand?
Let’s face it, right now’s customers are a reasonably savvy bunch. A number of us grew up in a digital world and are used to most forms of advertising, irrespective of how persuasive the pitch.
Sometimes it is simply not sufficient to simply inform folks your services or products is nice, these days we wish to affiliate with manufacturers which can be genuine and related to our lives. That’s the place User Generated Content is available in, it permits your prospects to step in and clarify to others why they love your services.
What is User Generated Content?
UGC organically shaped from customers creating on-line posts, similar to movies, texts and pictures about services they love (and hate!). Savvy manufacturers began to use this content as advertising to profit their enterprise. And why wouldn’t they, as this strategy permits your prospects to authentically build your brand for you!
Why would we allow them to build our brand for us, I hear you ask? Because your audience is extra probably to have interaction with content that features folks they really relate to genuinely giving suggestions about services they’re selecting to use. There’s additionally a way of FOMO with UGC, if everybody that appears such as you is posting a few particular face cream, it makes you need to strive it too! Equally UGC may be aspirational, as we frequently comply with folks we wish to emulate on social media, seeing the services they use can affect you to really feel you want these too to improve your way of life.
This isn’t rocket science, certainly by now you’ve gotten been woken to range inside your content?! In truth, 92% of customers belief natural, user-generated content greater than they belief conventional promoting.
UGC and Influencer Marketing
User Generated Content is content authentically created by your prospects whereas influencer advertising includes working with content creators who’ve affect over sure goal markets in order that they create content to promote your brand.
UGC and Influencer Marketing are completely different however there may be cross-over. For instance, an influencer might genuinely be a buyer for your brand and already sharing content selling your services. Making them the right match to work with for influencer advertising.
Equally you might work with an influencer on a marketing campaign, who turns into such an advocate for your brand that they proceed to share your services or products of their content sooner or later.
How to harness UGC for your brand
So, are you allowed to reshare UGC? UGC refers to the content that’s created by the customers of a brand. This is as a result of manufacturers do not pay for UGC, it’s unbiased and created by customers as a result of they just like the choices of a enterprise. There are some manufacturers on Instagram for instance, who use UGC to fill their feed with content, from AirBnB who solely shares footage taken by their prospects to Lush who use buyer pictures as a springboard to talk about their merchandise intimately.
There are additionally some nifty methods in which you’ll entice your audiences to create UGC for you. Why don’t you begin a marketing campaign? Users can take footage and movies of your product or providers, showcasing your values and the brand alongside their creativity. By including a personalised brand hashtag you’ll be able to run a contest the place you observe all of the content through the # with your chosen winners receiving free services or products, reductions or affords. This is confirmed to contain and have interaction your prospects with your brand, PLUS, with folks in lockdown many need to be stimulated. Build a group round UGC and have some enjoyable while doing it. After all 74% of customers depend on social media to inform their buying selections.
Many UGC campaigns will solely have a price of the time taken to create the marketing campaign however ought to you’ve gotten an even bigger funds, why not work with influencers to have interaction their viewers, first make certain they’re related to your brand. An ideal instance of that is P&G tapping into Charli D’Amelio, TikTok’s greatest star, for the #DistanceDance, to encourage younger folks to keep at residence and socially distance. For me, this can be a nice instance of the Healthcare industries adoption of TikTok of their advertising methods. It rapidly become a social-media sensation, garnering 17.7 billion views. Nice use of influencer advertising for those who ask me! Not solely was this UGC however this additionally exhibits the facility of Purpose pushed content being key to brand success. Relatable content that builds audiences, brand loyalty and optimistic change.
UGC helps build your viewers’s belief and helps you join with their emotions and values, which can be an incredible tactic for goal pushed advertising. This why it’s essential to NEVER FAKE UGC – we’re not silly, nicely most of us aren’t!
But don’t neglect that your prospects are the one customers of your services – your inside group is just too! As an company we’ve got seen an inflow of UGC getting used for extra than simply Brand Awareness & Sales. It’s additionally a good way to create content for inside use to assist have interaction and inspire staff in addition to attracting the cream of the crop (nice expertise). By tapping into your group’s creativity and extrovert aspect, you’ll be able to ask them to create content to inform a narrative, whether or not it was for National Independent Women’s Day or Mental Health Week, the content can then be lower collectively to offer you a really highly effective and relatable video. You by no means know, it’s possible you’ll discover out that a few of your group can provide Adele a run for her cash.
Some nice examples of UGC
Content wants to be according to your prospects cultural pursuits. Check out Gymshark, who appear to smash all types of UGC, Content with Purpose, Influencer Marketing, in actual fact, that’s what they constructed their brand round. They had been an early adopter of constructing an influencer group and it served them extremely nicely as they’re now a Billion Dollar Brand! UGC-based advertisements get 4x greater click-through charges and a 50% drop in cost-per-click than common.
Equally many manufacturers use particular hashtags to collate UGC and create a group similar to as ASOS’s use of #AsSeenOnMe, Hilton’s #MyHGV, AllBird’s #WeAreAllBirds and Calvin Klein’s #MyCalvins.
How we may also help you with UGC
PinPoint Media are specialists in curating and enhancing the good thing about UGC for your enterprise. We will information you thru your transient, script and conceptualise the content and at last produce the video. Although the content from your viewers is all actual, you continue to have to piece it collectively to inform a narrative. We are storytellers. We create content that works. As few as 16% of manufacturers have a technique relating to user-generated content. This can be one thing we are able to form for you with our content technique group, you would not set off on a journey with no vacation spot, so don’t create UGC with no technique.
