Marketing is no longer a one-way street. Traditional advertising methods have now evolved to give way to a newer marketing approach where consumers themselves are an important contributor to this marketing narrative.
This is the pillar on which user generated content relies. It is essential to remember that such content allows businesses to tap into the creativity and enthusiasm of their customers. This ensures fostering of trust and engagement with the audience. In this blog, we have discussed how to let your audience do the marketing for you. Read on to know more.
Decoding what is user-generated content
First, let us first understand what user-generated content is. It can range anything from images, reviews, to videos, or even social media posts. But, the common theme in all of them is that these are created by customers or followers rather than the brand. Such content is shared online and directly connects with potential customers in an authentic, relatable way. UGC can take many forms:
- Social media posts: When customers share pictures or videos of themselves using your product.
- Customer reviews: Honest testimonials about your product’s effectiveness or quality.
- Blogs and articles: Written content where users express their experiences or provide valuable insights related to your product or service.
- Video content: Customer-created videos that showcase your product in use, often as tutorials or product reviews.
Why user-generated content matters
According to Forbes, UGC is more than just free marketing; it is a winning gamble to directly connect with your audience. Let us understand why it matters:
- Authenticity and trust: Consumers trust real people more than brands. When they see authentic user-generated content, they feel more confident about the product or service. According to studies, 79% of people say user-generated content highly impacts their purchasing decisions.
- Social proof: Positive user-generated content serves as social proof. It is evidence that others love your product. The more people see others enjoying your brand, the more likely they are to join in.
- Cost-effective marketing: Instead of spending on expensive ad campaigns, you can leverage the content your audience creates at no additional cost.
- Engagement: UGC often generates a high level of engagement, particularly when users feel acknowledged by a brand for their contributions.
3. How to encourage user-generated content
Getting your audience to create content can seem daunting, but by using the right strategy, you can turn your customers into loyal brand advocates.
- Create a hashtag campaign: Encourage users to post content on social media with a specific hashtag. Make it easy to remember and tie it to your brand or a specific promotion.
- Example: The hashtag motivates foodies to share their dining experiences, helping the brand gain organic reach through authentic user posts.
- Run contests and challenges: Brands can organise contests where customers can submit their photos, videos, or stories for a chance to win prizes. Incentivizing UGC with rewards not only encourages participation but makes users feel valued.
- Example: Lenskart’s “Frame Your Look” contest invites customers to showcase their eyewear styles, rewarding the most creative entries with discounts and free products.
- Feature customers on your website and social media: Make user generated a part of your regular content schedule. When users know that their content could be featured on your official pages, they are more likely to be interested to share it.
- Example: Desh Ki Awaz, Desh Ka Tool was a unique user-generated campaign by Tata Agrico, conceptualised by UrsDigitally, to honour Vishwakarma Puja and celebrate the craftsmen behind their tools. Users were invited to share valuable feedback on Tata Agrico’s products, creating an engaging dialogue between the brand and its consumers. These insights, combined with stories from artisans, shaped a compelling video showcasing the toolmaking process and workers’ dedication. The campaign spotlighted these workers as “Desh ke Vishwakarma,” concluding with the message: “Tata Agrico Ke Saath, Har Nirmata ka Vishwas,” fostering grassroots-level engagement and trust.
4. Integrating user-generated content in your marketing strategy
Another thing to point to note is that UGC does not just stay on social media; it can play a pivotal role in all facets of your marketing.
- In advertising: UGC can be repurposed into your ad campaigns. It can be anything from photos, videos, or customer reviews, using real content in ads boosts relatability.
- Example: Coca-Cola used UGC in their “Share a Coke” campaign, featuring consumers’ names on bottles in personalised ads.
- On your website: It is important that you incorporate customer reviews and images of your products being used by actual customers to enhance the authenticity of your site and improve conversion rates.
- Email marketing: Use user-generated content in your email newsletters to increase engagement. You can feature a “Customer of the month” or showcasing user-submitted content can increase click-through rates.
6. Legal considerations and best practices
When dealing with user-generated products, it is important to respect legal guidelines and maintain ethical practices.
- Obtain permission: Always ask for permission before reposting someone’s content. This can be done through a simple message asking if you can share their image or review on your platform.
- Respect copyrights: Be cautious not to infringe on any copyrights. If a user posts content that features copyrighted material, you may need to get permission or avoid sharing it.
- Always be transparent: If a user is being compensated (through a contest prize, for instance), be transparent about the relationship to avoid misleading potential customers.
7. Measuring the impact of user-generated content
Just because your audience is creating content does not mean you cannot track its effectiveness. Here are a few metrics to monitor:
- Engagement rates: Measure likes, shares, comments, and the frequency with which UGC is being created and shared.
- Conversion rates: Track how UGC influences sales or sign-ups. A strong UGC campaign can lead to higher conversion rates as it builds trust with potential customers.
- Brand sentiment: Keep an eye on how UGC impacts overall brand sentiment. Are people talking positively about your brand, or are there areas where you need to improve?
8. The future of user-generated content
Social media is changing everyday, and with that it shall only make audiences more empowered. The future will likely bring more sophisticated ways to incentivise and integrate UGC across platforms. Businesses that embrace user-generated content will foster stronger, more loyal relationships with their customers, while simultaneously gaining more visibility and marketing reach.
User-Generated Content is more than just a marketing tool; it is a partnership with your audience. Encouraging your customers to contribute to your brand’s narrative, you not only lighten your marketing workload but also build a stronger, more authentic connection with your audience. So, let your audience do the marketing, it is the best way to ensure your brand resonates in an increasingly crowded digital landscape.
