Today, consumers crave authenticity from brands, and user-generated content (UGC) is the best way to give them just that. But what is UGC and how can you incorporate it into your marketing strategy? Let’s take a look at how to use UGC to your advantage.
UGC converts better
67% of people say that they are more likely to purchase a product after a friend or family member shared it on social media.
- Ads featuring UGC get 4x higher click-through rates and a 50% drop in cost-per-click than average.
Why you need user generated content
As a brand, consumers’ opinions matter
Email marketing
Use user-generated content in promotional emails to provide validation for your products
UGC builds your brand community
Connect with your customers on a deeper level through communication, good user experience, and providing value to their lives
- Share and interact with user’s content to show appreciation and build the relationship with your audience
- Community grows as more people create content and talk about their experiences with your brand
Getting UGC
Collect every piece of UGC that is posted on social media relating to your brand
- Create contests or challenges to promote your products
- Ask for product reviews with images
- Tell your followers to show you how they use your products – the most effective way
What is User-Generated Content (UGC)?
User-generated content (UGC) is any piece of content (video, image, text, etc.) created by individuals and posted to social media
- This is content created by users of a specific social media platform and not brands
- People naturally want to show, recommend, and talk about the products they like, and share them organically with their friends and followers
Authenticity
Authenticity in this context means something is truthful and believable
UGC drives brand awareness
More UGC means a larger reach.
- The awareness that real people create among the people they know is highly valuable because those people will be more likely to convert, which means more UGC is being produced and spread the word about your product/service.
Start an ambassador program
In this type of program, you invite your customers and followers to represent your brand through the creation of UGC in exchange for exclusive rewards
Using UGC
Repurpose user-generated content in several ways
UGC is cost-effective
In most cases, there won’t be enough organic UGC being created that you can use, so you need to encourage, incentivize, and manage it through an ambassador program
Website
Use the content you gather and display on your site to improve your conversion rates
- UGC results in 29% higher web conversions than websites without it
- It works the same way as online reviews, which have an important influence on purchasing decisions
- Sell your products directly through your site, UGC is arguably the best thing you can show to potential customers
Paid Advertising
84% of Gen Z consumers are more likely to trust a company if it uses actual customers in its ads.
UGC increases consumer trust
User-generated content increases the overall trust in your products or services
- If you see a lot of people using, recommending, and mentioning a product, you will assume that you can trust that it’s good
- Consumer trust is crucial for these reasons
