Your guide to more trustworthy content: User-Generated Content (UGC)
We have been told consistently, create trustworthy content. Be trust, add value. What does this mean? It means User-generated content (UGC). This has become a cornerstone of modern marketing, enabling brands to engage their audience, foster community, and establish authenticity.
This guide will take you through the world of UGC, from its definition to practical strategies for harnessing its potential effectively. We'll also explore examples, ways to acquire UGC, how to use it, and building a structured UGC process.
What is User-Generated Content?
Imagine you're planning a summer trip to Italy. You turn to TikTok for inspiration. What captures your attention more: content created by hotels and restaurants, or content shared by other travellers? Most likely, it's the latter.
This is the essence of User-Generated Content (UGC).
Content created by users for users. Is the best way to describe what UGC is.
UGC is a way for people to share their experiences, opinions, creativity, and stories related to a brand or topic they care about.
Brands encourage UGC because it adds authenticity and credibility to their marketing efforts. In fact, a survey found that 72% of consumers find customer testimonials more credible than brand-produced content.
So what do you need? Content created by your audience! How do you get it? More on that soon!
The Benefits of User-Generated Content
We think you know it by now, but just in case you need more reasons why you should look at adding User Generated Content to your content marketing strategy:
Build Trust: UGC acts as digital word-of-mouth advertising, creating a connection and telling a story through personal recommendations.
Create Brand Loyalty: Featuring user content on your platforms makes customers feel involved in your brand's story, fostering a sense of community.
Make Your Brand Authentic: UGC is considered authentic because it comes directly from users, enhancing your brand's transparency.
Improve Conversion Rates: UGC on product pages and in email marketing boosts conversion rates. Audience members who engage with UGC are over 100% more likely to convert.
What does User Generated Content look like?
Ways to Acquire User-Generated Content
There are many ways you and your brand can get UGC, here is some inspiration for you!
Contests and Giveaways: Run UGC contests or giveaways with attractive prizes.
Challenges: Create challenges that showcase users' skills or experiences.
I took part in these forms of UGC back in 2017. You can see the video below!
https://www.instagram.com/reel/Cw4j-ZvJwho/
User Stories and Testimonials: Request success stories and testimonials.
Product Reviews: Encourage customers to leave reviews.
Hashtags and Campaigns: Create branded hashtags and campaigns.
Community Engagement: Engage with your audience on social media and forums.
User-Generated Content Requests: Directly ask your followers for specific content.
Highlight User Contributions: Feature UGC regularly.
Collaborations: Collaborate with influencers or customers
Interactive Content: Create interactive content formats.
Seasonal Campaigns: Design UGC campaigns around specific events.
Live Streams and Webinars: Host live sessions for user interaction.
User Content Showcases: Dedicate sections for UGC on your platforms.
Feedback and Suggestions: Ask for user feedback and suggestions.
Personalised Experiences: Tailor campaigns to user segments.
Instagram bringing out a feature to share comments from posts to your stories - this is an example of UGC.
Examples of UGC Campaigns
There are many, many examples of User Generated Content on the internet, here are a few you might remember:
Coca-Cola's "Share a Coke" Campaign: Personalised Coke bottles led to widespread UGC as people shared photos with their named bottles.
Apple's "Shot on iPhone" Campaign: Apple encouraged users to share their best iPhone photos using #ShotOniPhone, showcasing them in marketing materials.
As mentioned above, my Cancun CEO campaign (that I took part in) is a great example of UGC.
https://www.instagram.com/reel/Cw4j-ZvJwho/
How to Start a UGC Strategy
A successful UGC strategy requires careful planning and execution. Here's a step-by-step guide:
Define Your Goals: Identify your objectives, such as increasing brand awareness or gathering authentic testimonials.
Know Your Audience: Understand your target audience's preferences, interests, and behaviours.
Choose the Right Platforms: Select platforms where your audience is most active.
Create Clear Guidelines: Provide users with guidelines that align with your brand's values.
Encourage Participation: Motivate users to contribute through contests, challenges, or incentives.
Feature User Content: Showcase UGC on your website and social media.
Use Hashtags: Create a unique hashtag for your UGC campaign.
Engage and Interact: Acknowledge and engage with users who contribute content.
Leverage User Stories: Share stories of how your products or services have positively impacted users.
Monitor and Moderate: Regularly monitor UGC to ensure it aligns with your guidelines.
Rights and Permissions: Seek permission before using users' content for marketing purposes.
Analyse and Optimise: Track the performance of your UGC campaigns.
Foster a Community: Build a sense of community among users.
Embrace Creativity: Encourage users to express themselves creatively.
Continuously Innovate: Keep your UGC strategies fresh and exciting.
Learn from Feedback: Pay attention to user feedback and adapt your approach.
Address Challenges: Be prepared to handle negative or off-brand content diplomatically.
Compliance and Legal Considerations: Ensure UGC campaigns comply with relevant laws and regulations.
Measure ROI: Assess the return on investment for your UGC efforts.
Stay Ethical: Respect users' privacy and rights, and always give credit to creators.
What about when you get UGC? Whether expected or unexpected?
How to Use User-Generated Content
Utilise UGC across various marketing channels:
Repost and Share: Share user content on your account.
Social Media Posts: Create posts featuring UGC.
Email Marketing: Include UGC in your email campaigns.
Campaigns: Integrate UGC into marketing campaigns.
Podcasts: Discuss and share user stories.
USE IT as much as possible. Then once you have repurpose and use it again!
Building a Structured UGC Process
To streamline your UGC efforts:
Keep It Organised: Maintain a template for UGC campaigns.
Allocate Specific Days: Set designated UGC days in your strategy.
Theme-Based UGC: Incorporate UGC themes into your content creation.
"Ask for It" Process: Develop a clear process for requesting UGC from users.
User-generated content is a powerful tool for building authentic connections, fostering community, and amplifying your marketing. By following this guide and adapting your strategies to your audience's preferences, you can create a successful and engaging UGC campaign.
Final thoughts
User-Generated Content (UGC) stands as a beacon of trust and authenticity. UGC is not just content - it's the voice of your audience, building trust, loyalty, and credibility.
To harness its power, engage your audience through contests, challenges, and community involvement.
Be creative, respectful, and ethical in your approach. Once you have UGC, don't just gather it; use it across various platforms and campaigns. Create a structured process to keep it organised.
UGC is not a trend, it's a fundamental shift in building genuine connections with your audience.
Embrace it, and let your brand's story be enriched by the voices that matter most.