User generated material is fast becoming an effective source of reliable marketing content for businesses to spread brand awareness – here’s how to drive engagement and authenticity, writes SIMON DELL.
User-generated content (UGC) has become an influential tool for marketers to enhance engagement, build authenticity, boost awareness and strive for growth. Thanks to the advent of social media, brands can now tap into the creativity and advocacy of their customers to create compelling content that can be used to build trust and support digital marketing campaigns.
In this blog I’ll explore key strategies on how to effectively leverage user-generated content to drive engagement and authenticity in your marketing endeavours.
What is User-Generated Content?
UGC refers to any form of content created by consumers or users of a product or brand. This can include social media posts, reviews, testimonials, images, videos, and other content channels. UGC has gained significant importance over the years as it is perceived as being more authentic and trustworthy than the traditional marketing messaging that most of us are accustomed to.
User-generated content can be used across all stages of a buyer’s journey to assist with engagement and the potential for increased conversions. By understanding the value of UGC, brands can tap into a goldmine of user creativity and leverage it into their marketing mix.
Where Does User-Generated Content Come From?
There are a variety of sources where user-generated content originates from with the most common organic channels being:
Social Media Platforms: Social media platforms like Instagram, Facebook, Twitter, TikTok, and YouTube are popular channels for users to create and share content about the brands they love. These content pieces can include posts, stories, photos, videos, reviews, and comments related to products or service experiences.
Review Websites and Forums: Review websites such as Yelp, TripAdvisor, and Google Reviews as well as industry-specific forums and discussion boards like Reddit, often serve as platforms for users to share their opinions, experiences, and recommendations about products and services. Reviews have become such a huge factor in buying decisions that a staggering nine out of ten consumers rely on them before initiating a purchase.
Blogs and Online Communities: Bloggers and other content communities dedicated to specific topics or industries provide spaces for users to share their thoughts, experiences, and expertise about companies, brands, products and services.
Brand Websites and Landing Pages: SME’s and larger businesses can create dedicated landing pages on their websites to encourage customers to submit consumer generated content. This can include things like customer testimonials, success stories, or even user-submitted content such as photos and videos.
Marketing Campaigns: Established brands will often run contests, challenges, or campaigns that encourage users to create and share UGC in exchange for rewards or recognition. These initiatives are predominantly hosted on social media channels where sharing and ‘viral’ capabilities are strongest, much like Coca Cola’s “Share a Coke” Campaign which is regarded as one of the best brand UGC campaigns ever.
Email and Feedback Channels: User-generated content can also come in the form of emails, feedback surveys, and customer support interactions. Customers may share their experiences, opinions, or suggestions through communicating directly with the brand that can then be shared accordingly.
3 Ways to Use User-Generated Content
Encourage User-Generated Content Creation
Organic user generated content is an ideal situation for brands to be in but sometimes businesses need to encourage the audience to create content that drives engagement and authenticity. This can be done through contests, giveaways, or interactive campaigns that inspire customers to share their experiences and perspectives. By providing incentives, recognition, or rewards for UGC creation, brands can motivate their audience to become quasi brand advocates and influencers. But remember, people love to be a part of something bigger, and by involving them in your marketing efforts, you create a sense of community and belonging for your audience.
Engage with User-Generated Content Creators
To foster a sense of community and authenticity, it's crucial for brands to engage with UGC creators. This can be done by acknowledging and responding to user-generated content, recognising them for their contribution, and featuring their content prominently with appropriate mentions.
By actively involving UGC creators in conversations and ideas, brands build relationships, foster loyalty, and create a positive feedback loop that encourages more UGC creation. Additionally, engaging with UGC creators also helps in gaining valuable insights, feedback, and testimonials from your most avid customers.
Curate and Showcase User-Generated Content
Curating UGC involves carefully selecting and displaying user-generated content that aligns with your brand values and resonates with your target audience. This ensures that the content you showcase is of high quality, relevant, and engaging.
By showcasing UGC on your website, social media channels, or even offline marketing collateral, you provide social proof and encourage others to contribute.
Integrating User-Generated Content into Your Content Strategy
To leverage user-generated content effectively, brands need to integrate it into their overall content strategy, ensuring all digital marketing channels are focused on. There are four key elements worth considering when integrating UGC into your content strategy:
Identify Key Touchpoints
Start by identifying the key touchpoints where UGC can be collected, curated, and shared. Understanding where your audience is most likely to engage and create this content will help you focus your efforts and maximise the impact of your strategy.
Blend UGC with Branded Content
Seamlessly integrating UGC into your branded content helps create a unified message to your audience. This helps to enhance the credibility and authenticity of your marketing message while showcasing the positive experiences and perspectives of your customers.
Monitor and Engage
Actively monitoring UGC across various channels as well as engaging with users who contribute is essential. By responding to comments, thanking users for contributions, and feature content prominently will show you are an engaging and active brand. Fostering a two-way dialogue with UGC creators will also build relationships and encourage more UGC creation.
Analyse and Optimise
Measuring the impact of your UGC integration efforts through tracking relevant metrics such as engagement rates, conversions, and sentiment analysis will provide useful insights. Assessing which types of UGC resonates the best with your audience will help to optimise your strategy accordingly.
Measuring and Analysing User-Generated Content Impact
Like any marketing strategy, it's essential to measure and analyse the impact of your UGC campaigns. Tools like Sprout Social provide analytics and reporting features that allow brands to track the performance of their UGC initiatives. By monitoring metrics such as engagement rates, conversions, and sentiment analysis, one can understand the types of content which resonate best with your audience. Continuously testing and iterating your UGC campaigns based on data-driven insights will help you drive better results over time and help with optimising future campaigns.
User-generated content is a powerful tool that can elevate your marketing efforts, drive engagement, and bring authenticity to your brand. By understanding the value of UGC, integrating it into your content strategy, encouraging its creation, curating and showcasing it effectively, engaging with UGC creators, and measuring its impact, you can harness the creativity and advocacy of your customers to build a strong and loyal community.
With the right approach, you can leverage UGC to create impactful marketing campaigns that resonate with your target audience and drive business growth in an authentic way. Embrace the power of UGC and unlock its potential to connect with your consumers.
Simon Dell is the founder of Cemoh, a Brisbane based company that delivers marketing consultants and services on-demand. Simon has consulted for hundreds of businesses from new start-ups to large ASX-listed organisations, across a broad selection of industries. For over 20 years, Simon has crossed every discipline – from creative and branding to strategy and digital. He’s built brands, directed videos, created a TV show, run social campaigns and most recently, launched DrinkedIn, a new generation of business networking.