Customers are the bread and butter of social media marketing. Because in our evolving world of digital marketing, the voice of your customers is more powerful than ever.
And why not? Imagine your customers being vocal and positive about your brand. Wouldn’t that be a huge boost to your marketing endeavours? Wouldn’t that appeal to other customers as well?
A survey found that there was a 54% boost in customer retention for businesses that had high levels of customer advocacy.
And the numbers further reveal all.
Source: Expertvoice
Content shared by your customers (User Generated Content) showcases your products in a real-life scenario and helps to form a connection between your brand and your community of potential and past customers. And this can boost your engagement to greater heights.
So, what exactly can be termed as User Generated Content? How can you leverage it effectively?
We have answered all these questions and much more, below in our blog. So, keep reading to discover more.
What is User Generated Content?
Have you ever bought a pair of Nike sneakers, took a picture, and posted it on Instagram to show it off? Or maybe you just grabbed Sony’s PS5 and snapped it and posted it online?
You just provided Nike and Sony with User Generated Content!
User Generated Content can be any type of content shared by your customers/ or any individual who is not professionally associated with your brand. Users can be in the form of fans, followers, and more commonly, your customers.
User-generated content is content created and shared by individuals,
User Generated Content can be in the form of
The following image shows Nike calling out their users to participate in UGC.
Why User Generated Content Matters?
User Generated Content can provide a more relatable and genuine perspective than conventional marketing methods. People are more likely to believe other people/past customers who have tried and tested a company’s product or service.
UGC can work wonders for your brand. Let’s see how.
1. Makes your brand more authentic
Nowadays social media is flooded with several brands trying to grab their audience’s attention. Thus, it can be hard to capture that sweet market spot that gets you the coverage you want.
Buyers are selective about the brands they choose, and the Gen Z who makes up for than half of the social media population, are notoriously fickle.
However, with UGC, it’s a whole different ball game.
Consumers are 2.4 times more likely to view UGC as authentic, as compared to content created by brands themselves.
Source: Businesswire
User-generated content offers an honest perspective on the worth of a product or service, thus enabling consumers to make informed choices.
2. Builds your brand’s trust
Customers of today have a huge distrust for brands, with only 9% of Americans trusting mass media. With the further influx of fake news most customers question a brand’s marketing or advertising offerings.
However, people trust other people.
Source: State of UGC 2012 Report
People rely on user-generated content like they would on advice from friends, family, or professionals, seeing it as a trust indicator.
Moreover, reports suggest that over 50% of millennials form their purchasing decisions based on recommendations from peers or family.
3. Establishes brand loyalty
When you give your customers the opportunity to be vocal about the products they buy, you give them the chance to participate in your growth. This has a significant impact on brand loyalty and affection because people love being part of a larger group, and making user-generated content lets them join a brand’s community.
A real-life example of user-generated content fostering brand loyalty and community is Starbucks. Customers often share photos of their Starbucks drinks on social media platforms, creating a sense of belonging to the Starbucks community.
4. Increases your conversions
UGC can be influential in the final stage of your buyers’ journey where you can influence them to make a purchase. UGC can act as a proof that other ‘real’ people love your product and make others want it too.
Source: Powerreviews
You can utilize reviews, testimonials and even unboxing videos to showcase your product’s worth.
Here you can see a men’s hairstyling brand Urban Gabru showcasing user reviews on their product page which serves as an excellent source of UGC.
5. Cost-effective than other forms of marketing
The cost of hiring an influencer to showcase and promote your brand can run into thousands of dollars.
But the cost of asking your customers to share their experience with your product?
Zero!
UGC is an affordable way to grow your business and bring a fresh marketing approach without the expense of hiring an expensive creative agency for branding or content creation.
Moreover, your customers will be excited to get featured on your page.
Utilizing UGC in social media ads can cut cost-per-click by half
How to leverage User Generated Content for your business?
Now that you understand the value and importance of UGC let’s explore some steps you can take to convert your customers into ardent and enthusiastic brand advocates.
1. Ask for reviews and ratings
The simplest and most common type of UGC is reviews. You should try to have a solid plan to get your ratings and reviews. Once your customers buy something, send them an email to ask for a review. You can also give them rewards like discounts or loyalty points to encourage reviews.
2. Organize giveaways and contests
You can boost user engagement and create content by running fun competitions.
Invite customers to share pictures of themselves using your product. It’s a great way to showcase your brand in action.
You can also encourage customers to share their personal experiences or stories connected to your brand. This builds a sense of community and authenticity around your products or services.
3. Create your own branded hashtags
Using branded hashtags adds an enjoyable element for customers to interact with your brand on social media platforms. Additionally, it simplifies the process of monitoring and displaying user-generated content.
4. Learn to say thank you
Here’s what to do when people create content using your brand/product:
5. Always ask permission
Always get permission before using or sharing a customer’s content. It’s a must.
Some people might use your branded hashtags without realizing they’re linked to a user-generated content campaign.
However, reposting their content without clear permission can harm your reputation and upset your loyal brand supporters.
Examples of brands using User Generated Content
Here are some great examples of top brands leveraging UGC for their marketing.
Take inspiration folks!
1. GoPro
GoPro banks on customer-generated pictures and videos to create stunning UGC. The brand gets over 6000 videos and photos everyday, which is why they launched the GoPro awards, rewarding users with the best content.
All this content from users shows why a GoPro can make your photos and videos from your adventures even better.
2. Calvin Klein
The fashion brand Calvin Klein created a hashtag-led buzz revolving around their most popular product – their underwear.
Users were asked to drop selfies of them in their Calvin Klein underwear using the hashtag
#mycalvins
The campaign promoted body positivity and made people feel comfortable in their own skin.
In just a few months, the hashtag #MyCalvins became a sensation on Instagram, with over 190,000 photos tagged by young UGC creators.
3. Airbnb
Airbnb has a simple strategy – they share pictures of homes and properties listed on their site. They also repost content from users who availed their service and stayed at one of the listed properties.
Here Airbnb has reposted a reel made by a travel vlogger which serves as an excellent source of UGC.
4. Apple
There was a time when iPhone users weren’t so satisfied with the quality of their phone cameras. To tackle this Apple came up with an awesome strategy. They launched a campaign targeted at accumulating great UGC – they created a branded hashtag called #shotoniphone and asked users to share some of their best clicks using the iPhone.
This campaign primarily featured fantastic everyday images that could only be captured using Apple’s incredible iPhone camera lens.
The result? Apple got back the credibility they so badly wanted.
Final thoughts
The impact of user-generated content cannot be overstated. It has the potential to transform satisfied customers into enthusiastic brand advocates.
By harnessing the authentic voices and experiences of your audience, you not only build trust but also create a sense of community around your brand.
Unlock the untapped potential of your brand’s narrative with Nico Digital! Discover the transformative impact of harnessing User Generated Content (UGC) in your marketing strategy.
Embrace the power of UGC with Nico Digital and revolutionize the way the world sees your brand! Let’s amplify your story together.
