The ABC of UGC
Social media is one of the most effective lean marketing strategies there is – but it’s also a hungry beast.
One of the biggest challenges that our clients face is getting their hands on good quality visual content to use in their social media posts. Budget and time constraints often mean that decent video and photography falls to the bottom of the to-do list.
For marketers facing this challenge, UGC might just be a gamechanger…
For anyone who’s not familiar, here’s a great definition courtesy of Semrush’s excellent blog:
User-generated content (UGC) is any form of promotional content created and shared by unsolicited contributors or users of a brand rather than the brand itself.
Common types of UGC include customer reviews, social media posts, photos, videos, and blog posts relating to the brand or its products. For example, a customer shared a picture of the latte they got from a coffee shop, Chalk Coffee, to Instagram, with a caption about how good it is. This is user-generated content.
The beauty of UGC is two-fold
Not only does UGC cost nothing (though some brands do choose to offer incentives), it also holds the potential to elevate your brand like never before. How? Here are a few key reasons:
It’s a highly authentic and credible endorsement of your brand: In an era where consumers are increasingly sceptical of polished advertisements, authenticity reigns supreme. UGC provides a genuine and trustworthy perspective on your brand. When your audience sees real people using and enjoying your products or services, it builds a sense of trust that traditional marketing struggles to achieve. Authenticity is the cornerstone of effective engagement, and UGC delivers it effortlessly.
It amplifies your reach: Harnessing the power of your audience to create content not only saves you money but also expands your reach exponentially. When users share their experiences with your brand, their friends, family, and followers become potential new customers. UGC creates a ripple effect, turning your existing customer base into brand advocates who organically promote your products or services across various social media platforms.
It creates diversity in your feed: Producing a variety of content can be time-consuming and expensive. With UGC, you tap into a diverse pool of content creators who bring unique perspectives and creativity to your brand. From photos and videos to reviews and testimonials, UGC provides a rich tapestry of content that caters to different audience preferences. This diverse content not only keeps your social media profiles lively but also appeals to a broader audience.
It builds a sense of community around your brand on social media: UGC fosters a sense of community among your customers. When individuals see others engaging with your brand, they feel a part of something larger. Encourage users to share their stories, tips, and experiences related to your products, and watch as a community forms around your brand. This sense of belonging enhances customer loyalty and encourages repeat business.
Don’t confuse UGC with paid Influencer campaigns
UGC and paid Influencer campaigns are NOT the same thing.
In an Influencer campaign, social media profile owners with a large following (usually with a specific demographic niche) receive payment / product in exchange for endorsing a particular brand or product. While this tactic has a place in social media marketing, it is a very different play from the encouragement and use of UGC.
How to get started with UGC
We’ve used UGC as a way to generate both content and brand loyalty with our customers in a range of industries – from retailers to home furnishings and durable products.
First things first – check to see if you’re already being tagged by your customers. It sounds obvious, but we’ve had more than one customer who didn’t realise that they already had some great (completely unsolicited) UGC until we checked for them!
If you’re not getting UGC yet, the easiest way is simply to ask! Create a social media post that asks your followers to tag you in any photos or videos that feature your product or service. If you’ve got a solid social media presence and a great product or service, you’ll probably find that your customers are more than happy to tag you.
Finding your UGC efforts are off to a slow start? Don’t be scared to offer an incentive. It doesn't have to be big – a small discount, a low value voucher or even just the kudos of being featured on your social account is often enough to do the trick. (Though, if you’re feeling super generous, you could go down a similar route to GoPro’s Million Dollar Challenge!)
At the end of the day, UGC is not just a no-cost social strategy; it's a powerful force that can transform your brand's online presence. From building authenticity and trust to expanding your reach and fostering a vibrant community, UGC offers a myriad of benefits that go beyond the financial aspect. So what are you waiting for? Go embrace the creativity and passion of your audience!
Want help getting your UGC efforts underway? Our social media experts are here to help – hit us up.