We live in a content culture. Everywhere we look somebody is vying for our attention, whether it be television, radio, or most recently: social media. With the rise of smartphones and social media platforms, the average consumer can now become a content creator with just the push of a button.
More voices can be heard, and perspectives seen thanks to the rise of user-generated content, and the consumer is more powerful than ever. But the question is: how can your brand leverage the content your users generate?
Authenticity
Consumers are 240% more likely to view user-generated content as authentic when compared to content created by brands. This is why incorporating user-generated content into your marketing campaigns is so powerful. It gives your brand a degree of credibility that you can’t build on your own; most people believe less than half of brand content to be authentic.
Trust
Consumers want to know what they’re going to get before they buy, and feedback from other users is an important part of that decision-making process. 30% of millennials say they would not go to a restaurant if they weren't satisfied with its Instagram presence. They're not just checking for content you create; they're checking for user-generated content, even if you are the one sharing it.
A staggering 92% of consumers trust recommendations from people they know, and 70% trust online consumer opinions and reviews. In order to build trust, integrating user-generated content in your marketing efforts is critical.
Social Media Marketing
According to a study recently conducted by Bazaar Voice, 64% of millennials and 53% of baby boomers want more ways to share their opinion about brands, and more than half of consumers trust user-generated content more than information on company websites or news articles about companies.
Let’s look at two great companies that have successfully leveraged UGC.
Burberry
Photo Credit: Dana Malhas for Art of the Trench Middle East. Courtesy of Burberry.
Burberry is a designer clothing company that was established in 1856, but struggled to remain a relevant brand into the 21st century. In 2009, Burberry launched The Art of the Trench website, which integrated and curated comments and pictures that were posted by consumers. After the launch, eCommerce sales surged 50% year-over-year.
Chobani Yogurt
Established in 2005, this Greek yogurt company was able to increase its revenue by 225.9% between 2009 and 2010 as a result of the “real love stories” videos the company asked its consumers to create. The campaign was a big hit, and Chobani is now a leading competitor in its industry. The company continues to launch successful integrated campaigns that utilize User Generated Content.
Optimize Your Digital Marketing Campaigns
Here are a few top tips for creating inviting opportunities for User Generated Content:
Mobile Optimization
Regardless of your industry, product, or campaign, make sure all your content is optimized for mobile use. It doesn’t matter how tremendous the content is, if it cannot be quickly and easily accessed through mobile devices (smartphones, tablets, etc.), it will deter consumers from viewing the content.
Asset Alignment
Figure out if you have the bandwidth to sustain an ongoing program on your website, or if a one-time campaign will be more advantageous. Make sure your goals align with your audience, assets, and execution.
Hero Messaging
Ensure the consumer is the “hero” of your messaging. Consumers are looking for brand authenticity, and while the goal of the campaign might be brand awareness or a revenue increase, make sure the results are mutually beneficial.
A hero message is not just about promoting a product or service. It's about building trust, establishing credibility, and making a meaningful impact in your customers' lives. Focus on authenticity and delivering real value.
Mary Barra, CEO of General Motors
Instant Integration
You don’t have to reinvent the wheel when launching User Generated Content! If there is a successful way to integrate current social media advertising platforms into your campaign, integrate away!
Utilizing User Generated Campaigns can be extremely effective in spreading brand awareness and increasing revenue. Spend some time brainstorming how you can effectively utilize your digital tools and platforms.
3 Key Ways To Use UGC on Social
1. Create Brand Desire
It may sound harsh, but people are envious; they love to see what other people are doing, their vacations, their home improvement projects, pretty much anything others are doing. This desire is a primary reason why sharing exceptional user-generated content is a powerful way to spark brand desire. Which do you think will have more impact, a picture of an item on a display in a store or in a customer's home with a comment about why they love it?
2. Inspire Brand Loyalty
You build brand loyalty by fostering long-term relationships that result in customers returning and buying time and time again. Your customers who take the time to create and share user-generated content are likely your biggest fans. They are probably repeat customers for who your product or service is especially meaningful. Their user-generated content can help foster loyalty in people who may be less familiar with your brand.
3. Build a Content Library
It is challenging to constantly create new, fresh, relevant content for your social media platforms. Adding user-generated content to your library of content can help you build it quickly so you always have something to share that your customers and prospects can connect with.
Eventige is a brand development agency that can help your brand develop a successful social media marketing strategy today.
