The Benefits of User-Generated Content
Is user-generated content (UGC) a major focus for your business, or is it a largely untapped content stream you’ve yet to explore?
UGC is content that has been created by customers rather than a brand or company and it can run the full gamut of content including social media posts, reviews, photos, and Reels / TikToks. Not only does it have the power to turn ordinary users into influencers overnight, but it can also improve a brand’s connection with its audience too.
While it’s no secret that certain sectors like skincare, beauty, homewares and fashion have more forthcoming UGC than others, most industries have the potential to generate engaging UGC - all they need is a little elbow grease to make it happen.
Regardless of how much effort is required to initiate it, positive user-generated content can only lead to good things. Here are just a few of the very real benefits that await brands with a robust UGC strategy in place:
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Image shot & styled by Shout + Co. for Raw Nature
IT’S COST EFFECTIVE
Leveraging the content that your customers are already creating can be a cost-effective way to generate content for your brand. Incorporating it into your content mix means more material to use - whether it’s in the form of imagery or copy - without having to spend money or time creating that content yourself.
IT BUILDS A COMMUNITY
By encouraging customers to create UGC, you’re able to develop a sense of community and engagement around your brand, which can ultimately lead to increased loyalty and advocacy.
IT’S AUTHENTIC
UGC - especially when it’s unpaid - is often considered an authentic and trustworthy endorsement of a brand - and that’s an important thing for brands who want to tap into a new audience. A study conducted by Stackla revealed that 86% of consumers consider authenticity a key factor when it comes to deciding which brands to support.
IT CAN INCREASE ENGAGEMENT
Another great benefit of UGC is that it can help to increase engagement with your brand online. When customers see their own content featured on your digital channels, they are more likely to engage with your content in the future. UGC can also be a great way to generate conversation and buzz around your brand as customers may be more likely to interact with content that features their own contributions.
IT DIVERSIFIES YOUR CONTENT MIX
UGC helps to diversify your content by making it more appealing and engaging for your audience. By featuring a variety of content generated by members of your audience, you are able to showcase the different ways that people are using and interacting with your brand, creating a more dynamic and interesting brand story.
If these benefits are enough to make you consider spending more time on your UGC strategy, here are a few ways to get started:
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Image shot & styled by Shout + Co. for Raw Nature
Use a call to action in your content that encourages your audience to share their own user-generated content of them interacting with your products or services
Create a unique-to-your-business hashtag that your audience can use when creating content featuring your brand
Ask your customers to leave a review on your website, Google My Business, FB Reviews, or in the comments section of a post or blog
Offer a selection of your products to emerging influencers in return for creating UGC for your brand. Take this one step further by creating an ambassador programme with a select group of fans or regular shoppers where you work together on an ongoing basis to create UGC content
Offer your audience an incentive to get involved, whether it’s a special discount or VIP deal available to those who create UGC for you
Ultimately, by leveraging the content that your customers are already creating, you can build trust, increase engagement and personalize your brand, all while generating fresh content for your brand. So if you haven't already, consider incorporating UGC into your marketing strategy and see how it can help you to connect with your audience in new and meaningful ways.
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