![\"User-Generated](\"https:\/\/socialplanner.io\/blog\/wp-content\/uploads\/2020\/04\/Social-Media-Branding.jpg\")
\nPeople want to feel included, involved and important and as a company, you can use this to your advantage. <\/span>Using user-generated content (also known as UGC) can boost a company\u2019s brand awareness, brand loyalty and evoke a deeper sense of trust from customers. By incorporating user-generated content into your social media marketing strategies<\/a>, you can boost your sales greatly. You will also show customers and users that you appreciate their support, improving your relationship with the public.<\/span><\/p>\n As the name suggests, any content created by users of a product or service is UGC. This can be videos, photos, testimonials and even blog posts or tweets. It is a great way for users to interact with a brand and creates a lot of brand authority for a company.<\/span><\/p>\n People who have used a service or bought a product will share their experience on social media. If they are happy, they will gush and shower compliments on the brand and this kind of advertising is priceless. You can’t pay for that kind of publicity. (If you do, people will realise and won’t be impressed)<\/span><\/p>\n You can see user-generated content as a type of word-of-mouth promotion of your brand. It is an organic and real-time referral and if you\u2019re not using it, you\u2019re losing out on an awesome marketing strategy. <\/span>Millennials (born between 1981 and 1996) are some of the biggest users of social media and they\u2019re the people you want to target with social media marketing plans<\/a>. <\/span>More than 80%<\/span><\/a> of them feel that UGC shows off a brand\u2019s quality. Social media posts <\/span>influence about 68%<\/span><\/a> of millennials when it comes to purchasing new brands, so you can\u2019t discount the power of UGC.<\/span><\/p>\n Keeping up with the trends of your audience can be difficult. We live in a fast-paced and digital world, and traditional marketing doesn\u2019t always work. There are several reasons why UGC is such a big deal and makes a difference.<\/span><\/p>\n People want brands who cater to them, and if they don\u2019t find it with you, they\u2019ll find it elsewhere. By showing your audience that you are taking notice of them, their needs and how they\u2019re using your service\/product, you\u2019re reminding them that they matter.<\/span><\/p>\n Users have become much more informed and if a company is using \u2018slimy\u2019 marketing tactics, they will know. And they will walk away. Sales tactics that are pushy won\u2019t work – it doesn\u2019t impress anyone. Marketers have to be relatable and make real connections for marketing to work. People are craving interactions and if a company can give them that, they will trust and support them. Research has shown that people between 18 and 35 can spend days browsing Instagram for food images<\/a>. About 30% would not go to a restaurant if it doesn\u2019t have a strong presence on the social media platform. This shows that users trust what they find on social media more than they\u2019d trust a salesman.<\/span><\/p>\n Content that was created by real users and that shows real experiences have a lot of value to users, old and new. If people can see that a product works and pleases others, they are more likely to want it too. In general, <\/span>more than half<\/span><\/a> of consumers would rather buy from a company they consider to be authentic and honest than from a competitor they don\u2019t see as \u2018real\u2019.<\/span><\/p>\n No team of marketers is behind user-generated content so there are no costs involved. You can use photos or videos of happy customers for free. Of course, you would need to ask permission first. Most people would love to have their content shared by brands, so getting permission shouldn\u2019t be too difficult.<\/span><\/p>\n User-generated content and social media go hand-in-hand. You can\u2019t effectively make use of UGC if you don\u2019t combine it with your social media platforms. You can do this by creating photo contests or hashtags on Instagram. It is one of the best platforms for UGC. You can even call for video content and create social media challenges on Facebook and Twitter.<\/span><\/p>\n UGC can be more than just a visual marketing tool. It can also serve as a source of information on your target audience. By analysing the content your users share, you\u2019ll learn key information. You will be able to understand your market better and adjust your marketing strategies appropriately. Your company can also develop better strategies on how to improve relationships with your audience.<\/span><\/p>\n Times have changed and people are not as passive as they used to be when it comes to advertising. They are more active (and fussy) in their decisions and what influences them. Traditional advertisements could fall short, especially in reaching your target market. The buying process has changed and using methods from days gone by just<\/span> doesn\u2019t work anymore<\/span><\/a>. On the other hand, user-generated content has become a great way to show the world that people trust your brand.<\/span><\/p>\n With that said, you have to approach UGC marketing the right way. Which brings us to the next point – how to successfully use social media to promote your company.<\/span><\/p>\n A <\/span>study<\/span><\/a> has found that a combination of UGC professionally created content can drive sales. So how do you make the most of this kind of content?<\/span><\/p>\n You can make people want to use your brand by sharing user-generated content that taps into emotions. If someone shared a post or video that will make viewers a bit jealous of that experience, it will make for amazing advertising. If people can be left feeling like they\u2019re missing out because of a photo or video, you\u2019ve got a goldmine in brand desire. Show people how unique and good your product or service is, share real people\u2019s experience with it and you\u2019re on the right track.<\/span><\/p>\n Brand loyalty is very important in keeping people interested in your company. One of the best ways to inspire loyalty is to build long-term relationships. By sharing user-generated content that shows this relationship with your customers will lead to more people becoming loyal supporters. It is a win-win cycle that (hopefully) doesn\u2019t end. The UGC you\u2019ll share will most likely come from fans of your brand – this will spark new interest and loyalty. Sharing content created by users will also show people that you are engaged with the public – always a good thing.<\/span><\/p>\n Permission<\/strong><\/p>\n You should never use people\u2019s content without getting proper permission to do so. Even if it\u2019s just a photo, you need to make sure you have the owner\u2019s consent. Not only will you prevent any issues with the owner, but you\u2019ll also look good. When you have asked for permission to share someone\u2019s content, it shows you appreciate what they created. It also creates excitement and makes people see your brand as one that cares.<\/span><\/p>\n Make It Worth Their Effort<\/b><\/p>\n You want a steady stream of user-generated content and for that, you have to give people a reason to create it. Offering them something in return is a great way to keep the content coming. This doesn\u2019t mean you should pay users or give them prizes all the time. Instead, offer something like a social media contest once in a while. Most people just want likes and the chance to be featured by a popular brand.<\/span><\/p>\n Be Clear<\/b><\/p>\n Make sure that your audience knows what kind of content you want. User-generated content creators want their stuff to be shared. But for that to happen they should know what you need from them. It has been found that only about <\/span>16% of brands<\/span><\/a> give clear guidelines of what they want to share. If you want the best content, be specific. Keep in mind that for you to be specific, you have to have an idea of what your marketing strategy needs. There\u2019s no point in sharing UGC that won\u2019t fall into your strategies.<\/span><\/p>\n Many companies were great at using content created by their supporters and fans to grow their brand. You can take a look at what they did to get an idea of how to do it and get results. Of course, your approach will be a bit different. You can learn from the following examples and adjust your plans to include your new knowledge.\u00a0<\/span><\/p>\n Who doesn\u2019t know about this challenge? The ALS Association created one of the biggest and most successful user-generated content campaigns of all time in 2014. They roped in millions of people all over the world and created massive brand awareness. The challenge called on people to share videos of ice-cold water being poured onto people who would nominate the next challenger. An opportunity to donate was part of the challenge and it showed just how to run a brilliant campaign. The Association managed to get 3 million donors, exceeding expectations.<\/span><\/p>\nWhat Is User-Generated Content, Exactly?<\/span><\/h2>\n
Why Use User-Generated Content?<\/span><\/h2>\n
What Makes User-Generated Content so Successful?<\/span><\/h2>\n
It Puts the Focus on Customers<\/span><\/h2>\n
Marketers Are Not Trusted<\/span><\/h2>\n
User-Generated Content Is Authentic<\/span><\/h2>\n
Benefits of User-Generated Content<\/span><\/h2>\n
It Is Cost-Effective<\/span><\/h3>\n
Expands Social Media Reach<\/span><\/h3>\n
Gain Audience Information<\/span><\/h3>\n
Traditional Marketing vs UGC Marketing<\/span><\/h2>\n
How To Use User-Generated Content To Your Advantage<\/span><\/h2>\n
Spark Brand Desire<\/span><\/h3>\n
Inspire Brand Loyalty<\/span><\/h3>\n
Things To Remember<\/span><\/h2>\n
Examples of Successful User-Generated-Inspired Campaigns<\/span><\/h2>\n
The Ice Bucket Challenge<\/span><\/h3>\n
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