How To Use UGC to Market Your Brand on Social Media
User-generated content (UGC) has taken over by storm. So, what’s the hype? UGC builds trust between brand and consumer, promoting authenticity and allowing the user to relate to the brand by visualising the product/ service in their lives better, as opposed to professional photography. Consumers crave connection nowadays - even from brands, and UGC allows brands to foster that connection. Keep reading to learn more about the power of UGC, as well as see real-life case studies from successful brands.
The Power of User-Generated Content
Wait.. what is UGC? It’s original content created from a customer’s point of view, which customers can create but also by the business itself in “user-generated-style”. As mentioned, it garners trust between the brand and the consumer, because people trust people! It’s a more relatable, authentic and organic way to share content. Here are the 4-key trademarks of sharing user-generated content.
Authenticity: Unlike traditional marketing content, UGC is inherently authentic. It reflects real experiences, opinions, and emotions shared by customers, making it highly relatable and trustworthy.
Engagement: UGC has the ability to spark conversations and engage your audience on a deeper level. When customers see others like themselves interacting with your brand, they're more likely to join the conversation and become brand advocates.
Social Proof: It serves as social proof, influencing potential customers' purchasing decisions. When they see satisfied customers sharing their experiences, it instils confidence and credibility in your brand.
Money-Saving: UGC is the more affordable option in comparison with hiring individual influencers, or creating full-production content.
How to Use UGC for Your Business
It’s essential that you incorporate UGC into your social media strategy. Here are the best ways you can incorporate it:
Encourage UGC: Make it easy for your customers to create and share content related to your brand. Encourage them to leave reviews, share photos or videos of their experiences, and participate in user-generated campaigns! Dr. Sam’s gives their users extra points to their account when they share photo reviews - encouraging UGC!
Leverage Social Media Platforms: Encourage users to tag your brand in their posts, run contests or challenges, and reshare customer content on your own socials! Make sure that you always ask users for their permission to share, along with tagging them.
Feature UGC on Your Website: Showcase customer testimonials, reviews, and photos on your website to provide social proof to visitors. Create dedicated UGC sections or integrate UGC into product pages to highlight real-life experiences.
Always Engage with UGC: Show appreciation for user-generated content by engaging with it. Like, comment, and share user posts to foster a sense of community and appreciation.
Monitor and Moderate: While UGC can be overwhelmingly positive, it's essential to monitor and moderate content to maintain brand reputation and integrity! Odd Muse recently used their negative UGC and turned it into an incredible campaign.
Case Studies: Businesses Excelling with UGC
GoPro has built its brand around user-generated content, showcasing the incredible adventures captured by its customers using its action cameras. The #GoPro hashtag has millions of posts on social media, with users eagerly sharing their adrenaline-fueled experiences.
Topicals always shares incredibly culturally relevant UGC, in regards to current trending aesthetics and style!
Youthforia’s Founder created this excellent piece of user-generated content with her mother, showing how their products work in real-time.
Need Help?
Need help creating user-generated content for your brand? We have multiple options, from shooting content to managing your social accounts - there’s a package there for any business of any size. Download our Services & Pricing Guide to find out more about how we can help.
SUBSCRIBE TO THE Z GAZETTE 🗞
Join our newsletter to receive all the relevant social media news, as well as 3 FREE TikTok content ideas every Monday. Get your gazette below!
