With so many options of different products and services to purchase, we want to ensure we’re making the right decision and getting our money’s worth. Studies show that 66% of consumers talk to families and friends about where to buy products and services, and 95% of customers read reviews online while shopping. It’s human nature to trust a friend’s recommendation over a polished ad from a particular brand. Businesses of all sizes are turning to user-generated content (UGC) to allow fans of their brand to aid them in marketing their products and services.
What is user-generated content (UGC)?
In short, UGC is a digital form of word-of-mouth marketing. It is promotional content created and shared — often online or on social media — by real and relatable consumers as opposed to the brand or company itself.
Created by fans of the brand, this material helps companies boost brand awareness, increase sales, and connect with their audiences through their consumers.
What does UGC look like?
There are various forms of UGC. Perhaps the most common are photos and videos of a customer using the product or service. An example of this includes an unboxing video or a photo of a new purchase.
The other popular USG form is written content. This could be a mention of the product or brand in a blog post, online article, or online forum. Customer comments on social media and online testimonials are more popular forms of written UGC.
How do I encourage my organization’s audiences to make UGC?
Inspire your customers and fans to create UGC by:
- Requesting to share content. If you see a positive comment on your social media posts or a glowing online testimonial on Google, ask the user if your organization can share it. These comments are easy to post. Plus, when others see that your company is sharing other users’ posts, they are more likely to create their own!
- Starting a conversation. Use your social media accounts to ask users for input about a product or service, such as what they like about it or what other features they would like to see. Monitor the comments and respond to people who share with you. You could ask permission to share responses that highlight the product or service well.
- Running a campaign. This is a little more involved but encourages others to share their experiences with your brand. Ask your followers who have purchased from you to show off your product or service and create a branded hashtag. Hold a social media contest with small prizes for the best or most creative posts.
- Motivating your employees to get involved. Your employees are your best ambassadors! Create templates for them and embolden them to post. You can even have some fun by making a game of it, like highlighting the employee’s post that gains the most traction online over time.
Need help connecting with your audiences online? Contact us today to get started.