The Power of User-Generated Content in Social Media Campaigns
User Generated Content, better known as UGC, has become increasingly popular in recent years. Modern brands use UGC to provide social proof to potential customers. It shows that your brand can be trusted and is utilized by regular people. It requires a different type of post than advertising. Customer reviews, unboxing videos, etc. are all everyday examples of UGC social posts. It has the ability to turn your more passive customers or viewers into active, loyal customers.
UGC creates a natural pull to your brand, rather than an obvious attempt to sell creates more of a push. It builds brands that naturally attract a new customer’s attention. It legitimizes your brand and is relatively easy to manage and plan. If you are looking for digital marketing services for yourself or your brand, the team at Lyv Marketing is ready and eager to join your team and help you succeed!
What is User Generated Content?
UGC can be any form of content that is created by a user or consumer rather than directly from the brand. This includes text, posts, photos, videos, reviews, and more. The content can ( and should) be featured on many different platforms, including blogs, websites, and most commonly, social media accounts.
UGC is produced by real people who engage with your brand out of real interest or support, rather than by a contract. This is what makes UGC such a valuable type of content for brands. It gives us an unfiltered perspective of the brand through the eyes of the people who are interested in it. It comes across as a recommendation rather than a product pitch. No matter how hard us marketers may try, we can’t create this type of content on our own. UGC is able to foster a more genuine connection among your audience.
Brand Magnetism and Building a Community
At the center, UGC content is about creating a community around your brand. The best UGC strategies make the customer feel like they are contributing to the brand, not just purchasing the product. Companies that are successful in their UGC efforts gain positive testimony and trust from their audience. This is why it is important to keep your main customer-base at the front of your mind when deciding what your UGC strategy should look like. Figuring out the flow of your consumers helps you to keep all of your content measurable and relevant.
Under the same umbrella of this type of content is Employee Generated Content or EGC. This is content created by your employees where they show behind-the-scenes content, a day in the office, and the general camaraderie of the team. This humanizes your brand and builds a sense of relatability and trust with your audience.
Ecosystems of Content
UGC strategies should be fleshed out and planned on a monthly, or at least weekly, basis. The content should create a message around your brand that is created by your clientele. When you share UGC across all of your different channels, including all of your socials, websites, newsletter, etc., you increase the reach even more. Search engines will take notice of this content and point potential new customers in your direction.
Make the Most of Your UGC
The most effective content is able to find a balance between strategic marketing and a more human, authentic approach. Some important factors to consider when looking to start requesting UGC for your brand:
Don’t ghost the creators: Engage with the content, thank them for the mentions and engage like a human, not a bot.
Empower the creators in your community: Follow them back, give them rewards for their participation, etc.
Pay attention to analytics: Keep track of engagement, SEO, and lead conversions to keep track of the ROI.
Staying creative while still paying attention to statistics allows your UGC to thrive and be added to your marketing strategy on a more regular basis.
Takeaway: UGC Could be a Valuable Addition to Your Marketing Strategy
This type of content is about participation from your audience, not perfect, polished ads. The quick story posts, recommendations from real customers, and interaction among your audience helps to garner your brand voice.
Whether you are steering a startup brand or an established company, building trust is always necessary. It is an authentic way to connect with your audience and stay relevant in an age of so much disingenuousness. Are you ready to take your marketing services to the next level? The team at Lyv Marketing is here to help. Contact us today and schedule your FREE consultation!
