UGC: what is it and why it’s important in the modern digital world?
User-generated content is a goldmine for marketing. People who know how to use it can provide high customer engagement and boost their income. What are the benefits of user-generated content?
Do you feel that only a few people know about the existence of your brand? Moreover, you doubt whether it is worth the effort? Then it’s high time to think of the right strategy to boost your UGC!
What is user-generated content?
User-generated content (UGC) is any type of content that has been created and posted by unpaid contributors on different online platforms. It involves:
- photos
- videos
- blogs
- social media posts
- reviews
- text
Consumers are usually the contributors of such content. They share their opinion about products on social media, thereby stepping into the role of an advertiser.
Why is UGC important in the modern digital world?
In the light of the coronavirus pandemic, people across the globe found themselves in a lockdown. They faced a need to do shopping using only the Internet.
1. It is more credible
Before buying a particular thing, an adult customer usually checks feedback on it. The purchasing decisions of the younger generation (people between the ages of 18 – 24) mostly depend on the information, shared on social media.
At present, people are more likely to trust the recommendations of social media influencers, friends, and other people who have already tried the product rather than to marketers, whose tactics can hardly be called “customer-oriented.” Thus, UGC became a good indicator of the brands’ quality and reliability.
2. It is authentic
Modern people are no longer influenced by TV commercials and billboard adverts. They look for something different and choose authentic goods of brands who have the same values as they do.
3. It makes you feel “homelike”
It is common knowledge that people like to feel themselves as a part of something. UGC draws people together, setting big and friendly “families,” where everyone can share their thoughts and experiences.
4. It brings profit without effort
By sharing their opinion on social media, people greatly impact the choice of customers. For example, after a famous blogger demonstrates her new radiant lipstick on Instagram, the sales of the product on the market significantly increase. Thus, a brand advertises its goods without investing extra capital, which makes UGC a cost-effective solution in such a situation.
5. It gives a brand more weight
The more people show their trust to a brand, the more customers it will be able to attract soon, and hence get higher profit. Many people assess the reliability of a brand upon the number of members in their “big families.”
6. UGC is one of the ways to boost a brand’s SEO performance
All famous brands have their websites, where you can find plenty of content describing their products. Nonetheless, over time, it becomes irrelevant and outdated due to a change in the customers’ queries.
UGC is usually unique as it represents the experience of each individual. The more unique the content is, the more traffic it can provide.
8 ways to boost user-generated content
If you want to improve the overall performance of your brand, just follow these simple steps:
1. Engage your customers to leave reviews
Considering that now people are no longer in a hurry due to isolation, they have time for reading reviews. If a person forgot to leave feedback about the item they bought, you can send them an e-mail with a link to the review page. The more positive feedback you have, the more reliable appearance your brand has in the eyes of potential buyers.
2. Always respond
If you face a negative response, it will not cause as much harm as you might think at first. Try to make use of this situation and get the customer’s trust back. For example, if a product is broken – suggest paying back or a new item to solve the issue.
You should also set up Google Alerts to timely see the mentions of your brand on other websites to ensure a fast reaction.
3. Arrange contests and giveaway campaigns
Pictures are a common type of UGC. Running a giveaway or competition is one of the most efficient ways to generate user-generated content. You can offer a set of your brand’s products for the best picture demonstrating the use or effect of your product.
The use of a unique hashtag will help you keep an eye on the campaign better.
4. Make use of fans’ pictures
Arrange a live event and choose a specific hashtag for it. In the course of this event, ask your followers to take pictures. Later on, you will be able to use those pictures and even place them on your website.
5. Feature customer testimonials
The testimonials of clients improve the credibility of your business. You should place them on prominent areas of your website page.
6. Use social shares display
The display of social shares promotes visitor’s confidence in your brand. Do not forget about adding sharing buttons. You can use Social Warfare, Monarch, or MashShare to do that.
To maximize the number of shares, you can create blog topics. The use of BuzzSumo helps to find the most exciting and trending topics people will want to read and share.
7. Provoke and get popular
Using the blog articles and social media pages, you can ask thought-provoking questions to your readers that will cause plenty of discussions and draw more attention to your brand.
8. More people – more trust
A big customer base acts as an advert for a brand. If many people buy products from your company, this demonstrates that you sell something pretty good. The only way to know what exactly you offer is to join and try. You can place your customer base counts on prominent areas of your website page or social media network.
User-generated content is an efficient tool that helps businesses to succeed nowadays. It promotes reliability and safety a modern customer is looking for to engage with a brand.
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