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User generated content empowers consumers to connect with their fellow consumers as they share their fresh ideas and personal experiences about your product.
In marketing, Mari Smith once told that content is king but engagement is queen, and the latter rules. However, with the rise of user generated content (UGC), you can equally play with both to win your game. So what is a user-generated content? It is any type of content, such as images, videos, essays, blogs among others, made by consumers that helps in promoting a brand (Gallegos, 2016). User generated content empowers consumers to connect with their fellow consumers as they share their fresh ideas and personal experiences about your product. Hence, if you have not tapped user generated content as a marketing strategy as prices for essay writing services differ, you may begin by following the steps listed below:
Know where your audience frequently hangs out, especially where they are most influential. Recent researches showed that adults spent almost half a day everyday interacting with media and five hours of which were spent on consuming UGC on social media. Moreover, UGC social media gives 300% higher engagement through clicks and 50% lower cost as compared to traditional advertising (Ross, n.d.). Besides, customers are two times more likely to share UGC to their friends and family (York, 2019).
In addition to your target audience, you should also consider your goal in social network selection. For instance, if your aim is to increase awareness of the people about your brand, you may want to utilize hashtags to track how it trends. There are several social media platforms to choose from and here are some examples of user generated content that have succeeded for each:
A SEMrush study showed that 86% of companies have attempted UGC marketing; however, according to GoodVid only 27% of them do it right. Therefore, it is important to set guidelines and determine your objectives before venturing UGC. Here are some example of target goals:
You should be clear and specific on the type of UGC that you ask. Specify your rules and guidelines especially on social media contests with giveaways and campaign hashtags. Likewise, you should consult legal counsel for compliance and copyright laws (Siu, 2019).
Moreover, relevance means that your content connects to your consumers’ interests, needs and wants. UGC appeals to your audience as it broadcasts personalized content and authentic stories.
Meanwhile, the brand benefits of user generated content are only achieved with relevant UGC. These include engagement, shareability and better SEO (Search Engine Optimization) rankings (French, n.d.).
As you engage your users inside your brand circle, interact with them by all means. They should feel valued by receiving their reviews, answering their questions and being present during product launches. You can conduct social media polls and/or customer surveys to gain their insights towards product improvement (French, n.d.)
Additionally, you should communicate with the creator of UGC before taking further action. Make an agreement with them as you share their UGC, to acknowledge them appropriately (York, 2019).
Gauge and evaluate your UGC works by looking back at your goals. You can get help from Sprout Social through their social media analytic tools and social listening tools. These tools can monitor UGC engagement and analyze your social data, respectively.
User generated content is a booming marketing strategy that uses digital content made by the consumers themselves. Do not miss its benefits. You can start using it by choosing an appropriate social network, specifying your goals, ensuring relevance, building your community and analyzing your work.
Header Image: Adweek
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