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Modern consumers are more fastidious and demanding than they used to be. Now, traditional advertising and brand slogan seems to be less trustworthy to them. Instead, they choose to believe in social proof that is review or recommendation from their friends or social media users.
This can be the advantage for companies if they know how to make the most of it. That’s when the new marketing trend: user-generated, was born.
This article will show you How to Get the Most out of User Generated Content User-Generated Content (UGC) is basically comments, reviews, check-ins, posts (text, video, image…) created by users instead of brands. Brands will share those UGC on their website, social media and other marketing channels of them as a promotion.
1. Why User Generated?
1.1 Increase brand’s authenticity
When consumers share pictures or reviews about the product on social media, it means that the brand has the opportunity to reach other followers of that customer as well. For example, a girl with 1000 followers on Instagram buys your T-shirt and posts a picture with good feedback about the product on her account.
Then, at least half of her followers can see that picture, some of them might subconsciously memorize your brand’s name, some might directly ask her where she bought it. This or that way, your brand is the one gaining benefits and being aware of.
1.2 Social proof
More than one third of shoppers start shopping online through a searching engine rather than directly visiting the company's website. Whether it's a physical product, service or experience, smart consumers want to know what they will get before truly purchasing it.
In fact, up to 92% of consumers trust recommendations from loved ones and over 70% of consumers trust reviews from other online consumers. As such, it is clear that customers believe in UGC, and the brand has a lot of opportunities to take advantage of this.
1.3 Promote buying
The ultimate goal of every business is to influence and promote consumer purchasing their products. Taking advantage of UGC is a great way to increase the ability of customers to make that decision.
According to Salesforce research, visitors to UGC-based websites will spend 90% more time on those than non-UGC websites. This is important because the more time a visitor spends on the website, the more likely they are to convert them into customers.
2. How to Get the Most out of User Generated Content
UGC allows brands to meet the high demand of customers by giving them objective perspectives from other users, branding and enhancing the engagement between them and their consumers. However, not every consumer is always willing to contribute content. What brands should do to encourage them and get the most out of it?
2.1 Encouraging shopping desire
User Generated Content is a wonderful method to encourage people spread information as well as arouse the customers’ desire to own the product.
Brands should let their customers share content themselves and keep in touch with them even when they’re not in the shop/on the website. The frequent introduction of products through consumers on social networks will attract, cause viral effects and inspire potential customers.
2.2 Build brand loyalty
Not only motivating consumers to impulsively want to buy products at first sight, building loyalty for new brands is a long-term goal, leading to sustainable sales for businesses. User Generated Content helps brand frequently presence on social networks and promote customer loyalty.
Regardless of the company's sales model, sharing User Generated Content on an enterprise's social media account can help build brand loyalty. This way, customers will feel that their experience is being seen and treated with respect
2.3 Building content library
Building content based on User Generated Content sharing from customers is one of the most effective way to create new and attractive content for your company's social media channels. With the images, videos and unbiased reviews from customers who have experienced company’s products and service shared publicly, businesses can gain trust from other potential consumers.
In addition to creating trustworthiness for the brand, this method balso stimulates buyers' desire to own and ultimately leads to the decision to buy and consume products and services
2.4 Learn from giant brands
Most giant brands use User Generated Content to express their caring to customers as well as spreading brand awareness. Let’s have a look at Starbucks with their most popular UGC campaign names Starbucks White Cup contest.
In this contest, Starbucks encourage customers to decorate the white cup with Starbucks logo, taking picture and sharing them on social networks with hashtag #WhiteCupContest. The winner design will be printed on Starbucks products and published as ‘limited edition’.
By encouraging consumers to showcase their creativity and personality, Starbucks has created an interaction between consumers and their brand. They can also gain thousands of brand photos through social media without paying money for digital marketing. This UGC also makes their customers feel that they are truly valued.
In conclusion, 90% of consumers say that UGC influences their purchasing decisions, out ranking all other forms of marketing. 81% are willing to pay more for products that have received positive user-generated content. That’s why we highly recommend you to make the most of it in order to gain more profit as well as raise brand awareness.
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