User-generated content (UGC) refers to videos, images, text, or other forms of content from individuals and not brands. Brands often share content on their social media accounts for purposes such as marketing. Apart from their own generated content, they can also include content from famous social media influencers or regular users.
We've all seen those brand campaigns on social media that come in the form of Tik Tok or Instagram challenges. One of the most significant social media-driven movements was the Coca Cola personalized bottles advert. People all over the world shared pictures with a coke bottle that has their name. Coca-Cola called the campaign 'Share a Coke.' People who posted indirectly advertised for Coca Cola. This is a perfect example of using UGC for marketing.
The use of UGC is relatively new, yet it is taking over brand objectives like marketing. It has created a bridge between brands and consumers. Instead of focusing on advertisements through billboards and other platforms, brands can work with UGC, where they are sure of audience reach and prospective buyers. UGC works for brands by improving:
According to research, people are more likely to engage with content from other users than from brands. User content has a credibility value since more people feel they can relate more to regular users. When brands collaborate with content creators, they gain more credibility for their brand.
Trust is another significant benefit of using user-generated content. Internet users are more likely to trust a product review from another user compared to one from a brand. Content creators often share their honest opinions about products and services. Many people trust their feedback. This is because they test out the items or services first, from a consumer perspective. When content creators endorse your products, trust from your consumers will increase.
Another name for digital content creators is influencers. This is because they affect people's behavior. When a user shares how well a product or service worked for them, more people are more likely to go for the same brand. Why should they waste time trying out other brands when they have the assurance of top-notch products or services? Brands can leverage this to drive sales. Platforms such as Instagram have features like stories that allow instant advertising. Users can save the stories on the highlights permanently.
Content creators are consumers. They have likely used your products or the services you offer. In some cases, content creators send proposals to brands they admire and would like to work together. They come up with a marketing strategy, then sell it to the brands. Working with them allows brands to foster customer loyalty. Additionally, you could share posts made by random users that involve your products. Letting your consumers know they are visible to you makes them more loyal.
Creating appealing content can be challenging, especially when you need regular posts. Instead of allocating considerable budgets to content creation, companies can utilize content from the social handles of users who consume their goods or products. For example, brands can encourage users to share a story or post on Instagram with a particular hashtag or tag the company. The company gets access to the content then reposts what aligns with their style.
Content creators have rights to the work they create. Therefore, it is essential to ask for consent from them first before reposting their content, even if it has your hashtag. Sometimes users incorporate random tags in their posts without realizing they have an affiliation to your company. You can even credit the users on your post or give them a valuable item. It could be as little as a gift hamper, but it will do a lot in maintaining goodwill with your consumers. It will also help if you are specific about the content you want. Make your instructions easy to follow for the best results.
The digital age has provided new ways of connecting and sharing information. Universities can leverage UGC to attract more students to their institutions. They can get a group of students or alumni of the institution to share their experiences. The content should include fun staff such as hang out joints, events in the school, etc. This gives life to the university and attracts the target audience, the young population. If you want to ask prospective students to participate in a challenge, order essay online review on your website in exchange for sharing your content on their social media channels, or carry out another activity, you need to be tactful in your approach. Present your university excitingly.
User-generated content involves a lot of communication between consumers and brands. To benefit fully from this trend, brands need to open communication channels. Brands also need to analyze the type of language users use when talking about their brand; this will help them adjust and relate better with their customers.