Firstly, what is User-Generated Content (UGC) you ask? Let us delve deep into the metrics of it and see just how important it is to effectively incorporate UGC into your marketing strategy.
Introduction
User-Generated Content refers to any kind of content that is created and shared by people/third parties, rather than brands itself. These content — social media updates/comments, images, videos, reviews, etc. are then leveraged by brands by sharing related UGCs onto their own social media platforms, mainly Instagram, enabling them to boost their credibility in the process.
So why is it important for brands to know how to effectively incorporate the use of UGCs onto their social media platforms?
Benefit 1 – Credibility
As brands, we always want to look good to the public eye therefore, steering towards showcasing and maintaining our brand in a positive light as well as selling ourselves to the best of our brand’s abilities in order for consumers to choose us. This however, deems brands as inherently untrustworthy due to the fact that we exclude the negative side of the brand, lacking authenticity.
This is where UGCs come into place where brands are able to incorporate them as part of their marketing strategy and if used correctly, it can help to play an important role in the brand’s credibility.
Here are some ‘Did You Know’ facts:
- Two-thirds of consumers actively seek online reviews before making a purchase
- 3 out of every 4 consumers are impacted by social media content before making a purchase
- 88% of consumers believe in online reviews more than the people they already know
Benefit 2 – Engagement
UGCs also allow brands to engage with their current customers through an interactive way during the whole process. This is a great way for them to have the opportunity to connect with the brand by establishing reciprocity which then creates trust.
No one is going to purchase a product/service from a brand that they don’t trust. Whether it’s a product or service, consumers want to know what they are going to get before making a decision to purchase. So with the help of UGCs, brands are able to reel in more customers by gaining their trust through reviews or testimonials.
The engagement between the brand and its customers is also a great source of customer research. It helps brands understand from customers point of view about their product/service, where it enables them to analyse and make improvements to better cater to their consumers. It also gives brands an opportunity to uncover new or different ways to market their products/services.
Benefit 3 – Authenticity
UGCs are highly valuable to brands where it enables them to make the most out of it to generate and drive attention to their products/services. Thus, brands should not just rely on content created by themselves, but also utilise related UGCs to their advantage to promote authenticity.
It also helps in impacting a consumer’s purchasing decision on a product/service given the fact that it allows a more authentic buying experience. It shows the capabilities of what the brand has to offer by showcasing what current customers have to say about a particular product/service. It also calls for spreading awareness as well as boost social proof during the purchasing process.
Case Study
An example of a brand that incorporates UGCs is L’Oréal, where they repost customers’ product reviews along with the UGC on their Instagram page. By doing this, it helps the brand build up customers’ trust in their products as well as for the brand.
So yes, UGCs are a big deal for brands and it is a marketing strategy that should not be ignored. Start leveraging the power of UGCs with these helpful tips:
- Stand out from the crowd
Get creative and be original from competitors by analysing them to see how different you can be, while still sticking to the brand’s mission and goals. Doing so enables you to grab the attention of potential customers by standing out.
- Make it a core element of your marketing strategy
Without UGCs, your brand won’t be captivating enough to attract customers hence, it should be a core element of your marketing strategy. It should serve a purpose, showcasing the brand’s capabilities portrayed by existing customers in order to garner a sense of credibility.
- Seek permission from the original source of content
Doing this goes a long as it establishes a long-lasting relationship between the brand and the owner of the UGC, emphasising on good social media practices. Also, by crediting the original source of content allows other users to visit the original creator’s profile.
In conclusion, it’s important for brands to incorporate the use of UGCs into their marketing strategy so as to reach their marketing goals. By leveraging on it strategically, brands will be able to better understand and cater to their existing and potential customers, allowing them to boost sales as well as grow the online community.
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