How Brands On A Budget Capitalize On User Generated Content
User generated content (UGC) comes in many forms, and can be anything from pictures, videos, testimonials, reviews, and blog articles.
Marketers have been encouraging user generated content for years. In fact, many social media marketing campaigns are built around their audience creating, and sharing content about their products. The ‘Share A Coke’ campaign is an excellent example of brand-driven UGC at the height of its success.
How Does UGC work?
Businesses don’t always ask for content, but almost always receive it, in some form or another. This is because content itself is the most powerful driver communication between businesses and their consumers.
Brand ambassadors, and disgruntled customers, both generate content organically in their desire to share their experience with a brand. Have you ever seen someone take a photo of a product and praise or complain about it on Twitter, whilst simultaneously tagging the brand’s social handle?
Here’s a couple of examples:
— lorrabeth (@lorrabethblog) July 17, 2016
— Todd Short (@superubertodd) October 31, 2016
Why Is User Generated Content Successful?
Research from Bazaar Voice showed that 64% of millennials and 53% of baby boomers want more options to share their opinions about brands.
And, Business Insider discovered that shoppers who interact with UGC are 97 percent more likely to convert with a retailer than customers who do not.
So what do these stats say about UGC?
Consumers want to engage with brands when they have a positive or negative experience with their products. Proof of other consumers using the product, and the general feedback given through this process, helps consumers make a purchasing decision.
How Can Brands Capitalize From UGC?
A marketing campaign built around user generated content can be organized in-house, or by a digital agency. Supported by advertising dollars, a campaign can encourage consumers to purchase a product, use it, and create fun content in exchange for a prize or some other kind of reward.
This is a successful method for using UGC as part of your marketing strategy but costs can be hefty. On top of advertising dollars, brands need to invest in expensive social listening solutions to understand the value they’re generating from their UGC campaign.
Some products are also more difficult to market than others. Sensitive products, that have stigma attached to them, for example can be a difficult topic to broach through user generated content.
Influencer Marketing: Effective UGC On A Budget
Influencer marketing solves this problem, and many others, by recruiting people with a large audience to create engaging content on behalf of a brand.
Professional influencers create content for a living, they have proven the value of their creations with their large following, and they often publish about specific topics. The quality of content influencers produce often rivals professionals.
The content influencers produce is evergreen, which means it remains highly relevant over a long period of time, and ticks all the SEO boxes.
After a campaign most influencers are happy for brands to repurpose their content in future content marketing opportunities such as banner ads, catalogues, and sometimes in-store promotions.
Influencer marketing doesn’t just generate brand awareness, it has proven to drive sales, at the fraction of traditional advertising costs. You can learn more about the results of influencer marketing campaigns by reading some of our case studies here.