As digital formats have facilitated the ways in which we reach people, it’s easy to forget that our efforts aren’t one-sided and that there’s someone on the other side of the screen. We talk, and talk, and talk, but how much are we really listening? How much are we engaging?
If there’s one thing that I have learned throughout my social media career it’s that engagement is key. What we mistake as humans, and sometimes as marketers, is that we tend to focus on communicating in one direction. Effective communication is a two way street, and now more than ever, dialogue and conversations are essential to any digital marketing strategy and can be easily achieved through User Generated Content.
What is User Generated Content?
According to Tint “User Generated Content is defined as any type of content that has been created and put out there by unpaid contributors or, using a better term, fans.” Essentially User Generated Content is a content strategy that allows the consumer to promote a brand through consumer brand advocacy. Think about it as the digital equivalent of word of mouth. It’s a strategy that when used correctly can provide multiple benefits to brands, including organic reach and growth, just by being consumer-oriented.
Take a look at direct-to-consumer brands that have taken the marketing world by storm by emphasizing on brand-consumer interaction; not only as part of their digital marketing strategies, but as how their product lives as a whole. User Generated Content is at the forefront of their strategy, enticing consumers with an interactive experience that speaks for itself. As AdWeek puts it “engagement, participation and sharing need to be built into your core product strategy and not relegated to a marketing afterthought.”
Why should I care?
User Generated Content is an interactive cycle between the brand and consumer that is a win-win for all. In this article we’ll walk you through the benefits of integrating this strategy.
Less content to produce for a brand:
As content creators, the pressure is always high to create new, interesting, and original material. In some cases, resources and time aren’t always enough for the demands of a competitive brand and its social or marketing team. By using User Generated Content, you take some of that pressure off by allowing users to create content for you at little to no cost. Because User Generated Content is usually unpaid, not only does it save time, but it can be cost effective in comparison to traditional advertising and marketing campaigns. Whether User Generated Content is created to share an experience, or it’s incentivized by brands through campaign tags, giveaways, and more, User Generated Content is a perfect way to create content from the perspective that matters most: the consumer’s.
Acknowledges the audience:
User Generated Content is the perfect tool for social listening. It’s easy to forget that your audience is not just your consumer but your most important resource for valuable feedback, and a little acknowledgement can go a long way. When it comes to User Generated Content remember that it’s not what we can do with it but what we actually do with it that counts. Effective User Generated Content goes beyond a call to action enticing the consumer to interact with our brands and observing those interactions. According to Sprout, 75% of consumers are likely to share a positive experience with a brand, while 70% are likely to make a purchase after a positive interaction. By actively acknowledging your audience, it lets them know that they are valued and part of a community. Whether it’s through reposts, features, comments or more, treat these interactions as social currency that motivates your audience to connect and identify with your brand. See consumers as individuals first rather than a target audience, affording for one-on-one relationships that build a loyal and trusting fan base.
Remember to give (and give a lot), not just take. As Cialdini’s principles of social influence state: people are more likely to do something for someone that likes them, and are more likely to do offer something for someone who has given something to them. 
Increase sense of reliability:
One way of thinking about User Generated Content is as content created for the people by the people. Each day, audiences are becoming increasingly skeptical of traditional advertising and marketing, and audiences are becoming more reliant on peer feedback. According to Tint, 79% of consumers trust online reviews as much as in-person recommendations. User Generated Content is a perfect way to address this shift since UGC acts as the digital equivalent of word-of-mouth and serves as resource that provides reliable feedback not only for a brand but for other consumers as well.
Increase sense of relatability:
Not only is User Generated Content seen as more reliable, it is also seen as more relatable and therefore more authentic. As skepticism rises, authenticity and relatability play a huge role in a brand’s marketing success. As Tint says, people “crave stories, crave connection, and interaction.” People essentially want to see themselves within a brand and connect with it on a personal level, and what better way to do that than showcasing your product with real people? UGC makes even the biggest brands seem accessible and approachable to the simple consumer.
It is no wonder why, through UGC, brands have been able to leverage new digital platforms to create industry changing campaigns. Take Burberry as an example with their Art of the Trench campaign which encouraged users to share pictures of themselves in iconic Burberry trench coat to be featured on their website. This campaign led to 50% year-over-year increase in e-commerce sales, amongst other impressive statistics.
According to Sprinklr, 85% of consumers gravitate towards UGC compared to brand content, making UGC a content strategy that is hard to ignore.
Sources
www.sprinklr.com
www.adweek.com
www.tintup.com
www.sproutsocial.com