Keep It Real with User-Generated Content
What’s user-generated content?
What’s the most effective form of it?
How can I get started?
Today’s consumers are a pretty savvy bunch. They’ve seen all sorts of advertising – which means marketers need to find new and better ways to reach them.
No matter how persuasive your marketing pitch is, sometimes it’s not enough to just tell people your product or service is great. Nowadays, people want to associate with brands they believe are both relevant to their lives and authentic.
About being authentic...it’s not always easy to nail. Your actions really have to speak louder than your words.
So how do you get to authentic actions? It helps to tap into your instincts about what would appeal to your customers.
User-generated content, or UGC, allows brands to turn their audience’s online posts (like videos, text, and images) into marketing.
When your brand features UGC, you’re letting customers build your brand for you. That’s because your target audience is more likely to be receptive to your brand if your featured content comes from actual people they can relate to.
Of all the UGC out there, images are usually the most successful. Tweets with images get 3 times more engagement than those without images, and brands that use pictures on social media almost double their engagement rate.
Using real images made by real people in real situations is an incredibly effective way of doing UGC marketing. These authentic images help you build your target audience’s trust and connect with their feelings and values.
To strengthen the connection between your target audience and your brand, make sure the images and other UGC you use are both relevant to their cultural interests and in line with your brand identity and voice.
LISTEN UP
Word to the wise: Never fake UGC photos. People see A LOT of authentic online content each day and most can tell what’s real and what’s staged. You don’t want to risk having your brand be branded as a poser – it’s not great for business.
If your brand has a smaller budget, you can do UGC marketing on your own by first looking at the UGC that is already being created by your customers.
Search social media sites for hashtags customers have used when posting about your business, as well as any posts that they’ve tagged you in. Check out which images get the most engagement and take note of their aesthetic.
Reach out to customers and fans who are creating content that matches your brand identity and your target audience’s interests. Agree on what compensation you’ll give them (like free products, free coverage and exposure, or money).
Even if you’re only compensating content creators with a shout out, it’s hugely important to ask their permission before you repost their images or updates. Your legal team will thank you.
You can also create a UGC campaign and use it to encourage customers to generate content for you.
For example, you can hold a contest that asks people to create posts that feature your products and/or the values your brand stands for.
Ask participants to use a contest-related hashtag so their posts are organized and searchable online by you, as well as other social media users. Reward winners with a prize that’s not only appropriate, but is also buzzworthy and exciting.
What if you have a larger budget? You could hire a UGC-devoted employee or an outside agency, and/or work with social media influencers or celebrities.
For outside agencies, look for those that find and run UGC. To find them, research successful UGC campaigns in publications like AdAge. These agencies can also handle legal issues like usage rights and compensation.
As for social media influencers and celebrities, you’ll usually work with their agents to set up terms around compensation, usage, and other legal matters. You can do this yourself or go through a digital agency.
Once you partner with influencers and celebrities, they can post images featuring your product or service in a way that’s authentic and natural. These posts (and your brand) will be seen by their huge follower and fan base.
DO THIS NOW
Before you start UGC marketing, it’s a good idea to decide whether you want to do it on your own or use an outside agency. Let’s create a to-do list that will help you figure it out.
If you’re participating in the course, go to the next section to access your self assessment.
KEY TAKEAWAYS
UCG is a way to turn your customers' social media posts into marketing for your brand.
Authentic images are the most effective form of UCG, as long as that authenticity isn't faked.
You can do UCG on your own or use an agency that specializes in it.