UGC Marketing: Tips for Better User-Generated Content
User-generated content (UGC) is one of the biggest trends in marketing today, and it’s no wonder why. UGC provides free and organic material to engage with customers on a more personal level and helps build trust within your audience.
By understanding what UGC is and how you can use it effectively for marketing purposes, you’ll be able to take advantage of it to get the most out of your brand. This blog post will share our expert tips for making the most out of user-generated content in your business. Keep reading to learn more!
What is User-Generated Content?
User-generated content (UGC) is any promotional content that has been created and posted by people (unpaid contributors). Content can be of any type, such as blogs, website pages, images, social media posts, reviews, etc.
Those people are often fans of a brand and promote it without any financial gain. Thus, they’re not typical influencers. Brands commonly share UGC on their social media accounts, website, and other marketing channels.
The main platform for sharing UGC is, for most brands, Instagram. It’s the simplest platform for users to share photos of products and services. After they share it, you can re-share the post on your company’s page to expose it to a larger audience. And, even though Instagram doesn’t have an integrated feature to share posts, there are many ways to work around that.
What Are the Benefits of Using UGC?
Sharing user-generated content is one of those marketing tactics you can’t ignore. Why? First of all, sharing UGC promotes authenticity. According to Business Wire, consumers are 2.4 times more likely to view user-generated content as authentic than brand content. That’s an amazing boost in credibility, especially considering users’ skepticism towards promotional content created by brands.
Speaking of credibility, consider this: 92 percent of consumers trust recommendations from people they know, and 70 percent trust online consumer reviews. Sharing that UGC is thus an important way to make your prospects trust that your company will sell them quality products or services. UGC also plays the role of informing consumers what they should expect before doing business with you.
Examples of User-Generated Content
Not all brands should expect free content from their users. To “stimulate” your fans’ creativity, offer them something in return, such as a chance to win a prize through a social media contest. That can be an efficient way to bring in a good amount of UGC.
But be wary of contest rules on each platform first. For example, Facebook doesn’t allow companies to ask users to share a post on their timeline to win prizes. Also, ask your followers to use a branded hashtag to keep track of UGC from contests.
Ultimately, the more you reward creators by sharing their posts or offering a free product or discount, the more people will be motivated to tag you in posts they think you might want to share.
Reviews and testimonials are other examples of UGC you can share. Get those reviews from Facebook, Google My Business, Yelp, etc., and proudly display them on your website, social channels, emails, and more.
If your product or service can’t be easily visualized, showcase the human side of your brand! Source content from customers, employees, and community members to show what your product/service looks like in action. That way, other Instagrammers can picture themselves using it, too.
Best Practices for UGC Marketing
Successfully leveraging user-generated content (UGC) requires a thoughtful approach to ensure that the content aligns with your brand and respects the original creator’s contributions. Here are some best practices to help you make the most of UGC while maintaining authenticity and building strong relationships with your audience:
1. Always Request Permission
Just because a post includes your branded hashtag or tags your company doesn’t automatically grant you the right to share it. Before re-sharing UGC, always ask for explicit permission from the original creator. Not all users may be aware that using a hashtag could tie them to a UGC campaign, or they may have other reasons for not wanting their content to be shared. Politely reaching out to ask permission not only ensures transparency but also fosters a positive relationship with your fans.
2. Give Credit to the Original Creator
When you share UGC on your social media channels, website, or other platforms, always credit the original creator. Acknowledge the person’s contribution by tagging their social media account or mentioning their name as they prefer to be credited. This simple gesture of recognition validates their effort and enhances the authenticity of your UGC campaigns. Additionally, giving credit allows your followers to verify the authenticity of the content and encourages them to contribute their own.
3. Monitor Social Media Mentions Regularly
The easiest way to find UGC is by actively monitoring your social media channels. Keep an eye on brand mentions, hashtags, and tagged posts to identify high-quality user-generated content. Using social media monitoring tools like Hootsuite or Sprout Social can help you keep track of these mentions efficiently. For a more specialized approach, consider using tools like Tint or Stackla that are designed to help brands curate and manage UGC effectively.
4. Create and Promote Branded Hashtags
Branded hashtags make it easy to track user-generated content and encourage your audience to contribute to your campaigns. Create unique and memorable hashtags that align with your brand and promote them across your social media platforms and marketing materials. For example, if you’re running a contest or launching a new product, a branded hashtag can help organize and centralize all related content.
5. Incentivize UGC Contributions
To increase UGC participation, consider offering incentives such as discounts, shoutouts, giveaways, or even small rewards for users who share content. Running social media contests or campaigns that encourage fans to create and post content in exchange for a chance to win a prize can significantly boost engagement. Just be sure to clearly communicate the contest rules and stay compliant with each platform’s guidelines.
6. Showcase Diverse UGC Across Channels
Don’t limit your UGC to just one platform. While Instagram is often the primary channel for sharing user-generated photos, consider repurposing UGC for other platforms as well. You can display reviews and testimonials on your website, highlight user-created videos on YouTube, or feature community stories in email newsletters. Diverse UGC keeps your marketing fresh and appeals to audiences across different channels.
7. Highlight UGC that Reflects Your Brand Values
Be strategic about the UGC you choose to share. Look for content that aligns with your brand’s values, mission, and messaging. Authenticity is key in UGC marketing, so prioritize posts that genuinely showcase your product or service in action. Highlight UGC that resonates with your brand’s purpose, community, or causes to reinforce your values and connect with your audience on a deeper level.
8. Use UGC as Social Proof
User-generated content acts as powerful social proof, building trust among potential customers. Feature UGC in places where it matters most, such as your website’s homepage, product pages, or landing pages. By displaying authentic reviews, photos, and stories from real customers, you provide reassurance to new visitors that your products or services are worth investing in.
9. Measure and Analyze UGC Impact
Like any marketing strategy, it’s essential to measure the effectiveness of your UGC efforts. Track key metrics such as engagement rates, reach, conversions, and brand sentiment to evaluate how well your UGC campaigns are performing. Analyzing this data allows you to refine your approach and identify the types of user-generated content that resonate most with your audience.
10. Respond and Engage with UGC Creators
Don’t just share UGC—engage with the creators! Reply to their posts, thank them for their contributions, and encourage ongoing participation. By acknowledging and engaging with your fans, you foster a sense of community and make users feel valued, which increases their likelihood of creating more content in the future.
Ready to Give UGC Marketing a Try?
UGC can be a powerful tool to increase your brand’s credibility. When fans create and share content about your product or service, it helps to build trust and encourage others to try what you have to offer. Not sure where to start? Bright Pink Agency can help with that too! We can provide you with social media content that is both engaging and on-brand, so you can focus on what you do best – running your business. Contact us today for more information.
