Today, we're going to talk about a topic that is critical for any business looking to increase its online presence and build a strong brand: user-generated content (UGC).
User-generated content is content created by customers or users about your brand or product. It can come in many forms, such as reviews, comments, photos, videos, and social media posts. UGC is a powerful tool for marketers because it creates social proof and builds trust with potential customers. In fact, according to a survey by Stackla, 86% of consumers say authenticity is a key factor when deciding which brands to support.
So, how do you get more user-generated content? Let's dive into some strategies and examples.
Encourage Reviews
One of the easiest ways to generate UGC is by encouraging your customers to leave reviews. Reviews are a valuable form of UGC because they provide social proof and can influence potential customers' purchasing decisions.
To encourage reviews, make it easy for customers to leave them. Include a call-to-action on your website or in your emails asking customers to leave a review. You can also incentivize reviews by offering a discount or reward for leaving one. For example, Airbnb offers a $25 credit to customers who leave a review of their stay.
Another way to encourage reviews is by responding to them. When customers see that you are actively engaging with reviews, they are more likely to leave one themselves. According to a study by ReviewTrackers, 53% of customers expect businesses to respond to negative reviews within a week.
Run Contests
Contests are a fun way to generate UGC while also rewarding your customers. You can run a contest on social media or your website asking customers to submit photos, videos, or other types of content related to your brand or product. For example, Coca-Cola ran a contest asking customers to submit photos of themselves enjoying a Coke. The winner's photo was featured on a billboard in Times Square.
When running a contest, make sure to include clear guidelines and rules. You should also offer a valuable prize that is relevant to your brand or product. For example, a fitness brand could offer a free gym membership as a prize.
Create a Hashtag
Creating a branded hashtag is a great way to encourage UGC on social media. A hashtag is a keyword or phrase preceded by the # symbol that allows users to search for and discover content related to that topic. By creating a branded hashtag, you can encourage your customers to share photos, videos, and other types of content related to your brand or product.
For example, Starbucks created the hashtag #RedCupContest, which encouraged customers to share photos of themselves with Starbucks' red holiday cups. The hashtag was a huge success, with over 40,000 entries.
When creating a branded hashtag, make sure it's unique, easy to remember, and relevant to your brand or product. You should also promote the hashtag on your website, social media, and other marketing channels.
Showcase UGC on Your Website
Another way to encourage UGC is by showcasing it on your website. By featuring UGC on your website, you can provide social proof and build trust with potential customers. You can feature UGC in the form of reviews, customer photos, or social media posts.
For example, online retailer ModCloth features customer photos on its product pages. This allows potential customers to see how the clothing looks on real people, rather than just on models.
When showcasing UGC on your website, make sure to ask for permission from the creator and give them credit. You should also regularly update the UGC to keep it fresh and relevant.
Engage with UGC
Finally, it's important to engage with UGC. When customers see that you are actively engaging with their content, they are more likely to create more UGC in the future.
You can engage with UGC by liking, commenting, and sharing it on social media. You can also feature it in your own content, such as blog posts or newsletters. For example, online retailer ASOS features customer photos on its Instagram page and in its email newsletters.
When engaging with UGC, make sure to thank the creator and ask for permission before sharing their content. You should also avoid using UGC without permission, as this can damage your brand's reputation and lead to legal issues.
In conclusion, UGC is a powerful tool for building trust and increasing brand awareness. By encouraging reviews, running contests, creating a branded hashtag, showcasing UGC on your website, and engaging with UGC, you can generate more UGC and build a strong online presence for your brand.
Remember, UGC is all about authenticity, so be sure to prioritize quality over quantity. By focusing on creating meaningful interactions with your customers, you can generate UGC that is both valuable and engaging.
We hope this article has provided you with valuable insights and inspiration for your UGC strategy. Happy marketing!