User-generated content (UGC) refers to all the content created by a brands end user- as simple as that. Imagine taking a photo with Starbucks and posting it on any social media network with “#ILoveStarbucks”- this is user generated content. UGC includes everything from Facebook/ Twitter posts, YouTube videos, Instagram photos, online reviews etc.
It forms a part of developing social proof for a brand. In turn encouraging other brand users to create their own brand related content.
According to a survey, millennials aka Generation Y
– Trust UGC 50% more than any other traditional + non UGC media
– Find UGC 35% more memorable
– Let UGC have 20% more influence on purchasing decisions
User-Generated Content Marketing Campaigns
Brands have now understood the wide reach of UGC and are utilizing it to bring customers back on their websites.
UGC can complement existing social media marketing campaigns or help build new ones. Additionally, it can drive high engagement rates & conversations within the community.
If you want to make user-generated content a part of your marketing strategy here are a few steps:
– Encourage customers and fans to create fresh content.
– Create a campaign hashtag that makes the fan content relevant to your brand.
– Find this content and display it on a website/ campaign’s microsite.
Social Hubb, our Social Media Aggregator platform helps brands find this user generated content from all major social networks. This includes Twitter, Instagram, Facebook and display it in a bespoke style on websites, mobile apps and anywhere else.
Here are examples of how some brands are utilizing user content:
Hashtag Campaigns: Coca-Cola #ShareACoke
What started off as a national level campaign in Australia turned into a global marketing game changer for Coca-Cola. The most popular names where inserted on Coke cans & bottles that read Share a Coke with (insert name). This campaign rolled out in multiple countries. Coke drinkers were more than excited and happy to take this viral by sharing pictures of the cans via #ShareACoke. Various localised microsites developed showcased this user generated content for the world to see.
Brand Website: Pepsi #LiveForNow
Where there’s a Coke there has to be a Pepsi. The brand displays user generated Instagram images of cans/bottles from all eras on its global website. Based on the region, its promoted hashtag changes from #LiveForNow in the US/ UK to #YallaNow in Middle East among others. I most definitely felt the nostalgia when I noticed Pepsi logos evolve through time and made me stick around to check the rest of the website out.
Competitions: Tissot #TopMoment
Tissot one of the title sponsors of the RBS 6 Nations Rugby Championship wanted to engage more with the fans of the tournament. Fans could win a Tissot watch by sharing their pictures and messages via #TopMoment. Tissot used our Social Hubb platform to display this content on the 6 Nations website.
Converting Customers into Super Models: Asos #AsSeenOnMe
ASOS is setting an excellent example of using user generated content on its website with direct ROI. Customers are encouraged to share their photos wearing ASOS products later catalogued on the website. There is a call to action (CTA) here- the users who click on any of these user images can directly buy the products from the ecommerce portals.
Creating models and brand advocates out of customers is a win- win situation for both parties. As an ecommerce site, they get photos of people wearing their products in real environments rather than a made up model in a studio. This makes these brands feel more authentic to potential customers. And as a user, well who wouldn’t love being a model on a fashion website? Kate Upton or Gisele Bundchen for a day ladies? :)
Peer Reviews build trust and loyalty
87% of consumers have based their decisions on favourable reviews and yet, surprisingly this form of user-generated content is usually overlooked.
Reviews on websites are a perfect way to drive purchasing decisions. It helps increase conversations on the website with potential customers contacting previous ones. These conversations help create an online community that also boosts a websites SEO. Check out our Review Hubb platform for more details to build your websites social proof.
User-generated content marketing can reap high quality rewards for any brand, making the customer feel like a part of a brand’s marketing strategy. Not to forget, increase in shares, likes, comments and the usual social media actions!