The 3 Letters Every Marketer Should Know, UGC
As a marketer, you’ve probably already heard of UGC, but for those who may not know, it stands for User-Generated Content. But what exactly does that mean and why should I care?
In an article from Hootsuite, “User-generated content (also known as UGC or consumer-generated content) is original, brand-specific content created by customers and published on social media or other channels. UGC comes in many forms, including images, videos, reviews, a testimonial, or even a podcast” (Beveridge, 2022, para. 4).
Again, why should I care?
Well, in a study by Orapic,
- 44% of consumers say they trust UGC more than any other form of content.
- 56% are more likely to click on a user-generated image than a traditional ad.
- 70% of Americans and 53% of Europeans are more likely to buy a product after seeing it featured in a relatable user-generated image. (Wharton, 2018, para. 1)
UGC is basically free advertisement and word of mouth. Brands have to fight to be seen and often feel like they are being sold to. People would moreso hear what another customer has to say than listen to the brand. People trust other people, so using content created by brand loyalists and emplyees is extremely important to build trust in the brand.
So how can I use it?
- Reviews
Over 70% of consumers say they look at product reviews before making a purchase. Reviews show your potential customers that your offerings are reliable. Ratings and reviews can help you increase traffic to your website, build dependability, and enhance conversion rates. (Dave, 2018, para. 4)
Think Amazon. I almost never buy anything without reading the reviews first.
2. Hashtags
One of the ways to get customer content is to host contests on social media, create unique hashtags and get your followers to contribute to your hashtag. With a UGC hashtag contest, you can encourage followers to share content on social media, along with using a particular hashtag. Users can share content like photos and videos accompanied by a specific hashtag, in order to win prizes. (Dave, 2018, para. 10)
Not only are you getting tons of UGC, but you can request that in order to win the users must follow, comment, share, tag people, etc. on your post. This increases engagement, adds followers, and you didn’t have to spend a dime.
3. Other Contests
You can also create other types of contests, such as a photo contest or video contest. For example, have people send in or tag the brand in their posts of them using or wearing a product. You can then take these images or videos and repost them as the brand.
One rule of thumb, if you did not specifically state that you will be resposting some of the content they submit, then you must ask them permission. Also, always give them credit by tagging them in the post.
When it comes to my Facebook Group, Hi, DIY, I have people post their images, videos, and projects right in the group. I can also use contests to get members to interact in the group more. By offering an incentive such as a prize, people will likely post more in the group. Overall, UGC is a great way to get free marketing. People tend to listen to other people when it comes to products and services, so ask for those reviews, have people tag your brand in posts, and feel free to get creative with contests. I guarantee you will love the results.
References
