User-generated content and how to take advantage of it
Instagram, Instagram, Instagram. More than once or twice we have talked about the importance of this social network and how it helps businesses grow.
We won't stop giving you the lowdown on Instagram, especially now that it's hyper trending and more and more brands are turning their eyes to sharing their content and advertising there.
You've probably come across profiles that have thousands of followers or ones that share constantly from creative to more creative photos. For social media marketers, cool images come first and that can't be wrong because they are what make users pay attention, get inspired, and follow our content with interest.
The success of many brands is due not to anyone, but to the audience itself. YES! Audiences know the truth, and businesses need to capitalize on the content they generate.
The strategy for reaching new followers is rooted in User Generated Content (user-generated content), or in pure marketing language - UGC.
UGC comes in all shapes and sizes. From user photo sharing to photo contests, from product reviews to company reviews, many brands are experimenting with content in one form or another.
Most succinctly explained - the benefit of UGC for businesses is that it can select the best existing content and give publicity to its author. That way both parties are happy.
After a solid survey among Instagram accounts and social media marketers, colleague Brian Peters from Buffer, decided to put UGC into practice in Buffer and analyze the results.
Within three months of implementing the UGC campaign on Instagram, their profile grew by 60% - from 5,850 to 9,400 followers.
Why UGC is important for brands?
UGC is fundamental to brands for two reasons. The first is building a vibrant and engaged community through content that audiences love, and the second is adapting to the new generations whose influence we are starting to see.
Building an engaged audience
Social media is a gateway that allows brands to authentically connect with audiences. By leveraging UGC, brands give real consumers the opportunity to tell real stories - something that may be missing from brand content.
In this way, brands naturally assume the role of a navigator, skillfully guiding the consumer journey.
According to a study by marketing startup Crowdtap and global research firm Ipsos, millennials and other generations trust UGC 50% more than other types of media. UGC is truly compelling because the creator has no ulterior motive, but simply wants to engage in the digital dialogue.
How can we be flexible towards the millennial generation?
By 2017, millennials who are currently in their mid-teens to mid-30s will have the most influential buying power compared to other generations. There are two studies that show interesting results:
- 84% of millennials say UGC for companies matters most to them when they need to buy something;
- 43% of people are more likely to buy a new product when they have learned about it on social media or from friends and family.
UGC has tremendous power to influence purchase decision making.
Check out the infographic from Crowdtap:
A few short steps to create UGC:
- Define the point of view of your content
The coolest thing about UGC is that you can benefit in many different ways from it. That's why it's a good idea to first decide what you'd like it to do for your brand. Of course, this may change over time if you discover other things that your audience loves. Or in other words - you need to pick every detail you want to appear about your brand, company culture, product.
And remember, as a brand, you are the navigator. And to do better, you can use a few guiding questions like:
- What makes your product or brand unique?
- What makes your organizational culture unique?
- What is the ideal way you want consumers to perceive your product or brand?
- What compelling stories do your users have to tell?
- What is the most compelling and beautiful way you can present your product or brand?
- Find the best content
There are two common misconceptions about UGC. One is that it's hard to find such content, and the second is that only big and developed brands with a lot of followers are able to use UGC.
Ways to incentivise users to generate content are by running games on social networks or targeting content through hashtags.
- The Games
People love to share their own content and they love rewards...right? Well, the combination of these two things will help you get UGC. Just make up a game, provoke your audience to share pictures, ideas, etc., draw a winner and everyone will be happy.
A way to share content that you can follow on Instagram is to use hashtag. Simply create one that contains your brand name or is directly associated with you.
Another type of game is an image contest and tagging a friend to continue the game in the same way. This creates a sequence, users share an image on their profile with your hashtag and tag the next one in a comment.
Once you get UGC, even if not through games and contests, if you come across a picture of your product, your brand, you can quite safely write a few lines to the holder. Praise him and ask him if he minds you sharing the photo, of course you will tag his profile and write that he is the author.
If you want to implement this approach on Instagram, you can contact us:
Facebook | LinkedIn | office@proper.media.
Source: entrepreneur.com
