Would you like your posts to be more attractive? Are you wondering how to take advantage of the content of your followers? In this article, you’ll learn where to find user-generated content (UGC) and how to share it effectively. You’ll also discover how UGC can benefit your business, and why it’s so important to source and publish this type of content the right way.
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Why use user generated content?
UGC is essentially the opposite of branded content. Whether it includes images, videos, or text, UGC always comes from people who aren’t affiliated with your business, such as customers, social media followers, or even influencers.
You can get this type of content on almost any social channel. Instagram, TikTok, and YouTube are some of the most popular channels for UGC, but you can also find them on Facebook and Twitter. With the original creator’s permission, you can share UGC on your social channels or website.
UGC may sound simple enough, but the benefits it provides are more impressive than you might think. If you’re still not convinced to start sharing UGC, check out these benefits.
more authentic
Do you feel like the social media content you post isn’t really resonating with your audience? You’re probably right. Even if you create lifestyle content that has a homemade aesthetic, most consumers can still tell that you have a brand, which elicits a lukewarm response.
UGC is the ideal counterpart for branded content. Because UGC comes from people like your customers and social media followers, they naturally view it as more authentic.
Trust and credibility
UGC may drive more likes and comments, but for most businesses, the benefits go beyond increased engagement. Sharing consumer-created content can also improve the credibility of your business and make it appear more trustworthy.
This is because customers tend to view UGC in much the same way as reviews. Many consumers trust both online reviews and recommendations from people they know personally. As a result, excellent UGC can help your company create a more credible image.
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Connection with customers
Sharing UGC gives you a unique opportunity to connect with the people who created it. By reposting consumer-created content, you can put your biggest followers in the spotlight and forge more meaningful relationships with them. Because UGC doesn’t require a production budget, your team can go live with no additional expense or significant resources.
Now that you know how consumer-created content can boost your business, here’s how you can incorporate it into your social media strategy so you can reap those benefits.
4 Ways to Use UGC
Start by identifying what your company wants to achieve by using UGC. Want to improve engagement, drive sales, increase loyalty, or achieve another goal? Use the following ideas to jumpstart your creative process.
As organic reach continues to drop, getting social media followers to engage with organic content isn’t always easy. If your branded content doesn’t meet engagement goals, leveraging UGC authenticity might be a smart move. High-quality UGC can add new energy to your brand feed while giving your team new opportunities to ask questions and encourage feedback.
- Show consumers how to do something
Do your products or services have a bit of a learning curve? User-generated content is great for showing social media followers how to use products and services successfully. As a result, you can encourage customers to get more value out of their purchase. In this context, UGC can be much more compelling than branded content. That can have the added effect of driving sales, creating a win-win situation for your business and your customers.
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- Greetings to the followers
Getting customers to make their first purchase is a huge win. But encouraging them to buy more or buy repeatedly is a great achievement. Building a strong community around your business can be incredibly beneficial for loyalty and retention. With a well thought out UGC campaign, your brand can help that community thrive and develop a life of its own.
- Share style ideas
Would a little style inspiration help your followers make a purchase or solve a difficult buying decision? Fashion, beauty, and even home decor brands often use UGC to share style ideas and demonstrate the versatility of their products.
UGC font for social sharing
Finding UGC for your brand can be incredibly easy. In many cases, it doesn’t have to cost anything. Here are some ways to get consumer-created content.
- Check your mentions on social media
First, check your mentions on social channels like Instagram and Facebook. If you’re lucky, you’ll find plenty of lifestyle photos and product reviews that mention your brand or products.
If you rely solely on mentions, you’ll miss out on a lot of shareable UGC. To collect even more fan-created content, search for your brand hashtags on channels like TikTok and Twitter. Remember to look for your official hashtags along with alternate and misspelled versions. Although satisfied customers and loyal followers often share unsolicited UGC, you can always invite them to create content that features your brand. Ask them to include your hashtag in the caption so you can easily find it, no matter what social channel they use.
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- Create a campaign hashtag
Please note that you are not limited to using only branded hashtags. Are you planning a seasonal promotion or a new marketing campaign? Create a unique hashtag that customers can use to engage and share relevant user-generated content. To find UGC with your campaign hashtag, type it into the search bar of any social media app.
Alternatively, use a third-party tool for social media listening or brand monitoring. Most third-party tools require a paid plan, but in exchange for a monthly subscription, you can optimize your UGC collection.
- Run a contest with a prize
In some cases, customers don’t need directions to create UGC that features your brand. But in other cases, you may need to incentivize creators, especially if you need a specific theme or want to drastically increase UGC. In that case, consider running a contest with a prize such as free products or services or a monetary prize.
A giveaway can not only reward creators for their time, but it can also increase exposure and generate more interest, often resulting in more UGC. A gift doesn’t necessarily have to be big or overpriced. For example, you can send a customer a variety of free products and invite them to share their purchase on social media.
If you plan to run a contest, be aware that some social channels have strict rules regarding how businesses can run UGC contests. To make sure your contest is compliant, always read the rules carefully.
Share UGC on your social channels
Finding UGC is relatively easy, and publishing it can offer many benefits. So what is the problem? To avoid generating negative feedback or encountering legal issues, it’s essential to follow these best practices.
- Ask permission to share
It’s easy to share user-generated content on social media, but that doesn’t mean you can repost just anyone’s photos or videos. The original creator owns the copyright to the content, so it’s critical to get permission before reposting.
The easiest way to get permission is to comment on the original post, indicating that you would like to share the content. Alternatively, you can send a DM or PM to request permission.
To clarify exactly what content you want to share, include a link or screenshot of the post, or send it directly via DM. To increase your chances of getting a yes response, consider adding a positive note to your message or explaining exactly how you plan to present the photo or video.
In some cases, you can also get permission through your campaign hashtag. If you go this route, make it clear exactly what creators agree to or what permissions they grant when they use your brand’s hashtag.
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Creating high-quality content for social media requires talent, time, and resources. Whether the UGC you post comes from a new client, a loyal follower, or a popular influencer, you should always give credit to the person who created the original content.
At the very least, give credit by mentioning the creator in the caption. If the platform you choose has additional tagging capabilities, use those as well.
Whether you want to reward your followers, attract new customers, or increase engagement, user-generated content can help your business achieve impressive goals. With an efficient workflow for finding and sharing content and attention to platform best practices and guidelines, you can make UGC a key component of your digital marketing strategy.
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