Nowadays, more than promotional ads consumers trust testimonials and reviews that are posted on the Internet by other consumers. This is an example of User-Generated Content.
Therefore, Many brands are considering making UGC a part of their marketing strategy as it is helping many businesses boost sales.
Let’s understand the term User-Generated content and why is it important for brands to use it.
What is User-Generated Content?
User-Generated Content is authentic and original content that is created by users. Customers create brand-specific content which is posted on Social media channels.
Content can be in the form of videos, images and testimonials.
User-Generated Content : Statistics Different Ways User-Generated Content is Created:
1) Social Media:
Social Media influences people to make buying decisions. Around a billion people worldwide use social media every day, when users post content on social media channels like Instagram, Facebook, Twitter, Youtube and Pinterest it increases engagement.
Brands should post their User-Generated content on social media to attract consumers. For example, Storia, the milkshake brand paired up with the song Kesariya. It launched a campaign on social media encouraging its followers to post a picture with the Kesar-flavoured shake. This trend got a lot of impressions and went viral.
Credit: Internet2) Testimonials/Reviews:
User-Generated Content can be in the form of Testimonials and Reviews.
According to a study, People check the reviews on the website before purchasing a product or subscribing to a service. When brands post what customers have to say about a product or service on the website, it helps to generate trust. Reviews can also help brands improve. It also helps brands to know what consumers like and dislike. Knowing your customers helps you to achieve success. For example, Mamaearth posts reviews on its website.
3) Video Content:
Unboxing, In-depth videos, etc. Visual content attracts consumers. For example, GoPro posts videos on their channel which are created by users.
Tip: Before posting the content created by users, it’s important to ask for consent. When the content is posted the creator should also get credit.
According to a study, 90% of consumers buy products or use services because of Testimonials by other consumers than Promotional ads. User-Generated Content can either make a company or break it. It’s vital to know how to use the content.
Benefits of User-Generated Content:
1) User-Generated content can help you to reach a wide audience which can increase the chances of engagement and conversions.
When you create a campaign with customized hashtags, it allows users to use those hashtags and express their views on them. Users sharing their opinions on brands influences other consumers to buy the product or use the service.
When users share their views using Hashtags, it helps to increase engagement and brand awareness. According to a study, many brands are coming up with unique hashtags so their users can share opinions and participate in them.
For example, Doritos launched a campaign ‘Another Level’, they removed the Logo from the chips packet and targeted the Gen-Z audience and requested them to post a photo using their hashtag #Logogoeshere.
2) People on the internet can come out with exciting and engaging content which can be leveraged and used by the brand. One of the advantages of creative content is that it can greatly impact your people.
3) In today’s time, most consumers trust what other consumers are saying about their brand. When your target audience provides you with feedback it means that they trust your brand. The feedback provided by users also acts as social proof which helps you to drive conversions. Most importantly, it tells other consumers that your brand is trustable and reliable.
4) User Generated Content also helps brands to form a connection with their people. In today’s time, brands need to have a relationship with their target market as people only purchase when they know the brand in and out. It also helps brands to know what their target audience is thinking about and it also helps them improve their brand overall.
5) As users create content and post on social media, brands don’t have to spend money on curating content. This is a cost-effective way of marketing.
In conclusion, User-Generated Content is beneficial for every business. Businesses should consider User-Generated Content as it helps them to increase their engagement. Due to engagement happening, conversions also take place.
