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User-Generated Content
Today, consumers crave authenticity from brands, and user-generated content (UGC) is the best way to give them just that. This change in consumer behaviour is caused by the fact that people don’t trust advertisements like they used to do.
But not only that, people don’t trust content created by brands as much either. 76% of consumers say they’re more likely to trust content shared by “normal” people than by brands.
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Defining User Generated Content
User-generated content is any piece of content (video, image, text, etc.) created by individuals and posted to social media. As the name implies, this is content created by users of a specific social media platform and not brands.
UGC is nothing new. People have been posting about products and services since the beginning of platforms. That’s because it is a natural thing for people to do. Consumers naturally want to show, recommend, and talk about the products and things they like.
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The Need Of UGC
83% of consumers say word of mouth has an influence on their purchasing decisions.
User-generated content is essentially online word of mouth. As a brand, consumers’ opinions matter and have more influence on purchasing decisions than what you might think.
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Benefits Of UGC
- UGC(User Generated Content) is authentic and trustworthy, as it is not sponsored.
- UGC drives brand awareness.
- UGC gets more conversions.
- It builds a loyal brand community.
- It is cost-effective.
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Getting UGC
It would be great to have usable UGC organically and consistently, however, this will likely not happen on its own. If you are looking for a specific piece of content perfect for another marketing campaign, you might have a hard time.
To encourage users to create UGC, you can:
- Create a contest where people have to submit pictures with the products
- Create a social media challenge or hashtag
- Ask for product reviews with images
- Tell your followers to show you how they use your products
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Effective Ways To Increase UGC
The First step is to invite your customers and followers to represent your brand through the creation of UGC in exchange for exclusive rewards.
This way, your biggest brand fans can become your brand ambassadors and create amazing content consistently that you can repurpose for other campaigns.
You can then use the UGC in your website, social media accounts, paid adverts and promotional email.
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IDEAS CURATED BY
Martirms Grey's ideas are part of this journey:
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