What kind of consumer doesn’t want to hear the truth (and we mean the whole cannoli, straight from the horse’s mouth) about products? User-generated content is becoming a powerful player on the marketing playing field, making branding suddenly look… outdated? Over-eager? All talk without the walk?
Don’t get us wrong. There’s an obvious time and place for branding. But just think about it for a minute — why would a customer trust a company’s word over a fellow customer’s? Right. They wouldn’t. User-generated content lends a naturally authentic tone to any marketing campaign, simply because customers don’t have an investment in making a company look good — rather, their intention lies in representing a product honestly and for the good of other consumers. Not to mention that in this age of social media, connection — both person to person and person to brand — is considered an essential daily ingredient to us humans. UGC provides that bond between consumer and product/experience. And sharing that bond online can create an entire community.
But just how should we encourage our customers to weigh in? Read on, as we discuss that, as well as what makes user-generated content so powerful. But first: what is it, exactly?
UGC is consumer-created content that is then shared online — via videos, photos, social media, product reviews, blogs, testimonials, etc. Anywhere users have the opportunity to weigh in is where you can usually find user-generated content. Look on Youtube, Twitter, Instagram, Facebook — UCG can be found in all of these places.
Kryptonite for Marketers
So what is it about the opinion of your average Joe (or Jill) that makes it so special and sought after? Honesty. Transparency. Extended reach. Think about it. If a Mary Kay rep suddenly knocked on your door and tried to sell you on a mascara that supposedly performed miracles, you’d want to make sure that it really did the trick and wasn’t just a gal trying to make her monthly quota. Nowadays, you only need to go online to find out the ‘truth’ behind the brand. Say that mascara really does work. You’ve read about it and tried it yourself. The next natural step is where much of the magic of UGC happens: you spread the word. And just like that, a product becomes a cult favorite.
It’s the democracy of advertising: the power is in the hands of the people. In an article published by the AMA, the verdict is overwhelmingly in favor of UGC, at least according to consumers. 85% of them believe user-generated content to be more powerful than brand content, while 65% of brands themselves feel the same.
According to this article on the Marketing Land site, our egos play a huge part in why user-generated content is such an incredibly powerful marketing tool:
“People now share more than ever and look to their peers, family and friends for validation and recognition. By harnessing and showcasing these stories, brands are able to connect with customers in a more authentic and personalized way — lifting engagement, strengthening consumer trust and ultimately driving sales. UGC is quickly becoming the keystone of any integrated content marketing strategy.”
Harnessing the Magic
So user-generated content is the second coming. How do we encourage it?
Start a Contest
Create a photo contest or other original challenge with a prize for the most original. Have customers tag your product on instagram, and repost, tagging that customer (we don’t care what you say, we all want influencer status).
Consider the three R’s
Repost, Retweet, and Respond. If your product was given positive feedback, repost, retweet, re-whatever you have to do to spread the word that you’ve created something amazing.
Use Your Manners
If you get a negative review, hop to it and publicly respond. Think of it like an apology. Say you’re sorry and ask what you can do differently the next time, then follow it up with a freebie offer of some kind. When folks see that a company is in earnest about providing the customer with the best experience possible, they are more likely to buy from that company, even if a negative review is what got their attention in the first place. Don’t forget to say thank you, with incentives, prizes or a simple repost accompanied by a small shout out. People get a lot out of a little acknowledgement.
Get Curious
If you start a facebook or insta post by asking a question, readers will be that much more likely to engage with their own preferences (you know what they say about opinions…).
Start the dialogue by rephrasing salesy statements into inquiries. These days, it’s all about the self, and there ain’t no one who doesn’t enjoy the chance to shoot the breeze on this ever-popular topic.
Mix n’ Match
Don’t forget about your brand content altogether — mixed in the right proportion to user-generated content, it holds a lot of power. Moreso, in fact, than it would on its own.