One of the most challenging aspects of any social media marketing campaign is dealing with user-generated content (UGC). Brands are mentioned in hundreds, if not thousands, of Instagram photos every day, but it can be difficult to develop a systematic approach to mining and reusing this material. In a world where beautiful picture sessions and real-time content are more difficult to come by, businesses are increasingly looking elsewhere for what they deem to be more relevant content. Instead of trying to come up with new ideas, why not just depend on the huge number of brand lovers who are already tagging you in awesome photographs and videos?
Just why Do We Need User-Generated Content?
To begin, let’s talk about why user-generated content (UGC) is essential to any successful social media strategy for a company. One of the key reasons why it’s so crucial is that it helps diversity your feed and fills in the blanks when your team is low on ideas or fresh goods to promote. The second primary benefit of user-generated content is the impression it gives to your audience that you’re paying attention to them. Reposting customer photos on your feed is a great way to indicate that you’re paying attention to their feedback and can even encourage more people to buy and take photos of your product. We’ve listed five easy-to-implement strategies for incorporating UGC into your brand’s social strategy, along with examples from some of the most innovative companies in the industry.
Recognize Your Supporters
Let’s go back to the beginning. Brands thrive because of the devotion of their regular buyers. Fans are defined as those who not only purchase but also promote and write about your goods. Consumers are more likely to rely on the opinions of their peers than those of the seller, according to studies of consumer marketing. It’s time to cultivate the kind of long-term connections that lead to repeat purchases and capitalise on the organic followers that are already producing amazing content for you.
Sweaty Betty, a popular UK sportswear company, regularly features user-generated material in its feed as a means of fostering engagement with its target demographic. Sweaty Betty routinely highlights customers who tag them in videos of themselves working out in their gear to highlight the customer experience and to celebrate people who communicate with them on social media.
When you’re up against an impossible foe, sometimes the best option is to join the enemy. One easy method to test the waters of content repurposing is to use user-generated content (UGC) from companies you currently partner with. A brand collaboration or campaign may be highlighted, and a content library can be built that benefits both parties. This is particularly true with retailers. Reposting photographs and videos from a brand that they carry is a common way for retailers to promote the products they sell without having to invest too much time or resources into creating the material themselves.
Deliveroo, a food delivery service, gets a shout out for putting a novel spin on the partnership content, even though beauty merchants are more commonly known to include this into their UGC strategy. They often repurpose images from the restaurants and chains they collaborate with to create a gallery of mouthwatering food photographs that are perfectly suited for their feed.
What Can Be Seen Is Believed: Video’s Stunning Effects
Nobody knows your goods better than the individuals who rely on them every day. These devotees have exhaustive knowledge of the product’s best features, uses, and tips & tricks. We all know that in today’s Instagram-filtered world, consumers put more faith in their friends’ opinions than they do in traditional brand promotion. Video user-generated content (UGC) not only highlights and generates brand loyalty, but also helps potential consumers to picture how the product will work in their own lives.
Many cosmetics companies, like Benefit Cosmetics, have recognised this trend. If you’re looking for a quick “how to,” Benefit regrams material from beauty artists that use their products in tutorials, giving you instant access to a comprehensive feed.
In other words, you’re it with a hashtag
Brands may get hundreds of pieces of UGC and millions in organic reach with even the simplest of hashtag campaigns. Creating a custom brand hashtag makes it exciting and simple for people to participate and spread the word. It doesn’t have to be difficult; all it needs is a simple method through which loyal customers can interact with their favourite companies and the companies may expand the customer base.
Those who have tagged their exciting content with #givesyouwings on Redbull typically find themselves featured. With just a click, Redbull can access the wonderful content included in the over 433k posts that include the hashtag, some of which have had over 1 million views.
Step It Up
Perhaps you’ve been using Instagram user-generated material in your feed and you’re ready to take it to the next level. Why not use user-generated content (UGC) from Instagram on your site? Use galleries on your site to reuse user-generated content and turn visitors into customers. Sharing short slideshows of photographs that people have tagged you in (with their permission) is a great way to demonstrate brand loyalty and earn confidence from potential customers checking out your site for the first time.
Anya Hindmarch, a popular line of handbags, displays user-generated content (UGC) in the form of a carousel in the page’s footer. The content shows the brand’s devoted customer base enjoying the company’s wares, and it also allows visitors to purchase the items shown with a tap of the screen.