Boost Authentic Engagement with User-Generated Content

User-Generated Content

You’ve made many purchases in your life–some you’ve likely wanted to share with others on social media, your blog, or YouTube. You couldn’t wait to show off your new item, so you snap and post a pic on all your accounts.

Little did you know, this action is a prime example of user-generated content (UGC) brands can use to boost their marketing campaign. As a creator for a small business, you want to figure out how to use similar content to your advantage, too.

So, how can you incorporate UGC into your branding while staying authentic or without appearing too “hungry” for easy content from your audience?

Let’s explore below.

What Is User-Generated Content (UGC)?

Untitled design-1User-generated content (UGC or consumer-generated content) is any media related to a specific brand that consumers post on their social media or other online accounts. This concept encompasses every form of content, including reviews, live streams, podcast episodes, photos, videos, and more.

Creators can supply UGC independent of brand influence–meaning they post opinions about a product or service without payment on their own accord (for example, that first crop of tomatoes harvested from a greenhouse your team designed). Other times, brands can reach out to these accounts and request reviews for compensation.

Here are a few UGC examples you may come across online:

  • Personal testimonies: Positive testimonies can be gold for your brand because many people seek advice from their favorite online influencers before making a purchase.
  • Organic UGC: This form of UGC is what we touched on above–unsolicited, honest feedback based on personal experience with a product.
  • Photos: Photos are generally the most common form of UGC because they’re easy to share and compatible with any social media account.
  • Videos: You may come across live streams, YouTube videos, or even Instagram reels of people opening a product or showing off their “hauls” from a specific retailer.
  • Paid content: Many content creators are open to providing reviews or posts for a fee from businesses. UGC like this can be helpful for newer brands who have yet to build a loyal customer base or audience.
  • Blog posts: While not as popular as they were a few years ago, many people still maintain lifestyle blogs where they review products.

Why UGC Is Important for Marketing

User-generated content is an invaluable resource when creating an online presence and gathering a faithful customer base.

You know what they say: Word of mouth is the best marketing strategy. People will more readily believe rave reviews about a product from friends, family, or a favorite persona than the business itself. How can you trust someone you don’t even know?

In fact, surveys show that 85% of consumers consider user-generated content more genuine and credible than brand-made content. Moreover, 92% will trust testimonials over conventional advertising methods, and 76% report UGC influences their purchases.

UGC offers you an immense opportunity to create a relationship between you and potential buyers. You show them you care about how they feel–even if they respond negatively to your brand. Consumers also feel more connected to your brand because they feel directly involved in your growth and success by sharing their stories.

Here are a few other benefits of user-generated content:

  • Boosted customer engagement: Blogs with UGC perform better than those without, meaning more eyes on your brand.
  • Sustained interest: Incorporating Q&A sections into a post can increase page duration by 18%. This UGC allows people to feel entirely informed about something before purchasing.
  • Better search engine ranking: UGC can increase organic traffic potential by nearly 50%–that’s insane in the world of SEO!
  • Increased buying intent: Hearing personal stories from others about a product can raise buyer intent by 30%. Social proof of success or happiness with a purchase is often the final push that drives someone to make the final investment.
  • Saves on advertising costs: Asking your customers to share their honest opinions about your product is free–no need to dish thousands of dollars on campaigns with claims no one will believe without proof.
  • Free social media content: Along the same lines as advertisement, UGC can be a great way to save time on content creation. Reposting customer feedback on your website or social media means less brainstorming about a new hot topic.

Staying Authentic & Responsible When Using UGC

melanie-deziel-U33fHryBYBU-unsplashYes, user-generated content is awesome and a great way to market your brand across various platforms.

But, always maintain ethical and safe practices when seeking and using UGC. Forgetting to honor your customers is unacceptable–particularly when focusing on building that buyer-brand relationship.

Be intentional about how you interact with customers to show you truly care about their thoughts and role in your success.

1. Never Forget Consent!

You don’t have free rein over consumer content, even if it’s brand-specific. Stumbling across a post about your business doesn’t automatically mean you can use this content to your advantage.

Always seek consent from the original poster before reposting or marketing their UGC. How old the content is doesn’t matter, either. A post from years ago is as relevant as one from yesterday in the eyes of your audience.

Forgetting to ask permission is a fast track to failure when developing trust. Instead, show your customers you value them and are excited to integrate their content into your brand image.

2. Don’t Forget to Cite Your Source!

Treat user-generated content like you would a source in a research paper. UGC is credible data that should have a citation.

When marketing UGC, remember to credit the original poster, whether tagging them in a post, linking to their account on your website, or referencing them in a testimonial video. Do so for any content, including photos, videos, podcasts, or Q&As.

First, make sure to ask the creator how they want to be credited. Do they prefer an Instagram shoutout or just a Photo by ____ at the end of a blog post? Getting their input is another easy way to stay authentic as you navigate the online marketing world.

3. Share the Good, the Bad, & the Ugly

Not everyone will like you–that’s a given in life and totally okay!

Don’t shy away from incorporating negative feedback into your marketing strategy. Doing so proves you are listening to your audience, regardless of the circumstances.

For example, say you run an online pastry business and someone expressed concerns about your use of palm sugar by claiming it’s an unsustainable ingredient.

You could respond by being a jerk and telling them they’re wrong–not the best idea. Or, you could use this interaction as a way to enhance your brand image. Perhaps you post the review on Instagram with a follow-up solution in the description (like changing to a sustainable sugar source or brand).

Tell your audience you care about both the positive and negative feedback and are open to improving and learning from their experiences.

4. Be Honest About the Role of UGC in Your Campaign

Like crediting your source, let each creator know where and how you plan to use their content. Doing so ensures they stay informed of their role in your marketing efforts. In some cases, your creators may want to repost content where they’re referenced to build their own credibility or just brag to their friends!

Additionally, inform any prospective creators exactly what you’re looking for and if compensation is included. Request specific content based on your needs so both you and they stay on the same page throughout the process.

View this as another example of cultivating an honest, genuine, and relatable presence with your audience.

Getting Started With UGC

Finding user-generated content that works for you can be tricky at first. You may have to scrounge around or scroll through endless hashtags before discovering the diamond in the rough.

While delving into Google reviews and Instagram reels is one way to gain UGC, eliciting help directly from your following is a simpler way to boost your portfolio. Just remember–be honest from the get-go (is payment involved?), credit your source, and stay true to your vision of becoming a trustworthy name!

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