User generated content (UGC) has become a critical component of social media marketing in recent years. It refers to any content created by users themselves, rather than by a brand or business.
It has become increasingly popular because it allows businesses to engage with their customers in a very real way – helping to build a more authentic and genuine online presence. Here we’ll explore what user generated content is, how it can benefit your social media strategy, and some best practices for incorporating it into your marketing efforts.
What is user generated content?
User generated content is any content that is created by users, rather than by a brand or business. It is content that is shared publicly on social media platforms, forums, or other websites. UGC can take many forms, including social media posts, blog articles, videos, images, reviews, and more.
The reason UGC has become so popular is that it allows brands to tap into the power of their customers voices and showcase this to their other followers and target audiences. By sharing customers content, businesses can show their audience how and why their products or services are being used, demonstrating the quality of a business through their customers. This helps build trust and credibility with existing, new and potential customers, who are more likely to trust the opinions of other customers, than they are to trust a brands paid-for, marketing messages.
UGC provides a perfect solution for building trust with your customers. They will not believe paid-for actors who are telling them how good your product or service is. Instead, they want accounts from real people to build confidence in your brand. User content gives your brand a chance to engage and connect with customers online.
Increasing Engagement
There exists a number of benefits to using UGC content, but one of the primary benefits of using customers own content in your social media strategy is that it increases engagement. User generated content is inherently more engaging than branded content because it comes from real people who are using your products or services. When you share UGC on your social media channels, you’re giving your audience a reason to engage with your brand.
UGC tends to generate more likes, comments, and shares than branded content because it feels more authentic and relatable. This increased engagement can help you build a stronger online community and can ultimately lead to more conversions and sales.
Increasing credibility and building relationships with followers
Another benefit of using user generated content in your social media strategy is increased trust and credibility. Consumers are more likely to trust the opinions of fellow consumers, than they are to trust a brands marketing messages. When you share UGC on your social media channels, you’re showing your audience that real people, like them, are using and enjoying your products or services. This helps build trust and credibility with potential customers – giving them confidence when they consider purchasing from you.
UGC can also help you establish your brand as an authority in your industry. When your customers share their experiences with your products or services, they’re showing others that your brand is worth paying attention to. This can help attract new customers and retain existing ones.
Cost-Effective Content
User generated content is also a cost-effective way to create content for your social media channels. You can tap into the creativity and time of your audience and leverage their content to build your online presence, this alongside stand out designed creative allows for a balanced and engaging feed. This can help you save time and money on content creation , while still maintaining a strong, engaging social media presence.
With the growth of reels, influencer marketing and TikTok content, UGC is also more likely to go viral than branded content, which means that you can get more mileage out of the content you create. When your UGC is shared by your audience, it’s also being seen by their followers, which can help expand your reach even further.
Increasing Reach
When you share UGC on your social media channels, you’re also increasing your reach. As mentioned previously, UGC resonates more effectively with followers, generating more engagements (likes, comments, and shares) than branded content. Due to social media algorithms, increased engagement ranks your social post higher, resulting in greater reach and impressions.
UGC will give your brand an opportunity to reach a wider audience than your branded content. When your UGC is shared by your brand audience, research reveals it’s also being seen by their followers and lookalike followers, which again can help to expand your reach even further.
Greater reach means greater awareness of your products or services, allowing you to grow your customer portfolio both in the short term and in the long run.
Valuable Feedback
Finally, user generated content can provide valuable feedback for your business. When your customers share their experiences with your products or services, they’re essentially providing you with valuable insight into what they like and don’t like. For example, if your followers are regularly sharing UGC of the same product or service, it is clear that the product in question is popular amongst your online audience. If your ‘hero’ product doesn’t feature often, then a change in strategy or messaging should be considered.
This direct insight can help you to improve your products or services and better meet the needs of your customers long-term.
User generated content is a valuable tool for businesses looking to build their online presence and connect with their customers. By sharing user generated content on your social media channels, you can improve a number of things, but ultimately each will result in a more engaged, interested follower-base online.
At Prohibition, we work with a range of B2B and B2C brands across all sectors to create engaging social media marketing strategies that allow brands to stay up to date with the latest trends and updates. Get in contact today to find out how we could help you.
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