What Is User Generated Content and how is it beneficial?

You’re familiar with the ‘Share a Coke’ project, right? Coca-Cola encouraged consumers to share a Coke and promote their experience on Twitter. And WOW, did they ever. Individuals were excitedly taking selfies with bottles and cans of Coke products, providing the currently identifiable brand with an abundance of free marketing. Within 6 months of the campaign’s launch in Australia, it had seen terrific success. A 3% increase in sales transactions, a 4% increase in volume, 870% increase in Facebook traffic. Two out of five Australians purchased a Share a Coke pack. All of those selfies tagged with #ShareACoke was user-generated content (UGC). UGC is digital material that is produced and put out by consumers of a product or brand name.

User-Generated Content is Nothing New

The method backs to 2009 when Burberry released their Art of the Trench campaign, highlighting on Facebook and their website images of genuine customers wearing Burberry’s iconic Heritage Trench. The campaign was unbelievably successful, which makes sense when you consider that people trust word of mouth, even when the mouth is digital. 86% of millennials state that UGC is an indicator of brand name quality. 68% of those aged 18-24 think about the information shared on social media when making purchases. We trust what real individuals online tell us. We trust product or services that genuine individuals use. It is called social evidence and it is what drives consumers to seek to their peers, not brands, for proof of an item’s worth.

Share a Coke with America
Coke’s promotional can. ‘Share a Coke with America’. Photo by Ernest Brillo on Unsplash

How You Can Utilise User Generated Content

What makes user-generated content such a “must do” for your business? Authentic content is very important for success because it has been shown to increase engagement and conversions. Customers are much more likely to trust a recommendation from another individual than from branded material.

You need to plan out your UGC project to gain the best results. There are a few things that you should know before you start investing your important time preparing out a campaign. It is wise to choose what type of material you want people to share, and where they share it. Are they sharing a picture on Instagram or a video on Twitter?  What’s your campaign style? Edgy, fun, wholesome or adventurous? What industry are you in, or does that even matter? Having a blueprint on how you are going to make consumers share your product online is essential. There needs to be a simple trade between you and the consumer, engagement for free marketing.


Get To Know Your Audience

You are generally marketing to a specific section of your audience. They will then produce content that you will use to market to a different sector of your audience. Individuals who create UGC are most likely not going to be the same ones who consume in the user-generated content. Mainly, though, your UGC projects are going to reveal you who your supporters are, and will probably transform some brand-new ones. This suggests that our method here has to be twofold. We require to understand those who produce the content in addition to those who consume it. Users who generate content do so for any number of reasons, making it very important to know who your customers are.


Just Did It
A hashtag example of Nike ‘Just Do It’ slogan to ‘Just Did It’ – a past tense example of a hashtag that is used on social media to share Nike’s products online. Photo by George Pagan III on Unsplash

Leverage Your Followers

Customers are exceptionally valuable when developing content and building marketing campaigns. Here are some ways you may incentivise their involvement: promotional discounts on products, website features and social media shoutouts (popular and free). For a contest, you should incentivise with a reward. However daily UGC tends to be organic with brands coming up with hashtags and getting their followers to get involved.

A part of your consumers generates the material based on the promotion you give them and the specifications you give them, such as hashtags. For content generators, we use the purchaser personalities to assist to figure out why they produce material and what kind they may like to develop. Here are a few metrics to focus on: a variety of shares, number of submissions and amount of reach. Break your overall goal into smaller goals and develop a timeline to guarantee that you remain on track. You desire to develop a buzz about your campaign, but you do not overpromote it and do not choose irrelevant places to promote your project.

  • Branding
  • Marketing
  • Online Marketing
  • Social Media
  • Social Media Marketing
  • UGC
  • User Generated Content

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