FE: Key to developing social proof
Date Published:
UGC, or User Generated Content, is content about a brand that is created by its users, rather than the brand itself. This type of content can come in many forms, including images, videos, reviews or testimonials. What makes UGC so effective and engaging for users? The answer is simple: The raw format brings a sense of authenticity and trust. People like to see other “real” people using a product they are potentially interested in buying. UGC Is the Key to Developing Social Proof. (Trust us.)
For brands that are looking to create more authentic content that resonates with their audiences, UGC is the best option.
A report by Nosto found that “79% of people say UGC highly impacts their purchasing decisions.” and “Consumers find UGC 9.8x more impactful than influencer content when making a purchasing decision.” (https://www.nosto.com/blog/report-consumer-marketing-perspectives-on-content-in-the-digital-age)
When implemented correctly, UGC can have a major impact on your campaigns - and build brand trust along the way. Key benefits include:
Provide Strong Social Proof: Consumers are looking for recommendations, reviews or testimonials from authentic people to make sure they’re making the right purchasing decision.
Promote Increased User Engagement: Shopify reported that ads featuring UGC receive a 4x higher click-through rates and a 50% drop in Cost-per click compared to average ads.
Strengthen the Relationship Between Brands and Audiences: It’s much easier to trust content created by people vs content created by brands.
Offer Unparalleled Flexibility: UGC can be used for different marketing campaigns, not just social media (think traditional marketing, email marketing or web content)
Remain Cost Effective: UGC created by micro-creators is generally much more cost-effective to produce than hiring a studio for polished ads or working with influencers.
Optimize Ad Creative Testing: Your brand can easily A/B test performance by changing angles, hooks, or CTAs on social media ads.
How can you source UGC Content?
What’s the best and most efficient way for brands to source UGC content? From networking with creators to looping in your target customer base, here are a few ways to get started.
Collaborate With Creators: Reach out to creators whose content and personality aligns with your brand. Don’t get too prescriptive with what you ask them to create – for it to be effective, you want it to feel authentic. These creators can also be found on creator marketplaces.
Get Your Existing Customers Involved: Work smarter, not harder. Why not tap into an existing audience? Ask your customers to participate in your UGC campaign. You can offer discounts or other rewards in exchange for participation.
Use a Campaign #hashtag to Track Content: Encourage creators to use a unique hashtag so you can track and measure content performance. As always, keep hashtags short and sweet so they’re easy to remember.
Which UGC formats make major impact?
Here are just a few examples of some of the most popular formats of UGC content.
1. Social Media Content: Possibly the most common type of content is visual UGC shared on social networks. Whether it’s an Instagram story of a customer sharing videos of their stay at a hotel, or showing off their new shoes, social media content can be classified as UGC when the brand reposts it.
2. Video Content: Users can show off how they use products or service in the form of video. These videos should be highly engaging and can serve as one of the most effective forms of visual content.
3. Testimonials: If there is one thing that would persuade skeptical buyers – its customer reviews. Whether it’s a video of a customer reviewing a product or written format, this content can be repurposed by brands.
Scale Out UGC Marketing Via Paid Advertising
To get the most out of your UGC marketing efforts, you need to figure out how to scale them, as the goal is to get your brand in front of as many people to drive conversions. Once you source the content, the next goal is to amplify it. Amplify high performing UGC content via TikTok, Instagram and Facebook to increase its reach and drive sales.
Done correctly, UGC can help build trust and social proof, and drive real, authentic engagement with your audience. Don’t let the unpolished nature of UGC scare you – although content should be high quality, it can feel raw and organic. Brands that embrace authenticity are rewarded!
What's your take?
Thank you for reading. We welcome your comments below. Akasha Lin Akasha Garnier for #TheWishwall Author, Brand Expert, Filmmaker #ShineThroughtheNoise
Image:AkashaLin
Discover more gems: http://thewishwall.org/future-entrepreneurs
For brands that are looking to create more authentic content that resonates with their audiences, UGC is the best option.
A report by Nosto found that “79% of people say UGC highly impacts their purchasing decisions.” and “Consumers find UGC 9.8x more impactful than influencer content when making a purchasing decision.” (https://www.nosto.com/blog/report-consumer-marketing-perspectives-on-content-in-the-digital-age)
When implemented correctly, UGC can have a major impact on your campaigns - and build brand trust along the way. Key benefits include:
Provide Strong Social Proof: Consumers are looking for recommendations, reviews or testimonials from authentic people to make sure they’re making the right purchasing decision.
Promote Increased User Engagement: Shopify reported that ads featuring UGC receive a 4x higher click-through rates and a 50% drop in Cost-per click compared to average ads.
Strengthen the Relationship Between Brands and Audiences: It’s much easier to trust content created by people vs content created by brands.
Offer Unparalleled Flexibility: UGC can be used for different marketing campaigns, not just social media (think traditional marketing, email marketing or web content)
Remain Cost Effective: UGC created by micro-creators is generally much more cost-effective to produce than hiring a studio for polished ads or working with influencers.
Optimize Ad Creative Testing: Your brand can easily A/B test performance by changing angles, hooks, or CTAs on social media ads.
How can you source UGC Content?
What’s the best and most efficient way for brands to source UGC content? From networking with creators to looping in your target customer base, here are a few ways to get started.
Collaborate With Creators: Reach out to creators whose content and personality aligns with your brand. Don’t get too prescriptive with what you ask them to create – for it to be effective, you want it to feel authentic. These creators can also be found on creator marketplaces.
Get Your Existing Customers Involved: Work smarter, not harder. Why not tap into an existing audience? Ask your customers to participate in your UGC campaign. You can offer discounts or other rewards in exchange for participation.
Use a Campaign #hashtag to Track Content: Encourage creators to use a unique hashtag so you can track and measure content performance. As always, keep hashtags short and sweet so they’re easy to remember.
Which UGC formats make major impact?
Here are just a few examples of some of the most popular formats of UGC content.
1. Social Media Content: Possibly the most common type of content is visual UGC shared on social networks. Whether it’s an Instagram story of a customer sharing videos of their stay at a hotel, or showing off their new shoes, social media content can be classified as UGC when the brand reposts it.
2. Video Content: Users can show off how they use products or service in the form of video. These videos should be highly engaging and can serve as one of the most effective forms of visual content.
3. Testimonials: If there is one thing that would persuade skeptical buyers – its customer reviews. Whether it’s a video of a customer reviewing a product or written format, this content can be repurposed by brands.
Scale Out UGC Marketing Via Paid Advertising
To get the most out of your UGC marketing efforts, you need to figure out how to scale them, as the goal is to get your brand in front of as many people to drive conversions. Once you source the content, the next goal is to amplify it. Amplify high performing UGC content via TikTok, Instagram and Facebook to increase its reach and drive sales.
Done correctly, UGC can help build trust and social proof, and drive real, authentic engagement with your audience. Don’t let the unpolished nature of UGC scare you – although content should be high quality, it can feel raw and organic. Brands that embrace authenticity are rewarded!
What's your take?
Thank you for reading. We welcome your comments below. Akasha Lin Akasha Garnier for #TheWishwall Author, Brand Expert, Filmmaker #ShineThroughtheNoise
Image:AkashaLin
Discover more gems: http://thewishwall.org/future-entrepreneurs
