The phrase “Content is King” still holds an exalted position in the social media realm. Especially in digital marketing, high-end content has been gaining striking popularity. That brings us to one of the hottest topics in social media marketing: user-generated content (UGC).

While UGC is not a new concept, and many marketers have already rightfully leveraged it to promote their brand products, many businesses are still lagging. New marketers aiming to attract more customer engagement on different social platforms still get puzzled by the vast sea of market advertisements. Many companies are also afraid to outsource marketing control to customers. However, the ones who can comprehend the positive outcomes of UGC are positioning themselves on a new level. 

So, in this article, let me give you a brief guide on the importance of UGC and how your brand can leverage UGC to upgrade your marketing game. 

Understanding User-Generated Content

Are you new to digital marketing and wondering what user-generated content exactly is? Try to think again. If you have built your brand’s online presence on social media platforms, you have already engaged with UGC. Yes, you heard me right!

UGC is any content involving images, videos, graphics, etc., created by consumers instead of the brand. It is impactful yet so common that most businesses take it for granted and overlook the true potential of this secret weapon. It is indeed one of the biggest mistakes a brand can make. 

In other words, UGC is any original content a consumer creates and posts on social platforms in many forms, like testimonials, product reviews, images, podcasts, etc. For instance, if a customer shares a video of them unboxing your brand product on TikTok, it is your brand-specific UGC. So, every piece of content a consumer publishes on your website or other channels featuring your brand product becomes user-generated content. 

However, UGC is not only about customer reviews. It includes activities like making tutorials, posting fancy pictures, etc. According to research, 90% of the audience trusts UGC more than the content that brands publish. Hence, many brands have started leveraging user-generated content effectively to reap maximum benefits at a lower cost. 

Tips To Leverage UGC In Your Marketing Strategy

Below are some foolproof ways to leverage user-generated content in your upcoming marketing strategy. Doing this will undoubtedly enhance your marketing outreach efforts.

• Include Videos And Images

The moment we talk about videos and images, we think about time and energy. Well, shooting footage, editing, and adding special effects are indeed time-consuming. However, nothing can upgrade your brand image more than using user-generated content that includes videos and images. 

If you are trying to sell something, it is essential to make the audience aware of its appearance and quality. If a consumer scrutinizes the displayed version of your product, there is a high chance of them buying that product. So, focus on receiving customer reviews, tutorials, etc., with images and videos. They are not only effective but also easy to republish on product pages. 

• Utilize Influencer Marketing

Influencer marketing is still on top and growing. So, now is the right time to leverage UGC, featuring influential people your audience resonates with. Influencer marketing should be the go-to approach if you want to grow your presence on Instagram and TikTok. That is to say, influencer marketing should be the go-to approach where visuals are the primary factor.

User-generated content like reviews or testimonials starring industry influencers will always have a stronger chance of attracting a large audience. Whether they are international stars or micro-influencers, you can expect a higher ROI as long as you enlist the right influencers for your industry. 

• Educate The Consumers

Do not think of UGC only as a means to lure consumers. Customers are highly aware and quick to catch brands that leverage such content only for profit. Hence, leverage UGC to attract and educate consumers. You can educate and inspire both internal and external audiences by showcasing your success stories, challenges, customer journeys, etc.

If you add a hint of authenticity to your user-generated content, you will build customer loyalty, which will enhance your customer base in the future. 

• The Right UGC Platform

While your brand may be present on all social media platforms, you need to figure out which platform will help you benefit the most from your UGC. For instance, marketing on Facebook and Instagram gives fashion brands higher chances of converting audiences into consumers. Likewise, you have to be distinct concerning where your target audience is based. 

Choose the platforms your target audience is usually more active on. If you format your UGC campaign on the right platform, you will attract a larger pool of consumers and influencers willing to promote your brand. 

Benefits Of User-Generated Content

User-generated content can come from consumers, employees, or brand fans and advocates. As long as a consumer displays your product to an audience, it is a UGC for your brand. So, what are the benefits of UGC?

• Authenticity: Nothing is more authentic than UGC. If you want to attract the fickle Gen Z population, you need UGC with proper visuals.
• Trust Signal: UGC acts as a trust signal by allowing the audience to observe that other people are using your products happily. 
• Cost-effective: UGC also reduces your production costs. All you need to focus on is small incentives or discounts to keep influencers and consumers demonstrating your products satisfied. 
• Diversity: When a person outside your office creates content for you, you welcome diversity. So, UGC brings out the creativity and innovation in your users. 

Conclusion

User-generated content is like a modern-day tool for brands to promote themselves on social platforms. People nowadays want to watch before they try. Hence, as long as you offer positive UGC to your audience, your conversion rate is sure to go up.