When was the last time you decided to buy an item, or contract a service thanks to the opinions o experiences of other users? I'm sure it was quite recently.
Well, in case you didn't know, what made you decide to go for it was the User Generated Content, o user-generated contenta type of content that is vital to any digital marketing strategyl, and increasingly necessary in an era in which functionalities such as SGE will dominate search results.
This powerful tool not only enrich your business' online presencebut also strengthen the relationship with your audienceoffering authenticity and trustcomplementing the branded content implemented thanks to the branded SEO.
From testimonials to photos shared by users, be clear about the what is User Generated Content can transform your approach to marketing, increasing the engagement and building audience loyalty effectively.
What is User Generated Content
Saber what is User Generated Content (UGC), o user-generated contenthas become one of the cornerstones of the digital marketing.
What makes the UGC is its origin. Born directly from consumers and followers of a brand, rather than being created and disseminated by the company itself.
This genuine look and organic of this type of content has a powerful impact on the way brands are perceived by the public. In a saturated digital environment advertising, consumers are increasingly turning towards sources of information they perceive as honest and trusted.
The User Generated Content meets these criteria, providing a authentic vision and unfiltered of the user experience with products or services, which can decisively influence the purchasing decision making process of potential customers.
In addition, UGC allows brands to capitalising on the power of their communitiestransforming every consumer or fan into a potential brand ambassador.
Companies such as Apple o OnePlus have developed campaigns with the hashtags #ShotOnOnePlus #ShotOnIphone to show photos taken with their customers' cameras. At a stroke, these companies have saved costs in the development of the campaign itself, and have made their users feel special.
This strategy not only amplifies the reach of the brand messagebut it also creates a dynamic of participation that strengthens the link between the brand and its audience. By encouraging users to share their own experiences and perspectives, companies are fostering a more organic participation and build a vibrant community and committed around their products or services.
Types of User Generated Content
To maximise what is user generated content in your marketing strategy it is crucial to understand how each type can be used effectively.
Each of these typologies is an opportunity for a brand to be mentioned, shared and recommended, and at the same time, to generate acknowledgement and trust between its target audience.
Social media content
Encourage your followers to create content via targeted campaigns to invite them to share their stories or experiences related to your brand. Use this content on your own channels to showcase the diversity and authenticity of your community and in turn, amplifying the message.
You can encourage participation by organising raffles o competitions o offering discounts for content sharers. Highlight these contributions on your own social networks and website to show appreciation and to strengthen the connection with your community.
The unboxing or unpacking (when users record users opening new products), or the selfies that customers take out with products or branded materials (e.g. posters, shop fronts and branded backdrops) help to improve brand recognition in social media.
Podcast conversations
The use and consumption of podcasts by users is growing and is positioning itself as another interesting source of content. The presenters and the guests podcasters sometimes discuss their brand experiences and products, generating brand recognition and building trust among listeners.
Reviews and opinions
Encourage your customers to leave reviews and opinions after a purchaseThis can be as simple as sending a follow-up email requesting your feedback. For ecommerce websites, integrating a rating system where users can rate products and leave comments is essential.
Reviews have a decisive influence on purchasing decisions, showing potential customers that others have had positive experiences with your brand. This is what we call social proof.
Many people need to see social proof like this before they first engage with a company or product. The best types of user-generated content to provide social proof are the testimonies and the reviews of products or services, since allow potential customers to see what their experience with your company might be like.
These comments not only provide valuable information to prospective buyers, but also offer insights that can help you to improve your offer.
Questions and Answers
Implement a Questions and Answers section on your product pages to allow users to interact directly with your brand and with each other. This transparency not only helps to resolve queries but also builds a user-generated knowledge base that can benefit future customers.
So what kind of CGUs should you encourage?
All of them.
The more varied the User Generated ContentThe more likely you are to attract different segments of your target audience.
Advantages of User Generated Content
Exploring beyond the fundamental advantages of what is user generated contentIn the case of the latter, we observe how it positively influences various aspects of the marketing and the brand-consumer relationship.
The user-generated content can make a significant contribution to the search engine optimisation (SEO) of your website. Every time a user mentions your brand or product in a review, blog or forum, increases the amount of indexable content related to your business.
This can contribute to improving the positioning in search resultsmaking your brand more visible for potential customers.
Create quality content is essential to any digital marketing strategy, but it is costly, resource-intensive and time-consuming. The UGC offers a source of diverse content and attractive without the cost associated with professional production. This allows brands to maintain active digital channels and social networks with a minor investment.
Analyse the user-generated content provides an interesting source of insights on the preferences and behaviours of your audience.
According to Lundmarkthe 83% users will be more likely to rely on other users than on the brand itself.. Understanding what motivations do your users have to share content about your brand can reveal opportunities for improvement your products, services and marketing strategies.
To be clear what the User Generated Content and include it in your site o social media improves the user experience by offering perspectives and testimonies from real people. Seeing how other consumers use and enjoy your products can help potential customers to make more informed purchasing decisions.
Encouraging and highlighting the content created by your customers can make them feel valued and appreciated for your brand.
According to a study by SproutSocial38% of customers believe that the most memorable brands prioritise the original content instead of following the trending topics.
This mutual recognition encourages a deeper relationship and personal with your followers, increasing the brand loyalty and promoting the customer retention in the long term.
Tips for using User Generated Content in your marketing strategy
Add user generated content is not just about hitting the 'share' button from time to time. It's about listening to what your customers are sharing, and about integrate it into your brand narrative in a fluid and authentic way.
Personalisation and segmentation
Customise the UGC that is shown to different segments of your audience on your website or social media. Show relevant content based on browsing behaviour or purchasing preferences can increase the effectiveness of this type of content, making it more impactful for each segment of your audience.
Cross-platform integration
Make sure that the user generated content not only shared on a single platform. Integrate user-generated content across all your digital platforms.including websites, blogs, emails and all relevant social media. It will reinforce your brand message across multiple touch points.
Partnerships with content creators
Collaborate with influencers and content creators that already have an established audience can provide a significant boost to the user-generated content. These creators can inspire their followers to generate and share their own content related to your brand, broadening the scope and the influence of the original content.
Continuous analysis and adjustment
Monitor and analyse the performance of the UGC in order to understand which types of content generate the most engagementconversions or sales. Use these insights to adjust your strategy on an ongoing basis, optimising content creation and community engagement based on real data.
Creating a community
Beyond promoting the generation of User Generated ContentIt is essential to build and nurture a community around your brand. Facilitate spaces for interaction, such as forums o groups in social networkswhere your followers can sharing experiences, tips and content. A vibrant community and committed is a an inexhaustible source of authentic content and relevant.
Recognition and gratitude
Whenever possible, publicly acknowledges contributions of user-generated content of your followers. From social media mentions to highlight their content on your website or in advertising campaigns, showing appreciation can motivate other users to share their own content, strengthening the relationship between your brand and your audience.
By implementing these additional tactics, you will have clear what is User Generated Content and how you can use it to enrich your marketing strategy, creating a brand that is more dynamic, authentic and connected to its audience.
The key is to be creative, receptive and always respectful of the rights of content creatorsensuring a mutually beneficial collaboration.
By understanding the different types of user-generated content and how to use them effectively in your marketing strategyYou'll have a great chance of creating more successful campaigns. The future of digital marketing lies in authenticity and engagement. what is User Generated Content is the key to unlocking that potential.
