2020-06-18_NZ_UGC-Strategies-to-Boost-Your-Brand
Marketing Sales & Marketing

UGC Strategies to Boost Your Brand

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User-Generated Content (UGC) is one of the most cost-effective and efficient SEO strategies. It improves traffic and increases conversions. Conversions are crucial to say that SEO strategies are working. You can have a fantastic website, well-designed, and full of great content, but if it is not SEO-worthy, it will not be found on search engines and will not get leads and conversions.

Nielsen Consumer Trust Index shows that 92% of buyers trust organic UGC than paid advertising or brand content. User-generated content is perceived as genuine and objective user experiences.

Since UGC is consumer-led, it is much more personal than brand content. Thus, advertisers need a creatively good mixture of content types to find the right blend that helps brands’ marketing strategies succeed.

What Is UGC?

In whatever format—text, images, videos, and the like—as long as it is authored by users and is organic or unpaid, then it is a UGG. Users can share UGC / UCC via social media platforms, forums, comments, reviews, and open-source sites like Wikipedia.

Social media-fuelled the rise of the UGC. John Doerr of Silicon Valley Venture Capitalist’s calls it the “next wave of the web.” UGC posts get more engagements that improve SMO or social media optimization.

UGC also soared in the first quarter of 2020, amid the global pandemic that disrupted our lives. The surge in UGC was due to stringent lockdown regulations. Governments suspended work, business, school, and other social activities. Homes turned into modern-day pandemic shelters where we continued to work, study, and connect with the rest of the world.

TikTok became a phenomenon with 115 million new downloads in March 2020 alone, making it an 800-million-strong social media platform. It is currently the leading social media platform. It is not just a channel to entertain but has become a useful tool for brand-building and an effective avenue for CSR (corporate social responsibility) activities.

TikTok became a sensation with 115 million new downloads in March 2020, making it an 800 million-strong social media platform. It is now the fastest rising social media platform. More than entertaining people, it became a powerful tool to keep us together and uplift spirits. It also became a refreshing brand-building tool.

3 Examples of UGC Strategies

1. Video Content

Video is an effective way to create UGC regardless of your content. It can help connect the audience in ways other media cannot. UGC videos about a brand are watched 10x more than official brand videos on YouTube.

Video is an effective way to create UGC regardless of your content. It can help connect the audience in ways other media cannot. UGC videos about a brand are watched 10x more than official brand videos on YouTube.

User-generated videos have enormous potential for sharing and to go viral. Once this happens, it can significantly improve your follow-up and engagements.

Using UGC videos is better than traditional advertising, as they can help you connect with your audience and show support. UGC videos provide audience-trusted insights into the genuineness and credibility of the company, boosting your brand image. They also offer your products and services original viewpoints from authentic consumers, giving your brand credibility.

The following Pamper’s “Love, Sleep, and Play” campaign included curated UGC videos from real moms of their babies. The videos were sent through Facebook (whose demographic consists of mothers) and were edited to create a single ad.

The babies were shown playing, falling asleep, and having fun together, surely touching the hearts of parents that patronize the brand. The UGC ad led to positive reviews.

Video Source

Even if you may not have a dedicated team for video content, you can still produce videos like a pro with the right video editing software.

2. Reviews

About 70% of consumers say they look at product reviews before purchasing. Reviews show your potential customers that your brand is reliable. Ratings and reviews will help increase traffic to your website, create credibility, and increase conversion rates.

Reviews are free and trusted more by consumers, so it is very profitable to optimize this strategy for brand-building. So, whenever you can, encourage reviews. Allow users to leave pictures and videos when possible. Give incentives for those who do, like discounts and store credit.

Do not be afraid of bad reviews. There is no perfect brand, but even if there would be one, it does not spare it from bad reviews. When you get poor feedback, make them opportunities to win your consumer-loyalty even more. Politely reply to clients, acknowledge their views, and offer solutions to improve their experiences. Both positive and negative comments can help a brand look authentic.

You will discover that if your brand is excellent if you have built brand loyalty, your loyal customers will even defend your brand on your behalf. There comes a sense of ownership among your consumers when you are successful in engaging with them.

There are several channels, platforms, and websites where consumers can leave reviews. Facebook is the most convenient. There are also Yelp and Google reviews. Websites typically have reviews on their site, like TripAdvisor, Airbnb, and Booking.com. These kinds of websites rely heavily on consumer experience to boost their brand even more.

In a time of pandemic where travel is restricted, these brands continue to exist because people are still clicking on their sites, planning future trips when the world health crisis clears. There is a long-lasting effect that UGC brings to a brand, so optimize those reviews now.

The following image shows a clothing brand’s more than 1,600 reviews. Even if there are some negative reviews in the mix, it did not hurt the brand’s credibility because most of the positive feedback offset the negative ones.

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Image Source

3. Hashtags

You can also run hashtag campaigns on social media, like on Instagram, Twitter, Facebook, and TikTok.

Create a specific hashtag you want to go trending among your consumers, and encourage them to post images, videos, and even stories that feature the hashtag. It is a brilliant marketing strategy because, suddenly, you exponentially cover ground on social media. Your exposure gets amplified on the personal accounts of your users and unto their friends and followers. Brand awareness that typically takes time to build can be achieved in no time.

For example, in this hashtag campaign, the Empire State Building gave $5000 to the best photo from users holding or touching the building.

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Another example of a successful UGC hashtag campaign is from a cosmetics brand called Lush.

Lush posted UGC photos on Instagram, serving as a peer-to-peer recommendation for new followers and future shoppers. It caused a ripple effect on other customers, who posted images of their personal experience with Lush products. Through UGC, they have elevated the voice of their user base and amplified consumer and audience trust.

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Conclusion: Improve Consumer Experiences to Get Good UGC

UGC is a critical aspect of any content marketing strategy. It optimizes positive customer experiences by integrating them into the content or campaign.

We belong to a digital community where sharing has become the norm. Establish your brand’s authority in the community through your niche. Build organic relationships with users not just to increase engagements but to deepen brand loyalty.

Even if you are a big-named brand, you cannot ignore the power of UGC. Customers are the lifeblood of any brand or business, so continually develop strategies that preserve and boost user satisfaction.

About the Author

Mayleen-Meñez-210x210  MayleenMeñez worked for seven years in TV and Radio production, and also as a Graphic Artist/Editor. Finding her true passion, she devoted 15 years in NGO and community development work, where she experienced being a coordinator and teacher, travelling both in the Philippines and countries in Asia. She homeschools her three kids and reinvents Filipino dishes in her spare time. Writing has always been a hobby and pursuit, and she recently added content writing with Softvire Australia and Softvire New Zealand up her sleeve, while preparing for her next adventure in the nations.

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