Before trusting what a brand or business has to say, consumers tend to do quite a bit of research prior to signing up for a service or purchasing a product. This research can include reviews on platforms like Google or Facebook, or even going down the TikTok and Instagram rabbit holes.
Afterall each brand will market its products, services, or offerings as the best.
So, in addition to building branded campaigns, business owners and marketing managers alike will also have to determine how to get user-generated content (UGC).
What is User-Generated Content
Also known as user-generated content, consumer-generated marketing (CGM) is what happens when consumers create social media posts or other forms of online content featuring your brand.
And since the number of social media users is anticipated to reach six billion by 2027, learning how to harness the potential of user-generated content to use for the brand’s advantage is essential.
It is becoming increasingly difficult for companies to garner the trust of the public. For the most part, the consumer stance has shifted. Instead, consumers are more likely to trust their friends, family, or consumer-generated content.
When we stop to think about it, this shift makes sense. Our friends, family, and other customers tend to be quite honest and open with their experience.
Yes, marketing campaigns that utilize efforts like paid search, or email marketing, among others, are still essential to the success of a brand, but it’s possible to incorporate a UGC campaign.
It’s also free word-of-mouth for the brand, which has the potential to be a win-win scenario. Moreover, it can be viewed by the public quite easily, helping to increase brand awareness among potential new customers.
Website reviews, social media posts, and so much more can be seen by potential new customers.
Whether it’s a referral program geared towards generating social sharing, or customers are sharing their own unique experience organically on their social profiles, these posts can be beneficial to brands on their own social media platforms.
As an addition to campaign efforts, consumer-generated media can be used to supplement referral programs, no matter the size or industry of the business.
After all, consumer-generated marketing posts are shared with the individual’s friends at once, as opposed to referral programs, which tend to share with a single friend at a time. This cost-effective method shows the customer experience and can enhance a brand’s digital presence through customer feedback.
Although brands won’t have control over this form of content and sharing, there are still ways to encourage sharing from the consumers. Encouraging interaction with customers online to get them to provide more feedback on social can be done quite simply with a tailored organic social media strategy.
Creating posts with thoughtful messaging and a clever call-to-action (CTA) can do wonders for encouraging a UGC campaign.
Types of Consumer-Generated Marketing
There are different types of consumer-generated marketing, each one just as important and influential as the next.
The types include:
- Social Media Posts
- Online Comments
- Reviews
- Referrals on Social Media
Social media posts are arguably the greatest way to gain momentum, especially if it contains a branded hashtag or company name — even more so if the company is tagged in the post.
These online conversations also create the opportunity for brands to join in, which is essential. It shows the audience that you are listening, and you care about what they have to say. Afterall, without customers, it would be hard for a business to succeed.
Benefits of Consumer-Generated Marketing
There are a multitude of benefits to be found with consumer-generated marketing, including reaching a wider audience that may not typically see your content.
Consumers will likely share to their own friend base, meaning they will provide an honest review to other like-minded people, and more than likely — those of a similar demographic and interests.
These posts also help to boost the social media reach and engagement for brands, which can be effective for lead generation and sales increases.
Shoppers are more likely to buy when a brand has been recommended by their peers — with today’s shopping trends, peer recommendations can create an excellent form of trust for consumers.
And you never know, it could also lead to viral sharing — hopefully for the right reasons. You never know when a post from a customer could take off — bringing in even more business thanks to consumer content.
So, are you ready to harness the potential of consumer-generated content? Let’s talk about how it can work for your brand.
