Give Your Followers a Turn! Transform User-Generated Content into Your Greatest Marketing Assets
The term “user-generated content” (UGC) refers to anything produced by audience members and followers that you could then repurpose as marketing assets for your own brand. Some examples of UGC include product reviews from industry influencers and customers, followers taking stylish pictures of your business and posting them to Instagram, and conducting a survey that requires others to participate. If you are not creating the content, and yet it relates to your brand directly, it is user-generated and you should take advantage of it!
It’s also worth noting that UGC is immensely popular. According to data compiled by AdWeek, 76% of people believe that content posted by other consumers is more honest than branded content and that 27% of shoppers now rely on UGC instead of commercials or traditional advertisements when making purchase decisions.
Want to get others involved and integrate more UGC into your marketing strategies? Here are some ideas to help you get started:
Instagram’s visual-intensive platform can be a great tool that allows your followers to see your business from their perspective. Rather than solely featuring your own images on your account, you could download a reposting app that allows you to share their photos and videos on your own feed. This will enable you to better engage with your followers by featuring their content and giving them a shout-out. Encourage users to tag your brand’s account in their posts so that you can easily find them.
Hosting a social media giveaway requires followers to engage with your brand to enter the sweepstakes you’re hosting. For example, if you are a restaurant owner, you could host a giveaway contest on Facebook or Instagram where the best follower-taken photo of your food within a certain timeframe wins a free meal at your establishment. During the contest, you could share their photos and have your other audience members weigh in on their favorites as well. All you have to do is share the user-generated images and decide the winner.
Share Third-party Content
Did a reporter feature your business in a positive light recently? Did your newest product or menu item receive rave reviews from a credible critic? These are content assets that you should be looking out for! Of course, you want your followers to know that you offer excellent products or services, and showing them third-party evidence can verify those claims. What’s an easy way to find out when your brand is featured by third-party sources? Set up a Google Alert for it.
Polls and Surveys
Though you have to create the criteria for any poll or survey that you’re hosting on your brand’s behalf, the users’ responses are what create the content. The substance that influences your followers’ perception of your business or organization is their own reactions to your poll/survey criteria. If you cannot decide whether to paint your hotel rooms red or blue, paint one red and the other blue. Have your followers vote on which one they like more, and allow them to participate in your business decisions when reasonable.
Guest Blog Posts
Are you blogging for your brand? If so, consider inviting select professional contemporaries, industry influencers, and audience members to contribute to it. Not only will this give you a break from writing the blog posts yourself, but it will also allow you to introduce new industry insights and perspectives that your audience could find interesting.