How Businesses Should Use User-Generated Content

The rise of social media is inextricably linked to the rise in importance of user-generated content, or UGC. Traditionally, the content used in advertising, marketing, and on conventional media platforms (TV, radio, newspapers etc) was created by brands or professional content creators. UGC is a different beast, being created by individual users and consumers with varying standards of authenticity and performance quality. These days, the top content creators on YouTube, Instagram, and TikTok accrue millions of views and followers, often dwarfing the engagement stats of ‘official’ content creators.

User-generated content can actually refer to any form of content, including text-based articles and reviews, YouTube videos, Instagram content, and other social media posts. As UGC is created without reference to brand guidelines and standards, it can be a wildcard for businesses, but it can also be a powerful tool for marketing and branding, especially for SMEs.

Used correctly, UGC can help build community, trust, and credibility for your business, helping provide the social proof you need to increase your market share. Here are three ways that your business can leverage the creativity and passion of your customers in your marketing strategy.

1. Social media engagement

Encourage your customers to share their experiences with your services or products on their social media platforms using a specific hashtag. This is especially effective for B2C retailers that produce tangible products, such as footwear or clothing. A business could simply ask customers to post photos on Instagram or Facebook wearing their products, using a branded hashtag or campaign slogan. UGC can be encouraged by incentivising followers through social media shares and recognition for posting photos, or with rewards and discounts. You can also run a contest for the best photo, with free giveaways as prizes.

2. Customer reviews and testimonials

For B2B businesses, capitalising on UGC isn’t always so straightforward. Customers may not be in such a rush to pose on social media with a hashtag for their waste management partner or accountant. What B2B businesses can do, is incorporate customer reviews and testimonials into web content, social, emails, and marketing materials. Positive customer testimonials can be particularly persuasive, as prospective customers often trust peer reviews over official brand messages. Most customers are happy to leave a short review on your chosen platform. Send an email after every completed sale asking for feedback, with a link to where you want them to post and a template or prompts if you’re looking for feedback on specific areas – such as price or delivery time.

3. Feature UGC in your advertising collateral

Reviews and other UGC can be successfully incorporated into your advertising campaigns, both online and offline. A gym or fitness business, for example, could use workout videos submitted by customers in their online ads to demonstrate the real-life applications of their services. Using UGC in this way can lower your production costs while increasing the authenticity of your campaigns for your target buyers.

What next?

Featuring UGC in your marketing strategy, on your website, social media platforms, adverts, and even physical premises can create a more personal connection with your buyers and cultivate loyalty and trust. To find out more, please get in touch with one of our inbound marketing specialists at JDR by calling 01332 982198.

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