Running a business is inherently linked to investing in advertising to acquire more customers. But can the roles reverse so that your customers will be the ones advertising your brand?
Absolutely – user-generated content and materials created by content creators are trends that are already very strong in the United States. They will soon gain popularity in Poland as well. Find out how to harness their potential for your brand and build a strong brand with loyal ambassadors.
Effectiveness of User Generated Content
There is no one-size-fits-all formula for effective advertising. Many specialists would agree that it should be content that your audience will watch willingly and engage with. Then, of course, they will buy your product or service. However, nowadays, most customers are tired of intrusive, scripted ads and are sensitive to obvious content that tries to push them to make a purchase. There is a growing demand for authentic, interesting content created by real people. The audience can relate to them and trust them.
This is where UGC (User Generated Content) comes in - content created by users (in this case, your customers). These can include reviews, testimonials, videos, photos, and any other content in which someone talks about a product or their experiences with a brand. Published on social media (including increasingly on TikTok), blogs, websites, and thematic groups, they can be the real game-changer for e-businesses.
Advertising you can trust
The data clearly shows the enormous potential of realistic, unscripted, and natural content created by customers. BrightLocal reports that 84% of respondents trust online reviews as much as recommendations from their own family and friends. Bazaarvoice claims such content can increase conversion by nearly one-third. Adweek adds that 85% of respondents believe UGC influences them more than content created by brands.
Why does UGC work (often more effectively than ads created with professional equipment and huge budgets)? Whether we like it or not, we are susceptible to the mechanism of social influence. A person's behavior, emotions, or needs change as a result of the actions of others. This is one reason why UGC builds so much trust. At fellowheads, we consistently emphasize that social proof is one of the key pillars in creating a strong, resonating brand.
When are people more likely to try your product? When they see other real people, whom they trust and with whom they can identify, thrilled by your product and eager to share their experience voluntarily. Additionally, such content shows your products in everyday use and addresses any doubts that your audience may have.
Types of User Generated Content
What types of UGC can you consider in your e-commerce strategy? Here are a few examples:
- Ratings and Reviews – One of the most obvious and common types of user-generated content. Without positive testimonials, it will be hard to build credibility in the eyes of your audience. Actively encourage your customers to share their experiences and provide feedback. You can then use this content in your social media posts and on your website.
- Comments – Do you have comments on your blog posts or Facebook posts? This is also a type of UGC. Customers write about their orders and sometimes even engage in discussions with other users. It's important not to leave these comments unanswered. Brands that engage in social media conversations build their image more effectively. Comments are another important touchpoint for the customer with your brand. You can also use this material in your channels as advertising.
- Mentions and Posts on Social Media – Many people want to show off their purchases on social media. Reels, stories, posts, mentions... These are all materials that may relate to your brand and provide great organic advertising. You can also encourage customers to post a picture or video, tag your company, reply to their stories, or repost their photos to use their material and build a community. Be sure to tag the original creator. Some top brands, like Garmin, use this strategy. The company gathers active users and creates a group called "Garmin Ambassadors".
User Generated Content Campaign
What should you remember when creating a campaign based on UGC or intensifying efforts to acquire such content?
- Choose the Right Channel. You can expect a completely different tone of voice in reviews on Google Maps, on TikTok, and on your brand's Facebook page. One of the most popular channels is Instagram, where it’s easy to encourage your audience to tag your brand, and they usually make sure that the materials they post are visually appealing and interesting. Also, think about which channels your target audience spends the most time on. This is where you should try to reach them.
- Define Your Goals. Is your goal to build a community, increase sales, expand your reach and brand awareness, or create a specific image? Define your objectives before you start taking action. At fellowheads, we know that a solid plan and detailed brief are the foundation. This allows us to evaluate each stage of campaign execution, measure its effectiveness, and make adjustments.
- Be Specific. Clearly define what you want your audience to do: post a photo, maybe a video? Write a comment and tag someone? Tag your brand or showcase your product in a specific context? You can specify what hashtag they should use. An example is Starbucks’ #whitecupcontest campaign, where users were asked to draw their own designs on Starbucks’ empty white cups and post them on their social media channels with the hashtag. Note: Don’t forget to clearly communicate where and how the materials will be used.
Are you already using UGC in your business? At fellowheads, we know how to encourage your customers to publish interesting, engaging, and authentic content that directly contributes to increased sales. Contact us to see what we can do for you!
