93% of buyers find user-generated content highly valuable when making purchasing decisions. This is because UGC feels more authentic and trustworthy than any other marketing method. In fact, 6 out of 10 consumers consider user-generated content (UGC) to be the most genuine form of marketing content.
For brands, using UGC can enhance credibility, drive higher engagement rates, and foster stronger customer relationships. But how do you encourage your audience to create content for you? Here are some strategies to help you with it. A digital marketing agency can play a crucial role in implementing these strategies for your brand.
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How to Get User Generated Content?
1. Encourage Reviews and Testimonials
Nearly 49% of consumers trust online reviews as much as personal recommendations from friends and family. So, ask satisfied customers to leave reviews or testimonials on your website or social media pages. The below image is an example where Warby Parker has shared a video review by a customer on their Instagram page.
Instagram captions that include branded hashtags result in a 58% increase in engagement rates. These hashtags give your audience a way to connect with your brand and group with others who share similar interests.
Ensure that your hashtags are:
- Easy to remember
- Relevant to your brand
- Something your audience would be proud to use
An example of using branded hashtags for user-generated content is GoPro’s use of the hashtag #GoPro. They encourage users to share photos and videos captured with GoPro cameras using this hashtag which creates a significant amount of social media UGC for them. Now there are over 5 million posts on Instagram for this hashtag.
3. Run Contests and Giveaways
Contests and giveaways not only attract 34% of your new customers but also help you create UGC. An example of successful UGC generation through contests is Starbucks’ “White Cup Contest.” In this campaign, Starbucks asked customers to doodle on their plain white Starbucks cups and share their designs on social media using the hashtag #WhiteCupContest. The Winner had their cup design printed on a limited-edition Starbucks reusable plastic cup and received a $350 gift card along with a $150k salaried position.
4. Feature User Content in Your Channels
When your audience notices that you’re sharing their content on your channels, it encourages them to produce more UGC. So, regularly feature user-generated content on your social media, website, or email newsletters, and credit the creators by tagging them.
A great example of this is Taylor Swift’s Eras Tour campaign. During her Eras Tour, Taylor Swift encouraged fans to share their concert experiences on social media using the hashtag #TSTheErasTour. Taylor Swift’s team then collected and re-posted the fan-generated content on Instagram using the official fan account, TaylorNation. This encouraged Swifties to actively post using the hashtag to get featured. The hashtag now has over 4,80,000 posts.
5. Run Barter Campaigns on Instagram
60% of marketers have found that influencer-generated content performs better than branded posts. Partnering with influencers who are also your customers can provide your brand with engaging user-generated content. A cost-effective approach to this is running a barter campaign, where influencers receive products or services in exchange for creating content.
A real-life example is how Glossier collaborates with beauty influencers who are also customers. These influencers receive pre-release products and create authentic content such as makeup tutorials and skincare routines. They share their personal experiences and honest reviews with their dedicated followers, enhancing the credibility and reach of Glossier’s brand.
User-generated content offers significant benefits for brands, including enhanced authenticity, better engagement, and expanded reach. By encouraging and showcasing content created by your audience, you build trust and foster a stronger connection with your customers. So, apply these strategies to encourage your audience to create content that will enhance your overall marketing efforts.