User-generated content isn’t just a catchphrase. It’s the new way to market, especially if millennials are on your list of targets.
User-generated content, or UGC, is any content about your brand created by a customer. Typically, this content lives online and is designed to recommend or endorse your company’s product or services to others.
What exactly counts as UGC and why is it one of the stealth marketing tools your brand needs to succeed online and off right now?
What Qualifies?
Anything your customers create — that’s what counts as UGC. It could be an elaborate video review of your product posted and promoted across YouTube. Or it could be as simple as a recommendation on Facebook — a comment posted on a friend’s status.
Whether they write a news article, give you a shout-out, take a picture or share a story, when your customers create digital content about your brand, it is technically “user-generated.”
Why is UGC so essential to effective marketing?
It’s Authentic
Modern shoppers love transparency. They want to know that they’re getting a good value for their money, and that they’re getting exactly what they expect. Authenticity is good for business, and what’s more effective than customers saying, “I bought this, here’s what I think!”
A third-party positive review counts more than anything you’ll say about your own product. Traditional marketing isn’t as appealing to the next generation, and this is where UGC can have a big impact.
It’s Cost-Effective
Think about the huge investment it takes to create a TV ad. Count the cost of paid media campaigns. What about the price of a 10-second radio ad? Marketing budgets can quickly get out of hand, but UGC is cost-effective, mainly because it’s free.
You don’t have to pay (and you shouldn’t pay) your customers to tell other people what they think. All you need to do is encourage UGC and let your customers take the wheel. No marketing directors needed!
It Powers Your Social Media
UGC provides an endless stream of powerful fodder for your company’s social media channels. The power of the screenshot is real! You can save or repurpose UGC as you see fit, though you may want to ask the creator first just to make sure it’s OK.
When your social media channels are full of your happy customers’ reviews, you don’t have to say anything on your own behalf. They speak for you!
Your UGC Campaign
There are so many ways to encourage an outpouring of user-generated content, especially when you’ve taken the time to craft a quality product with a specific target demographic in mind, and you have the loyal fans to prove it. Between contests, other types of promotions or partnerships with other brands, it’s possible to plan a campaign that excels at boosting UGC about your company.
However, one of the fastest ways to accrue user-generated content is by soliciting positive reviews from your dedicated customer base. If you haven’t yet made this a priority, Accrue Reviews can help you get started!