Giving away control has never been an easy thing. Both in life and in business. However, there are certain situations when “letting things go” can actually have very positive effects not only on your personal well-being but also…your profits. Thrilled to find out when that can happen? The answer is User Generated Content.
User Generated Content, or in other words, the
What Is User Generated Content?
User Generated Content (UGC) is a
3 Reasons Why User Generated Content Can Make You Money
UGC is not a new concept for marketers, but that the rise of social media has popularized it by making the user-driven content much easier to access and to incorporate it into branded communication. Here are the 3 Key Reasons Why More and More Brands Turn Towards User Generated Content to Grow Their Online Presence and Revenues.
1. Customers Are Trusted
Shopper behaviour has changed. Most consumers now, regardless the age, go to Google and research their purchase decision. In most of the cases, they look for user generated content to help them buy. Why? People trust people more than just brands. Over half (51%) of Americans trust UGC more than any other form of media, says Bazaarvoice report. This tendency gets particularly valid for Millennials, people
Brand Example: Here is how Whirlpool used UGC to encourage social conversations, build an emotional connection with its community and reinforce trustworthy a “care” brand message. As a part of the “Every Day, care” campaign the Whirlpool users were/are invited to share their real life examples of all the possible ways loved ones show their care for each other. The #EveryDayCare stories got (and continue to be) featured on carefully curated campaign microsite as well as in the brand’s own and paid social channels.
2. Customers Know Your Customers
No one else understands your target demographic better than your target demographic. Your current customers speak the same language as your future customers. Why not let them speak about your product/services on your behalf? Let your current customers talk about benefits as well as frustrations (always address them!). As opposed to pre-arranged branded sales messages, this authenticity is the true value of user generated content that people look for and are willing to trust. You might even reinforce the impact of your customer’s voice further by inviting influencers to be your brand advocates and by making their suggestions shoppable, just as ASOS does it.
Brand Example: British retailer ASOS is a real innovator in harnessing the UGC commercially. The brand’s Instagram account with more than 4 million followers is pretty much a stage for fans who pose with ASOS items and share their outfits images under a #AsSeenOnMe hashtag. The brand then directs the audience to the Instagram bio with a link to an appropriate purchase section on the brand’s website where you can buy the presented items (UGC sales generating potential at its finest!).
3. Customer’s Content Is Affordable
clarify the content’s copyright and intellectual property ownership with your users).