Let me start by asking you a question.
Are you paying attention to User-Generated Content? I’m hoping the answer is yes…because you should be! In the realm of influencer marketing, where authenticity and engagement reign supreme, brands are continuously seeking new and innovative ways to connect with their audiences on a deeper level. One particular strategy that is gaining momentum is the integration of User-Generated Content (UGC) as a way to leverage influencer marketing on social media. This powerful “it factor” between brand advocates, influencers, and the brand itself holds the potential to elevate social media marketing efforts to new heights.
So, what exactly is User-Generated Content?
User-Generated Content (UGC) is any content such as text, videos, images, reviews, etc, that is created by PEOPLE rather than a brand.
Have you recently bought some new clothes or a new pair of shoes that you’re ready to show off to others? Chances are you’ll snap a picture and post it on your social media platforms. Or maybe you’ve found a new skincare product you’re obsessed with and you want to post an unboxing video to TickTock or to your YouTube channel. Whether you know it or not, both of these examples are User-Generated Content. UGC is a cost-effective way to scale your business and diversify your content. Plus, with UGC, there’s no need to invest dollars in expensive ad agencies or flashy campaigns. UGC allows you to connect with the MOST important people in your business: your audience.
UGC content turns customers into your most credible salespeople.
Every photo, video, review, or testimonial is an authentic endorsement. It builds social proof and drives purchase intent. And here’s why that matters: PEOPLE TRUST PEOPLE. When they see others – real people…not actors – enjoying your product, it’s like a recommendation from someone they know personally. Social proof uses the “follow the herd” instinct people naturally have. If everyone’s buying this, it must be good, so I should probably buy it too.
This kind of validation makes potential customers feel more comfortable and confident in their decision to choose YOU for their purchases. It’s the reassurance they need to take the leap from interested to invested. You know what that means…sales and business growth. Customers find UGC the most engaging type of content on their social media feeds. Why? Because it speaks to them on a personal level. It’s relatable which means it’s believable.
Now that we’ve defined User-Generated Content, it’s essential to understand why it’s important for brands in the digital age.
User-Generated Content is valuable for brands for two primary reasons.
- It helps you create more content with less effort on your part.
- Its more trustworthy. People are more likely to believe their peers than they are a faceless corporation. That’s the power of UGC.
User-Generated Content gives customers a unique opportunity to participate in a brand’s growth instead of only being a spectator. This influences their brand loyalty in a big way because people thrive off being part of something that is greater than themselves. And creating UGC allows them to be part of a brand’s community. It’s authentic and more experience-driven content rather than brand-pushed because there is no fabrication, embellishment, or Photoshop involved. Instead, it serves as a form of word-of-mouth advertising, which has always played a significant role in consumer purchasing decisions.
So how can you encourage your followers to create UGC for your brand?
- Offer incentives: Offering your followers incentives like discounts, free product, or shoutouts can motivate them to create and share UGC for your brand. Make sure to communicate the incentive clearly and make it easy for your followers to participate.
- Host a contest: this can be a fun and engaging way to encourage your followers to create and share content. Make sure to provide clear guidelines and rules and offer a legitimate prize for their participation if they win.
- Share UGC: when you share UGC that is created by your followers, it can encourage others to do the same. Make sure to always give credit to the original creator and ask permission before sharing.
You can also invite followers to submit content by launching giveaway campaigns with branded hashtags that encourage participation. Or you can pose questions in the captions of your brand’s posts to prompt engagement from followers. And make sure you engage back with them! Responding to their comments and messages and re-sharing any stories or posts can help build a sense of community and encourage them to get involved.
Now, let’s dive deeper into how harnessing User-Generated Content can leverage influencer marketing strategies.
Let’s start by talking a little about what influencer marketing is.
Influencer marketing is a collaboration between popular social-media users (also known as influencers) and brands. A brand will use influencer marketing to promote their products and/or services on social media. These partnerships between influencers and brands have been going on informally since the beginning of social media. Brands tap into influencer marketing because it works for them, the consumers, and the influencers alike. Influencers can create authentic content featuring a brand’s products, encouraging their followers to participate in UGC challenges or share their experiences. By leveraging the reach and credibility of influencers, brands can amplify the impact of their UGC and reach new audiences. Influencer marketing rates are negotiated by individual creators and partner brands. That means they’re usually confidential and can vary depending on an influencer’s popularity.
The connection between UGC and influencer marketing can increase brand awareness.
By leveraging influencer marketing on social media, you are expanding the reach and engagement of influential individuals to subtly promote your products and services and increase your brand awareness. Rather than targeting a broad audience, working with influencers who have a strong connection with many different audiences fosters trust and reliability. Think Caitlin Clark and Gatorade. Let me remind you that influencers are real people. And as we mentioned above, people trust people. Influencers can use their large and active followings to spread the brand’s message and reach new audiences.
Consumers trust content that is created by people like them. And the right influencers tend to be more relatable on a human level than your brand may be. Influencer marketing allows others to boost your brand reputation on your behalf. They act as a sort of unofficial representative. A brand advocate who can easily recruit others and encourage customers to love your brand and products as much as they do.
Leveraging influencer marketing on social media allows you to shape the narrative.
It ensures that the content being posted fits your brand identity and can be incorporated into your marketing strategy. Influencers often use multiple platforms to connect with social media users. This influences brand loyalty across a variety of platforms and channels that you may not even actively use. Plus, people may share the UGC to their own personal or professional network, broadcasting your reach even further. It’s a surefire way to generate high-quality content to keep fueling your brand’s marketing efforts. Although it does come at more of a cost then UGC alone, it’s up to you to decide if you feel as though it would be worth the investment.
The integration of UGC into influencer marketing strategies represents a shift in how brands connect with their audiences. By embracing the authenticity, engagements, and storytelling of User-Generated Content, brands can unlock new levels of reach, engagements, and advocacy for their brand. This, in turn, can propel their marketing efforts to unprecedented success. Allow yourself to embrace the creativity and passion of your audience and watch as UGC transforms your brand narrative into an authentic and loyal story that takes your business to new heights.
