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In today’s online world, unique branding and strong marketing campaigns alone are not enough to stay competitive and stand out as a company. To be relevant, you must not only attract and retain the attention of consumers, but also promote your brand with the help of those customers.
Whether you realize it or not, you may already be doing this in the form of user-generated content (UGC). UGC is content such as videos, photos, reviews, etc. that online users of all kinds post on their Internet platform. This type of UGC is brand-specific content, but it is usually original and created by people rather than the brand itself.
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Sponsored TikTok influencers using specific products and YouTube unboxing videos are great examples of UGC, driving 29% higher overall web conversions than campaigns and videos without UGC. Consumers also spend more than five hours a day averaging UGC on various platforms. In addition to increased visibility, content created by real customers lends a kind of credibility that is almost a prerequisite for successful branding today.
Finding quality UGC isn’t always easy, but there are ways to take advantage of consumer promotions without faking user-generated content. Here are five ways to find and leverage UGC.
1. Promote your customers
A good way to leverage UGC is to promote people who already want to promote you. Benefit from your loyal fans and shine the spotlight on those who are already talking about your business online.
Shoot videos of your customers talking about their experiences. Even if your promotional video isn’t perfect, you can make your brand more relatable by showing potential consumers examples of everyday people who are happy with your product. Any personality you can add contributes to your overall authenticity. By showing your product in use, potential buyers will have a better understanding of the product they are considering purchasing and whether it is right for them.
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2. Quantify the ROI of UGC
Quantifying the benefits of UGC is useful for many reasons. You want to know how external brand promotion contributes to customer growth and conversion rates. See engagement metrics on different platforms. In this way, you can perform a cost-benefit analysis that will help you with future marketing decisions.
UGC return on investment (ROI) can be determined by calculating the value generated from the amount paid to promote and use UGC. One way to measure it is:
ROI = (Revenue generated from UGC – Investment in UGC) / Investment in UGC
One goal is to determine whether good customer testimonials increase the profit of the products you sell. This helps us decide whether to send free items to influencers or other online customers.
It’s also important to remember that UGC ROI can be difficult to measure. However, be aware of the many possible benefits, such as increased brand awareness, increased customer loyalty, and increased website traffic.
3. Get reviews
Almost every business can collect customer reviews in some way. Email Whether you do it online at the end of his campaign or promote her Yelp in store, there are plenty of ways to encourage customers to leave reviews.
Reviews not only help us with continuous improvement, but they also provide us with information about customer satisfaction. Additionally, reviews give potential buyers more insight into the product and its authenticity. Regardless of the reaction, it’s always worth asking customers and shoppers for reviews.
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4. Incorporate UGC into your plan
Deliberately taking time to discuss UGC with your team, whether it’s a weekly dedicated time or a quarterly review, can make a big difference. Brainstorming new and different ways to elevate your brand is a worthwhile ongoing process.
Not only does constant communication increase efficiency and success, you may find yourself redefining your goals and innovating at an improved speed. UGC can improve engagement, so it’s worth spending your company’s time to find better ways to use it.
5. Take your time and be authentic
It may sound easy, but be patient and take the time to make it a reality. Authentic brands take time to grow and there are no shortcuts. UGC requires an active and engaged customer base so people can decide if the content is truly actionable and relevant.
Strengthen your brand image and spend time identifying the actual users of your product so that you can target your content appropriately. Perseverance, focus, and adaptability are key attributes of marketing efforts here.
In a product-saturated market, customers crave products that are made and used by real, everyday people. Authenticity is the new synonym for success and UGC is one of the most effective ways to be authentic when promoting your brand. Finding and leveraging UGC can be challenging, but the effort can yield real, quantifiable results and healthier returns.
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