How Companies can Leverage UGC to Build Content that Engages Their Target Audience
Authored by: Nichelle Antoque
User-generated content refers to authentic content created by customers of a brand.
They could be comments, reviews, images, or videos. It is a cost-effective method for brands to establish two-way communication with their customers while humanizing the brand. It helps build a sense of community amongst the audience and companies have embraced UGC as a crucial part of their community engagement and content strategy. Through UGC, the brand’s communication strategy shifts to a more customer-centric approach.
With UGC, brands can share the experience and stories of their loyal customers and turn them into brand advocates. Customers trust other people more than brands and UGC is a great way to build strong social proof and increase trust.
Through online contests, challenges, giveaways, and more, brands give their customers a chance to participate in fun activities and get creative. This content is often relatable to the brand’s community and drives high engagement. It can be used on your social media channels, website, product pages as reviews or case studies and even be repurposed into advertising campaigns.
UGC helps create high-quality, authentic content at little to no cost for brands. If you’re looking to build a sense of community or brand loyalty, there’s no better way than UGC campaigns.
Contests & Challenges
Contests and challenges have become really popular and are a great way to engage with your audience and create awareness. One of the easiest ways is by asking your audience a question or asking them to record themself completing a fun task and then share the video or image with you to enter the contest.
To create a healthy competition and give them motivation, you can offer prizes or feature them on your social media page. Simply set your rules, set a deadline, and encourage your community! In addition to engagement, this will provide you with valuable insights on who your audience is, what their unique use cases are, or other demographics. Using a platform like Vloggi, you can set your rules and ask any questions you may want them to answer and collect their clip contribution easily.
By featuring these clips on your website and social media, you can welcome new followers into a community of fun and active fans of your brand.
Social proof helps your customers see that others have been through the same purchase process and that they’ve had success with your product or service. Real customers and their experience are crucial in building social proof to convince potential customers. Reviews from real customers are more trustworthy than any other type of social proof. Including UGC content in the customers’ purchase path increases purchases by 10% according to Salesforce.
Reviews can be sourced through UGC by requesting your current customers to show off their recently purchased product and talk about how satisfied they are and the features that they value in the product.
Trends & Current Events
Consumers are always on board to jump onto trends and share their thoughts, whether it’s a movie, a tech innovation, or simply a viral video. Brands can leverage these topics to open a dialogue or discussion if it’s related to the industry or a cause they believe in. The key is to identify these trends early through social listening and stay relevant.
Track and analyze your competitors, the industry, and keywords and look for any sudden traffic or spike to look for opportunities. Find humorous or thoughtful ways to build a dialogue around it and gather unique insights and customer sentiments.
Unique Use Cases
Social media used to be a tool just for product discovery but as they include shop functions, it’s important to have video reviews on these platforms too. 80% of people say that Instagram helps them discover, research, and make a decision to purchase. Inviting your audience to contribute content around the products and services you offer, such as unique use cases, fun applications, or even to send in ideas for co-creation like Starbucks’ White Cup contest. Personal stories of customers can also be a great way to build a connection with your audience and make them feel valued. Through these campaigns, you can build a content library to post regularly on your social channels.
There are many ways to leverage UGC content to engage your audience. Once you have the right idea, don’t forget to promote it across channels and provide a good incentive to boost clip contributions. Keep the prize relevant to your community and like, comment and share while the campaign is live to increase engagement.
Consumers want to see more user-generated content that’s authentic and relatable. With Vloggi companies can collect clips from their customers at scale and automate the editing. With multiple templates for contests, instant reactions, and testimonials, it makes the whole UGC collection and content creation faster and easier.