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User-Generated Content in Marketing Campaigns

Consumers are inundated with advertising. They have no choice but to be discerning when figuring out which brands to support. It’s why authenticity has become such an important component of a marketing strategy. An effective way to make your marketing more authentic – and a tactic growing in popularity – is user-generated content (UGC). Learn more about the value of UGC and how your business can leverage it for successful campaigns with Advance Media New York.

Why Consider User-Generated Content?

The research is revealing. According to one study, 90% of consumers claim authenticity is a key deciding factor. Brands can try to convey authenticity in their ads, but closing the cognitive gap between the business and the human consumer can be challenging.

User-generated content can bridge this gap, enabling a connection between the brand and its customer base in ways even the most talented marketing team might not be able to accomplish.

As the name indicates, UGC is content created by customers instead of a brand’s marketing team. Some people who create UGC are paid by the company to create this type of content. Other people create UGC by choice, sharing with their followers on social media platforms their experiences.

Compared with traditional advertising, UGC mimics how a real customer might encounter the product. For instance, does the creator make a video of them shopping in-store and bringing the products home? If it’s an item from an e-commerce site, their video might involve the popular unboxing format.

In both scenarios, UGC shows real people interacting with products the way any other potential customer might. This approach feels more authentic than ads they might see on streaming sites or display ads airbrushed to perfection.

The Many Benefits of User-Generated Content

In fostering a greater sense of authenticity than other marketing tactics, user-generated content serves as excellent social proof. Think of UGC as word-of-mouth with a much larger reach. Many consumers are influenced by the purchasing decisions of family and friends. UGC is similar, providing the trust a potential customer needs to make their choice.

Once a consumer is inspired to consider a brand because of UGC, they might begin creating UGC themselves. This situation promotes customer loyalty. The consumer transitions from a one-time buyer to a loyal customer the more they snap photos of themselves using the product or explain in YouTube videos how they used a new software for editing.

There’s also the possibility that UGC can become viral. Your brand can achieve widespread visibility, potentially increasing your customer base. Even if UGC doesn’t achieve such status, it still boosts engagement within a segment – if not your entire – target audience.

What Are the Types of User-Generated Content?

Social media is the hub for user-generated content, with micro- and nano-influencers posting images, videos, and lives on sites like Instagram and TikTok. However, it’s not just for social media marketing. Part of the appeal of UGC for marketers is its flexibility. You can leverage UGC for email campaigns, plus content and video marketing on your website. Types of UGC to consider include:

  • Reviews/testimonials: This feedback from your customers may appear in a designated area of your website. You might also encounter reviews on third-party sites, which you’ll have less control over. Consider replying with your appreciation for positive reviews and offering a solution to less positive ones.
  • Images and videos: Photos capturing customers using your products/services, or even taking selfies with them, are valuable UGC. Videos can go into more detail and may include unboxings or how-to guides.
  • Podcasts: Podcasts allow users to foster conversations about your brand, sharing testimonials about their experiences in a setting that evokes a conversation. They may enable consumers to develop a personal connection with the brand.
  • Contests: Encourage your customers to develop UGC with contests to create the most clever, humorous, or impactful content about a particular product/service or the brand in general.

Hone Your Marketing Strategy with Advance Media New York

User-generated content can help boost the authenticity of your campaigns, but it’s one piece of your wider marketing strategy. You want a marketing partner with more, like Advance Media New York. Our award-winning team offers a range of marketing solutions to help devise a strategy tailored to your needs. Contact us today to learn more.