User-Generated Content: How You Can Use It

What Is User-Generated Content?

User-generated content is content created by fans of a brand or product. This kind of content could be anything from pictures to tweets, posts, or even testimonials. It’s not new to the scene. For decades, brands have been sharing content from real customers.  Word of mouth is still one of the most effective ways consumers get their information, even in digital forms. 

User-generated content, or UGC, is an indicator of a brand’s quality. When real people tell us how much they love something, we are much more likely to trust that brand or product. This is called social proof, and this is what user-generated content provides.  

Why Is It Important?

So, why is user-generated content such a necessity for your business? Because it is authentic! Authentic content has been proven to increase engagement rates. Consumers trust other consumers more than they trust actors. 

How To Use It

To keep your user-generated content campaign on track, ask yourself these 2 questions: 

  1. What are your goals?
  2. What does your audience want?

Step 1. Define Your Goals for the UGC Campaign

There are a few important things to consider before you start spending your time and money on this UGC campaign. Figure out the purpose behind this campaign. 

Here are some things that user-generated content can help with:

  • Brand awareness
  • Product or feature launch/feedback
  • Promotion advertisement

It’s important to know how long your campaign will run to make sure you’re reaching your goals. Tracking metrics from week to week allows you to know if you need to step up your game before the campaign is over. You should also decide what kind of content you want from your consumers. Whether it’s photos, videos, or reviews, plan what to look for before you start collecting user-generated content. 

Step 2. Understand What Your Audience Wants

When creating your user-generated content strategy, you have two kinds of audiences to consider. The first audience is made up of content generators. The second consists of content consumers. Knowing the difference between the two will ensure a successful campaign. 

Content Generators

It is very important to know who your consumers are and what they want. If they identify with your brand they’ll want to create content about your brand. Using buyer personas can be incredibly helpful while building your marketing campaign.

Content Consumers

These are the people to keep in mind when creating the user-generated content campaign. For content consumers, you need to figure out what will get them to engage with your brand. Do they want to see videos of your product or hear heartfelt testimonials? 

You’re Ready To Go

Now you’re all set to start collecting content and creating a campaign. You know what your goals are, and you know how to reach your audience. All that’s left is to start planning your user-generated content strategy.

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