Sceptical audiences and platforms that reward natural, genuine voices over forced ads. Brands and agencies now recognise that nothing is more convincing to a consumer than the words of another consumer. Building user-generated content (UGC) into your marketing strategy can enhance your reputation and strengthen your brand.
TikTok, Instagram Reels and YouTube Shorts stand out here as excellent channels for spreading the short, direct content users love so much. You’ll also find UGC built into e-commerce through customer videos and reviews.
The key is not to come across as an interruption, but to understand, as a brand, that this hugely valuable user-created content needs to be personalised and organised strategically.
Brand ambassadors VS traditional advertising
Market trends show that consumers value a recommendation from someone outside the brand more than any corporate ad. When a brand reaches viewers through authentic, sometimes spontaneous content, it changes not just the perspective but the value of the product. UGC undeniably brings more trust, credibility and strength to your brand.
Your potential customers want to SEE THEMSELVES in an honest message that makes them want the experience. That’s why your future brand strategy can’t afford to skip using UGC effectively.
Homemade, real content goes professional
Use your customers’ authentic experiences to transform the way you interact with your audience. Get more conversions and more engagement than with traditional campaigns. A level of persuasion and brand reputation that’s hard to achieve with traditional advertising, plus an obvious cut in marketing campaign production costs.
What does bringing user-generated content into your strategy mean?
Using your customers’ content isn’t about waiting for them to post whenever they like, or working only with famous profiles. It’s about drawing up a UGC marketing plan that leaves no room for improvisation and choosing quality content creators who connect with your audience. NOTE: the best ones aren’t necessarily the ones with the most followers!
Make sure you manage the rights and permissions for user-created content that’s relevant to your brand when you use it or share it on social media, your website, e-commerce, email marketing or paid ads. Encourage repeat collaborations by involving creators in the process. By paying in cash, offering free products, discounts, event tickets or exclusive services, you’ll get loyal, consistent content.
Another thing to bear in mind is that, above all, you want authentic content, so forget about directing and restricting. Guide, and simply make sure the content flows naturally.
Finally, we recommend making digital tools such as GRIN, JoinBrands or Tint your allies. They’ll let you manage rights and contracts with creators, measure the performance of each piece of content and redistribute it automatically.
Do you think your brand’s communication style needs a refresh? At Conecta we look at your case and work with you to help you get better results.
