User-generated content is always a win for brands, especially if you know how to make it go a long way. Keep reading for the Evins Communications team's breakdown of how to make the most of your user-generated content.
Few things feel more validating than finding a positive review or social media post from a satisfied consumer or guest, but many brands and businesses miss an important opportunity to use that consumer endorsement to reach a wider audience.
This issue, we're looking at ways to optimize your approach to UGC, as well as what to make of some of the newest (and new-looking) social media platforms out there, and how both should factor into your marketing communications approach.
But first – what is User-Generated Content?
According to Hootsuite, user-generated content (UGC) is any content—text, videos, images, reviews, etc.—created by people, rather than brands. That's a lot of posts! However, for our purposes, let's limit this to content from people that highlight, showcase or demonstrate a product, brand or destination.
How to make sure you are capturing the right content...
User-generated content is everywhere - from YouTube, Instagram and TikTok to review sites like Yelp and TripAdvisor and even in your Google searches and in your email inbox. Finding and identifying the most valuable content, however, can be more of a challenge
We recommend using a variety of tools and programs that will gather and capture much of the user posts surrounding your business, as well as help you to measure their value. Start with free services like Google Alerts that will grab most website, blog and some social media content, and be sure to adjust the search filters to maximize what you are shown and how frequently.
For social media, most tools like SproutSocial as well as the platforms themselves allow you to search by keyword, hashtag or location tag. Many of these services will also show you the number of followers the original poster has, as well as the number of engagements on the post. This is not the only determining factor as to whether to share the content, but it is helpful to know who it is coming from, and what their audience thinks of the post.
How do you use UGC to its fullest extent?
First things first – make sure you are engaging with those posting on behalf of your business. A quick thank you, compliment or even just an emoji response is suitable for most posts, and shows your consumers that you are paying attention and appreciate the time and effort it takes to post. Remember - people post because they want acknowledgement, and what they post demonstrates who they are and how they would like to be perceived. Providing an authentic, human response is an easy way to create even more future advocacy.
Next, ask permission if you would like to repost or share. Oftentimes, a repost on your social platforms (with a credit and link to the creator) doesn't require a private conversation, but we recommend asking just to make sure. For posts in other places or use on other platforms, be sure to ask first.
Finally, with permission the sky is the limit. Is it a great video review? Put it on your website! An excellent photo? Sounds like a perfect Instagram post. A detailed written review? You may want to use that in your latest newsletter. Prospective customers love nothing more than seeing a product, place or service that they have been considering being shared by others.
Other things to consider about UGC...
There are some watch-outs and things to consider, which we would be remiss if we didn't mention:
Be sure to do some quick research on whose content you are using. No brand wants to repost an image or review from a problematic or controversial user. Do your homework.
Don't make it salesy. The quickest way to dissuade users from posting about your brand is to repurpose their content into obvious ads for your products. Show gratitude and humility, and let their content speak for itself, rather than adding copy or context that they original post didn't feature or intend.
Make it representative. If all of your shared UGC is from people who look the same, live in the same area, etc. it will quickly set an unintended perception of who your consumers SHOULD be. Avoid this by showing a wide-range of people of different geographic, demographic and psychographic groups.
Have fun with it! These are your people, and they have already spent money with you AND are satisfied enough to show the world. Invite them into your circle and engage with them on an ongoing basis. A relationship with a top customer that creates content on your behalf can create amazing opportunities for future product launches, testing and feedback, so nurture those bonds!
