24 Aug עופר איתן Stated: 10 Ways User-Generated Content is Redefining Marketing for …
Marketing is all about promoting a brand’s product or service. It begins with market research, goes on with advertising and still goes on with promotional campaigns.
But marketing has got a new face.
UGC is the millennial definition of marketing.
After the rising popularity of social media, the digital era is taken over by the techie-marketing strategies, which brought in the idea of user-generated content. UGC has its own connective approach which takes it directly to the minds of the audience through peer.
In this article, you will know what UGC is and why the brands are replacing their traditional marketing tactics with modern UGC strategies to bring in more business and to grow their brand.
The Concept of UGC
User-generated content is a term used to define any form of content inclusive of photos, videos, blogs, or other forms of media created by the consumers or end-user of an online system.
Social media platforms like Facebook, Instagram and Twitter are some of the most popular sources for user-created content. With most of your customers making their presence on social media, you have greater chances to get plenty of user-generated content on the board.
As per a study, 55 percent of users trust UGC over other formats of marketing.
User-generated content holds a lot of power to impact on all marketing touchpoints of a brand. These days, every UGC campaign kicks off with a basic research to discover the target audience. After research, all the marketer need to establish is a hashtag for the audience to use.
The hashtag makes it easier for marketers to collect the content from media. Hashtag is subject to the genre of audience you are targeting and the products/services delivered by your brand to them.
Here are some basic characteristics of User-Generated Content:
- The content is contributed by the users of a brand’s product and not the brand selling the product itself.
- These content are posted on digital media and are accessible to others.
- The user can add more creative value to the content with their ideas while contributing.
Since social media, user-generated content campaigns has been a constant player in the marketing world as they give successful results than other marketing tactics. There are several reasons for the positive results brought in by the UGC campaigns.
Here, you will know why the brands have stopped creating their own advertisements and left the product promotions on the audiences and social media.
According to Conductor, by 2020, more than half of the commercial content would be created outside of marketing.
Giving Priority to the Customers
The businesses are structuring themselves to be customer-oriented and for the same reason, they’ve been keeping up with the trends around the audience. In this digital-savvy world, if the brands are not running along with the tech-centric trends, they can’t meet the customers’ needs.
Users who are online are intrigued by the factors the brands are putting up in their marketing strategies. When the customers are given a stage where they stand up in the front and centre, others can know about the original value of the product from the customer perspective. This transparency is one of the factors which makes the implementation of UGC in marketing campaigns successful.
In traditional marketing, customers were treated as king. In modern marketing, content is the king. UGC is all about crowning these kings together into power to make your marketing stronger on all touchpoints.
The old-school marketing strategies are of no use! Nobody is going to connect with an over-exaggerated advertisement for any product.
Audiences love authentic. The customers in this generation are the ones who choose their own fate and won’t be appealed with the statement of what to buy and what not to. This audience connects with the product and the promotional story on the basis of its values on a human level.
User-generated content thus helps in building authentic material for online promotions and social ads to influence the audience. As the content is created by the users, it lifts up the possibilities for potential customers to connect its benefits to their purposes. The humanizing factor in the advertisements are what they are seeking for a proper connection.
Previously, the brands in the market used to throw some random sleazy marketing idea to advertise and promote products or services. These days, an average guy walking on the streets doesn’t care about such pushy sales tactics.
The brands who are crafting stories to create a connection with the customer and interacts with humanly perspective win the game. The humanized angle of marketing connects more with the users and therefore engages the customers effectively.
According to a study, 92% of consumers trust recommendations from others, even people they don’t know, over branded content.
The data itself makes clear the fact that the people are affected by what people like, rather than what the brands advertised.
Let your customers be the advocates of the brand.
Give them an opportunity to share their positive experiences with your brand. When they share their experiences even in their offline circles like friends and family, it would create a good impression of the brand for them regarding the quality.
As well as on online circles, their images with the product and caption about their experience can let their followers know about the brand and the product or service.
User-generated content campaigns make it easy for the customers to share what they love about the brand and the brand can enjoy its benefits. It creates an online community which would share the love and interest towards your brand and its product. With such a growing community on the internet, you could gain more exposure and expand your market globally.
Engagement and Interaction
The use of UGC for marketing purposes can be a perfect move to boost sales conversion even through…