You see an ad on tv about a new SUV (Sports Utility Vehicle) in the market. It looks wonderfully attractive and you can already see yourself in the driving seat. That is, until you start chatting to a friend online who casually mentions that they have been using this newly-launched SUV and it has been giving them trouble since day one. You thank your lucky stars you didn’t make the SUV purchase and keep your hard-earned money to spend on a more reliable vehicle.
This, in a nutshell, sums up what user-generated content (UGC) is online. It is testimonials, feedback and perceptions of products and services that people share online that can promote or dissuade customers from buying that brand. According to Insense, a platform that collaborates with creators for UGC, 88% of consumers admit to submitting to family and friends’ recommendations when making purchase decisions. Considering how, as consumers, we all seek advice from our near and dear on what we intend to buy, UGC becomes ultra-important to businesses when marketing their products.
Why is UGC important?
Simply because it is authentic and reliable. Unless someone close to you is trying to intentionally and maliciously derail your intended purchase, they are going to tell you the truth about what they have already tried and tested. This is valuable and trusted information for you. It doesn’t even have to be people close to you making these recommendations. Why do you think companies take every measure to mop up any negative feedback left about their products on social media and online platforms? It is because the customer is indeed king, and their opinions matter a great deal to all stakeholders.
With popular social media platforms like TikTok enabling videos to go viral in double-quick time, UGC creates brand awareness like never before. It is just an added bonus that such social media platforms provide free exposure for brands. A possible way to ensure that your brand gets great feedback is to gift your product to a person who creates content for social media and ask them to share their views online. This can be a well-known influencer, or someone who has great social media presence.
User-generated content can be created by either a company’s employees, people who are loyal to the brand, or social media influencers. However, there may be slight variations on how these different types of content are received. An employee’s content, for instance, is not going to generate the kind of reliability that an authentic brand user’s content would. So, it is best to mix and match these approaches.
UGC as creators of community
Many people I know are part of social media groups that initiate and facilitate conversations around certain products and brands. Car enthusiasts will participate in Whatsapp groups that discuss the pros and cons of a certain model of vehicle, while mothers may liaise with each other on Facebook about what brand of baby food is tastier and healthier for their kids. These conversations create communities which build brand loyalty. Thus, while they are extremely beneficial, they can however, also disrupt brand loyalty with one or two negative reviews.
Hashtag communities are an excellent way to bring about brand growth. Harley Davidson and Gopro are two such brands that have garnered brand loyalty though the growth of hashtag communities such as #goprohero and #goprofamily, according to Insense. The community engenders a sense of belonging as it builds relationships amongst compatible individuals. Creating brand, product or company hashtags and asking customers to use it to leave feedback will foster significant publicity. Offering incentives to customers who do so is also extremely cost-effective.
Overall, these communities create greater engagement among a brand and its audience. Shared experiences and stories create buzz around the product. This is invaluable and cannot be bought as it is real and trustworthy.
Popular UGC types we all know and love
Personally, I love those unboxing videos. I can almost smell the crispness of the tissue paper cocooning the product and feel the excitement of the unboxer as they reveal their purchase with deliberate drama and intensity. It somehow inspires you to invest in the same product just to enjoy that first feeling of luxury that comes with a new purchase.
Live streaming is another trendy method to get user-generated content out there. Many companies use this method when launching a new product by live streaming the launch event to get maximum exposure. Platforms such as Facebook Live, Instagram Live and YouTube Live allow for such events to be viewed in real time by various audiences. Needless to say, this is another wallet-friendly approach to publicising one’s product. Audience engagement can also be maximised via this method if you get the audience itself to live stream the event.
Giveaways too, are loved by many audiences out there because – you guessed it – they have the opportunity to win the product if they follow the given instructions. They are usually asked to post pictures, testimonials or videos and tag their friends on social media to be able to win. Of course, this is brilliant because it just expands the product’s reach among audiences and also establishes the positives of the product among these very audiences.
Making the most of it
As mentioned before, user-generated content can build or hurt your brand. This is where you- the marketer – must stay on top of things. Ensure that you and your team are always monitoring content about your brand and products. Respond to all feedback as quickly as you can. Once a negative review is out there it will get passed on from user to user before you know it. Troubleshooting is up to you, so timeliness in your response is key. At the same time, appreciate good feedback and reward customers with discounts, giveaways, and so on.
On the whole, the possibilities of digital marketing are endless. Jump on board the bandwagon or get left behind. It’s as simple as that.
(Anouk De Silva)