User Generated Content (UGC) is nowadays a key driver for marketing results. Are you gathering content from users of your products/services? If not, you should definitely consider it for your marketing strategies! This is not only us telling you from our experience but also recent statistics. Numbers don’t lie…
In fact, 92% of people are most likely to trust a recommendation from another person over branded content. 88% of shoppers trust online reviews as much as they trust personal recommendations. And finally, 68% of Australians using social media read in average eight online reviews and blogs before making a purchase decision.
As a result of this, integrating UGC campaigns to your marketing campaigns will go a long way for improving your sales bottom line. With the right strategy in place to encourage users to positively talk about your brand, you will be able to use this content across your touchpoints such as your website, social media platforms or email marketing campaigns to cite a few.
Successful UGC Campaigns
Whilst UGC promotes authenticity, creates trust and drives purchasing decisions, it also has a lot of benefits for other marketing endeavours. See the following examples for yourself.
Expedia – UGC to create a library of photos and increase your website traffic
The main goal of Expedia‘s campaign with the #EyeWanderWin contest on Instagram was to expand their library of creative assets with authentic photos to use for their collateral and to drive traffic to their website.
By publishing the pictures on their blog, they were able to increase monthly traffic to their website by 34%. The engagements received gave them over 4,350 unique photos that they can use to differentiate themselves from the stock library that competitors use on their collateral.
The UPS Store – UGC to showcase an unexpected aspect of your brand
The UPS Store‘s #TheUPSStoreCustomer showcases a demographic group you might not think of readily; small business owners. Posts of their products may not be visually interesting, but the backstories of people using them are very powerful.
People relate to experiences, so seeing someone with similar interests using a specific product will automatically draw them to this product.
Lay’s – UGC to launch your new product
Not only Lay’s 2012 campaign, ‘Do us a flavor’, created a virality for people to try the new chips but it also ensured that most of the brand customers would love it so they would buy it again. In fact, this was the most successful campaign Lay’s had produced with an increase of sales by 12% on year-on-year sales.
Involving your customers in the development stage of your new product will ensure that the product attributes will be matching their needs. Without forgetting that the use cases gathered from this engagement will be very handy when deriving key messages.
Aerie – UGC to communicate your brand values
Aerie‘s Instagram campaign #AerieReal was a way to vehiculate their values through the voice of their customers on social media.
Pledging for the acceptance of all body types, they encouraged customers sharing to post pictures of themselves wearing Aerie’s swimsuits without retouching the photos.
Not only it reinforced the brand image and increased the community of aficionados, but it also allowed the company to use ‘real people’ pictures for their online ads.
While the power is put into the hands of the consumers and social media platforms, there are many ways to leverage UGC for your marketing results. Way more trustworthy than branded advertising, it’s also a great source of customer research.
We hope Yah’ll get inspired!
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