Because no-one remembers a faceless brand.
User-generated content (UGC) is the ultimate asset for your brand, providing authentic and engaging content that resonates with your audience. However, there are certain dos and don'ts to keep in mind when it comes to collecting and posting UGC. In this guide, we'll show you how to avoid common pitfalls and build an effective UGC strategy.
UGC, or user-generated content, is any content created by individuals rather than by a brand or marketer. This can include posts on social media, blog articles, reviews, tutorials, and more. Brands can benefit greatly from UGC as it allows them to involve their customers in creating marketing materials. When done well, UGC can help you build trust, loyalty, and a long-term relationship with your customers. However, if not executed properly, you’ll come across as arrogant and damage your brand's reputation.
User-generated content helps you engage with your audience and build trust. To make the most of UGC in your marketing materials, it's important to follow some best practices. Here are some do's of UGC:
Start by creating video templates and scripts so your community can easily submit content for your brand. The easiest way is to use a tool like StoryPrompt with professionally designed video templates and scripts that your audience can use to create UGC for your brand directly from their mobile device.
If you want to collect UGC then you should encourage your followers to create content and mention your brand. You can start by incentivizing your audience by sending them a discount code, a free trial, or sample products for their review. If you already have an email list, you can start from there.
Thanking users for creating content and mentioning your brand on their social media will help you build stronger relationships with users. Creators appreciate it when brands notice their efforts and a simple "thank you" note can lead to more UGC content in the future.
It's important to always ask for permission before posting any UGC on your social media or website. This not only protects you legally, but it also shows that you respect the creator and their effort. You can ask for permission to repost UGC by contacting the user via direct messaging. Make sure you let them know how you plan to use the content and that you plan to tag them as well.
It's important to remember that UGC is created by real people who deserve credit for their work. When sharing UGC, always make sure to give credit to the original creator by including their name or handle in the caption or post. You can also consider tagging them in the content to show your appreciation and encourage more UGC in the future.
Moderating UGC is important to ensure that it aligns with your brand values and protects your customers. There are two ways to moderate UGC: automated and manual. Both methods are effective in ensuring that your UGC represents your brand in the best possible way.
User-generated content (UGC) can be a valuable asset for businesses, but it's important to follow some guidelines. By respecting these "don'ts" of UGC, you can safely and effectively use this type of content in your marketing materials.
Always get approval from the creators before using their content. There's nothing worse than making your customers feel disrespected and having their work used without consent by brands who just want to churn more profit. You don't want to be one of those arrogant brands. So be kind, show respect, and thank creators for their hard work before asking for permission to repost their content.
Another no-no is ignoring negative feedback. Every brand will get negative reviews at some point. So don't ignore them. Negative reviews provide you with valuable insights for improvement. When replying to negative comments remember to be kind and respectful and don't start arguments with your community.
One of the biggest "don'ts" is altering UGC, or changing it without permission. This can include anything from editing a photo to changing the wording of a review without permission. Always make sure to get explicit permission from the creator before making any changes to their content.
Nespresso - building relationships with influencers
Nespresso is a popular brand that uses UGC to build relationships with creators. They often host exclusive events and invite members of their community. In the example below, Nespresso combined user-generated photos from a recent event to create an Instagram collage, tagging creators in the image to give them proper credit.
DysonHair - branded hashtags encourage UGC
DysonHair created branded hashtags to help users search and create UGC directly on Instagram. When you click on #MyDyson you'll see a variety of content from the community that includes reviews and tutorials using Dyson products.
Canva - doesn’t ignore negative feedback from users
Canva is an excellent example of a brand that handles negative feedback and complaints from users very well. They've set up a Twitter profile that looks for negative reviews and tries to resolve issues quickly before they amplify.
Creating quality content is essential for any business looking to establish a strong online presence. However, producing content that builds trust with your followers can be a challenge. That's where user-generated content comes in. By encouraging your audience to share their own experiences with your brand and products, you're not only building stronger social proof, but you'll create long-term relationships with your followers and customers.