Because no-one remembers a faceless brand.
Thanks to the rise of social media customers are now involved in creating user-generated content (UGC) about their favorite brands and products. In contrast to AI-generated content, it allows you to connect with your audience in the most authentic, transparent and engaging way. From building trust with your online followers to reaching a wider audience, we'll discuss the 5 key benefits of incorporating user-generated video in your marketing strategy.
User-generated content (UGC) is any piece of content (video, image, review, testimonial, tweet, etc) that other people create for your brand. And we're not talking about paid influencers or brand ambassadors, but rather content that is created by your customers and people who have experienced using your products.
One of the best examples of UGC is Charli D'amelio and Dunkin collab. In 2020, the TikTok star made a video showing her favorite coffee order from Dunkin that went viral. This video, which was not sponsored, spiked Dunkin's popularity among Charli's audience and helped boost their sales. Later on, the company signed a deal with the influencer, leading to the release of "The Charli" coffee beverage.
Let's dive into the main benefits of using user-generated video (UGV) as a brand owner and how it can help you build a stronger connection with your online audience.
Building an authentic brand that people can trust is one of the most difficult things to achieve as a modern marketer. With the rise in AI-generated content, your customers will find it hard to trust and relate to brands. But when you get your customers involved in creating videos, reviews and testimonials about your brand, they are helping you build authenticity and a trusted brand image.
Video is expensive to produce, but UGV is a cost-effective marketing strategy. Instead of spending your budget on creating video ads you can rely on UGV and get your audience to create videos for you at no cost. UGV are easy to share on social media, and blogs and you can even embed your customers' videos on your website using a tool like StoryPrompt. This allows you to easily compile a "Wall of Love" with your best customer videos and display them in front of your website visitors.
Videos are the best content format if you want to grow engagement on social media. When people create UGV for your brand, they're helping you grow your brand awareness and get more engagement from your audience. Just remember to track your brand mentions on social media using a good social media listening tool so you don't miss out on engaging with new audiences.
Customer feedback is an important tool for growing your brand. UGC can help you find out what your customers think about your product, brand and customer service. By watching those videos you can understand what your customers' experience is with your brand and use it to improve your product development and customer service.
Incorporating UGV into your content strategy will help you diversify your content. It will also help you balance your promotional content with authentic videos that include your clients' thoughts and experiences. By sharing content from other users, you can project the value of your product without trying to hard sell.
Now let’s look at some case studies of popular brands and see how they have been using UGV on different social media platforms.
A simple look at GoPro's TikTok content will show you that the majority of their posts are UGV created by their customers. The brand is resharing these videos and tags the original creators in the caption. By resharing UGV on its page, GoPro is building an image of a customer-centred brand that knows how to value feedback.
Instead of paying Instagram models to promote their gym outfits Gymshark Women is using UGV and hashtag campaigns. Their main hashtag #GymsharkWomen has gained more than 2.6mil photos and helps customers see how Gymshark products for women look on real people and in everyday settings.
One of the most successful examples of a company using UGV across its social platforms is Adobe Video. This tech giant can afford to hire a team of professional video editors - yet they choose to repost videos from users. This shows you the power of authenticity in online marketing and how a simple tutorial from your clients can be more effective than brand videos.
The Attract-Engage-Delight model is an easy and effective way to incorporate user-generated content into your digital marketing strategy. This model covers the entire customer cycle from the attraction stage to the conversion and after-sales process.
Step 1: Attract: Research trends and create monthly video challenges to attract new people to your social media pages
Step 2: Engage: Run giveaways and offer incentives to encourage your social audience to participate and create videos for your brand. You should also be active and engage in discussions with your target audience by leaving comments on their posts.
Step 3: Delight: Create a process that allows you to automatically collect customer testimonials and track social media posts that mention your brand from all channels with StoryPrompt.
To encourage your audience to create more UGC, consider implementing some of these strategies:
With these tips, you can build a strong community of brand advocates who are eager to share the experiences they’ve had with your brand and inspire many others to start trusting you.