Leveraging User-Generated Content in Influencer Marketing
If you’re online in any capacity then you’ve heard of the increasingly popular term, UGC, otherwise known as User-Generated Content. What is UGC and why is it becoming so popular? UGC refers to customers or brand-loving followers who create content to promote (usually in a positive light) a product either through reviews, testimonials, videos, pictures, and more. Not to be confused with influencers, these creators typically don’t have large amounts of followers and brands don’t hire them for advertisement, the content is made voluntarily. The idea is to bring word-of-mouth recommendations online. This is increasingly important for the health and wellness spaces because there are a lot of fantastic products that just don’t have enough marketing or trust from buyers online. To leverage UGC, brands have to be aware of creating genuine connections with their audiences, encouraging community engagement, and the potential challenges user-generated content poses.
A Genuine Connection
Instagram and TikTok have become saturated with ads and partnerships. Everyone knows the game of influencer advertisements. However, this doesn’t mean that followers aren’t still looking for product recommendations, they just want authentic endorsements instead of predetermined paid partnerships. This is why UGC is becoming increasingly popular among audiences because they can find authentic and genuine reviews that influence their purchasing decisions. When brands utilize UGC, it promotes an identity of authenticity, transparency, and engagement. These qualities create trust between the brand and the audience because the brand is highlighting the voices of thought leaders, not just its own voice.
Genuine endorsements are specifically important for health and wellness brands because they indicate to buyers the actual result of the product versus a manufactured result through traditional ads. With so many health and wellness products out there, audiences need to know which ones will actually benefit them. Having strong UGC connections will help build credibility. According to CrowdRiff, “92% of consumers trust word of mouth and UGC more than other forms of traditional brand advertising.” The statistic speaks for itself in the importance of genuine connection in influencer marketing.
Employing Community Engagement
With over 5 billion people living online, it’s clear that creating an online community is crucial. Audiences not only want to know they’re buying a quality product, but they want to feel like they’re part of the brand. Nurturing this connection can create loyalty; according to Forbes, 64% of consumers say they want brands to connect with them. There are many ways to connect, including through UGC. Being involved with non-influencer reviews, videos, blogs, testimonials, etc., shows that brands are actively looking and listening to their audiences. To take it a step further, brands can repost user-generated content and then host polls, giveaways, discounts, and more. Followers who are already seeing UGC will then be given the opportunity to further engage. This new form of marketing is exciting because it’s breaking the barrier between brands and their audiences.
Expanding upon strategies to connect, let’s focus on contests as an example of connecting with audiences. In a study by Snipp Interactive, they found that an average of 34% of customers were acquired through contests. When brands launch a contest, they’re incentivizing UGC to be created. The contest garners excitement and encourages people to share their opinions about the brand or the products. It also makes followers feel like they are part of something bigger than themselves, thus creating a stronger community and therefore a stronger brand. Relating this strategy to the health and wellness sectors, contests create an opportunity for buyers to try the product without committing financially. If and when they win, they’ll try out the product and then buy it once they realize the quality of it.
What to Look Out For in UGC Content
It’s easy to get caught up in the benefits of UGC, but there are a couple of things to keep in mind when adding in user-generated content to your influencer marketing strategy. Searching for the right kind of UGC can be difficult because you want to make sure that the content aligns with your brand values. Since these creators aren’t following a brief or guidelines, they can say whatever they want and sometimes those opinions don’t exactly align with the brand mission. Always be careful when selecting which UGC to promote, especially as a brand in the health and wellness space. Ensuring your product is properly represented is crucial when it comes to health and wellness.
Knowing that UGC creators aren’t the same as influencers, get ready to dive into a strategy that isn’t always predictable or consistent. Variable content requires a strong foundation for filtering through user-generated content in addition to a well-rounded team to approve the content. You’ll want to run the UGC by your legal team to make sure the brand isn’t violating any copyright or intellectual property rights. While it can be terrifying not having any type of quality control, it is also incredibly rewarding when you find the right UGC.
Jumping into the Future of UGC
As UGC continues to become more popular, it is anticipated that it will become the most important form of marketing by the end of 2024. Of course, influencer-created marketing is still incredibly important, but know that there is a new play in the game and it’s here to stay. If you’re a brand who is still figuring out how UGC fits into your strategy, check out our services here at CEG as we specialize in helping brands find how to leverage user-generated content.
