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The Power of User-Generated Content
Planning and creating content are very time-consuming tasks. It may feel overwhelming, especially when you have no creativity flowing, and some days you may just want to not deal with it altogether. Yet, social media platforms and their algorithms value consistency immensely. That translates into considerable benefits for posting regularly.
But what do you do if you’re out of ideas and are needing to post? This is where user-generated content or UGC, gets brought into the equation.
What is User-Generated Content?
Many consumers rely on other consumers’ content to weigh out purchase decisions. As a result, many people have found the need to create content for products and services to educate the world. This is what is known as user-generated content.
User-generated content is a powerful way to connect with your audience authentically while driving down the cost of creative production and integrating unique ways to bring your brand to life. And with the growth of an online presence, brands are increasingly leveraging UGC to feature and connect with their customers.
It’s important to note that before you begin with any sort of user-generated content, you should consult with the owner of the content to get confirmation that you can share their content on your profiles and in your ads. And if you have any hesitations, always double-check with a legal authority.
What are the Benefits of User-Generated Content?
Besides having a pool of content readily available at all times, there are plenty of benefits to this type of content. UGC may be the answer to your budget constraints while boosting performance.
With UGC, you are getting the authentic views and perspectives that your business has to offer. This is incredibly important because many consumers rely heavily on another consumer’s opinion when deciding to make a purchase, and they tend to overlook what the brand is saying about their own services. Remember, UGC is entirely based on community behavior.
What Types of User-Generated Content are there?
User-Generated Content can provide deep wells of content and refreshing, creative approaches. There are many content ideas that you can experiment with within each of these verticals. Still, a great feature of incorporating each of the following types of UGC is you’ll be able to reach a broader audience across different platforms!
Creator Endorsement
While creator endorsement holds a very strong place in user-generated content, it is not the only source. Many creators share their opinions of products and services on their social media platforms. They can be paid or organic (free channels). However, both are examples of UGC.
Testimonials/Reviews
Adding “social proof” to your advertisements using testimonials and/or reviews is a great option to incorporate user-generated content into your marketing strategy. It is important to note that the type of content that you want to select for these campaigns should highlight the benefits of your practice’s services. Customer reviews are authentic and enthusiastic and that is why they make great sense for user-generated campaigns.
Industry Endorsement
Industry endorsement is another great way to include user-generated content in your marketing strategy. Using ambassadors of your practice to promote you will provide you with even more content.
Customer Photos and Videos
With already created content, practices can utilize UGC for ads and remarketing campaigns. Leaning into photos and videos made by patients is a great way for potential customers to envision themselves using those specific products as well. It’s been proven that this method increases conversions and aids in lowering the cost per conversion. And this strategy helps bring higher visibility because it can increase your audience size.
How to Get Started with User-Generated Content in Campaigns
Start by digging through your user-generated content! If you have a Google My Business or a Facebook page, you may already have some reviews that you can use. Type your business name into Google, Instagram, Facebook, and any other social media platforms you may be on. You’ll be able to find anything that was tagged with your business or practice name. You can also use comments on your posts, previous reviews, or press clippings you may already have!
The next step is identifying a new reason that people should choose your practice. With user-generated content, creators open the door for new possibilities on how to use and market your products. By reviewing existing content, you may be able to find new ways that people are connecting with you. Be prepared to accept different ways your solutions are being used!
The next step is looping in your creative team. Of course, not everyone has a specific team to create content but there are some important elements to consider when you are looking to bring your decision to life. Things like brand overview, audience and insights, objectives and goals, and overall execution parameters can help. From there, you can create a storyline that unifies everything.
Finally, don’t forget to include the basics such as a call to action! Then tie everything in from previous steps to complete your user-generated campaign!
User-generated content can be incredibly important to your marketing strategy. Not only can customers see your products and services in real-time with real opinions but you, as a business, can learn how customers are responding to what you are offering. Don’t be shy with sharing user-generated content because just as much as your patients support you, you should show that you support them as well!
—Marie Dubray, Social Media Specialist, Sesame Communications