User-Generated Content for 2022 Marketing

02 Nov User-Generated Content for 2022 Marketing

Last updated Jan 25, 2022  Brendan Charles

Social media advertising is changing rapidly and it’s getting harder and harder to break through the competition. That’s why user-generated (UGC) content is such an essential asset for brands and businesses looking to grow online. In fact, 55% of consumers trust UGC over any other form of marketing.

Some of the massive benefits of including this type of content are:

• Easy and inexpensive to gather
• Builds your community and customer loyalty
• Drives high-intent consumers to your site

“No matter what platform you’re on for paid social, UGC (or user-generated content) videos drive more engagement for your creative. In this day and age, UGC should be at the forefront of your creative strategy.” – Savannah Sanchez, Founder of The Social Savannah

So, what is your role when it comes to UGC and how can you make it a pillar of your advertising strategy?

Promote Authenticity, Guide Content, & Do Your Part

The importance of authenticity is at an all-time high. 90% of consumers say authenticity influences which brands they like and support (up from 86% in 2017). So how do you get authentic images and videos from your customers while at the same time avoid getting unusable content?

Where many brands go wrong is they ask open-ended questions. The key is to guide content and engagement by asking specific questions (See #3). 53% of consumers want to be told exactly what to do and 42% want brands to share example photos and videos. If you’re looking for unplanned content or a wide variety of submissions then open-ended questions are permissible, just be aware that the content may lack unity.

So, here are 4 things you should do as a brand when asking for user-generated content.

1. Answer questions ahead of time

• Decide if you want videos, pictures, or both
• Explain where you want to receive the videos
  • Email, Dropbox, Google Folder, Branded #, Keyword #, Submission Form
• Make yourself available for questions
• Post your requests and prompts on your story or feed
• Determine if you want to offer an incentive
• Inform the customer that you plan to use their entries
• Engage with the people who post

2. Give Filming Tips

The three ways UGC content can let you down are stability, light, and sound. Address these in your request and watch your customers deliver killer content!

• Lighting. Make sure to use natural light as much as possible
• Stability. Hold it steady or use a mount
• Sound. Most importantly, make sure there isn’t wind if they are filming outside. Also, avoid echoes if filming inside.
  • Think about how to capture attention in the first 3 seconds
  • Avoid dark clothing and dark backgrounds
  • Make sure all videos combined are under 1 minute
  • Add slight breaks in lines after every subject (You want to be able to splice out 15-second clips)
  • 9×16 preferred

3. Give Prompts

Tailor prompts to your brand, product, or service. Remember, contributers want direction!

• “I found out about [company] when…”
• “The first time I tried [product]…”
• “I love [company/product] because…”
• “[product/company] has made my life easier because…”
• What is your favorite_____? Why?
• Send a video of you using the product and saying your favorite part about it
• Record an unboxing or revealer video
  • Talk about features you immediately notice about the product or the way it is packaged. Call out the features you immediately love

4. Show Examples

Examples showcasing your product or company are preferable. Here are some of our favorites to gain inspiration. Plus my favorite UGC content of all time, HelloFresh’s Cooking Dads video.

• HelloFresh – Cooking dads
• HelloFresh – Unboxing, Image 
• Starbucks – Christmas Cookie
• Buffer – Dog Photo
• Pampers – National Hug Day
• Dr Pepper – Merch Collection
• Apple – iPhone photos
• Cotopaxi – Are we there yet?

Implementing UGC

Instagram

A strong recommendation we have for any brand is to pair the immediacy of Instagram Stories with the staying power of Highlights. This allows you to create a lasting album that encourages buyers to watch as long as they need before heading to your website.

Inspire Brand Loyalty

Did you know that 77% of consumers purchase items based on brand name rather than the name of the object itself? Every brand should be highly motivated to build and showcase brand loyalty. The best ways to do this include:

• Show how much you care about the customer experience
• Offer perks to loyal customers
• Be authentic and transparent on social media.

Other Tips for Getting Awesome UGC

—Reach out to your top customers. Remember the old “80/20” rule, where 80% of your results come from 20% of your efforts? Depending on your product, the same may be true of your customers, meaning there are often small groups who buy tons of your product. These top customers would be thrilled to become brand ambassadors. Send them a personalized email or social media message, and you can get some of your best content.

—Offer a discount code or coupon for participants. “Free Shipping, 20% off,” or other benefits can be a powerful motivator. Discounts speak loudest to those who are already brand fanatics, who are more likely to buy your product again. Maximize that value by increasing their likelihood to be repeat purchasers!

—Don’t worry about prizes. This study shows that only 32% of customers created and shared UGC to win a prize while 60% shared to get more likes or have their content featured. Proving that people will share even if you don’t offer prizes.

—Organize a social channel takeover. Have someone else temporarily take over your account for a short time and post on your stories and feed. It allows your followers to get an inside look at your business or industry. Plus, it creates content you can use for ads.

—Social media contest. Creative minds love competing in contests. The contest can take tons of different forms: a photo contest (starring your product), a general UGC contest (IG stories or other submissions), or even a photo caption contest (“What’s this cute dog saying while getting a pedicure at our newest location?”). In this case, you might consider a prize for the winner or just notoriety. If there’s one thing people love, it’s being recognized, and that’s a prize in itself.

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