How to create a user-generated content strategy. Every time you take a selfie and upload it to social media, you make this type of content. In fact, there are overwhelming statistics supporting this strategy that brands of all sizes can use.
As time passes, both marketers and companies are looking for new ways to connect with their target audience. In Canada, if you have an online store, you can search for users of your products. This way, you can take advantage of their endorsement to build credibility.
In this post, we´ll offer you key tips for taking advantage of the potential found in a user-generated content strategy.
What is user-generated content?
User-generated content (UGC), in a nutshell, is content created by people who use your products. Likewise, it is a type of content that can be presented in different formats such as podcasts, blogs, photographs, and more.
Typically, a brand’s users create user-generated content to showcase or recommend a product to their community. The most important thing about this content is that it is usually very beneficial for brands that want to promote themselves.
However, marketing user-generated content often requires a well-prepared, high-quality post, as is the case with YouTube. The content created by users is kept on the platform so that other people can use it. It is a type of content more related to marketing and entertainment.
Now, when we talk about driving sales, the idea is to be able to create user-generated content that helps you market your products. Therefore, it is convenient to create a strategy that allows users to produce content that highlights the presentation of your products and shares their usefulness.
Why is content generated by an impartial person important?
User-generated content is one of the best ways to increase conversion rates. Why? Because it helps build your brand’s reputation. A user who supports your products online and demonstrates how they work builds brand awareness by making it known to new audiences.
Indeed, UGC must generate confidence so that new potential buyers are encouraged. A person who creates content related to your products recommends and endorses them. In many cases, they will be an important option because they are considered to be more authentic, generating trust.
Similarly, user-generated content also helps you understand your audience. This means you can make the best decisions regarding your marketing strategy. In addition, UGC also allows you to obtain information on why users use your products as well as their most compelling features.
How to design a content strategy for your online store
As we’ve already mentioned, a user-generated content strategy helps your community feel more confident in your brand. Now, learning how to use it in your favour and when it will be useful is essential. This is the most practical and effective way to create this type of marketing strategy:
Select platforms that are adaptable to your audience
We start with this point since it is important to consider it in marketing user-generated content. Whether you want to publish a testimonial video or a contest, you must choose your target audience’s social media. Similarly, to easily understand where your target audience is, you can analyze the data you find on social media.
Monitor the platforms where your followers hang out and see how they engage with your brand. Also, investigate where the most traffic is generated to your website and your visitors’ behaviour. This way, you will understand which user-generated content campaign you can apply.
Request permission from users to share your content
It is common for many users to appreciate it when you include them on your social networks or website. However, it would help if you remembered that user-generated content remains the property of the person who created it. We clarify this since taking the content without permission can cause future inconvenience.
However, you should also consider that many people, even those who want to be future influencers, may feel unhappy if you share their content without any compensation. Therefore, do not forget to ask permission to publish this content. Furthermore, do not rule out the possibility that these users might want to be financially compensated.
Create a strategy with a purpose
A strategy with purpose will be well–valued in social media as well as any communication channel. Best of all, a user-generated content campaign allows you to showcase your brand identity and story to create a community.
For example, if you defend a cause, let your audience know.
Those who support the same thing will identify with what you are promoting. In addition, it is a more original way to know the profile of users aligned with your brand’s values.
Do not forget to create an authentic strategy
Knowing what the competition is doing is essential, but copying what they are doing to reach your target audience is a big mistake. A large number of users consider user-generated content to be more real than content created by brands.
However, it would help if you were also careful about displaying content that looks authentic but isn’t. Customers can detect counterfeits. For users, it is disappointing to know that a brand has lied to them. This is why you must ensure that user-generated content is genuine, not sponsored.
When a brand actually does sponsor an influencer to promote their products, this should be made clear.
Take diversity into account
User-generated content marketing is an excellent opportunity to include a wide variety of people who use your products. This strategy is perfect for showing your users the inclusivity of your business. In fact, this is a strategy taken into account by world-renowned brands.
An obvious example of this is the Calvin Klein brand, which through its advertising campaigns, has promoted body positivity by including photographs of people who break the stereotype of what, for many, would be a perfect body.
The most important thing for this type of content is to have a good representation of diversity to encourage the support of many people.
Focus on boosting your conversions
Seeing that many users publish positive content about your brand, it is normal to be tempted to post everything so that others can see the value you are generating. However, using content without a predetermined strategy will not bring you closer to potential clients or the fulfillment of your objectives.
We recommend that your UGC is linked to specific campaigns. Suppose that at this moment you want to sell a particular product. In this case, you can publish explanatory videos, reviews, or other content that recommends that product and is helpful to the customer.
Would you use UGC to promote your products online?
As you can see, a user-generated content strategy will help you build a community that supports and continues recommending your products. Of course, this type of content must be guided by a strategy that properly raises brand awareness to build trust.
The idea is that you reach a larger target audience with genuine content so that users are impressed by your products. This marketing strategy works perfectly to increase your brand awareness. At BluCactus, we can advise you and help you create a strategy specific to you. Our marketing specialists are well-versed in creating strategies for small, medium, and large companies. Contact us and we will help you publicize your products through subtle, effective advertising.
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