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Why User Generated Content Works

IMPORTANCE OF USER GENERATED CONTENT (UGC)

 

User-generated content. What do those three words mean to you?The phrase tends to get thrown around in the marketing world but a lot of people don’t actually know the purpose or understand what it actually means.User-generated content (UGC) is content created by individuals outside of the organization or business.

It’s authentic and created by your fans.It’s that selfie of you at the cricket game with the hashtag #CricketMania or that photo of your delicious Chocolate lava cake at the Butler’s Cafe. It holds immense value in creating a unique relationship with the consumer.

But the real question lies as to why UGC is so valuable to brands? My mission with this blog is to make that answer obvious.

Why is UGC important?

Creating content is tedious and expensive – You have to create a campaign idea with UGC in order to reach out to your fans. This particular practice will give you much more ideas than your team could ever come up with.

Increases your audience – UGC is sure to strengthen your relationship with your existing fans also allowing you to broaden your potential online reach.Just like word of mouth works in daily life in influencing someone to opt for a brand or product in particular.In this respect we can consider a simple example where you see one of your friends put up a new picture on Instagram wearing a new dress with the brand’s hashtag. You would definitely want to check it out. This would eventually lead to expanding the brand’s followers.

Builds Trust- As a brand its extremely crucial to maintain trust between you and your clientele.As Zig Ziglar said “If people like you they’ll listen to you, but if they trust you they’ll do business with you.” This quote stands absolutely true.  when you see other people interact and engage with your brand or your products act as social proof,ultimately building trust in customers. A simple photo with a product holds more value in gaining a new customer than any campaign you could think of.

Easy to Share- Believe it or not, it is a convenient way to increase brand awareness as well as brand loyalty. It is literally your consumer doing more than half of your job.If someone takes a picture of them for one of your contests that they take pride in and want to flaunt all over social media and want other people to appreciate what they shared. Works for you ,because UGC is not only interactive but is also engaging and easily shareable on social networks.

 

Facts you didn’t know about UGC:

INSTAGRAM: 55million photos and videos are uploaded every day.

FACEBOOK: 350 million photos shared everyday.

YOUTUBE: Over 100 hours of video uploaded a minute.

TWITTER: 5700 tweets per second

  • Also, 80% of all online content is user generated.
  • Consumers between 25 and 54 years old are the biggest content drivers, contributing 70% of all UGC.
  • 40% of consumers are seeking out some sort of user generated content before making a purchase.
  • User generated video content increases brand sales effectiveness by nearly 20%.

 

Recent example of UGC:

A recent example of UGC that could be quoted here would be of The Lay’s Do us a Flavor campaign.

This massive campaign that has been going on for the past 3 years from potato chip brand Lay’s gets participants to submit ideas for the next popular chip flavour, with the top four being turned into real products and the winner staying on store shelves for a whole year.

Apart from the brand devising other cool strategies to promote this campaign. This was a terrific way to engage consumers. Also, this particular contest got them a lot more ideas than their entire team could come up with and played a vital role in positioning Lay’s as a fun brand who doesn’t shy away from experimentation.

In conclusion User-generated content gives you, as a business, the chance to benefit from content produced by those who love your brand. It expands the reach of your contests and content, creating loyal fans and brand advocates.

 

 

Sources:

  1. Turning Social User Generated Content Into Sales http://bostinno.streetwise.co/channels/turning-social-user-generated-content-into-sales-infographic/
  2. The Benefits of User Generated Content and How to Implement It http://www.mountainmedia.com/blog/2013/seo/the-benefits-of-user-generated-content-and-how-to-implement-it

 

Author: Mariam Malik (Content and Community Associate)

 

Filed in: Digital Campaigns, Infographics

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