Change is the only constant. This phrase fits all realms of life. The realm that we are talking about is Marketing, and the change in the spotlight is User-Generated Content. You cannot rely on age-old one-dimensional marketing campaigns to uplift sales in the current day and age; consumers need to be the focal point, and UGC does just that by roping in consumers’ best interests.
According to a TurnTo Networks survey, 90 per cent of consumers believe it impacts their purchasing decisions more than advertising emails or even search engine results. If you are targeting a successful marketing campaign, you need to be aware of the magic that user-generated content can incorporate.
What is User-Generated Content (UGC)?
User-generated content, or UGC, is content constructed and conveyed by users based on their personal experiences, opinions, ideas, or feedback. User-generated content thrives on digital platforms, mainly social media networks.
In terms of marketing, user-generated content (UGC) refers to relevant content to the brand. Compared to brand-pushed marketing content, UGC is recognised as the most dependable, trustworthy, and authentic form of content since it is experience-driven and honest. Because of these qualities, marketers are clamouring for this valuable user-generated content.
Types of User-Generated Content
As we explore more and more, we find more and more ways to connect with consumers through interactive content. There is every possibility that we will be upfronted by more interactive methods in the future, but for the moment, these are the most sought-after ways to connect with consumers.
- Content for social media
- Ratings and reviews
- Product evaluations
- Live to stream
- Posts on the blog
Why a sudden demand for UGC Creation?
We have streamlined some of the significant reasons for a sudden spike in the need for UGC creation.
Rise of Digital Platforms
A decade ago, users had access to a restricted number of digital platforms, each with its own set of features and functions. The number of platforms available has increased dramatically in recent years, along with each offer’s attributes and traits.
Furthermore, platforms such as Yelp, Twitter, YouTube, and Instagram have emerged dedicated to or empowering the creation and sharing of user-generated content.
Today, billions of people have access to devices like tablets, smartphones, and cameras, which allow them to create massive amounts of photographs and movies. The widespread usage of smartphones has made it fast, quick, and simple for people to create content and share it on digital platforms from anywhere and at any time.
Internet & Technology Evolution
To begin with, we may argue that internet access is what sparked the creation of user-generated content. In recent years, low-cost or no-cost accessibility has reached a large audience.
Furthermore, because technology is rapidly improving, consumers are encouraged to participate in content development. As a result, artificial intelligence, virtual reality, augmented reality, gamification, and other technologies are gaining popularity among consumers.
What is the significance of user-generated content?
Credibility and authenticity
With consumers viewing user-generated content as 2.4 times more authentic than content developed by brands, now is the moment to invest in an authenticity-driven social marketing approach. Brands must strive to be visible online, and the battle for audience attention is intense. As a result, shoppers are becoming pickier about the businesses they interact with and purchase.
Consumers aren’t the only ones that care about authentic material. Authenticity and quality are equally critical characteristics of successful content, according to 60% of marketers. And no other sort of content is more genuine than user-generated content (UGC).
Extensive Reach and Exposure
The first goal of your marketing plan should be to reach a large audience with a lot of exposure to enhance engagement and conversions. User participation in the campaign can assist a brand in achieving these objectives fast and efficient. For example, when you build a campaign using your custom brand hashtags, you can encourage users to use the hashtag to share their thoughts and ideas on social media.
It’s a new technique to attract customers to your company because of the way we incorporate UGC into marketing strategies. For example, when a user shares brand material on social media and you, as a company, promote it by integrating it into your system or connecting with the user, you’re implicitly encouraging the rest of your community to do the same. As a result, a feedback loop is established, increasing your brand’s visibility.
Unceasing Flow of Content
Creating marketing campaigns isn’t a one-time event; it’s a continual process requiring a constant supply of relevant, authentic content. With user-generated content, you regularly have an endless stream of content contributed by people. As a result, it eliminates the trouble of making ongoing content generation investments.
In addition, user-generated content (UGC) can keep your marketing campaign alive in the digital ecosystem for longer than usual. You might, for example, develop a drive around your personalised hashtag. It may go away in a month, but the hashtags and material associated with it will last much longer.
Marketers should make authentic, engaging, cost-effective and trustworthy user-generated content (UGC) a primary focus in the coming years, as UGC is seen as the content of the future for marketing initiatives. The importance of user-generated content as a secret sauce in influential marketing has been established, and now brands and companies need the best possible way to inculcate UGC in their marketing endeavours.