The use of user-generated content (UGC) in marketing & adland has boomed in recent months amid the COVID-19 pandemic and despite the easing of lockdown – it doesn’t appear to be going anywhere fast. Read on to learn 3 ways to use user-generated content to boost your marketing.
According to a recent survey by Nielsen Consumer Trust Index, 92% of consumers say they trust organic, user-generated content (UGC) more than traditional advertising.
But why? Well, it’s probably due to the fact that consumers know that brands (often) don’t pay for UGC, therefore it’s unbiased. As a result, UGC is considered to be more authentic and honest.
Here are 3 effective ways to use UGC to boost your marketing efforts:
UGC Video Content
Video is a great way to harness the power of UGC as it can help consumers connect with your brand in ways that other mediums can’t. In fact, UGC videos are viewed 10x more than their traditional counterparts. What’s more – consumers say that UGC videos are more shareable, meaning there’s more chance of them going viral too! Bonus!
Offering trusted, impartial insights into your brand/product or business, UGC videos are great for improving your brand’s image, increasing awareness and converting views into sales.
Gamification is huge right now and involves users completing tasks for rewards and recognition.
Using concepts like badges, leader boards, points etc enables them to compete in challenges and share their achievements. In return, they’re rewarded with prizes like special discounts.
A fantastic example of gamification done right is The Nike + Run Club. It offers all runners the opportunity to join its community, measure their efforts and follow a personalised training program adapted to their fitness level and personal goals. Users are able to share statistics on social networks and participate in challenges to win badges and trophies. The role of the app isn’t just about retaining customers, it’s also about improving and disseminating Nike’s image to the sports market.
Retarget your audience with UGC ads
If you’re already doing social ads then a sure-fire way to increase conversion would be to retarget interested audiences. But don’t stop there. Kick it up a notch and use UGC in your next ad set. Why? Because, as we said before, UGC is a more trusted content form. Plus, psychologically, if someone views an image with a product being used – their propensity to buy is increased.
Leading consumer psychologist, Phillip Adcock backed up our point, he said,
We’ve all seen it; a child picks up a toy that no one else is playing with and suddenly all the other children want that same toy. Even if there are other toys available, the other children want that one.
Scientists call this mimetic desire: A person desiring what another person already has. This mimetic desire isn’t limited to children, we all experience it many, many times. In fact, lots of brands rely on it.
So, there you have it…
…a short and sweet round-up of how to apply UGC. So, if you’re looking to grow your business, UGC is a simple but effective way to boost sales and increase brand awareness.
Our sister company, The Viral Group, is one of the UK’s leading media publishers with a library of exclusive UGC content waiting for you.
For more helpful hints and tips check out the rest of our blog.