User generated content refers to any type of content information created by users, usually on a social media platform. The content can be in various forms like video, photos and other types of media native to any online platform.
Why User Generated Content?
User generated content campaigns have lately been showing effective results making it a key tool for marketing products or services on social media. Especially established and popular brands can leverage their wide audience to consider this type of marketing strategy as it has proven to be effective in engaging with consumers. However, studies show that only 16% of brands have a system in place to take advantage of user generated content.
User Generated Content is Consumer-Centric
Businesses using customer input to engage with their audience is becoming a popular practice. Digital marketing has become competitive and user generated content is one of the tools businesses use to differentiate themselves from their competition.
Customers that have had a positive experience can be a source of new potential customers. Conversely, clients that are treated poorly will go elsewhere. User generated content is an effective strategy because potential clients get an opportunity to know your business through the perspective of your existing customers.
Consumer behavior has been constantly shifting and as a result the marketing industry has to adapt accordingly. A prospect might trust a low-quality YouTube video as a referral for a product or service, rather than a beautifully made advertisement.
Authenticity has become much more valuable. With so many tools at their disposal, consumers want to hear from people who have already tested and used the product or service rather than the ones trying to sell it.
User Generated Content as Proof
User generated content is effective in marketing also because it provides a certain proof of quality of products or services. Seeing content from another peer related to a certain product increases the credibility of the brand behind it. Providing evidence that the product actually serves its purpose makes potential consumers more interested in your product.
Marketing experts believe that it is cost-effective to make several types of user-generated content than to create just one advert in house. This form of marketing allows the consumers of your products to create assets for you as they bring to the table their own audiences from the social platforms.