UGC is the future of marketing for many verticals. It includes videos, blogs, images, podcasts that are created and published on the Internet by users themselves, not brands or influencers.
UGC is very important for advertisers because it provides endless opportunities to attract people to the community, interact with them and understand who is using the product and how. Subsequently, these same users make marketing “real” and personalized recommendations help increase conversion rates by up to 5X!
Here are some of the top benefits of custom content and why it can be a great asset to any brand or product.
Contact with the audience
The goal of any marketing strategy is wide reach and maximum opportunities to reach your audience. Campaigns that encourage the posting of user-generated content with a hashtag are a great way to increase engagement and conversions. A good example is Coca-Cola’s #Shareacoke campaign, in which users posted over half a million creative images of a product with their own names on it. This campaign resulted in a 2% increase in sales in the US alone.
Unpredictability is the main hallmark of UGC marketing
One of the most surprising properties of user-generated content marketing is its unpredictability. It’s hard to know what the next trend will be or what kind of user-generated content will go viral. Working with influencers as part of a user-generated content campaign can help spread the word. But in this case, a rapid decline in campaign authenticity is also possible, since ordinary users must interact with the brand and organically share content on the network.
Endless possibilities
Since March 2020, when the pandemic began, people have been spending more time on social media. There is less marketing and brand control, user-generated content can now be anything – serious, informative, funny or just demonstrative, but most importantly – engaging. Last year, Gorilla Glue went on-trend because people misused its product. And while the company hasn’t made any official announcements or publicly endorsed the move, searches have jumped 4.38% and its Amazon Best Seller rating has jumped 129%.
User-generated content is an invaluable asset for social media campaigns. It really helps to establish the emotional and social interaction of the community members. When reposting UGC content, you can attach ads to these personalized posts. By posting user-generated ads, the brand pays less and gets a higher CTR. This is important because social media users who are increasingly learning about targeted advertising have learned to avoid direct marketing. By combining content and marketing with user-generated content, you can entertain the user and showcase your brand at the same time.
