If you’re using a team like Brand Labs to manage your social strategy, you may want to consider using user-generated content to enhance your eCommerce site.
Social media hasn’t just completely changed the way we communicate and share, it’s also revolutionized how we shop and make our purchasing decisions.
Gone are the days of simply turning to your favorite brands for product information and reviews, as today’s consumers are now turning to social media for instant product feedback, rating scores, and reviews.
Today’s savvy social marketers know that the most efficient way for a brand to attract consumers is through user-generated content (UGC), as it’s the perfect medium for delivering original, authentic, and compelling content that drives results.
Considering avid social media users consume over five hours of UGC per day, it comes as no surprise that UGC has quickly become the hottest and most cost-effective way for marketers to showcase their products, feature their supporters, and above all, increase revenue.
So what exactly is UGC you ask? UGC refers to any form of media that has been created by users and includes everything from images and videos to blog posts and audio files. Most importantly, UGC is invaluable content that’s been created by a brand’s user and, therefore, when a potential customer sees it they’ll appreciate that the content is authentic and trustworthy. UGC can be a great addition to any marketing strategy, as it allows you to not only boost sales but brand engagement and exposure. If you’re considering implementing UGC into your brand’s marketing plan, here are four examples of popular brands tapping into user-generated content…
Harness Hashtag Power
Successful brands know that a great way to engage with consumers is by launching a unique hashtag. A brand-specific hashtag encourages consumers to tag and share their own content, and in turn brands can reward them for participating by sharing those images on their website and social media channels.
Popular lifestyle brand Urban Outfitters quickly realized how effective this strategy was and launched the hashtag #UOONYOU, which invited its large and loyal following of devoted customers to Tweet or Instagram pictures of themselves wearing Urban Outfitter merchandise.
This campaign became successful because it drove brand trust and advocacy, and helped achieve specific KPIs around social followers and web traffic.
Reposting Fan Photos
If consumers are happy with a product, chances are they’re going to post about it. One of the easiest ways for a brand to work UGC into their marketing mix is by reposting photos their fans tag them in on social media. And considering there are tools available to help facilitate this process, reposting fan content is easier than ever before.
Iconic ice cream brand Ben and Jerry’s is constantly reposting photos their followers tag them in, reinforcing how much their fans mean to them. This form of UGC helps not only build brand loyalty, but it adds some variation to a brand’s feed.
Using Influencers to Promote Products
Millennials are currently the nation’s largest living generation, and because of this, brands need to be mindful of how they market to this demographic. Traditional advertising no longer influences their purchasing habits, as millennials find advertisements untrustworthy. Instead, millennials are turning towards social influencers for product recommendations.
American Express recognized this shift in the market and in an effort to reach its millennial consumers, it partnered with popular Instagram influencers and had each influencer share their travel experiences by marketing the credit card in a natural and compelling way.
On-Site UGC Gallery
Integrating crowdsourced images onto your website gives your potential customers the opportunity to see ‘real’ consumers wearing your products in real life, which will drive your online engagement and revenue through the roof. Many popular brands are now encouraging their customers to share photos of themselves in their products on either social media using a designated hashtag or by adding images directly to their site. This allows potential customers to see how products actually fit different body types, thus creating a more authentic shopping experience.
Online retailer Goodnight Macaroon constantly invites its fans to share photos of themselves wearing their products, and in turn, they have the opportunity to be featured on their website. Now, when potential online buyers check out the on-site UGC gallery, they’re able to browse through images of real women wearing the products and they can get the social proof they need to confirm their purchase decisions.