The use of user-generated content in digital marketing has seen rapid growth over the last few years. With the average consumer bombarded by over 3,000 brand messages every day, it’s easy to see why they no longer pay attention to or trust brand advertising messages.
User-generated content is any content related to your brand that is voluntarily created by happy, satisfied customers. Photos, videos, reviews and social media mentions are all types of user-generated content that consumers like to see and share. Your happy and satisfied customers, those who have had a good experience with you, are much more likely to inform their peers by sharing their experiences online. However, you must also remember that those who have a bad experience are also likely to shout about it!
Using user-generated content to promote your brand is an inexpensive method of promoting brand awareness and building trust with your potential customers. Happy customers will shout for free so all you have to do is offer exceptional service!
Now that so many people search, buy and socialise using their mobile phones, user-generated content is more accessible than ever. Informing your customers about your brand whilst they’re on the go will keep it in the forefront of their minds until they’re ready to buy from you.
How can User Generated Content Benefit You?
1. Your Customers Promote your Brand
Did you know that 88% of consumers trust online reviews just as much as personal recommendations? They trust other customer’s opinions far more than branded content because it’s much more honest and reliable. Customers know that branded content portrays the product or service in its best light but, as content such as reviews is usually produced with no incentive for the customer, it’s perceived as being much more honest.
Reviews, photos, videos, questions and answers give your customers immediate access to information around their pain points and concerns about your brand, product or service. You can share all of these pieces of content in your customer emails, social media channels and your website in order to have maximum impact.
2. Engage with customers even when they’re not shopping
User-generated content spreads awareness of your brand even when potential customers are not directly looking for you. Customers use social media even when they’re not actively shopping so having high visibility for your brand increases the likelihood of your product or service being in the front of their minds when they come to need it.
That’s right! User-generated content can provide a great boost to your SEO rankings. Firstly, it provides unique content for your website. Regular updates in the testimonials or comments section tell search engines that your site is active and providing a valuable service to your website visitors.
In addition to keeping your site active, comments, testimonials and reviews show you exactly how customers are talking about your products and services. This is a great way to find long-tail keywords for your SEO strategy. Have a look at the language your customers use and try to incorporate it into your other pieces of content in order to create more targeted campaigns.
Now that you know HOW customers are talking about you, why not think about WHAT they want to know. User-generated content can help you with content ideas for your website or blog. You can then create the content they’re looking for by answering their questions or concerns.
4. More engagement
As consumers trust each other more than brand, user-generated content tends to get more engagement and so further promotes your brand. Consumers are twice as likely to share user-generated content with their friends or family.
5. Build trust
Having your customers generate content helps to build trust with your prospective customers and really helps to humanise your brand. In addition, it also helps to reassure customers that they’re making the right decision by buying from you. Customers who see and interact with user-generated content are 97% more likely to convert than the customers who do not.
6. Get a better understanding of your target audience
Seeing what customers are saying about your brand helps you to get a much better understanding of what they’re looking for from your brand, the terms they’re searching for, their pain points and the processes they go through when deciding to buy from you.
Contact our team of experts to find out more about how user-generated content could benefit your brand.