Being authentic as a brand – making your audience feel like what you say about your products and services is real and that what you are offering is genuine and of good quality – has been a key trend of marketing in recent years, even more so recently when there are so many options to choose from and AI-generated content is spreading. Brands that can create an authentic vibe are usually seen as more trustworthy and relatable, which, in turn, makes people more likely to buy from them.
One fab way to increase authenticity is to use user-generated content – content created independently by your followers or users of your product or service with no incentive from you – in your marketing.
Think of it this way. You are looking to buy a new product. You’ve seen some advertising from the brand with all its benefits but you don’t know whether to totally believe them or not – after all it is advertising. But then your friend or a family member, or even someone who just happens to be passing in the store says, “Oh I use that and it’s really great”, and you are more likely to buy.
Something to remember – user-generated content and sponsored content are not quite the same thing. With sponsored content, you’ve asked that person to use your product or service, even though they might not use it normally, and given them compensation or publicity for doing it. That’s different to ordinary people just deciding to use it and sharing their thoughts. These lines are blurring with the rise of micro-influencers (influencers with lower follower numbers but very dedicated and engaged audiences) and user-generated content creators who work with brands and fall somewhere between a normal user and a full-blown paid influencer. The creator will still be sharing their own unbiased opinions, and user-generated content made by specific creators like this is still considered more authentic than influencer-based paid content.
Using user-generated content also helps you to keep content relevant and up-to-date on your social media platforms without having to create so much content yourself.
Three ways to use user-generated content in your marketing
Encourage user-generated content directly with your social media platforms
If you have an active audience on your social media channels, then encourage them to share themselves using your product or service, or their thoughts about it. Here are some ideas to try:
- Post a picture of your product range and ask people to comment on their favourite thing from the range and why
- Post a picture of an individual product or service and ask people what they like most about it
- Create hashtags and encourage people to share photos or videos to your page along with the hashtag
- Create a challenge asking people to share pictures of your product in the most unlikely location or in a funny setting
- Tie content into a time of year like Easter or Christmas and ask people to share relevant images
Share user-generated content from the users’ own platforms
Some people who use your products or services will share content about it on their own social media or blog. It might be:
- a photo or video of them unboxing a new purchase or specifically using an item
- a tutorial that they are giving their followers using your product or service
- photos of themselves out and about with the product
When you find this content you can add your name to it by liking or commenting on the original content. And you can reuse it on your own social media channels by sharing it to your own accounts.
Your hashtags can come into play here too, as you can encourage people to add your hashtag to their original content making it easier for you, and others, to find content related to your brand.
Repurpose user-generated content into other parts of your marketing
The obvious place to use user-generated content is on your social media, but it can be successfully used in your other marketing too.
User reviews or comments can be used on your website and in other marketing to support claims about your product or service. You could even use images of real users on your website or in your advertising instead of models or stock images. This is a great way of showing how your product or service works for real people in real conditions.
Top tip – depending on how you are going to repurpose content originally shared on someone’s own social media or blog, don’t forget to ask permission first.
Keen to know other top tips for using the latest trends in marketing for your business? Join one of our short courses or enrol in our Digital Marketing Strategy course for more in-depth training.
