User generated content (UGC) comes in many forms, and can be anything from pictures, videos, testimonials, reviews, and blog articles.
Marketers have been encouraging user generated content for years. In fact, many social media marketing campaigns are built around their audience creating, and sharing content about their products. The ‘Share A Coke’ campaign is an excellent example of brand-driven UGC at the height of its success.
Businesses don’t always ask for content, but almost always receive it, in some form or another. This is because content itself is the most powerful driver communication between businesses and their consumers.
Brand ambassadors, and disgruntled customers, both generate content organically in their desire to share their experience with a brand. Have you ever seen someone take a photo of a product and praise or complain about it on Twitter, whilst simultaneously tagging the brand’s social handle?
Research from Bazaar Voice showed that 64% of millennials and 53% of baby boomers want more options to share their opinions about brands.
And, Business Insider discovered that shoppers who interact with UGC are 97 percent more likely to convert with a retailer than customers who do not.
So what do these stats say about UGC?
Consumers want to engage with brands when they have a positive or negative experience with their products. Proof of other consumers using the product, and the general feedback given through this process, helps consumers make a purchasing decision.
A marketing campaign built around user generated content can be organized in-house, or by a digital agency.