Do you know what motivates people to buy?
Word-of-mouth advertising.
Word-of-mouth advertising is free advertising that comes as a result of enthusiastic recommendations from people you trust. User-generated content is the internet equivalent of word-of-mouth (UCG).
Not sure what user-generated content is or how to use it in a marketing plan that works?
You've reached to the right place.
We'll look at some of the top user-generated content examples from some of the world's most well-known businesses, as well as why each one performs so well.
You'll have dozens of concrete ideas for your UGC strategy and a clear understanding of how to utilise social proof to enhance sales, increase trust, and build a hyper-engaged community of loyal customers by the time you finish reading this post.
Contents:
What Is User-Generated Content, and How Does It Work?
User-generated content (UGC) is any mix of photographs, videos, and text that is created by individuals rather than a company.
UGC provides powerful social proof that can lead to more sales and boost confidence without any direct engagement from the brand, from product reviews on sites like Yelp to posts on social media.
What Makes User-Generated Content So Beneficial?
What's the deal with User Generated Content (UGC)? What makes it one of your most effective marketing tools?
It's all about purchasing power.
According to a recent report:
When shopping online, 56% of consumers are influenced by photos and videos from social media.
UGC has a 79% influence on purchasing decisions, but influencer content has only a 9% influence on their wallets.
If a product's website includes videos and photographs from genuine customers, 80% of consumers are more likely to buy it online.
The advantages of user-generated content, on the other hand, do not end with your bottom line.
By introducing user-generated content (UGC) into your marketing mix, you can demonstrate to buyers that your brand is genuine and delivers on its promises. This builds brand trust and loyalty, which is especially important when shopping online and visually inspecting a product is impossible.
Finally, user-generated material is a budget-friendly option. Your team will have more time to focus on other things that move the needle, and you will have more room in your marketing budget with your audience assisting with content development.
All you have to do is ask for permission to use someone's photo or video, and you'll have a bank of content for your website, social media platforms, advertisements, and email marketing.
User-Generated Content (UGC) Example 1: Monsoon UGC isn't just for Instagram.
It can help you sell more while paying less if you use it strategically.
Monsoon, for example, is a fashion retailer.
With the hashtag #MyMonsoon, the brand urged its followers to upload images of their products.
The business then curated these posts into galleries on its website, allowing shoppers to shop the outfits.
Monsoon has seen a 29 percent increase in browsing time, an 18 percent decrease in bounce rates, and users researching more products beyond the landing page since implementing this functionality.
Why does this type of user-generated content (UGC) work so effectively for internet retailers?
It's difficult to visualise how a product will look on you and in your life when you're shopping online. You can instantly view how products look on real people, not models, and how things look outside of studio lighting, thanks to user-generated material.
Create a hashtag for the campaign first if you want to try it out. Make sure the hashtag isn't too complicated that users would type it incorrectly, and that it's easy to remember. Use a hashtag that hasn't been used before to make it easier to identify instances of user-generated content from your target audience.
Create and distribute the hashtag, and inform people that they should use it when wearing or using your products. Consider holding a contest for users who use the hashtag to tag you.
Finally, post the greatest UCG examples to your own social media accounts.
Example 2 of User-Generated Content: Apple
What's the biggest deterrent to brands using user-generated content? Feedback that is negative.
While it is unavoidable that you will be disliked by someone, somewhere, it is not the final destination. In reality, you may leverage user-generated content (UGC) to turn the tide in your favour and build a larger and more devoted fan following than ever before.
As an example, consider Apple.
Customers complained a few years back about the iPhone's subpar photography skills, particularly in low light.
Apple began the #ShotOnIphone campaign to offset the barrage of unfavourable reviews.
What is the goal? To repair the relationship, improve positive brand sentiment, and raise exposure, employ user-generated content.
iPhone owners were invited to upload their images online using the hashtag to get them featured on Apple's Instagram page.
Apple managed to rebuild consumer trust, develop a strong online community, and use UGC to showcase the photographic possibilities of an iPhone with 24,093,156 posts including the hashtag.
Monitor what others are saying about your brand to try this tactic. If you receive constructive feedback on something you can debunk or (solve! ), encourage consumers to exhibit themselves enjoying your products in such a way that disproves the criticism or demonstrates to your audience that the problem has been solved.
Example 3 of User-Generated Content:
GoPro UGC is an excellent approach to appeal to people's vanity.
Maslow's hierarchy of requirements lists recognition as one of the needs that falls under esteem. Like GoPro, you can ensure an almost limitless source of ad content by using this with your UGC strategy.
With its photo of the day competition, the action-camera company employs this method. Every day, the brand shares the finest photo submitted by users.
The tournament generates long-term interaction with an audience of 18.8 million. Customers who want to be featured on GoPro will generate high-quality content in order to get a position.
It's a never-ending source of stunning photographs at almost no expense to the company.
Example 4 of User-Generated Content: Doritos
A touch of inventiveness and comedy can sometimes be all that's required to increase engagement.
Doritos encouraged consumers to create and share branded photos and videos when it launched its Doritos Legions of Creators website.
What's the best part? Prize money is available for creators.
The brand taps into the creative potential of its audience through various design challenges, resulting in thousands of unique, evergreen, and elevated user-generated postings.
Some briefs ask users to make memes, design chip packs, or come up with tasty Doritos recipes. The campaign raises brand recognition and provides consumers with an opportunity to develop a sense of belonging and a strong connection to the company.
REI is a good example of user-generated content: #5
Your user-generated content (UGC) does not have to include your items. Make a statement with your brand principles and stand out from the crowd in your industry.
REI, an outdoor retailer, initiated an anti-Black Friday UGC campaign a couple years ago. The brand shut down all of its stores around the country and encouraged people to spend time outside instead of shopping.
Users submitted images of themselves in nature with the hashtag #OptOutside, and the concept spread like wildfire.
The brand's social media exposure increased by 7000 percent in just 24 hours, and 1.4 million consumers spent Black Friday outside.
Consider your brand's values as a starting point. Then come up with practical ways for individuals to demonstrate your principles in the real world and publish them online.
Parachute is example #6 of user-generated content
One of my favourite digital marketing tricks is repurposing material. It saves you time and money while also extending the life of a single photograph or video.
When it comes to user-generated content, go beyond your Instagram grid feed, as Parachute, a bedding and bath business, has done.
The firm invites customers to show off their products in their homes by using the hashtag #MyParachuteHome. The photographs are then used as sponsored content for emails, advertising, and insert cards by Parachute.
When you purchase a Parachute product, you'll receive a card with user-generated content (UGC) showcasing how other customers have styled it in their homes. It instils confidence in customers and encourages them to flaunt their interior design skills.
Consider the consumer experience while planning your UGC campaign and how you can create a shared moment that is unique to your business.
Example 7 of User-Generated Content: Aerie
Aerie leverages its brand identity, which focuses on real women and diversity, to generate UGC and make an effect at the same time.
The brand has pledged not to alter bikini photographs and invites users to do the same. The brand pays $1 to the National Eating Disorders Association for every unedited photo submitted with the hashtag #AerieReal.
Not only does the campaign allow consumers to see what the products look like on real women, but it creates a community around body positivity and making the world a better place.
With 64 percent of consumers demanding brands take a stance on social issues, incorporating your beliefs into UGC is a powerful way to build brand loyalty, engagement, and awareness.
User-Generated Content (UGC) Example 8:
Glossier Twitter UGC isn't just for Twitter anymore.
Mix and match your material like Glossier for a great campaign.
By uploading user-generated content (UGC) photographs, reviews, and tweets on its Instagram page, the beauty business increases engagement and community growth.
The use of a five-star rating of Glossier's solid perfume to promote the product's return is one of the better instances. It establishes social proof, generates excitement for the restocking, and almost ensures sales.
Reposting quotes in the caption is another method Glossier incorporates reviews into its material. Rather than sharing the entire evaluation, the company chose a highlight and blended it with its own marketing.
What's the end result? Using the comments of devoted consumers to back up its assertions while also allowing their fans a chance to shine.
Example 9 of User-Generated Content: Adobe
It's simple to demonstrate how a physical product will appear in your life, but what if you're running a service-based company? How can you get user generated content (UGC) from a non-physical product?
Adobe took up this challenge with the hashtag #MadeWithPhotoshop.
The campaign's purpose is to demonstrate the software's capabilities while also showcasing the user's creative abilities to potential consumers and current users.
The hashtag has been used 99 803 times so far as of this writing, with the best submissions being featured on the brand's official Photoshop website.
It's a lot easier to sell when you give clients a clear picture of what they may expect. The amazing Photoshop contributions speak for themselves, inspiring others to participate and develop their talents.
Find a technique to entice your consumers to share their results in your next UGC. You'll expand your network and leave with powerful client experiences that illustrate your product or service delivers.
#10: Starbucks is an example of user-generated content
What is one of the most effective methods for obtaining user-generated content?
Organizing a competition.
Starbucks introduced the #RedCupContest a few years ago. To advertise its holiday-themed beverages and new red cups, the coffee company created a competition.
For a chance to win a Starbucks gift card, coffee drinkers were invited to embellish their red cups and upload their shots.
Why is this UGC campaign so successful?
It encourages customers to join by offering a prize, raises brand exposure, and improves sales by requiring participants to purchase a red cup.
Offer an appealing award for involvement if you're having trouble getting UGC from your audience. It'll entice folks who have been lurking on social media to take action, and you'll get the substance and brand interaction you want.
User-Generated Content: Frequently Asked Questions
What is the significance of user-generated content?
What are the drawbacks of utilising user-generated content?
Is there a place where I may share user-generated content?
How can I encourage people to leave more user-generated content (UGC)?
Conclusion on User-Generated Content
Provide touch points along your buyer's journey to allow your consumers to create meaningful social proof.
Dissect your process and identify the moments when people are most enthusiastic about your brand or product. These are the sites where you should encourage UGC and capitalise on the buzz to reach out to more potential clients.
The tactics discussed in these user-generated content examples go a long way to establish trust with your audience, provide an authentic shopping experience, and hammer home your brand values, whether it's a brand hashtag, a competition, or a shoppable gallery.
How will you include user-generated content into your marketing plan? Let us know in the comment below!
