User-Generated Content or UGC has become the way brands connect with audiences in today's digital world. Said another way - it's any text, image, video, or review written and shared by others other than by the brand itself.
This serves as social proof in the current world of content marketing. Whether it is a product review, a behind-the-scenes snapshot, or a heartfelt story published on a social media platform, UGC refers to authentic voices of customers, employees, and consumers.
But why does UGC get so much play in content marketing and brand-building activities?
The reason is that it appears authentic and can help in developing trust.
Power of User-Generated Content
With increased consumer awareness and misinformed marketing campaigns, it has become a herculean task to gain the trust of the audience. Relying solely on brand ambassadors is no longer an option.
The consumer needs to make a buying decision trusting ratings and reviews generated by other users. The authenticity that UGC offers is what the audience today demands. People feel that the content created by an honest human is very likely to be more realistic and believable compared to a smooth marketing campaign.
In fact, consumers are found to be 2.4 times more likely to believe in the message of UGC compared to branded content.
Today, some of the biggest brands like Apple and Sephora are taking advantage of UGC to develop a relationship with their audience that is both active and accessible on multiple channels.
How Can UGC and Employee Advocacy Produce Results?
Brands can create an organic approach towards marketing that's real and inclusive by encouraging real stories and authentic content from their user base.
One of the most creative ways in which businesses incorporate UGC into their strategies is through Employee Advocacy. It involves empowering the employees to post their content related to the company including personal success stories and achievements or popularity of the company in the market. Combining Employee Advocacy and UGC would make for an even stronger tool.
Well, we all are aware who can promote the company better than its employees! Employees are a part of the company and are aware firsthand of everything that goes around, and thus their opinions are pertinent. As they build and publish, information automatically drifts closer to reality; thus, they can be trusted more easily.
For instance, an employee in an organization that shares what they did as a team or how they have grown over their career time may come up with something that will strike a chord with a larger audience.
This combination of UGC and Employee Advocacy extends beyond amplifying mere brand messages. It unlocks a virtuous cycle of trust and engagement for the company and its employees.
Employees increase ownership of the brand as well as the ability to add value, while brand benefit comes from all authentic content as well as extended outreach.
Roles of Marketing Automation in UGC
UGC is priceless, of course; the challenge is to handle it. Imagine going through hundreds of pieces of content and having to find what falls within the voice and values of a brand. It's such a huge challenge for many, if not all brands, and here's where marketing automation tools can really be of much help to a brand.
For example – Flywheelr is an advanced content marketing platform that allows companies to include user-generated content in their marketing campaigns without burdening teams.
Flywheelr positions the executives as thought leaders by representing their authentic voices while keeping them aligned with the brand. This filters out most noise and presents the content in the shape of the best and most relevant user-generated content before letting go of it into the rest of the world.
Strategic UGC is more than content-it's a brand asset. The stories and experiences of users and employees, and the insights from advocates, shape a narrative that no ad can do. UGC is not only promotional about products or services but tends to connect, create communities, and build trust.
Frequently Asked Questions (FAQs)
1. What is User Generated Content?
User Generated Content is any kind of text, images, video, and review that does not come from the brand but from customers and employees, which helps to build trust and authenticity.
2. Why does UGC matter to businesses?
It builds trust since a consumer is more likely to believe in a UGC than any branded content, which offers a huge opportunity to engage with making a brand trustworthy.
3. How does UGC boost Employee Advocacy?
UGC, along with Employee Advocacy, is the expression of authentic stories and personal achievements that help improve trust and extend reach.
4. What are some examples of UGC in action?
Customer product review, social media posts from customers/executives, behind-the-scenes stories of employees, or user-submitted pictures or videos related to real experiences.
5. How UGC helps in community building?
UGC helps to connect users and builds communities of ‘mutual trust’ since it speaks about real experiences and shared stories that are placed more convincingly than a traditional ad.
