Almost any form of advertising is good for business, as long as it is favourable. In the case of user-generated content, it does not originate from your own pen, but is the welcome result of content that the user places online. This dynamic arises from a business relationship (using the example of a blog between the blogger and blog reader) that is characterised by satisfaction.
But beware: user-generated content does not necessarily have to be positive. In order for it to speak in favour of the blogger, it is necessary for the blogger to create a pleasant atmosphere. The more favourably the digital following speaks out in favour of the blogger, the more the blogger can make use of the content left by the wayside for their own blog. Remember: A fan community that expresses its enthusiasm loudly is one of the most important ingredients for a successful marketing concept.
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Responsible sources for user-based content
Content based on the user’s experience is usually digital in nature and can come from a variety of sources. Basically, the more diverse the “marketplaces” are, the more authentic the resulting marketing effect will be. The characteristic creator of user-generated content is first and foremost the consumer of blog content – often a customer. However, a loyal following on social networks can also be the root of the creation of favourable content and the growth of a loyal fanbase. Influencers and testimonials that advocate for the brand on behalf of the brand can also enrich a UGC-heavy marketing concept with representative content. Those who utilise a variety of these sources are well advised.
What UGC platforms are there?
Bloggers who sow readable content on their website and social media channels can also pick the fruits of their labour on various platforms. These platforms act as a hub: they receive user-generated content and immediately distribute it to other users. UGC platforms can therefore be used strategically to “feed” new fans with the harvested laurels.
Typical platforms for user-generated content are
- Social Media: Facebook, Instagram, Twitter etc.
- Photo portals: Pinterest, We Heart it etc.
- Video portals: YouTube, TikTok, Dailymotion, Vimeo etc.
- Audio portals: Spotify, Deezer, SoundCloud, Podcasts etc.
- Landingpages
- Official websites
The platforms for such content are therefore provided by the blogger themselves or externally.
A selection of practical examples of user-generated content
In the area of social networks, a post with a favourable caption can polish the reputation of a tagged account. The same applies to comments from users who react to an account’s post. Unboxing is a trend that has been going on for some time on Instagram and video platforms such as TikTok. Here, the still inexperienced user takes a look into the future and gets an impression of how exciting their own experience of receiving the parcel with the ordered products can be. Those who don’t like videos but prefer to take their own photos can pose for a selfie with their favourite products – for example in a location provided by the company.
Bloggers have the opportunity to create a survey among their followers, for example, and have the desired future blog content delivered by the user. If the user receives future content as ordered, their satisfaction increases and word-of-mouth advertising gains momentum as a result. Reviews are another way of capitalising on the user’s expressed satisfaction for the company. A guest post on a website can also achieve the desired effect. Sometimes it may be necessary to help out. This is possible, for example, in the form of a promotion or a competition. Alternatively, it is conceivable to organise a competition in which the user gets involved and generates advantageous content.
How significant are the effects generated by user-based content?
If you are considering investing in user-generated content, you should also be aware of the added value of such an investment. A look at the studies helps here. Some institutions have taken a closer look at what user content does for a creator in figures.
As early as 2021, Bazaarvoice found that, believe it or not, more than 80% of all consumers with an interest in buying are actively looking for content that originates from previous users. At the same time, however, it is very important to just as many consumers that user-based content from influencers is based on a strict set of rules. Ergo: Authenticity is key for user-generated content! The Bazaarvoice study also revealed that UGC can be a real perennial favourite rather than a flash in the pan. Over 70% repeat their search for user-generated content after an initial purchase has been made. This often serves as a blueprint for further inspiration.
The results of the Bazaarvoice study are one of the examples from which it can be concluded that user-generated content has an above-average potential for successful marketing.
Why it is intelligent to have user-generated content delivered
Utilising content in which the user takes on the role of creator has numerous advantages for companies in every industry. Bloggers with a desire for more traffic also get their money’s worth.
Viral dynamics
If you manage to ignite the user’s fire to create content with creative measures, you may be pleased that it goes viral. It is particularly clever if you utilise an existing hype and jump on the bandwagon. Starbucks’ “White Cup Contest”, for example, was extremely successful in this respect. Coffee fans were given the opportunity to decorate the iconic Starbucks cup according to their individual ideas. The creative masterpieces could then be admired almost everywhere on social networks and inspired to create their own designs.
Strengthening the basis of trust
User-generated content cements the relationship of trust that develops between the company or blogger and the user. As user content is an authentic outline of someone else’s experience or opinion, the future customer does not feel influenced by the marketer. The user therefore has the power of decision. That makes it likeable. Recurring endorsements also strengthen the bond with regular users.
Boost for reach
Whether written or audible, spoken words carry weight and spread quickly from mouth to mouth. Everything that is published on the Internet in terms of user content soon reaches users who are not yet familiar with the company. A marvellous lever for which you don’t even have to be particularly active yourself.
User-generated content is fun
It is crucial for successful marketing to replace colourlessness with brilliance. The more colourful the campaigns that are launched to encourage user creators, the more this will affect the mood that surrounds a company. If you are particularly clever, you can also demonstrate your entertainer qualities as a blogger. Varied entertainment ignites and often sparks a real firework of enthusiasm.
How SeedingUp supports bloggers & co. with user-generated content
Bloggers in particular, who have not yet managed to fight their way into the limelight of the digital world on their own, could do with a boost from a catalyst. As a renowned service provider for digital content marketing, SeedingUp qualifies as an essential interface. Whether as an individual service or as part of holistic blog marketing, the company knows where to turn the screws to get users active. Fresh ideas and targeted implementation according to the client’s wishes are guaranteed.
It’s time to push the boundaries of previously exhausted marketing potential in terms of your own campaign management today!
