Brands and businesses are centred around people. It is a simple fact that when customers, employees and communities of people share their true satisfaction with your brand or business, it is these experiences and opinions that ultimately define it.
With the growing reliance and investment in social media, the way consumers interact with businesses has been revolutionised, and created a new tendency for ‘word of mouth’ marketing, proving to be the most effective of the forms. These organic testimonials from customers shared in a form of online content, whether that be through posts, images, videos, reviews, etc, are defined as User Generated Content (UGC). UGC is definitely a win-win scenario.
When consumers and clients share posts incorporating your brand and exposing your products to their intimate audience- you achieve organic credibility; and while that content is shared with your own audience, you are also boosting your credibility in the process.
It’s inevitable- whether a product, service or experience, modern day society want an insight of what they’re going to receive before they visit or order. For instance, (and many of us are guilty of this!) 30% of millennials would not visit a restaurant if their presence on Instagram was not up to date and ‘aesthetically pleasing’.
The entire experience from *follow*, *like*, to “shall we go guys?” or “should I order?”, is ALL about creating trust. Consumers trust recommendations and opinions from people they know. UGC is widely trusted and more impressionable than other media forms, and it most importantly allows consumers to feel like they are being heard and provides them an opportunity to be spotlighted by the brand or businesses they’re supporting. A recent study by Salesforce revealed 92% of consumers trust online content from friends and family above all other forms of brand messages and 50% of consumers find UGC more memorable than brand-produced content.
Long understanding the value of customer content, many accounts across Instagram’s many channels are completely powered by UGC. You will often find that accounts of the likes of dress hire, swimwear and even food will almost always share customer testimonials about their products and services, along with UGC on Instagram. This helps to boost followers’ trust in the products and the brand, and indirectly introduces new people and a larger audience indirectly to the brand through the business’s loyal consumers.
There are many ways you can take advantage of the power of UGC. One way, for instance, is by asking consumers in their online deliveries to “share their snaps” with a specific brand-related hashtag. If you’re keen to learn more about how you can implement UGC into your social media feel free to contact us!