Modern consumers are becoming increasingly “difficult to please” and many of them also lose trust in traditional advertising. Marketing is customer-oriented, that’s why businesses constantly have to change their marketing strategies to meet the changing needs and increasing desires of customers. With that rapid change, User-Generated Content has become a modern marketing trend and many businesses have applied them in their strategies if they want to attract customers.
So what is User-Generated Content? Why is it so important to businesses recently? All will be answered through Ecomobi‘s article below.
What is User-Generated Content?
User-Generated content (UGC) simply means content created by users. UGC is considered a form of Word-of-mouth, with the content created by customers – people who use products and services, not from businesses. The content that is considered UGC is also extremely diverse, it can be reviews, images, video reviews of a certain product or service, or even comments, shared on social media.
No matter what products or services a business offers, one of the most important goals is to generate potential customers. As the community increasingly engages with content that blends brand and user involvement, UGC emerges as a modern marketing approach that businesses need to integrate into their strategies if they want to attract customers.
The appearance of User-Generated Content
The emergence of User-Generated Content helps businesses solve the problem of trust in their marketing strategy. Since UGC is content created by users who are actually using the product or service, this marketing strategy can create more sympathy and trust with consumers than traditional advertising.
For example, when you are using TikTok and you see a food review promoting a restaurant, you might find it interesting and want to try it. But you will still have to search for more information to see if it is as good as advertised. Meanwhile, with word-of-mouth forms, you do not have to search for such information or reviews, and since this is introduced by an acquaintance, you can go to that restaurant without thinking much.
User-Generated Content classification
User-Generated Content comes in various forms, each offering unique benefits to brands looking to enhance engagement and authenticity. Before choosing the Influencers to collaborate with, businesses must choose the type of UGC content that is suitable for their brand and target audience to leverage.
Review
This is one of the most valuable, but also very common forms of User-Generated Content. In this form, content creators will share a review post or video on their social media about a product or service that they have used before, and with positive feedback from a real user, it can influence the purchase decision from customers significantly. The reviews from these KOLs and KOCs can also be considered authentic “proof” of the product’s quality.
Posts tagged with brands
When making a review content of a product or service, many users will tag the brand’s account and use relevant keywords ( or hashtags) associated with it. This can occur either organically or through sponsored campaigns by the brand. This content type can generate significant exposure and media impact, which then will lead to conversions for brands.
Unboxing video
The unboxing video is one of the most watched types of User-Generated content. Unboxing content stimulates curiosity and creates a feeling of desire in viewers, contributing to converting them into business buyers. Some of the most notable kinds of unboxing are phone unboxing and music album unboxing, which draw a lot of attention from technology and music lovers.
Benefits of User-Generated Content
With the rapid change in user perception and desire, brands have faced many challenges to impress their audiences. This leads to User-Generated Content becoming an effective marketing form as it can bring a ton of advantages to businesses.
Reach new users
UGC can broaden your customer reach when users post about their products or services on social media. A study by Nielsen found that 92% of users trust content shared by friends and family more than any brand’s direct message. By collaborating with content creators, brands can boost their reach by a huge amount, thereby helping their products or services become more widely known
Create trust and motivate consumers to make purchases
The ultimate destination of any marketing strategy is to create motivation to promote the purchase and use of products and services to consumers. User-Generated Content will focus on customers’ psychological aspects. If the product has been used and has positive reviews, even reviews from acquaintances, this will greatly impact the customer’s decision to choose the product. People often think that if a product or service has been experienced and given good reviews by others, it will have a high reputation and thereby stimulate users’ purchasing needs.
High authentication
This is probably the easiest factor to understand when it comes to UGC, especially in the context of consumers’ product selection criteria becoming more and more strict today. When someone shares product images or experiences using a brand’s services on social networks, the name of that brand and product will be spread more widely and reach many potential customers. other. In addition, user comments or reviews will be the most authentic evidence for other customers to look at and refer to, thereby deciding on whether to buy or use that service or not. Because those comments and reviews come directly from customers and not from businesses, their authenticity is greatly increased.
Connecting brands and customers
UGC has the ability to create interaction between businesses and customers. Having those interactions regularly will help strengthen customer trust in the brand, thereby increasing business reach and conversions.
Tips to leverage User-Generated Content
Although User-Generated Content is a very high-quality form of Marketing, getting customers to leave feedback is not simple. Normally, after buying or using a service, what customers care about most is the value and results that the product or service brings, and some do not want to spend their time reviewing a product.
Build customer loyalty
One of the most effective ways to take advantage of UGC is to build strong relationships with customers, and from their love of the brand, they will share the product or service with others so they can buy too.
The simplest thing is that when a customer loves a brand, they will certainly enthusiastically share images and reviews about their experience using products or services from that brand. Not only that, brands can take advantage of that same UGC content and share it on their social media channels. This not only helps build trust with other potential customers but also makes the “owner” of that UGC content feel cared about, thereby helping the relationship between customers and brands become even stronger.
Create a variety of contents
Diversifying content is crucial for businesses aiming to engage their audience and build lasting relationships with customers. By offering a wide range of User Generated Content (UGC) for potential customers to explore, your business can cater to various preferences and needs, making your brand more appealing and accessible to a broader audience.
When businesses create a variety of UGC, they provide multiple perspectives on their products or services. This could include customer reviews, unboxing videos, detailed product tutorials, or even lifestyle posts that showcase the product in everyday use. Each type of content serves a different purpose, allowing customers to connect with the brand in ways that resonate with their individual experiences and expectations.
Content diversification also plays a vital role in retaining customers. By consistently offering fresh and varied content, you keep your audience engaged and interested, reducing the likelihood that they will seek alternatives. Diverse content can also address different stages of the customer journey, from awareness to decision-making, ensuring that your brand remains relevant throughout the entire process.
Moreover, a varied content strategy helps build trust with your audience. When customers see a rich array of content, they perceive the brand as transparent and reliable. This transparency fosters a deeper connection, as customers feel more informed and confident in their purchasing decisions. It also demonstrates that the brand is committed to delivering value beyond the initial sale, enhancing customer loyalty.
Create a desire for customers
One effective strategy for businesses to create desire among customers is by collaborating with content creators who specialize in sharing their experiences with various products and services. These creators are often skilled in photography and videography, which allows them to present the products in an exceptionally appealing visual, and engaging storytelling that can capture the essence of the product, highlighting its best features and benefits.
By showcasing the product in a visually stunning manner, these creators can make the product more desirable to potential customers. When viewers see a product looking its best, used in real-life situations by trusted influencers, it can significantly enhance their perception of the product’s value and appeal. This not only attracts attention but also builds an emotional connection with the audience, making them more likely to want to experience the product for themselves.
Moreover, content creators often have a loyal following who trust their opinions and recommendations. When these creators authentically endorse a product, it adds an extra layer of credibility, further increasing the likelihood that their audience will be influenced to make a purchase. This collaboration can effectively turn casual viewers into interested buyers, driving sales and boosting brand awareness.
Conclusion
Through the above content, it can be seen that UGC or user-generated content plays a very important role for businesses today as it builds trust between customers and brands, which is the premise. so that businesses can nurture and build sustainable and long-term relationships with customers, turning them into loyal customers.
Changes and developments in society have brought about changes in consumer needs and desires. Nowadays, each of us is “inundated” with advertising content, which is why the credibility of traditional advertising has decreased significantly. Instead, consumers look for more reliable sources of information and UGC is the key to solving this communication problem for businesses. Hopefully, through this article, readers will understand specifically what UGC is as well as the importance and influence of UGC on current fields and how to use UGC effectively.
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