Social media is a great way for companies to connect with their audiences. You can Like, comment, message your followers. You can even repost their content, and show appreciation for using your products. But how can you do this in a more engaging way? First, let’s learn about content marketing.
Content marketing is creating content to engage with your audience. This is commonly seen in social media. Instead of directly selling your products/services, you can create more engaging content. People don’t want to see advertisements everywhere, you don’t always have to directly post about your product and services all the time. It can be related to them instead!
For example, you can share tips which relate to your company. This allows you to educate your audience and shows how knowledgeable you are in the field, which may lead them to your services!
So what’s user-generated content (UGC)?
Instead of creating content yourself, you can repost content from your audience which relates to your product/services! This allows you to connect with your audience more!
Benefits of User-generated content
- Creating a community.
- Acknowledging and appreciating your audience.
- Recognition/exposure for your followers
- Genuine. Authentic. Real people using your products and services.
- Boosts brand awareness.
- Promotes goods and services.
- Less expensive.
Examples of companies who successfully used UGC for marketing
Shot on iPhone is a collection of ads by Apple. They collect images from people using the device to take breathtaking photos. (Credit: Digital Trends)
Jones is known for featuring photos that customers submit. What’s more exciting than finding your work selected to go on a bottle! (Credit: Seeking Alpha)
Every year Bell encourages users to use their hashtag #BellLetsTalk on social media. With every post, they will donate 5 cents to a Canadian mental health initiative. This encourages people to share awareness of the cause as well as acknowledge that this is a cause that Bell supports. (Credit: Nerds on Site)
How can you get user generated content?
Social media is a great platform to share and receive UGC! Here are some tips:
Use a hashtag
Creating a unique hashtag for your audience to use, and ask them to tag your account!
Disney Collaborated with Make-A-Wish Foundation with the #ShareYourEars. They encouraged people to share photos of themselves on social media wearing Mickey Mouse Ears. For every post shared, Disney donated $5 to the Make-A-Wish foundation! (Credit: Mollie Parker Potgieter)
Create a contest for your followers.
You can have them take a photo using your product or service and repost to win!
In 2014, Starbucks launched a white cup contest, where people would doodle on their Starbucks cup and submit their design on social media. The winner would have their design in a limited edition Starbucks reusable cup! (Credit: Starbuck Stories)
Use Geo-location to your advantage
Get your users tag the location of your company.
When people tag the location of the Mejuri shop, it adds to the photo collection of other Mejuri users! (Credit: Instagram)
Create a Geo-filter when people visit your company.
This filter can only be used when you’re in the location of the Dessert Oasis coffee shop! (Credit: Zolenda)
Taco Bell advertised their new mystery product by using a filter. (Credit: Snapchat)
Using the tips above, you can repost users content on your social media! But make sure they’re aware of your brand sharing their content and be sure to give credit!