Social media is one of the most popular aspects of the internet. It gives people a platform to stage their views and ideas without any hesitation. It helps people connect with each other. Similarly, it helps brands connect with their users and potential audience as well.
Social media has become an integral part of digital marketing for its massive user base. This way it serves to be one of the best marketing tools for brands. The new picture that has come into the frame and is ready to take over is User-Generated Content (UGC). It has not been long it entered the picture but many luxury brands have already started adopting it for their brand and I think you should start thinking about it too.
What is User-Generated Content?
Any form of content created by a user in favor of a product without any kind of paid promotion involved can be defined as User-Generated Content (UGC). This content should be publicly available on social media. The content can be in the form of images, videos, blogs, audios, testimonials, tweets and everything else in between.
With the increasing use of social media, UGC seems to be spreading like wildfire. It has already started taking over digital marketing and the day is not far when UGC will be ruling the digital marketing industry. It possesses so much power due to its genuine and trustworthy nature. As I mentioned earlier, it an unpaid form of promotion, and nobody would do that until and unless they actually like the product. This convinces new users to go ahead and give the product a try for they might actually like the product as others did.
Why marketers are trusting User-Generated Content?
When it comes to marketers, the primary need is to reach their audience in a manner that they are persuaded towards buying their products. What better way to do that than UGC?
UGC is effective because it serves the most needed aspects of a marketing strategy may it be user engagement, decrease bounce rate, higher sales or brand trust.
- User Engagement and Audience Reach
While your users post about your brand, their followers get aware of your presence in the market. This widens your potential audience and targets a large number of people. It also increases the probability of other people posting about your brand too, which will eventually spread your brand awareness.
You can encourage users to post more about your products by featuring their posts on your brand page or website as well. They might start posting to get featured in your posts.
- Reduces Bounce Rate and Increases Sales
As I mentioned in the above point, UGC helps spread brand awareness. The more people are cognizant of your brand, the more people will want to buy your products.
Along with this, UGC displays the product in real-life action. It shows the product when in use by other customers which gives new users and visitors the final nudge to buy the product. There are many people who are in doubt till they actually buy the product and UGC can work really well to clear those doubts by displaying your products in action.
- Increases Brand Trust
UGC being an unpaid form of promotion is the biggest factor here. It depicts that the users who are posting about your products genuinely mean what they post. Otherwise, they would not have spent their time to post something they don’t mean.
They work as brand ambassadors and offer their followers to buy your products. They also share their experience and views on the product that gives new users more clarity and awareness about your products. All of this combined increases trust for your brand.
- Works as customer reviews and ratings
Apart from the fact that they’re actually customer reviews and ratings in a new form, they work well to influence people. Studies show that 92% of people consider reviews and ratings before making a purchase and UGC can help influence their decision very smoothly. By showing the product in use as well as mentioning how good the product is, users make the buyer’s decision a no brainer.
- Builds a community
The group of users that are posting about your brand and using your products get a platform to connect and inspire each other. This creates a sense of community. This adds credibility to your brand attracting more users to be a part of that community.
How UGC benefits E-commerce platforms?
E-commerce platforms are always worried about the cut-throat competition they have to face. They are always thinking about what different can they do to get ahead of their competitors. UGC is the answer.
As I have already mentioned that UGC can help a brand in various ways, e-commerce platforms can take advantage of that. The latest trend among the e-commerce industry is shoppable posts, using UGC for creating shoppable posts can work wonders for you. It can help you transform your conventional e-commerce into a social commerce platform.
Using UGC for your social commerce platform can create social proof for your brand, showcasing how much people love your products. It can also display the product in action with real-life backgrounds which makes it easier for the buyers to make their decision about the purchase. You don’t have to worry about customer reviews and ratings as well, those posts themselves will be giving away how much users like it.
Not only this, it makes your website more vibrant and attractive for the visitors. If there is no good content, visitors can always switch to some other website in seconds. Giving them dynamic content with UGC can give you an opportunity to increase their dwell time which will be good for your SEO too.
Using UGC for your brand can result to be highly valuable and beneficial for your brand. Along with all those points I mentioned above, I can tell you that it can be the best way to get into the e-commerce market with a bang. Presently UGC is the most genuine and trustworthy way to showcase your products and their reviews. It adds credibility to the brand and helps to acquire and recognize loyal users of your brand.
You can use UGC for your brand by creating a social media wall through UGC platforms. They can collect content from different social media platforms and combine them to form one unified social wall. You can embed this wall to your website which will not only make your website more engaging but more attractive and aesthetic as well.
So what are you still doing here? Go integrate UGC with your brand without any more delays.