Social media contests can keep users engaged and generate valuable UGC

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 20, 2021, 4:54 PM UTC

User-generated content (UGC) can help brands offer fresh content on their social media channels, and boost credibility.

One of the most common forms of UGC is customer reviews. Brands can encourage their users to submit reviews by offering gifts in exchange. They can also ask for reviews via emails or text messages. But, marketers need to be careful while dealing with customer reviews and brand mentions on social channels as some reviews can be negative.

Similarly, brands can encourage tagged content from their customers by creating distinct contests – like the best photo of the month and require people to tag the brand. Add some originality to product packaging – like Starbuck’s cup with customer name – to encourage tagged content.

Apart from contests, creation challenges can also help businesses recruit committed fans to promote their products. When it comes to creation challenges, brands need to first determine which aspect of their brand – product, customer service or brand attitude – they would want their challenge to promote.

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