While generating organic user-generated content (UGC) may cost brands next to nothing, they can successfully use the content to enhance the brand’s social discoverability.
UGC like product reviews, photos and videos doubles up as social proof and helps prospects make informed purchase decisions. Leveraging this kind of organic user-generated content can help brands boost consumer trust and build consumer communities.
Marketers must ensure they keep reminding customers to share their thoughts on their recent purchases with the brand. Even emails and text messages can remind customers to share stories online with a suitable hashtag.
Brands must create opportunities for their consumers to share images online. This could be via photo corners in brick-and-mortar stores or online photo and video contests. Finally, submitted UGC must be curated to recognise customers’ efforts and encourage them to create more such content.
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