A New Consumer
In the past, many businesses used aggressive forms of advertising to engage their audiences. With fewer mediums for advertising, messaging had to be more persuasive and more eye catching to make an impression. Today, advertising has expanded beyond radio and newspaper to include email, content marketing, search engines, social media, and more! Consumers have also changed the way they think about buying. Brands must adapt to this way of thinking also. Audiences now reject advertisements that interrupt their activities and are much more receptive to forms of advertising where they can opt in or feel invited to an experience. Consumers, rather than businesses, have become the subject of advertising. Messaging has shifted from being about the brand and more of how the brand will improve a customer’s life. Online advertising has created a world of accessibility for consumers. People now have several options to choose from when they want to buy something. Now they rely on new criteria to decide what and where to buy. One of the most common sources for information are reviews and examples of customer satisfaction.
Now, 88% of shoppers research a product before buying it. (Ecommerce Foundation)
Now shoppers read product descriptions, watch Youtube videos, and read about other customers’ experiences before making a decision. If businesses want to reach more customers, they would be wise to humanize their customers’ experiences.
Enter user generated content.
User generated content is any original image, video, or review created by customers about your brand. It is a demonstration of a customer’s positive experience with your business and it is some of the most effective material you can use to promote yourself. Think about the effect Coca Cola’s ‘Share a Coke’ campaign had. People everywhere excitedly posted pictures with friends holding a Coke with their name on it. This type of exposure exponentially builds brand awareness and increases following. It is organically inviting customers to join a community that loves your brand, rather than trying to convince them that your product is the best.
Encouraging UGC
If you are a business with great reviews, this is valuable content you can share to increase your brand awareness. By reposting this content to your online platforms, you not only build credibility with your followers, but you also expand your reach. Be sure to tag or mention the individual who originally created the content to expose their followers to your business as well.
If you are not seeing these types of positive feedback, create opportunities for customers to offer it:
- Invite followers to tag your business or use a custom hashtag in pictures they post featuring your product, location, or services
- Offer a promotion for followers to receive an incentive for leaving feedback or reviews
- Run a customer satisfaction survey via email to your customers
Take inspiration from brands like Target, American Eagle, or H&M. These brands encourage customers to post pictures of the clothing they have purchased to show others how they choose to style their outfits. Posts that contain the brand’s chosen hashtag get reposted or added to the brand’s website. Users are also encouraged to submit pictures along with their online reviews.
This system benefits everyone by
- offering more nuanced information for buyers
- enhancing the user experience
- creating a positive interaction with your business that is worth sharing about
In conclusion, user generated content mutually benefits both businesses and consumers by building relationships. Investing in curating a positive customer experience is worthwhile for businesses.
Have questions? Drop us a line if you would like to learn more about building better customer service initiatives or want to fine tune your digital marketing strategies!