How To Embrace the Full Potential of User Generated Content

Now think about these questions:

1. Who’s your audience?
2. Which platform does your audience use the most?
3. What type of content does your audience respond best to?
4. What are your goals for using UGC?
5. What outcomes are you interested in achieving?
6. Can you accurately track results and performance on the platform(s) you’re considering?
7. Do you want to be able to moderate or filter the UGC?
8. Is it easy for users to post and share content? Will the platform’s UX/UI be an obstacle?

Remember, just because someone else achieved wild success on one platform doesn’t guarantee you will. Each brand is different, so you have to look at your own data before examining others’.

Note for advanced marketers:

You don’t have to stick to just social media for sharing UGC. Use it in emails, paid ads, and on your website to get the most out of the content.

How to Encourage UGC Creation

Big brands with established audiences have little to no problem creating trends for people to follow, or getting their customers to create content for them. But if you’re a smaller brand, it may be harder to get the ball rolling. Here are some ways to encourage The People to create:

1. Branded Hashtags

A unique hashtag can help aggregate all UGC in one place. For example, Coca-Cola’s #ShareACoke campaign encouraged users to post photos with personalized Coke bottles.

2. Incentivize with Giveaways

Offering up a juicy prize for the best photo/video/etc can get people going.

3. Competitive Spirit

Start a contest and (good-naturedly) pit users against each other to win something awesome. People can get so creative when getting something they really want depends upon it.

4. Spotlight Users on Your Channels

Showcase user generated content on your social media profiles, website, or other marketing materials. With the brand and the user both after exposure, it’s a win-win.

5. Engage with Your Audience

This is somewhat of a no-brainer, but should still be said. You can’t just post a contest or try to start a hashtag and check out. If you want your audience to be into it, you also need to be. Respond to comments, share posts — acknowledge your audience’s efforts no matter how big or small. When users feel seen, they reward you with their loyalty and engagement.

6. Support Your Employees

Maybe you don’t really have an audience yet. That’s okay. Start in-house with your wonderful employees. Show people the human behind the brand, and they’ll be much more likely to engage with you. Feature content from your employees on your channels. Show people you know how to make it about them, not just you.

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Managing and Moderating UGC

UGC is a valuable tool, but the free-for-all nature of it does have the potential to invite people who would do harm to your brand and compromise the safety of other users. Take note of these things to maintain the quality of your brand:

1. Set Clear Guidelines: Give your audience clear instructions on the type of content you’re looking for. If you’re a family-friendly brand, you might say “no swearing.”
2. Use Moderation Tools: The largest social media platforms have management tools that can help you filter out inappropriate content before it pops up on your channels.
3. Curate the Best Content: The unfortunate truth is that not all UGC is created equal. Curate the highest quality content that reflects your brand the best — keeping in mind that “highest quality” doesn’t mean most technically advanced or professional lighting rigs. Looks can be deceiving, so don’t let the hidden gems slip away.

Legal Considerations for UGC

There are a few legal responsibilities brands have to be mindful of when using UGC in marketing. Here’s what you need to know:

1. Permission: Always get permission from the creator before using their content in your marketing. A simple message or formal agreement works.
2. Credit: Properly credit the creators of the content. This is basic respect and trust building.
3. Copyright: Make sure that the content doesn’t infringe on any third-party copyrights. Failing to be careful with this can lead to expensive legal issues.
4. Policies: Social media platforms have their own rules for UGC. Get familiar with them to avoid any violations.

Measuring the Impact of UGC

To get the full benefits of UGC for your marketing, it’s important to accurately measure the results of your campaigns. Most analytics won’t differ too much from regular campaign tracking, but here are key metrics to track:

1. Engagement: Likes, comments, shares, and views help you gauge how well UGC resonates with your audience.
2. Conversion Rates: Record how many users who interacted with UGC went on to make a purchase. This helps determine the direct impact on sales.
3. User Growth: Monitor any increases in followers or subscribers during the campaign.
4. Brand Sentiment: Analyze the tone of comments and reviews to understand public perception. Positive responses can enhance your brand image, while negative responses need to be addressed promptly.
5. Reach: Assess how far your UGC has spread by tracking its reach and impressions. This gives you an idea of the campaign’s overall visibility.

The data you collect will help you improve future UGC campaigns and refine your strategy to better engage your audience. By leveraging insights from these metrics, you can identify what’s working and what needs adjustment. Also consider implementing the following steps:

1. Analyze Demographics

Track data such as age, gender, location, and interests to see if your content is reaching the intended audience and if it aligns with your brand’s target market.

2. Monitor Content Performance

Identify which types of UGC (photos, videos, etc.) are performing best. This will help you focus on the most effective formats and encourage users to create similar content in the future.

3. Track Referral Traffic

Calculate how much traffic is going to your website or landing pages from UGC. This can be measured using tracking links or UTM parameters. High referral traffic from UGC indicates successful engagement and interest.

4. Evaluate Influencer Impact

If your UGC campaign involves influencers, measure their individual impact on your campaign. Track metrics such as engagement rates, conversion rates, and follower growth for each influencer to assess their effectiveness.

5. Sentiment Analysis Tools

Utilize sentiment analysis tools to automate the process of evaluating brand sentiment. These tools can help you quickly gauge the overall mood of the audience and identify any emerging trends or issues.

6. Return on Investment (ROI)

Calculate the ROI of your UGC campaigns by comparing the cost of running the campaign to the revenue generated from it. This will help you determine the financial success of your efforts and allocate future budgets more effectively.

7. Iterate and Optimize

Experiment with different types of content, posting times, and engagement tactics to find the most effective approach for your brand. By thoroughly analyzing these metrics and taking a data-driven approach, you can maximize the impact of your UGC campaigns, enhance customer engagement, and drive better business results.

And that’s a wrap on unlocking the potential of user-generated content! If this seems overwhelming, don’t worry — there are experts ready to assist you every step of the way. Use this article as a startup guide, and if you need further support, feel free to reach out to us directly.

Want to learn more about advanced marketing techniques? See what the experts at Make Your Mark have to say here in our blog.