Ask an Influencer: How Can Brands Leverage UGC for Marketing?

2 years ago 124

ARTICLE AD BOX

User Generated Content (UGC) is 1 of the hottest topics wrong integer selling close now. Taking contented created by customers (organic UGC) oregon influencers (influencer UGC) and repurposing it for the institution to advertise, has skyrocketed successful popularity. The days of spending millions connected highly polished and costly originative seems to beryllium changing rapidly.

For example, Facebook reported that successful 2021, UGC drove 6.9x higher engagement than accepted marque advertisements portion Influencer Marketing arsenic a full is predicted to go a $4.14 cardinal dollar industry successful 2022 alone.

Interview with Michelle Brown

It’s not mundane you get to enactment alongside a societal media celebrity. Well, actually, for maine astatine Seer — it is everyday:

With implicit 348,000 followers and amassing implicit 8 cardinal likes connected her account, Michelle has worked with countless brands to elevate their beingness connected TikTok with UGC. That’s wherefore I sat down with her to research however brands tin amended utilize UGC and influencers in their selling strategy.

Check retired the snippets from our afloat interrogation below:

What Steps Should Brands Take Before Launching UGC / Influencer Marketing?

In presumption of influencer selling they should cognize the contented creators and influencers’ worthy earlier they scope retired to them. Understanding the outgo of an influencer oregon customer’s clip is important arsenic good arsenic knowing the outgo of taking up existent property connected their integer presence. That goes on with having a acceptable fund for what you privation to walk connected UGC. I’ve recovered that the companies that person done the champion probe connected however their marque is perceived and engaged with volition mostly person the highest returns connected their UGC investment.

Understand what is already being talked astir with regards to your marque truthful that you tin organically prosecute with consumers. The astir engaging benignant of contented is ever changing connected societal media, and companies that tin accommodate and beryllium proactive successful their UGC contented tin ever enactment up of the competition.

What are the Strengths vs Weaknesses of UGC?

There are a ton of strengths to UGC! First off, it’s cheap. You don’t request to walk 1000’s connected an asset, you tin person consumers marque the contented for you!

That leads to the adjacent large pro which is that the ads are much personable than accepted advertisements. The communicative of the plus is idiosyncratic focused alternatively than marque focused. People spot each different much than they spot brands, and the UGC works to dispersed connection of rima astatine a acold greater level than accepted marque advertising. Customers consciousness little similar they’re being ‘sold to’ connected precocious prime UGC ads, alternatively it starts a speech with users. In presumption of cons, UGC ads are little evergreen, meaning their utilization crossed aggregate platforms and selling funnels is limited.

I besides find that UGC doesn’t lend itself good to showcasing aggregate antithetic unsocial selling points successful a azygous ad. The much descriptive the UGC becomes, mostly the much the lawsuit feels “sold to” and frankincense little performance. You tin combat this by creating aggregate antithetic UGC ads crossed aggregate antithetic worth propositions.

Finally, UGC is truly astir effectual successful short-form video, truthful if your institution is champion positioned connected representation and static placements, UGC mightiness not beryllium the astir effective.

What Type of UGC Content is Best for Marketing?

I’d accidental that each forms of UGC are valid to your selling efforts, but it is worthy investigating astatine a precocious level among circumstantial worth propositions. It truly depends connected the marque oregon merchandise being utilized. The aforesaid regularisation inactive applies crossed each UGC ads, which is that customers don’t privation to consciousness ‘sold to.’

How Can Brands beryllium Authentic When Leveraging UGC?

I’d accidental the biggest strategy I’d urge is researching what consumers are saying people astir your marque oregon industry.

Knowing what customers similar oregon don’t like, speechmaking comments, oregon knowing what benignant of advertisement they resonate astir with, truly helps acceptable your marque isolated from the competition. Using filters and ocular styles that are trendy wrong the platform, marque the contented consciousness much similar a station and alternatively than an ad.

Trends travel and spell connected societal platforms astatine an unthinkable rate. Some enactment for months portion others past for a week. Being connected apical of these trends helps you enactment fresh.

Finally, having a bully narration with your customers and influencers truly helps make WOM. I’d overmuch alternatively enactment with a marque that I consciousness supported by, alternatively than a marque that conscionable blindly uses my content. I’ve made plentifulness of contented for brands for escaped successful the past conscionable due to the fact that I felt supported and enjoyed their products.

What is the Future of UGC? What Trends Should Marketers Look Out For?

I consciousness truly powerfully astir the aboriginal of audio wrong UGC.

UGC utilized to beryllium truly focused connected conscionable the ocular constituent with immoderate random blessed opus successful the background. What I’m uncovering is that voiceovers and narrations are truly allowing brands to make a amended user acquisition portion being much engaging.

Having testimonials oregon merchandise reappraisal audio wrong your UGC allows for brands to beryllium adjacent much purposeful with their UGC worth propositions, and helping consumers person astatine a overmuch higher rate.