UGC as an effective promotional tool on social networks

How UGC works to increase brand recognition

User-generated content (UGC) is an effective SMM strategy for increasing brand awareness and audience reach. It involves users themselves posting photos, videos and articles about the company. Such content spreads quickly across social networks, mainly due to its naturalness. People trust impressions and feedback from real consumers more than professional advertising.

Benefits of the approach

Incorporating UGC into your social media promotion strategy is a great way to increase brand awareness. However, the possibilities of this approach go beyond simply increasing sales. Its benefits:

1. The approach inspires user trust. UGC demonstrates consumers’ sincere attitude towards the company and its products. This positively impacts brand reputation and increases confidence in the brand.
2. It drives engagement. User publications stimulate other social network participants to create content. A community of people often forms around a particular product or brand. As a result, subscribers become more engaged and trust the company. Most importantly, they are more likely to tell their friends about the brand.
3. Increased reach. User-generated content spreads quickly among subscribers. This gives the company a new audience and increases its reach.
4. Advertising budget savings. UGC does not require investments such as working with bloggers or an extensive advertising campaign. The content is generated for free without the company’s involvement – the users do it all. So, the brand can save money on marketing, and its specialists can focus on other tasks.
5. Versatility. UGC content is a universal tool that works effectively across multiple channels. It is possible to use his strategy in email marketing, website promotion or outdoor advertising.

However, the results can be good with the proper audience engagement.

How to get user-generated content

A company needs to motivate users to create publications. The most common ways are:

• running competitions and promotions;
• offering bonuses and discounts in exchange for publications.

There is also the possibility that consumers themselves want to share their impressions of the product. But only a few brands can reach this level. A prime example would be publications about new iPhone models or Dyson products.

In all other cases, consumers will be active if offered something of value in return. Many companies run competitions on their social networks and then reward the winners. Another way to motivate is to provide a discount or gift in exchange for reposting or sharing photos.

It is also essential to give users the tools they need to create content. We are discussing comments, a review button, and creating a dedicated hashtag for posting. For its part, the brand should respond to UGC to encourage audience engagement. It is important to react quickly to comments, tag users and more.