UGC 101

KPI, CTR and UGC—The SMM world is full of abbreviations and buzzwords. Basically, we have our own language. And when we meet another SMM that uses them on the reg, it’s a true Step Brothers moment.

UGC is one of those many abbreviations we like to use to add a little bit of ✨spice✨ into the conversation and, most importantly, the social media plan. So, what is it? UGC stands for user-generated content, aka, gold.

Long, long ago, brands used to create one-dimensional marketing campaigns with the sole purpose of increasing sales or driving traffic to one specific web page. As technology and consumerism evolved, so did the most effective marketing tactics. Now, brands are creating opportunities for consumers to interact, as well as advocate on behalf of their campaigns.

Read it with me: Modern brands don’t market to you; they create opportunities for you to market for them. Brands that get it, get it, brands that don’t, don’t. 

In fact, 93% of marketers agree that consumers trust content created by customers more than content created by brands (State of UGC 2021 Report). It makes sense—People trust people. Brands, products and personalities have proud, die-hard fans these days. And using those fans is SMART. Look at Ms. Taylor Allison Swift, using the intenseness of her fans to promote her 9 billion albums.

Let’s break it down into three groups, yeah?

What is UGC?

Tagged photos, videos, shout-outs, reviews, recipes—anything that your target audience can take and make their own on social media.

Examples like this and this showcase the new redesign and amenities of the Flamingo Resort in Santa Rosa. The brand invested in creating a sharable on-site experience, and because of this, influencers and guests have taken the resort’s fanbase to the next level.

Yes, press hits got the word out and updated web photos improved site conversions, but UGC image sharing was the main driver in the growth of the following (+ 5,500), link clicks (+ 5k), impressions (+ 905k) and engagements (+ 15k) since the reopening.

Give their page a follow and be sure to check back in a few months because it’s still growing organically. We know, we’re impressed too. 💅

How to Use UGC

So, you want to incorporate it? Here’s a quick guide to getting started (without too much work on your end):

1.    To share UGC you have to find UGC. First, look at your tagged photos, location tags, and hashtags.

a.     Don’t see any? NBD. You can still participate. Sometimes brands aren’t established enough or are just beginning to incorporate UGC into their social strategy. This is when resharing local UGC is a perfect solution. For example, if you’re a brand in Nashville, look at a local spot, like 12 South, and find an image that suits your feed.

2.    Once you find your shining star, ask for permission to reshare (learn why here). A simple comment like “So glad you joined us for dinner last week. That special was one of our favorites. Mind if we reshare this to our feed? We’ll tag and credit you in the caption” usually does the trick. (Not to mention makes the user’s day!)

a.     If it’s a local photo and you’re not tagged, spin the comment a little. Example: “We love this mural too!  Mind if we reshare to our feed? We’ll tag and credit you in the caption.”

3.    Once granted, use this freebie pro-tip to download in full res rather than screenshotting or using one of those regram apps. Yes, you can tell a difference.

4.    Important note: if the work you want to use is clearly created by a photographer or content creator – AKA someone who does this for a living – be prepared to get a payment request, and don’t be offended by this! You wouldn’t do your job for free, would you? If the photo/video is really great and something you think will drive strong results for your brand, that’s worth paying for.

Most importantly – Prompting UGC

Ok, so we’re not going to give over our secret sauce here, but we will help you create your own. Here are a few ways to begin incorporating UGC into your marketing strategy:

1.    Tap into influencer marketing. If you can partner with an influencer that shares your target audience, that’s a great place to start. Typically, you can request specific details about the types of content you would like to see and what can be highlighted. Not only will an influencer’s post increase your impressions, but their creativity will be contagious, prompting similar posts from their audience with a spin of their own. One big thing to remember: Influencing is their job. You don’t expect to get on a billboard for free, so don’t expect a free spotlight from them either. (Deets on that here.)

2.    Run contests. Hashtag and tagging contests are a great way to increase awareness of your brand and spark conversations among your users, as well as providing a chance to reward them. For example, you request that they post photos of themselves with your product on social media using a specific hashtag in exchange for the chance to win a free dinner, room night, gift package, etc. This fosters *action* from your followers, leading to more UGC and opportunities to engage with your brand champions.

3.    Thoughtful details. Whether you’re a resort, a clothing line, restaurant or CPG brand, small details make a difference in the consumer experience. A handwritten welcome note, eye-catching product packaging and on-site photo backdrops are a few of the most popular ways to prompt sharing.

Your UGC strategy should consider the type of content you need from your customers to extend or support your marketing goals. For example, are you looking to increase brand awareness, drive more conversions or all of the above?

If you’re serious about scaling UGC, hit us up. We're happy to consult on strategies or even take it off your plate entirely.

Until next time,

Blair Castagnetta, Account Supervisor