Olivia Jenkins is a business marketing consultant. In this piece, she examines why user-generated content – a form of social media content – works so well to boost brand engagement for SMEs, plus how to do it.
For small and medium enterprises (SMEs), building credibility and engaging with customers can feel like an uphill battle. One way to bridge the gap between your brand and potential customers is user-generated content (UGC).
UGC refers to any content – text, images, videos, reviews, or social media posts – created by customers or fans about your brand, product, or service. Think Instagram photos of a customer enjoying your product, TikTok videos showcasing its use, or Google reviews praising your service.
Yes, reviews are UGC! They’re one of the simplest and most accessible forms of this valuable content.
Unlike traditional advertising, UGC has an authentic touch. It’s real people sharing real experiences, which makes it more relatable and trustworthy to prospective customers.
A recent study showed that 79 per cent of people say UGC highly impacts their purchasing decisions. For SMEs with limited marketing budgets, UGC can be a game-changer.
Why UGC works so well for small businesses
1. It builds trust: Consumers trust other consumers more than they trust brands. UGC showcases authentic testimonials, making your business more relatable and trustworthy.
2. It’s cost effective: UGC costs you nothing to produce. Your customers create it for you, saving you time and money while providing fresh, engaging content. This is effectively your step into the world of PR. Offering incentives for customers to create and share content will be your best friend.
3. It boosts engagement: Sharing UGC on your social channels can increase likes, comments, and shares. People love seeing themselves featured and are more likely to tag others, expanding your reach.
4. It improves SEO and discoverability: Reviews, testimonials, and social posts about your business can improve your online visibility, driving more traffic to your website or social media. Keep in mind that Google Reviews can only be edited by a customer, their review is authentic and their own, so prepare yourself for the feedback.
How do I get my audience to create UGC?
There are a few ways you can get your audience to create UGC for you.
1. Encourage reviews: Ask satisfied customers to leave reviews on platforms like Google, Yelp, or your website. Make the process easy with direct links and reminders.
2. Host competitions: Create social media contests where customers share photos or videos using your product. Offer incentives like discounts, free products, or shoutouts for participation.
3. Create a branded hashtag: Encourage customers to use your hashtag when posting about your business. A memorable hashtag helps track and reshare UGC while building a sense of community.
4. Share and celebrate UGC: Regularly feature customer photos, videos, or reviews on your social media, website, or newsletters. It shows appreciation and encourages others to join in. It’s about creating a community and acknowledging the time and effort that content creation requires.
5. Leverage influencers: Partnering with micro-influencers who already use your product can generate organic UGC that resonates with their followers, extending your reach.
Before sharing UGC, ensure you have the creator’s consent to use their content and credit them for their work. A simple message or comment is usually sufficient, and it shows respect for your customers.
UGC is an invaluable tool for SMEs looking to grow their customer base and amplify their online presence. By encouraging and sharing authentic content created by your customers, you can build trust, increase engagement, and boost your brand’s credibility – all without a hefty marketing budget.
So, start leveraging the power of UGC today, and let your customers help tell your story!
