In today’s digital age it has become increasingly more important for small business to embrace and utilize UGC – User Generated Content to its fullest extent. User Generated Content is content created about a brand by unpaid contributors (or simply, fans) such as posts, pictures, videos, blog posts, tweets, or comments on social media channels. It differs from traditional ads and promotions in one key way. It is created by real life customers based on actual experiences with the brand. UGC demonstrates how people can use and interact with your products in their everyday lives.
Ad campaigns can list features and benefits of using a particular product but they do not create meaningful connections with the consumer. The easiest and most successful way to create these connections is to utilize UGC – have the users promote your brand for you. 82% of consumers say that UGC is extremely valuable in their purchasing decisions. 48% of consumers say that it is a great way to discover new brands and a whopping 92% trust recommendations from people that they do not know over brand content.
Those statistics are significant. People respond to UGC campaigns for several reasons. One big reason is that it puts the customer front and center. Consumers love to share their experience and build a connection with like-minded people. Customers also trust the authenticity of UGC. In today’s online world people are skeptical of marketers and are not passively led by commercials and billboards like they once were. They want a say in who and where they purchase from and choose brands that connect with them on a human level – companies that understand them.
Specifically, Millenials react strongly to UGC. In fact, 84% of Millenials claim that user generated content on a business’ website influence their decision to purchase. This is important because Millenials are also the biggest online shoppers spending about $2,000 each year online.
One of the biggest benefits of UGC is that it is quick and keeps up with current trends. You will not have to spend lots of time and money developing an advertising campaign that may be irrelevant by the time it airs. Instead you can embrace and rely on your users to stay in touch and on the top of the minds of your audience.
The power of utilizing UGC is apparent and we will continue to see more of it as customers continue to reject traditional advertising and marketing tactics and crave authenticity.