Leveraging User-Generated Content: Building Community and Trust

Have you noticed how many posts, reviews, and comments you see online coming from everyday people, not just from big brands or companies? It's like everywhere you look, there's content created by regular folks—from Instagram posts showing off someone's favorite products to reviews on sites like TripAdvisor that give you the inside scoop on a local restaurant. This is called user-generated content, or UGC for short.

If you're a business owner or marketer, you might be wondering why user-generated content (UGC) should matter to you. Well, a whopping 86% of people trust brands more when they use UGC in their marketing. That's because UGC feels more real and relatable, like getting a recommendation from a friend instead of a sales pitch.

But UGC isn't just about trust. It's also about building a community of people sharing the same experiences and opinions. This sense of community can be powerful for keeping customers loyal to a brand and getting them more involved.

Want to know more? Keep reading as in this article, we'll take a closer look at the world of user-generated content and talk about:

Benefits of user-generated content
Strategies for encouraging user-generated content
Potential drawbacks of user-generated content

By the time you're done reading, you'll see why using UGC is not just a smart move, but also a must-have for creating a strong community, keeping customers coming back, and connecting with your audience meaningfully.

Benefits of user-generated content

As mentioned above, UGC is all about authenticity and building trust. For example, Starbucks’ #WhiteCupContest in 2014 encouraged their customers to transform their coffee moments into a vibrant campaign. Starbucks' UGC campaign brought together coffee enthusiasts worldwide, leveraging their collective experiences to shape an inclusive brand identity and co-create a global coffee culture through the power of shared stories.

UGC can also help you with the following:

Increased engagement and loyalty

When customers, brand loyalists, and advocates contribute their own content, such as photos or reviews, they feel like they're part of something bigger and develop a sense of belonging. This feeling of connection leads to higher engagement and stronger loyalty among customers. By allowing them to actively participate in the brand's story and community, UGC helps foster a deep connection between people and the brands they believe in.

For instance, Apple's #ShotoniPhone campaign encouraged iPhone users to share photos captured with their devices on social media using the official hashtag. This campaign exposed amateur photographers worldwide, quickly becoming a viral online phenomenon. The success of #ShotoniPhone highlights the power of user-generated content in engaging audiences and fostering a sense of community around a brand.

Cost-effective content creation

Creating content can be expensive, especially when you factor in the costs of production, advertising, and promotion. However, with user-generated content, you can tap into a wealth of authentic materials created by your customers for free, and you can significantly reduce your content creation costs.

For example, the clothing brand Threadless encourages their community to submit artwork, which is then voted on by other users. The winning designs are printed on various products and sold on their website. By leveraging UGC, Threadless can create a vast array of unique designs without an in-house design team, resulting in significant cost savings for the company.

Additionally, as mentioned above, UGC makes people trust a brand more. And when people trust a brand, they're more likely to buy from it. In short, UGC doesn't just help companies save money on making content, but it can also help them make more money by getting more people to buy.

Encouraging user interactions and discussions

UGC isn't just about posting content—it's about igniting conversations, interactions, and discussions. When users share their experiences through UGC, they feel empowered to express themselves and engage with others, which encourages brand loyalty and high customer retention rates. UGC also reinforces the credibility and authenticity of user experiences, which motivates others to engage and participate.

Success stories and testimonials shared by users serve as social proof, showcasing the impact of the brand on customers' lives. Brand communities built around UGC give users a space to connect with like-minded people who share a common interest in the brand. This creates a sense of belonging and an environment where users feel valued, heard, and connected.

Lastly, UGC allows businesses to gather feedback through surveys and community discussions. This valuable insight helps companies measure user satisfaction, identify trends, and make informed decisions to boost brand engagement further.

Strategies for encouraging user-generated content

To fully utilize the benefits of UGC, use these strategies to encourage more user-generated content for your brand:

Create a clear call-to-action (CTA)

Provide clear instructions to your users on how you want them to engage with your brand and contribute content. Don't assume that people will automatically know what you're looking for; instead, spell it out for them. Here are some popular CTAs you can use to guide your audience:

Share your story: Encourage your users to post their personal experiences with your brand on social media using a specific hashtag. This CTA invites them to be part of your brand's narrative and connects them with others who have similar experiences.
Photo/Video challenge: Challenge your followers to share photos or videos showcasing creative ways they use your product. This engaging CTA not only generates valuable content but also encourages users to think about your product in new and exciting ways.
Leave a review: Invite your customers to write reviews about their fantastic experiences with your brand on your website or third-party platforms like Yelp. This CTA helps build trust and credibility, as potential customers often rely on reviews when making purchasing decisions.

Simplify the submission

Make it as easy as possible for people to share their photos, videos, or reviews. Use language that’s easy to understand and resonates with your target audience, and provide uncomplicated tools for submitting content. Whether through your website, email, or directly on social media platforms, the easier the process, the more likely people are to participate.

National Geographic's Wanderlust campaign is a great example of this approach. By keeping the participation guidelines simple, they launched a successful UGC campaign and leveraged it as an opportunity to engage with their followers.

Offering incentives and rewards

Offering rewards or incentives can be an effective way to motivate people to contribute content. These rewards can include being featured on your website or social media channels, exclusive discounts, or prizes. Ensure the incentives are relevant to your audience and align with your brand values to maintain authenticity and credibility.

Potential drawbacks of user-generated content

While UGC is a powerhouse tool that can strengthen customer and brand relationships, there are some potential challenges to keep in mind, such as:

Risk of inappropriate or offensive content: When you open your brand to user-generated content, you also risk receiving content that doesn't align with your values. Agile Alliance faced this issue with their #Agile2013 campaign, where random people used the hashtag to share inappropriate and unrelated topics on interactive display boards throughout the venue, as the hashtag was unregulated.
Possibility of low-quality or irrelevant submissions: Not all UGC will be high-quality or relevant to your brand. Coca-Cola's #MakeItHappy campaign, for example, was hijacked by Twitter users who encouraged grumpy tweets instead. Maintaining consistency with brand voice and messaging can be challenging when relying on UGC.
Legal concerns regarding intellectual property and user rights: Without proper permissions or agreements in place, using user-generated content could lead to legal issues. It's crucial to understand the rights and ownership of content shared by your users and have clear policies in place to protect both you and your users. As more users share their opinions, thoughts, ideas, reviews, photos, and videos, content moderation plays a vital role in maintaining a safe, credible, and engaging community among your users.

Conclusion

Leveraging user-generated content can be a game-changer in today's digital age, helping brands connect with their audience on a deeper level and foster a sense of community. However, it's crucial to approach UGC strategically. Without proper oversight, clear guidelines, and effective content moderation, campaigns can backfire and potentially damage your brand's reputation.

To maximize the benefits of UGC while minimizing the risks, take a proactive approach. Encourage your customers to get involved, but do so with a well-thought-out plan in place. By setting clear expectations, maintaining open communication with your audience, and diligently monitoring the content shared, you can create a thriving, engaged community that strengthens your brand.

Embrace the power of UGC wisely, and watch your brand soar to new heights!