User Generated Content
Many of our clients with existing websites come to us with a sense of being stuck in a rut. They report feeling that their site has ‘gone off the boil’ and has become ‘stale’ and they worry about feeling disconnected from their audience. One way of rejuvenating a website is to update content, through which you can reconnect with your audience and create trust in them. Opinion believes that UGC (user generated content) is the most successful way forward, as it is generally a good indicator of the quality of a brand or service and is by definition an endorsement by the end user. What exactly is User Generated Content and how can it work for your business? Webopedia defines UGC as the term ‘used to describe any form of content such as video, blogs, discussion forum posts, digital images, audio files, and other forms of media that was created by consumers or end-users of an online system or service and is publicly available to others consumers and end-users. User-generated content is also called 'consumer generated media(CGM)’. Simply put, UGC is any content that has been produced by people, not brands. On a website, for example, ratings and reviews (generated by genuine customers) will help drive traffic to the site and increase conversion rates by providing an actual, real-life experience of the product/service. UGC also allows an end user to share their experience with the brand itself and many brands use this to great effect – who can remember the great Coca Cola “Share a Coke” campaign, based around the company’s personalized bottles? It took off all over the world with bottles named after people in every different destination and customers were asked to share pictures of themselves enjoying a drink with their personalised Coke bottle on social media. The result? Coca Cola’s customers stepped into the role of advertiser. Or how about Burberry’s Art of the Trench UGC campaign in 2009? By then, many brands were beginning to understand the value in their fans promoting their products. When Burberry asked its ardent followers to upload pictures of themselves and their friends wearing the brand’s iconic trench coat, all the brand had to do was gather the best ones and showcase them on a microsite and other social media platforms. What are the benefits of User Generated Content and why is it so important? UGC helps brands to understand their target audience better and it helps to build trust. Relevant UGC will promote authenticity of your brand and can increase engagement and browsing time on your site. This in turn makes your customers feel valued. It increases engagement and time spent on your site or social media platform.
- UGC makes customers a priority
- Creates trust
- Drives purchasing decisions