• Laura May

Why you need more user generated content

I'm not a fan of 'always' or 'never' when it comes to marketing approaches or strategies...things change too quickly and it's unlikely that you will always need to do something or not. However, when it comes to user generated content, I strongly believe this something you need to be focusing on more in 2021...

What is user generated content?

It is any content that you publish which has been given to you by people - your clients, customers, colleagues or the general public. It can be anything really, from video testimonials to reviews and text - as long as it is given to you by you people, rather than created by your own marketing team.

Why should you use it?

There are many reasons you could start integrating user generated into your marketing approach, but here's my top three...

  1. It builds trust

  2. It connects you to your audience

  3. It is more popular

Trust is so important for any brand. Everything you share must confirm your credibility and reiterate your key messages. What better way to build trust that by having someone else do this on your behalf, completely organically and without incentivisation?

Feeling connected is also more important than ever. User generated content helps you connect with the actual people you are there to support, in a meaningful way.

Ultimately, user generated content is what people want to see from you. It is extremely popular and it adds to your authenticity - according to this Hootsuite blog, consumers are 2.4 times more likely to view user-generated content as authentic compared to content created by brands.

A couple of things to remember

  • Remember to always ask permission

  • Remember to give credit to the user

  • Create some guidelines for your users

  • Keep listening to users and involving them in your marketing - it will only make your brand better!


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