User-generated content (UGC) comes in many different forms. Content as diverse as videos, blogs, social media posts, podcasts, graphics, wikis, and forums can all fall under the banner of UGC, acting as the driving force for many of the most popular websites. Most UGC is designed to be shared, so it opens up possibilities for marketers looking to promote their businesses across the web. While this type of content won’t work for every organization, there are a number of benefits that come from the original, organic, and homemade style of marketing.
Increase Engagement
Online businesses can often struggle to engage an audience. Offline businesses will have a physical presence, so customers get used to the personal touch. However, a static website doesn’t always give the impression of a customer-focused business that cares about its audience. UGC can overcome this hurdle by taking and responding to content developed by external parties. This engagement could involve responding to blog comments, answering social media questions, creating tailored videos, and allowing contributors to write for your blog.
Build Trust
Trust is another difficulty facing online businesses, particularly when you don’t have the brand recognition of a large organization. An important way for users to contribute and for your business to gain trust is with reviews and testimonials. Users can now give insightful opinions on products and services, knowing that their opinion will be valued. A different type of content would be to record a weekly podcast. Podcasts allow listeners the chance to get to know the people behind the business and contribute their questions and opinions.
Reduce Workload
Creating completely original content is time-consuming, but UGC can help to reduce the workload. Television and radio have been using this concept for years, with viewers and listeners sending in content or calling to voice their opinion. The content doesn’t even have to be directed at your business, with the option to develop content based on a popular article, video, meme, or trending topic.
Develop a Community
If you can develop a thriving community around your business, chances are high you can maintain a profitable business. People who feel they are part of a community are usually happy to buy new products, join subscription services, or help increase your advertising revenue. A common example of a community would be a forum. Many users will be active on your forum, providing insights, answering questions, and reducing the load on your customer services. In many cases, users will also become moderators to ensure a high standard is maintained.
Strengthen Social Presence
It is common for established businesses to take a different approach to their social media marketing. While they might be corporate and professional in most cases, their social media accounts may adopt a more lighthearted style. If users know you might respond or repost their content, they are more likely to make an effort. This could involve a brief review or a funny meme, for example, with your business improving its branding and customer relationships for very little effort. Social sites can also become a center for niche activity, with Facebook groups offering a place for users to be active.
The growth of social media has resulted in a proliferation of UGC. Users have found ways to be creative or simply to contribute to something they like and appreciate. While creativity can be surprising and eye-catching in some cases, often content might just be an opinion or review. UGC is dominating much of the internet, with things unlikely to change anytime soon. The idea of creating a business that isolates itself from its users is a remote one, so it is far better to engage and embrace users who spend time contributing in one way or another to the way your business is perceived.
