Not too long ago, I’ve turn into obsessive about “Pack my Stanley” movies, however not as a result of I personal a Stanley tumbler or have any want to “pack” it with customized ice cubes and snack accouterments earlier than plunking it down in my also-nonexistent automobile. (Do I additionally discover their reputation ethically doubtful within the face of our ever-growing shopper waste? Positive!) No, I’m obsessive about them as a result of they’re a primary instance of user-generated content material discovering its natural viewers.
These kind of movies are rampant on TikTok, and with many of those accounts selling their very own Amazon Storefronts, they’re a good way for Amazon — and Stanley, for that matter — to leverage real-life person experiences. UGC typically works so effectively as a result of it doesn’t really feel like an advert; it appears like a true-to-life testimonial that permits a viewer to examine how a product would possibly really operate in their very own life. And that may nonetheless be true, even when it comes instantly by a model’s owned channels. Right here’s how.
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Crucial lesson from user-generated content material
One phrase: authenticity. Once more, UGC works effectively when it’s a real, natural dialogue of a services or products, fairly than a paid-for advert placement. Oftentimes, that’s within the type of a social put up showcasing a product in motion. Warby Parker’s well-known marketing campaign, encouraging customers to indicate off their eyeglass choices with the hashtag #warbyhometryon, was an amazing instance of this, producing tens of hundreds of natural social posts from real-life prospects.
However, you don’t have to share user-generated content material on social media alone. Shopper testimonials are a incredible strategy to make use of UGC for B2B manufacturers, particularly when they are often framed in a solutions-oriented gentle. Adobe Expertise Cloud options myriad customer-generated case research. Customers may even search by business and product, including an additional layer of customization. Once I looked for case research for the Doc Cloud product within the monetary service business, I used to be met with three hyper-relevant testimonials with out having to waste time scrolling by case research that will not apply to my search phrases.
Encouraging extra engagement out of your neighborhood
On the subject of customer-generated content material, particularly for area of interest or B2B manufacturers, the bottom line is to seek out natural methods to encourage your viewers to take part in UGC in a approach that can also be useful to them. And there may be arguably no higher useful resource for encouraging customer-brand engagement than inner assist hubs.
The IBM Information Science Group is among the greatest user-generated content material examples. It encompasses a “Be a part of the Dialogue” part highlighting trending subjects which are related for knowledge scientists, from embeddable AI to resolution optimization (subjects I, as a content material marketer, completely perceive in and out). Scroll additional, and also you’ll discover hundreds of dialogue threads began by IBM customers troubleshooting points, not paid model ambassadors. It reads extra like a subreddit than a content material advertising and marketing hub — and that’s why it really works.
Using UGC methods in brand-owned content material
Consumer-generated content material advertising and marketing works so effectively partially as a result of there isn’t a authorized or compliance division telling customers what they’ll and might’t say to their viewers a few product, particularly when it’s not an outright sponsorship. Plus, web customers (and Gen Z particularly) reply effectively to low-fi content material that particularly doesn’t really feel overproduced. Fortunately, that unpolished attraction of UGC remains to be one thing content material entrepreneurs can lean into on owned channels.
As an example, the fast-growing piercing retailer Studs has made piercing really feel extra accessible for a wider viewers due to their low-fi natural movies of customers giving an academic overview of their piercing experiences. They don’t harp on how nice their Studs-branded earrings are; they merely share the solutions to questions the piercing-curious would naturally ask. The consequence? Movies that give extra “pep speak out of your cool older sister” than “commercial from a jewellery firm.”
The great thing about user-generated content material is that you just actually don’t must overthink it. Put your self within the sneakers of your core viewers: what are they really serious about studying about your product? It could be as complicated as constructing out a hub of a whole lot of case research on your dozens (a whole lot?) of merchandise like Adobe, or it might be as easy as offering “(ear)ducation” like Studs.
Or, perhaps it’s simply as indulgent as no matter on earth we’re all getting out of the “pack my Stanley” movies.
Ask the Content material Strategist: FAQs about user-generated content material
How do you measure the success of user-generated content material on owned channels?
Metrics like engagement charges, person interactions, and conversion charges are widespread indicators. It’s essential to trace how effectively UGC-influenced content material drives genuine engagement.
What instruments can manufacturers use to supply user-generated content material successfully?
Instruments like TINT, Olapic, and Stackla permit manufacturers to mixture UGC whereas guaranteeing correct permissions. They assist streamline the method of discovering and curating person content material.
How ought to manufacturers deal with destructive user-generated content material on their owned channels?
Manufacturers ought to reply transparently and interact with destructive suggestions to resolve points publicly. This method builds belief by demonstrating a dedication to buyer satisfaction.
To study extra about content material technique and greatest practices round user-generated content material, subscribe to The Content material Strategist.
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