Why User-Generated Content (UGC) Should Be a Key Part of Your Marketing Strategy

User-generated content (UGC) is the secret weapon that many brands are now using to boost their marketing efforts. But what exactly is UGC? Simply put, it’s content created by your real customers, images, videos, reviews, or social media posts, that they share on their own social channels. And the best part? It’s all at no cost to you.

In a world where authenticity and trust are paramount, UGC can be a game-changer for your brand. According to recent studies, 79% of people say that user-generated content heavily influences their purchasing decisions. When customers see real people enjoying your product or service, it feels more genuine than traditional advertising, which can often feel polished or too “sales-y”.

So, how exactly does UGC benefit your business?

1. Boosts Brand Awareness

When customers share content related to your brand, it extends your reach beyond your immediate followers. Their friends, family, and wider social circles see the content, potentially introducing your brand to new audiences who may not have discovered you otherwise. This organic reach is invaluable, and the more customers share UGC, the higher the chance that your brand will be recognised by a broader audience.

2. Increases Engagement

There’s a reason why UGC tends to generate more likes, comments, and shares than branded content—it’s authentic. People trust the opinions of their peers more than they trust brands. When potential customers see a fellow consumer enjoying your product or service, they’re more likely to engage with the content. This means more interaction with your brand and, ultimately, more opportunities for conversion.

3. Lowers Cost Per Acquisition (CPA)

UGC helps reduce your cost per acquisition (CPA) by encouraging customers to promote your brand for you. Instead of spending on traditional advertising to get the word out, UGC acts as a powerful, free marketing tool. Customers act as your brand ambassadors, creating content that resonates with others. This organic advocacy can lower the need for expensive advertising campaigns, helping your business grow without the hefty price tag.

4. Drives Conversions

One of the most significant benefits of UGC is its ability to drive conversions. When customers see real-life examples of others using and enjoying your products or services, it can push them one step closer to making a purchase. For example, a potential guest might see photos of your hotel posted by satisfied customers and decide to book a stay based on those authentic, first-hand experiences. UGC creates a sense of social proof that can encourage prospects to take the plunge and make a purchase or booking.

Why Does UGC Work So Well?

You might be wondering, “Why is UGC so effective?” The answer is simple: people relate to people. Customers trust real experiences from fellow consumers far more than they trust a polished advertisement from a brand. When content is shared by real users, it feels more authentic, honest, and relatable. It’s a powerful way to showcase your product or service without the hard sell.

How to Encourage UGC for Your Brand

If you’re ready to incorporate UGC into your marketing strategy, there are a few ways to get started. Here’s how you can encourage customers to create and share content for your brand:

1. Make it easy for customers to share: Prompt your customers to share their experiences on your website, social media channels, and through email marketing. Consider including a call-to-action in your emails or at the end of your blog posts, encouraging them to share their photos or reviews.

2. Create a branded hashtag: A branded hashtag like #[YourHotelName]Moments is a simple way to track UGC across social platforms. It encourages your customers to tag their posts with the hashtag, making it easier for you to find and share their content.

3. Enable location tagging and collaboration features: Encourage customers to tag your business in their posts, either by using your @ handle or by tagging your location. The “invite collaborator” feature on Instagram can also be a great way to create shared posts with customers. Don’t forget to acknowledge the creator when sharing their content, this shows appreciation and encourages more people to share.

4. Feature UGC across your channels: When a customer shares a positive experience, re-share their content on your own social media platforms. It not only boosts credibility but also strengthens your relationship with your customers. Plus, it makes the original creator feel valued and more likely to share again.

the Lemon Lowdown

User-generated content isn’t just a nice-to-have; it should be an integral part of your marketing strategy. By incorporating UGC, you’re building trust, fostering community, and tapping into a powerful, cost-effective form of promotion. In a world where consumers are increasingly sceptical of traditional advertising, UGC provides the authenticity and social proof that drives action.

So, start encouraging your customers to share their experiences with you today, and watch as your brand’s engagement, reach, and conversions soar.