The Secret to Harnessing the Power of User-Generated Content
One of the most popular types of content on TikTok is the "Pack my Stanley" trend, where users showcase their custom-iced Stanley tumblers with fun designs and snacks. But beyond the novelty of seeing how others pack their Stanley tumblers, what’s most interesting is the way these videos tap into the power of user-generated content (UGC).
UGC is when users create and share content featuring a brand, often without any direct compensation. It’s a powerful way for brands to tap into their audience’s creativity and build a sense of community. But how can brands harness this power effectively?
The Most Important Lesson from User-Generated Content
One word: authenticity. UGC works best when it’s genuine, organic, and feels like a true-to-life testimonial. This is why Warby Parker’s "Home Try-On" campaign, which encourages users to share photos of themselves trying on glasses at home, was so successful. It’s also why Adobe’s customer success stories, featuring real-life use cases, are so compelling.
Encouraging More Engagement from Your Community
For B2B brands, the key is to find ways to encourage your audience to participate in UGC in a way that’s also helpful to them. A great example is the IBM Data Science Community, which features a "Join the Discussion" section highlighting trending topics and allowing users to engage with each other.
Utilizing UGC Strategies in Brand-Owned Content
Even with user-generated content, there’s no need to overthink it. Put yourself in your audience’s shoes and ask what they’re actually interested in learning about your product. For example, the fast-growing piercing retailer Studs has made piercing feel more accessible by sharing low-fi, organic videos of users sharing their piercing experiences.
Ask the Content Strategist: FAQs about User-Generated Content
- How do you measure the success of user-generated content on owned channels?
- Metrics like engagement rates, user interactions, and conversion rates are common indicators. It’s crucial to track how well UGC-influenced content drives authentic engagement.
- What tools can brands use to source user-generated content effectively?
- Tools like TINT, Olapic, and Stackla allow brands to aggregate UGC while ensuring proper permissions. They help streamline the process of discovering and curating user content.
- How should brands handle negative user-generated content on their owned channels?
- Brands should respond transparently and engage with negative feedback to resolve issues publicly. This approach builds trust by demonstrating a commitment to customer satisfaction.