March 10, 2020
The array of social platforms and easily-accessible technology that now comprises the digital landscape means that the creation of User-Generated Content is more prolific than ever.
According to eConsultancy, UGC (User-Generated Content) ‘refers to any kind of content created by a customer and used by a business’.
Put into context, this covers a whole range of formats and mediums – from reviews, testimonials, social posts and comments to videos and blog posts.
In recent research from Cisco, it is expected that by 2021, video is to make up more than 82% of all consumer traffic. And according to Google, a lot of them are on Youtube – with over 1.9bn monthly logged-in users watching an hour of video each day on mobile alone. If it’s true that more than half (55%) of consumers search for a product on Google*, and then learn more by going to YouTube before they buy it, brands have a huge opportunity to convert intent into action and maximise their marketing efforts.
People trust recommendations from other customers more than they trust brands, which is why User-Generated Content is considered the most trustworthy form of content amongst consumers. According to the Nielsen Consumer Trust Index, 92 percent of consumers trust organic, User-Generated Content (UGC) more than they trust traditional advertising. Therefore, the opportunity that it presents to influence behaviour and decision-making is one not to be ignored by any brand.
Promoting User-Generated Content is a great way to build trust and credibility while expanding your outreach. But, as a brand, how can you keep on top of this and channel it into your digital marketing strategy. Here are our 5 top tips:
So what are you waiting for? Embrace your User-Generated Content and see how you can incorporate it into your overall strategy and find out how your customers can help your business growth by actively communicating with them online!
*Source: Google/Majid Advisors – The Role of Digital Video in people’s lives, 2018.
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