The more that advertising through social media and other channels penetrates consumers day to day lives, the more difficult getting your message across becomes and harder for consumers to distinguish from all the other ads they’re bombarded with day in, day out.
We believe one of the best ways to combat this is to incorporate UGC (user generated content) in your campaigns, as it provides proof to consumers that your product is used and enjoyed by lots of of people just like themselves.
UGC is particularly effective in that:
– It gives great bang for your buck – the cost of production is low and yet the yield can be quite high and can be displayed in real time
– It feels less like an ad – it provides a new perspective that’s from ‘the people’ and not ‘the business’ – a fact that businesses are quickly using to their own purposes:
– This content can be repurposed almost endlessly – turn UGC into testimonials, dynamic ad units, social posts, blog posts and more
Creating campaigns to showcase UGC can serve dual purposes: on one hand showcasing your brands advocates using your product or service, on the other spearheading purchase conversions. This second purpose is one that’s starting to become more prevalent – with services like Stackla providing strong e-commerce functionality for its customers.
Lots of our own latest work has revolved around showcasing UGC for brands like Kathmandu – where we integrated Google Maps to showcase their fans on their own adventures all around the world.
The saying goes ‘People buy from people‘ – and there’s no better way to let your own customers tell your story, and boost your sales.