In case you've missed it, user-generated content (USG) is one of the biggest trends in digital marketing right now. Although not a new concept, it is becoming an increasingly popular – and lucrative – one.
A recent article on the Tech Cocktail website explains this development in more detail, as well as how brands can use it to their advantage.
USG involves encouraging fans and consumers to create and develop their own original content, such as articles, photos or product reviews. By tapping into this source, marketers have a fresh opportunity to boost their marketing campaigns whist engaging customers at the same time.
In fact when done right, USG can bring a number of advantages to the businesses that are able to harness its power. So what are some these benefits?
While it may sound obvious, nobody understands customers better than customers themselves. This includes knowing their habits, lifestyle, preferences and how they like to be communicated with.
Desata tu imaginación con el nuevo case de LEGO hecho por Belkin. ¡De venta en iShop! http://t.co/iYkEJ4DfzS #LEGOxBELKIN
— iShop Galerias Qro. (@iShopQueretaro) September 16, 2013They can also be incredibly passionate and creative - after all, they are likely to be your biggest fans - so brands shouldn't underestimate what they are capable of producing. One example of this is Belkin's Lego iPhone case campaign – customers upload images of their creations to Instagram, using the hashtag #LEGOxBelkin. This encourages fellow users of the platform to consider buying the product, as they see the many possibilities that it has.
This can also be a good indicator of how well business is doing. In the case of LEGO/Belking, a high number of images being generated shows the company that the product is successful, whilst clients see that it is a popular or 'trending' product – something that most people buy into.
Although not easy to implement, brands who tap encourage the customer to provide user generated content will be rewarded with an invaluable source of information, as well as improved brand awareness and hopefully as a result - sales.
Were you aware of the growing influence of USG?
Graphic by Waag Society