Let’s begin with a much-expected fact about millennials — they trust user-generated content (UGC) 50% more than any other media? You know, essentially 50% more than seeing your TV commercial or billboard?
UGC is defined as any type of content that has been created by fans, ambassadors, influencers, event attendees, etc. It can refer to photos, videos, reviews, tweets, blogs, and everything in between. Essentially, it’s a new wave of authentic marketing.
As a marketing manager, you would be remiss if you didn’t believe UGC would fit the bill for your current digital marketing strategy. Instead of spending a section of your budget on event marketing or traditional media, consider setting aside some dollars for these 5 tactics.
Let’s start with the basics:
1. Create a Branded Hashtag Solely for Instagram UGC
Ask and you shall receive. Well… for content that is.
E-commerce furniture store Wayfair has an Instagram-worthy campaign that lets customers show off the results of their online shopping sprees using the hashtag #WayfairAtHome. Not only does this increase the brand’s reach and awareness, but also it allows the brand to re-share the content on their own social channels, fo’ free.
2. Implement an Ambassador Program
In search of more content? Always.
Start an ambassador program for your most loyal followers. Send them some free product in exchange for content using that hashtag you came up with in our first tactic above. ☝️
Our favorite hemp food company, Manitoba Harvest, has the utmost loyal tribe when it comes to brand ambassadors. These content creators are pumping out drool-worthy photos for the brand on their accounts every. single. day!
3. Establish an Instagram Story Highlight Featuring Your #1 Fans
Trust us, your fans want to be featured on your social accounts. When it comes to bragging about their fans, LaCroix and Chipotle are currently killin’ the game. Head over to Chipotle’s LOL Highlight and La Croix’s Littles highlight to see what the hype is about.
4. Feature a Fan of the Week on Your Story
Create a series featuring one fan’s UGC per week on your Instagram Story. The exclusivity of one fan per week will be sure to bring out the best content in your ambassadors – and for your brand.
5. Share Your Fans Stories Directly to Your Story
Instagram now allows business accounts to share fans’ stories directly to their story when the user tags or mentions your brand in their Instagram story. See what we mean below 👇
Want to learn more about Instagram Stories and other creative content formats? Check out our latest issue of Trend Tap where we walk you through the evolution of these formats, showcase best-in-class brands doing it right, and give you the tools you need to get started ASAP.