Why User-Generated Content is the Secret to Successful Marketing

October 7, 2019
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Here are three ways you can leverage your startup’s own user-generated content:

Identify key micro-influencers within your community

Studies have shown that micro-influencers (those with 1,000 to 10,000 followers) have the highest engagement rate of any influencer type. That means that the followers who see their posts are actually paying attention to and interacting with them, which equates to more meaningful exposure for your brand.

Sometimes micro-influencers are keen to promote a brand for a barter exchange, too. So, the cost can be minimal, depending on their influence.

Start by identifying those with a solid following that align with your brand. For example, if you are a fitness brand, look for influencers with a decent following within the health and fitness space.

Create engaging promotions or contests

This classic marketing tactic remains very effective, even in the digital world. The chance to win is motivation for most consumers to snap a quick photo or send a short tweet, especially if a caption template is provided.

Count each post made as an entry to the sweepstakes. The best part? Online contests are extremely easy to create, manage and execute. There are dozens of sweepstakes-hosting platforms that can be tailored to any kind of marketing campaign.

You can push this method to the max by using a contest platform that allows multiple entries via different types of social sharing, from Instagram to YouTube to Pinterest.

Invest in good prizes too, something worthwhile that your customers will be aching to win.

Create special moments

Giving customers an opportunity to talk about your brand (either in real life or online) helps generate buzz and further increases visibility. There are a couple of different ways that brands can do this.

First, utilize the visual aspect of Instagram. A reported 80 percent of users on Instagram follow at least one business (of the existing one billion accounts on the platform). Since Instagram is a visual platform, think about creating images that translate into memorable moments.

Consider encouraging your customers to share customer experience stories using your products or services by, for example, posting an Instagram Story on “Customer Appreciation Day” in order to receive 20 percent off their next purchase.

Today’s consumer is wary of traditional marketing tricks, so they need to feel as if they are in control of the message. Social media is the best way to reach customers and prospects, especially when you are a startup with limited resources.

However, getting consumers to advocate on your behalf requires some initiative. With the right tools to create user-generated content, you’ll see your community thrive, especially if your customers feel they are in control of the message.

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