Word-of-mouth advertising has always been effective. According to Nielsen’s Trust in Advertising Study, 88 percent of respondents most trust recommendations from people they know. Why? Ads are trying to sell you something, but other people will tell you whether something actually works or not.
Of course, word-of-mouth advertising looks different in the digital marketplace. People aren’t just asking friends and neighbors for recommendations anymore. Customers today read online reviews, watch product videos, look for real-world photos, and check in with social media influencers.
So how can you incorporate this new brand of word-of-mouth advertising? By utilizing user-generated content in your marketing plan.
What Is User-Generated Content?
User-generated content is any content created and shared by real customers rather than by the business itself. In most cases, user-generated content gives an authentic look at how people interact with a company, product, or service.
Some common examples of user-generated content:
- Customer reviews—written feedback about a customer’s experience with a product, service, or business
- Testimonials—personal recommendations from satisfied customers describing how a business or product helped meet their needs
- Photos—images customers share of products, purchases, experiences, or visits to a business
- Videos—product demonstrations, unboxing videos, tutorials, reviews, or customer experiences shared online
- Social media posts—posts, stories, reels, tags, mentions, and other content customers create featuring a business or its products
Unlike traditional advertising, user-generated content comes directly from the people who have experienced what a business offers. That authenticity can make it particularly valuable to potential customers.
Why Does User-Generated Content Matter?
Modern consumers are becoming increasingly sophisticated when it comes to marketing. They understand that traditional marketing is designed to present products and services in the best possible light. Content created by actual customers, on the other hand, can provide a more genuine perspective. Consumers can see a product being used in real-world situations that are similar to their own.
For example, a professional product photo can show customers what a product is supposed to look like. A customer’s photo, on the other hand, shows what that same product looks like in everyday life. Or a company testimonial can explain why a product is valuable, while an independent customer review can provide an honest perspective on the overall experience.
This social proof can help prospective customers feel more confident about choosing a business or a product.
What Are the Benefits of Incorporating User-Generated Content into Your Marketing?
User-generated content offers several significant benefits for businesses.
Builds Trust and Credibility
One of the biggest advantages of user-generated content is its ability to build trust. Customers tend to place significant value on the opinions and experiences of other consumers.
Positive reviews, testimonials, photos, and videos demonstrate that real people are purchasing from and interacting with a business. Seeing this activity can reassure potential customers that a company is legitimate and that others have had positive experiences.
Encourage satisfied customers to leave reviews, comments, or testimonials and respond to them. But don’t ignore negative reviews. Responding politely and professionally to both positive and negative feedback strengthens your credibility and shows you are listening.
According to BrightLocal consumer research, 80 percent of consumers said they would choose a business that responded to all reviews. About half that many choose a business that only responds to negative reviews (47 percent) or only positive reviews (45 percent).
Creates Authentic Marketing
When real customers showcase your products and services, it creates an authenticity you can’t replicate with professionally produced ads. Of course, this doesn’t mean professional marketing content is no longer valuable. It just means that combining polished brand content with authentic customer-created content creates more balanced and relatable marketing.
Provides Social Proof
People often look to others when deciding what to buy. A product with hundreds of positive reviews or a business regularly tagged in enthusiastic social media posts appears trustworthy. On the other hand, 92 percent of consumers hesitate to purchase if reviews are missing. That’s the power of social proof.
User-generated content essentially shows potential customers that other people have already made the decision to do business with the company. New customers feel confident they can too.
Plus, user-generated content can answer questions traditional marketing may not consider. Customers can see how a product looks in real-life settings and learn how others use it. This additional information can make potential customers more comfortable moving from consideration to purchase.
Encourages Customer Engagement
What happens when you invite customers to share photos, videos, reviews, and social media posts? You give them an opportunity to participate in your brand’s story. They feel valued and heard.
What are some easy ways businesses can encourage customer engagement?
- Create branded hashtags
- Run photo or video campaigns
- Ask customers to share their experiences
- Feature customer content on your website and social media
When customers see their content recognized by a business, they become active participants in a brand community. Customers sharing their experiences and seeing others doing the same often feel more connected to the business and its customers. Over time, this community can contribute to stronger customer relationships and greater brand loyalty.
Supplies a Valuable Source of Marketing Content
Creating fresh marketing content all the time can be time-consuming and expensive. User-generated content can supplement your existing content with real-world photos, videos, reviews, and customer stories.
With appropriate permission, businesses can repurpose content across social media, websites, email campaigns, advertisements, product pages, and other marketing channels. Not only does this save you time and money, but it keeps your marketing fresh and relevant too.
How to Make User-Generated Content Part of Your Marketing Strategy?
Have you made user-generated content part of your marketing strategy yet? If not, it doesn’t have to be complicated. Some simple but effective ways to start using user-generated content include:
- Encouraging customers to leave reviews after making a purchase or completing a service
- Asking customers to share photos or videos on social media and tag you
- Creating a memorable branded hashtag to make it easier to discover and organize social media posts
- Featuring customer stories on your website, in a newsletter, or on your own socials
Just remember to always get appropriate permission before using a customer’s content for marketing purposes. Customers should understand how their content will be used, and you should respect any applicable privacy, copyright, and platform requirements.
Ask yourself, “Am I giving my customers a chance to tell my story?” If not, we can help you get started.
