How To Empower Your Customers. Start a User-Generated-Content Revolution

Have you heard of the term user-generated content (UGC)?

Of course, you have!

If you haven’t, UGC refers to content created by an audience of a brand or community, as opposed to an official representative.

Customers, followers, and fans create content, and a business or community capitalises from what comes out of it. They engage with your brand and show off their creativity — and you get free, authentic content that can help you grow your online presence.

It's a win-win situation, and it has become increasingly popular.

It doesn’t mean you don’t lift a finger. You do the work at the beginning then watch your audience make the most of the opportunity.

You’ve probably seen this happening with Television, movies, physical products and more. Thanks to the rise of influencers and viral marketing, we take part in UGC when we post our admiration on social platforms and sing the praises of a brand we admire.

Having seen it work in various roles, I wanted to explore how you can start a UGC revolution by building:

• authenticity and realness

• creating a community;

• and running with the momentum

Connecting with the world

Authenticity and realness are the main reasons why user-generated content works so well. There is not much that is fake about it. I say not much because you can now get paid for creating UGC.

It has become natural to see it online, and we don't even tend to question it anymore. We want to see content that is relatable and relevant to us. None of this 'just' polished marketing material.

Don’t get me wrong. Well-produced material is still relevant. However, we care more about what others say from a personalised point-of-view than before. Here is a quick example: Regardless of what a restaurant displays and offers, it’s the reviews that we first look into to determine where we eat.

We tend to share something in common with pretty much everyone. Encourage your followers to create content that is honest and genuine. You'll find that it resonates with most people, one way or another.

And what if your audience doesn't create content that is up to your standards?

Well ... set guidelines, encourage them to take part (not too much), and allow for some creative freedom. If you're too strict with guidelines, people will be put off from taking part.

Focus on collaboration

Creating and building a community around UGC is all about encouraging your audience to engage with each other.

It sounds easier said than done.

Be cautious.

A community without a leader or plan is like a rowing crew with no alignment. Without working together, the boat makes no progress.

It's important to have a plan to manage the community. Use hashtags to track and monitor engagement, and rely on the network to encourage participation, and share ideas.

The audience will tend to follow those with influence the most. You might need extra staff or volunteers to help moderate content and engage with your audience. Don't let it become the wild west.

A well-defined strategy, network, and a kickass crew will take you a long way.

Build momentum and run with it

Building momentum isn't something that happens overnight. You have to keep things fresh and the excitement going.

Change up your topics, challenges and contests and try new things. You won't regret it. It spurs everyone to push new ideas through the system, leading to more forward progress.

Learn to spot opportunities and possibilities.

Who are your top contributors? Acknowledge them!

Receive some negative feedback? Acknowledge it and turn it into a positive response.

Low on content? Acknowledge it and create a sense of competition. We all love mystery prizes. Creating a sense of competition will encourage people to get involved and stay engaged.

Overall, you should limit the number of objections when working with UGC. Communicate what you're looking for, then let your people run with it. It will build a stronger connection and give you powerful tactics and tools for future narratives.

Remember:

• Set guidelines: limit the number of objections when working with UGC.

• Nurture the community: build a stronger connection and track all the tactics and tools for future narratives.

• Keep the excitement going: communicate what you're looking for, then let your people run with it.

You'll be well on your way to a successful user-generated content revolution in no time.

Thats it.

Until next time.

Hatibu.