You need people to trust your brand and though there are many ways to build trust, few approaches are as effective as user-generated content (UGC). Consumers are used to seeing flawless ads, expert marketing and glowing reviews from customers, and it’s not easy to cut through the noise. But, UGC manages to stand out, even in a competitive market.
What is User-Generated Content?
UGC is any content – including photos, videos, testimonials, blogs and social media posts – that’s been created and shared by your customers, rather than by your brand itself. This advantageous content could be a customer posting a selfie wearing your product, or a YouTube review video of your services. UGC is all about real people sharing real experiences with your brand.
Why UGC Builds Brand Credibility
- It Provides Authenticity That Can’t Be Bought – People pay attention to content from other users because it feels real, unfiltered and trustworthy. When a customer shares a genuine experience, it acts as social proof that your product or service lives up to the hype.
- It Increases Trust and Transparency – Sharing UGC shows that you’re confident enough in your brand to let your customers speak for you. It shows you don’t need to vet what’s being said. It signals transparency, and that builds trust.
- It’s a Form of Word-of-Mouth Marketing – UGC is an online form of word-of-mouth marketing. When people post about your brand on their platforms, they’re introducing it to their friends, families and followers, expanding your reach.
- It’s a Way to Create More Engaging Content – Creating high quality content is time-consuming and costly, but UGC gives you a steady stream of fresh, relevant content without needing to produce and pay for everything in-house.
3 Top Tips for Using UGC to Build Your Brand Credibility
In order to get the most out of UGC, you need to know how to use it to your advantage.
- Encourage Your Customers to Share Content – You’re more likely to have customers making UGC if it’s easy for them to do so. Create a custom hashtag, run contests and giveaways, and ask for reviews or photos in emails sent after they’ve made a purchase.
- Share UGC Across Your Channels – When you’ve secured UGC, be sure to share it on your various channels, including social media pages, your website and email campaigns. Of course, make sure to ask for the creator’s permission.
- Create a UGC Gallery on Your Website – Showcase your customer community by curating a page filled with UGC on your website. This acts as a portfolio of happy clients and fans, showcasing their love of a product or service.
With trust and transparency being two of the main things customers look for in a brand, UGC isn’t something you can afford to overlook. It makes your brand more relatable, more credible and more engaging, all while making loyal customers part of your story.
If you’re not tapping into UGC yet, now’s the time and we’re here to help.
