Why User Generated Content Matters

Think back to your last online purchase: you viewed a product page, saw the price, read the manufacturer’s description, paged through some photos, and of course, read some reviews. In comparing two similarly-priced products, would you buy the one with no consumer reviews, or 50?

Humans are social creatures – we thrive alongside each other and base decisions in part in opinions, testimonials, and recommendations. Way back when, word-of-mouth marketing dominated the decision-making process. Today digital advertising plays an enormous role in inciting action, but there’s still nothing more persuasive or organic than word-of-mouth marketing.

So, why should your organization embrace user-generated content?

1. UGC is a way to social-proof your cause

In the travel industry, sites like TripAdvisor and Yelp are critical for large and small business success. How many times have you seen messaging in a hotel about leaving a positive review online? Turns out they’re more important than you may have thought. According to a 2010 study, online reviews made “a significant impact on online sales, with a 10 percent increase in traveler review ratings boosting online bookings by more than five percent.”

2. Your audience is already comfortable putting themselves out there – especially with video

According to a 2015 report, 68% of U.S. adults own and use a smartphone – up from 35% in 2011. Tools like Facebook Live, Snapchat, and Periscope have fundamentally changed how we communicate with one another – especially in the context of video. Taking a selfie, sending a video message, and communicating visually is commonplace: of the over 630,720,000 hours of video uploaded to YouTube, only 17% are brand-created.

3. Repurposing UGC makes future marketing way easier

Planning email and social media campaigns can be a bit of a chore, but it doesn’t have to be! Adding user-generated videos from your audience makes it dead simple. Check out work from one of our clients – No Labels:

Given how well videos rank in Facebook’s algorithm, posting content directly from your audience is an easy way to boost engagement and increase your chances of virality.


Looking to start capturing UGC from your audience? Let’s chat→

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