User generated marketing is a type of marketing that relies on the creation and sharing of content by users, rather than being produced by a brand or marketing agency. This content can include social media posts, reviews, videos, podcasts, blogs, articles, testimonials, and case studies, and can be shared across various online platforms such as social media, websites, and blogs.
User generated marketing is a powerful tool for brands because it allows them to tap into the influence and credibility of their customers, who are often seen as more authentic and trustworthy than the brand itself. By encouraging and leveraging user generated content, brands can build trust and credibility with their audience, increase engagement and conversion rates, and create more authentic and relatable marketing messages
Importance of user generated content in marketing
User generated content (UGC) is important in marketing because it can help build trust and credibility with the target audience, increase engagement and conversion rates, and create more authentic and relatable marketing messages.
Benefits of user generated marketing
UGC is often seen as more trustworthy and credible than traditional marketing messages. This is because UGC is created by real customers who have had firsthand experience with the brand and its products or services. As a result, UGC can help to build trust and credibility with the target audience, as it provides an unbiased and authentic perspective on the brand.
It can also help brands create more authentic and relatable marketing messages. By leveraging the experiences and perspectives of real customers, brands can create marketing messages that are more aligned with the needs and desires of their target audience. This can help to increase the effectiveness of marketing campaigns and ultimately, drive more sales and revenue for the brand.
Types of user generated marketing
There are several types of user generated marketing, including
Social media posts and reviews
Customers can create and share content about a brand on social media platforms such as Facebook, Instagram, and Twitter. This can include posts about their experiences with the brand, as well as reviews and ratings.
User-generated videos and podcasts
Customers can create and share videos and podcasts about their experiences with a brand, which can be shared on platforms such as YouTube, Vimeo, and Spotify.
Blogs and articles
Customers can create and share blogs and articles about their experiences with a brand, which can be shared on platforms such as WordPress and Medium.
Testimonials and case studies
Customers can create and share testimonials about their experiences with a brand, which can be used in marketing campaigns or featured on the brand's website. Case studies, which are more in-depth accounts of a customer's experience with a brand, can also be created and shared.
How to incorporate user generated marketing into your strategy
When a business adds user generated marketing to their business, it can benefit in several ways.
Encourage customer reviews and social media engagement
Encourage customers to share their experiences with your brand on social media and review websites. This can include asking for reviews on your website or in emails, as well as responding to customer inquiries and comments on social media.
Use user-generated content in your marketing campaigns
Leverage user-generated content in your marketing campaigns by featuring customer photos, videos, and testimonials in ads, email campaigns, and on your website.
Offer incentives for customers to create content
Consider offering incentives, such as discounts or free products, to encourage customers to create and share content about your brand.
Monitor and respond to user generated content
Monitor social media and review websites for user generated content about your brand, and make sure to respond to any positive or negative feedback in a timely and professional manner. This can help to build trust and credibility with your audience.
10 Successful examples of user generated marketing
GoPro's social media campaigns
GoPro is a company that specializes in producing action cameras, and it has leveraged user generated content in its marketing efforts. GoPro encourages its customers to share photos and videos of their adventures using the company's cameras, and then features the content in its marketing campaigns. This has helped to build trust and credibility with the brand's target audience, as well as increase engagement and conversion rates.
Airbnb's "Wish Lists" feature
Airbnb is a popular vacation rental platform that has effectively leveraged user generated content in its marketing efforts. The company's "Wish Lists" feature allows users to create lists of their dream vacation rentals, which can then be shared on social media and other online platforms. This helps to increase engagement and conversion rates, as well as build trust and credibility with the brand's target audience.
Nike's "Just Do It" campaign
Nike's "Just Do It" campaign is a classic example of user generated marketing. The campaign encouraged customers to share photos and videos of themselves participating in sports and other physical activities, using the hashtag #JustDoIt. This helped to build engagement and trust with the brand's target audience, as well as increase conversion rates.
Starbucks' "White Cup Contest"
Starbucks is a coffee company that has successfully leveraged user generated content in its marketing efforts. In 2014, the company launched a "White Cup Contest," which invited customers to design their own Starbucks cups. The winning designs were then featured in Starbucks stores around the world, which helped to increase engagement and conversion rates.
Coca-Cola's "Share a Coke" campaign
Coca-Cola's "Share a Coke" campaign is another classic example of user generated marketing. The campaign invited customers to share photos of themselves enjoying a Coke with friends and family, using the hashtag #ShareaCoke. This helped to build engagement and trust with the brand's target audience, as well as increase conversion rates.
Red Bull's "Stratos" project
Red Bull is an energy drink company that has leveraged user generated content in its marketing efforts. In 2012, the company sponsored the "Stratos" project, in which skydiver Felix Baumgartner jumped from space. Red Bull encouraged its customers to share photos and videos of the event on social media, which helped to build engagement and trust with the brand's target audience.
IHOP's "National Pancake Day" campaign
IHOP is a chain of restaurants that has effectively leveraged user generated content in its marketing efforts. Each year, the company celebrates "National Pancake Day" by offering free pancakes to customers. IHOP encourages its customers to share photos and videos of themselves enjoying the free pancakes on social media, which helps to build engagement and trust with the brand's target audience.
Old Spice's "The Man Your Man Could Smell Like" campaign
Old Spice is a personal care company that has successfully leveraged user generated content in its marketing efforts. In 2010, the company launched the "The Man Your Man Could Smell Like" campaign, which featured a series of humorous videos starring actor Isaiah Mustafa. The videos went viral, and Old Spice encouraged its customers to share them on social media, which helped to build engagement and trust with the brand's target audience.
Dove's "Real Beauty" campaign
Dove is a personal care company that has leveraged user generated content in its marketing efforts. The company's "Real Beauty" campaign featured real women of all shapes, sizes, and ages in its advertisements, which helped to build trust and credibility with the brand's target audience.
Lay's "Do Us a Flavor" campaign
Lay's campaign invited customers to submit their own ideas for new flavors of Lay's chips, and a panel of judges selected the winning flavors, which were then produced and sold in stores. This campaign helped to build engagement and trust with Lay's target audience, as well as increase conversion rates.
Conclusion
User generated marketing is a type of marketing that relies on the creation and sharing of content by users, rather than being produced by a brand or marketing agency. This content can include social media posts, reviews, videos, podcasts, blogs, articles, testimonials, and case studies, and can be shared across various online platforms. User generated marketing is important because it can help to build trust and credibility with the target audience, increase engagement and conversion rates, and create more authentic and relatable marketing messages. Businesses can incorporate user generated marketing into their strategy by encouraging customer reviews and social media engagement, using user-generated content in marketing campaigns, offering incentives for customers to create content, and monitoring and responding to user generated content.