Leveraging User Generated Content

Paper Chain In The DarkProducing quality, relevant content is an ongoing task for website owners, bloggers, and businesses. In addition to producing our own written, video, and image content, we can employ additional methods to ensure we give our audiences the material they want and need. Curating is one way to do this, as is using the words, images, and thoughts of our audiences themselves. Leveraging user generated content (UGC) can be an effective technique to enhance our websites.

The UK’s Guardian has recently launched a digital platform which enables users to upload video, photos, and text content to its journalists via apps or the website. They call this “GuardianWitness,” and they’ve leveraged it to allow up-to-the-minute, man-on-the-street coverage of major news events. This is just one example of brands leveraging UGC. Retail-based and service-based brands can also benefit: Brisk Ice Tea, for instance, crowdsourced a special edition label to fans of the beverage, using Instagram for help. The potential is enormous; how can you encourage and use UGC effectively?

  • Let users know you want their words, pictures, etc. Solicit user feedback, reviews, and ratings. Make it easy for your customers to leave feedback and share their experience via social media. Sharing buttons, review buttons, and/or a “Most Recent Reviews” sections on your website can be invaluable.
  • Give them something back. UGC is a favor from your audience to you – now give them something in return.  A gift card, free product, free sample, free shipping, and other perks are fairly inexpensive for you, and your users’ content may help draw in additional visitors (and customers!). This makes it a smart investment.  If a free sample doesn’t work for your business or site, why not feature a user each week or month? Post the content prominently on your site.
  • Create hashtags and ask your audience to tweet or post to Instragram. Lulumon did this with #sweatlife, and yoga-enthusiasts posted 40,000 pics of themselves in various yoga poses – and in Lulumon clothing. People like to feel a part of the community, and at the same time, they’re creating great content for you.
  • Ask loyal customers to be your testers. Give them a free product in exchange for a thorough review of said product. Amazon does this with its wildly popular Vine program, and the mega-retailer’s UGC is an indispensable part of its online brand.
  • Get current on the laws and restrictions surrounding UGC. If, for instance, a user modifies a copyrighted video or image, it can violate copyright laws and you might be complicit in displaying that content. Also, you’ll want to make sure your contests conform to the rules of the social platforms they appear on and winners should sign an agreement that their content can be used by your brand.

UGC can be an integral, vibrant part of your content creation strategy. Have you used UGC? If so, how?

 

Leave a Comment