The UGC Revolution - Converting Consumers into Brand Advocates

Did you know, according to the Nielsen Consumer Trust Index, 92% of the consumers trust UGC more than traditional advertising? You might be thinking what does UGC mean? It basically means User Generated Content which is created by users rather than brands. This includes social media posts, images, videos and specific hashtags. It is a powerful medium that lets the customers become brand advocates and do the brand building activities. It helps brands harness authenticity, build communities and boost conversions.

There are two types of UGC:

Organic UGC

This is the type of content that users create independently such as positive reviews, sharing personal experiences or using specific hashtags. People are generally nice and wouldn’t mind sharing their positive experiences through social media platforms.

Solicited UGC

In this case, brands encourage users to create content, which could be through contests, challenges, or campaigns that encourage people to take action and share their best moments.

Key reasons why brands should use UGC:

• Trust and Authenticity - Consumers trust other consumers, so why not let them promote your brand for you? By using UGC, you provide real users with the opportunity to share stories about your brand, humanising it and turning customers into brand advocates. This also helps build trust with your audience and reinforces their purchase decisions.

• Engagement and Community - The traditional style of posting and forgetting doesn’t work with the audience anymore. You need to share, educate, communicate and nurture your audience to build engagement and create an inclusive community. Only successful brands can leave a lasting impression. UGC promotes a community around your brand and encourages discussions and engagement.

• Boosting Conversions - Building trust, community and engagement are all vital for the success of your brand. Most brands aim to solve a problem and make money while doing so. UGC helps with this, as when your potential customers see real people enjoying the product, they are more likely to follow the same and make a purchase.

• Free and Abundant Content - Brands often struggle with creating content that keeps their audience engaged. UGC provides a consistent stream of content, reducing the need for brands to create content themselves.

Case Studies

Brands that have used UGC:

Sabyasachi - Sabyasachi, one of the most prestigious fashion designers is recognised for giving brides with a once-in-a-lifetime experience to don his exquisite bridal dresses. Sabyasachi features satisfied customers on Instagram which is a strategic use of User Generated Content.

Amazon - To engage with consumers and raise awareness of environmental sustainability, Amazon India launched a user-generated content campaign - #PledgetoRecycle. It was launched in 2 phases. Phase 1 aimed to drive pledges and encourage customers’ to consider reusing the delivery box. Phase 2 featured a contest where customers were encouraged to share their recycling ideas on social media platforms.

UGC has become a powerhouse driving force for your brand’s success. It can be the bridge that connects the audience on a deeper, more meaningful level and helps build a strong sense of community.

Tiger Advertising, a leading Advertising Agency in India offers well-curated advertising strategies for brands from various industries. Want the same for your brand? Visit our website https://tigeradvertising.in/

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