What is User Generated content?
The concept of user-generated content is simple, it includes all the content such as photos, videos, blog post which is posted by the user on website or social media. 93% of the marketers are seeing results in improving brand exposure through influence engagement. UGC is one of the best content marketing technique as this not only influences user engagement but also drop the cost per click of the websites by 50%. It is the automated way to see higher brand engagement, decrease the content creation cost and increase the marketing performance.
What are the Advantages of User Generated Content?
1. It increases engagement, CTR and leads conversions
The best part of the UGC is the authenticity of the content. All the content which is generated is authentic and fresh so, this multiplies the marketing efforts of marketers. UGC has increased the reach of social media campaigns by 50% and it is found that 68% of the people say that user-generated content is generally a good indicator of the quality of a brand or service.
2. Increase the Dwell time and Reduce the Bounce Rate:
Bounce rate is one of the main aspects when it comes to Search Engine Optimization (SEO). It is the percentage of visitors to a particular website who navigate away from the site after viewing only one page. By displaying UGC on website, the time spent by the user on the website is increased as the content displayed on website such as product image, user-generated videos attract the visitor and it forces the user to stay on the page for a long time.
3. Save time and money
Marketing is all about promoting your business/brand at a minimum cost with maximum benefits. All the social media campaign take a huge investment of time as well as money, and even though the success is not guaranteed. UGC allows you to save time as well as money because it allows you to leverage your customer’s voice. Also, the content reaches to the targeted audience which means half the job is done. The best way to make social media campaign successful is displaying UGC on big Digital Screen. This will create engagement of the user and build brand trust among users. All the big brands like Apple, KFC, Disney use user-generated content as one of their social media marketing strategy.
But when you find too many positive of one thing, there are some negative aspects also in the hindsight.
Disadvantages:
4. Negative content marketing
It is very easy to feel the burn of UGC as all the content is generated by the users. By allowing to post them on website you are allowing them to present negative perception or opinion of your brand, which is natural as the audience is not predictable and not everyone will like what you sell on your website so one must be prepared for this.
5. Always needs monitoring
When all the users having discussions on your website then there must be one person who is monitoring all the conversation as a healthy conversation may lead to a disaster for your website. This can alter your brand image hence, moderation of the social media content is necessary.
Sara Brooke is a Social Media Strategist, author, writer, blogger. In this article, she is writing about social media aggregator tool and Social Wall and how they can generate UGC for any business.
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