User Generated Content: Turn Your Customers into Brand Advocates

User generated content, as the name suggests, is content that is voluntarily created by your best customers – brand advocates – and shared so that their audience can see it. It is basically the best thing your customers can do for you – refer their friends to you/ share your product(s) or speak about your service(s).

Imagine you are an owner of a gym that is visited by dozens of customers daily. What if some of them posted a photo to their social media profile, where they are exercising in your gym and saying something nice about your place. Wouldn't that be great? Could that bring you new customers? Absolutely. In fact, 79% of users say user generated content has a high impact on their purchasing behaviour.

In 2014, Starbucks came up with a White Cup Contest which, guess what, is focused on user generated content… You can read more about the contest here. The only thing we will say is that they collected over 4,000 pieces of content! That just goes to show the true power of brand advocates. Your business can do that too – probably on a smaller scale, but still, go ahead and give it a try! Remember that every one of your best customers can bring you another one. Your brand advocates grow as your business grows.

UGC brings in authenticity

If you say your product is the best, some people might believe you straightaway. But isn't that statement much stronger when made by someone who is already a loyal customer and has no other interest in regards to promoting your brand? User generated content brings true authenticity into your content and, thus, gives others another perspective of your business.

Speak to your customers and ask for a recommendation.

Social Proof

People love seeing the product they aim to buy has great reviews! It gives them proof that their purchase won't be a mistake. Social proof – proof by someone other than the business itself – is a strong weapon and we encourage you to use it in your content calendar. 

Look at Amazon. Their products have thousands of reviews, which makes them far more valuable and far more worth it to buy for new customers.

Amazon Reviews

Let us look at some other examples of great user generated content shared mainly on Instagram.

Get your audience on board. Talk to your best customers and motivate them to create a good product review, unboxing video or simply a happy picture while using your product or being at your cosy place (café, gym, etc…). Those who love your product will happily help you get it in front of other customers, trust me.

Micro-Influencers

The use of influencers is a trend that has been here for some period of time. Brands work with people who gather an audience that fits their plan. Simple as that. They often collaborate with celebrities who are followed and trusted by millions of people, experts in a given industry, or gamers that record their gaming sessions. If you can find someone who has your target audience, team up!

The fact is that you don't have to work with widely known influencers, pop stars or famous athletes. Find so-called micro-influencers who help you reach a smaller audience, but with higher precision. The cooperation won't cost you a fortune and results will follow, as well.

Micro-influencers, in most cases, generate higher engagement with their audience and are more passionate about increasing their audience. If you start cooperating with them at the beginning of their journey, your business relationship can grow into something that constantly helps you achieve your business goals and helps you build a wider – and more relevant – audience.

The best collaborations, nonetheless, are the ones that are natural and not “too obvious”. Give some micro-influencers your product, let them play with it and tell you whether they like it or not. Those who do, are your best fit. They will happily – and naturally – promote your product to their audience.

Key Takeaways

  • User generated content has a huge impact on people's purchasing behavior.
  • It is all about authenticity, which increases trust in your brand or product.
  • Get inspired by great success stories of companies like Amazon or Starbucks.
  • Talk to your customers and motivate them to spread the word.
  • Collaborate with micro-influencers who can help you create stunning content.

In this post we've stressed the strength of your customer base and your audience – motivate them to tell the world about your stuff and let them bring you new business. Find new alliances with micro-influencers, let them fall in love with your product and enjoy the fruits of your (hard) work! 😎

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What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.