USER GENERATED CONTENT ON INSTAGRAM: WHY IT’S SO POWERFUL
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User-generated content can get your brand more credibility and better engagement than brand-generated content. Leverage its power with a campaign or contest!
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USER GENERATED CONTENT ON INSTAGRAM: WHY IT’S SO POWERFUL
2. I’m just going to go ahead and say it — Instagram is the most
powerful social media platform that exists today. It’s not just
because of its 1 billion + monthly active users. It’s also because of
it’s key demographic (more than 60% of its users are under 34)
and its impressive engagement (Instagram’s engagement rate
is 58 times that of Facebook).
3. When it comes to Facebook, most marketers know how things
go. You won’t make much headway unless you pump in money
on advertising, and there’s a fairly straightforward formula
around things that work. But unlike Facebook where things are a
lot more clear (even if more straight-jacketed), Instagram is still a
blue ocean for many marketers and brands.
4. When it comes to Instagram, there are two things that stand out —
the power of visuals, and the power of UGC. UGC really took off in a
big way on Instagram before it started gaining traction on older
platforms like Facebook and LinkedIn. In fact, UGC has a 690% higher
engagement rate on Instagram than a regular piece of content. As the
image below shows, most big brands are using UCG on Instagram.
5. sometimes even as their sole Insta strategy. There are many
reasons why UGC is so popular on Instagram.The best part about
UGC is that it doesn’t cost too much. You don’t have to invest
money in producing fancy images and videos. All you need to do
is ask the customer if you can repost their content or give some
incentives to encourage them to create authentic content.
6. 85% of consumers think UGC is more trustworthy than brand-
generated content. Authentic customer images and videos
displaying love for and trust in your brand are far more
meaningful for prospective customers than the most creative
brand-sponsored video.
7. Marketing 4.0 is going to be driven by online communities and deep
levels of customer engagement. When you use people’s posts on
Instagram, it’s the best form of outreach. It goes a long way in building
that sense of community and customer loyalty. When the videos are
creative and unique, they also become aspirational for other
customers, creating a virtuous cycle of UGC.
8. sometimes even as their sole Insta strategy. There are many
reasons why UGC is so popular on Instagram.The best part about
UGC is that it doesn’t cost too much. You don’t have to invest
money in producing fancy images and videos. All you need to do
is ask the customer if you can repost their content or give some
incentives to encourage them to create authentic content.
9. For brands that are already well-known and much-loved, finding
UGC may be fairly straightforward. But if you’re a lesser-known
brand, how do you motivate your loyal customers to create
content for you. Here are some ideas that have been proven to
work.
10. Use an innovative hashtag and start a campaign on Instagram asking
customers to post content related to your brand. Make sure the
hashtag is unique, the campaign is authentic, and that it reflects your
brand voice and identity. Make sure the hashtag and the campaign is
promoted across other channels as well, including your website,
email, newsletters, youtube videos, and so on.
11. The campaign doesn’t have to be complex; in fact, Starbucks used the
simple #redcup campaign to motivate customers to share a photo with their
very own product story. Another advantage of having a well-publicized
hashtag is that people know exactly which hashtag to use when they create
content that’s related to your brand. This way it becomes easier for you to
find all the organic UGC that was being created around your brand anyway.
12. A contest is one of the most effective ways for you to motivate
your customers to create content for you. Once again, simple is
effective— an easy photo contest, caption contest or a design
contest can work wonders. Of course, if your product is
experience driven and the goal is to get high-quality videos and
photos, then the Go
13. Pro approach will also work. Every year, Go Pro organizes
contests where it encourages users to enter an original photo file
or a raw, unedited video, both captured by the Go Pro camera.
They also partner with brands like Pinkbike and PADI to come up
with unique and niche contests
14. Pro approach will also work. Every year, Go Pro organizes
contests where it encourages users to enter an original photo file
or a raw, unedited video, both captured by the Go Pro camera.
They also partner with brands like Pinkbike and PADI to come up
with unique and niche contests
15. There are some brands that are so effective at generating a hype
around their contests that after a time customers don’t even care
about the reward associated with the contest. Just being
featured on the brand’s Insta page is reward enough
16. Daniel Wellington is a great example of this. The company has
over 2 million user-generated posts on Instagram with
#danielwellington, and simply getting featured on their Instagram
page is a big deal for many customers.
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