Why User Generated Content is Highly Valuable for Your Brand

 In marketing strategy, Uncategorized

When it comes to creating video content marketing it’s easy to think that every piece of video content is going to cost you either time or money to produce. But this is not the case. One of the most highly valuable pieces of video content you should include in a comprehensive online video strategy costs you no time and money to when it comes to production. What is this most valuable resource? It’s called user generated content.

What is user generated content? 

User generated content is a fancy term for any content that is created by your customers and clients that you can use in your marketing strategy. Because it’s made by clients and end users, there’s little expectation when it comes to production quality. People expect and accept a lower quality of production because it’s created by the end user. When people see the content, it doesn’t suggest that you as a brand aren’t willing to invest in quality video production. Which can reflect poorly on your brand. Instead, they see a brand that wants to engage in a two-way conversation with their customers. A valuable reputation to have when it comes social media platforms.

What makes user generated content so valuable?

But it’s not only a great reputation for engaging that makes user generated content so valuable. What makes this content most valuable is that it gets shared on social through personal accounts. Which means it potentially has much further reach than content that’s you’re releasing through your business profiles. But extending reach is only the small tip of the iceberg.

What sits below the surface, but is critical to the power of user generated content, is the immense levels of social proof that this style of content embodies. Because your customers are making the content, and sharing the content to your page or profile, their social network sees that they’re a customer happy to take the time to create content because they love being your customer. And because we all long to belong to something, if you create a campaign with lots of your customers sharing user generated content, it creates a community that others will want to belong to.

How to encourage user generated content: 

So you want your customers to tell their friends about you. And there really is no better way than encouraging your customer to tell them (or show them and share with them) using video. But the trick when it comes to user generated content, is to have a clear strategy. You need to be clear with your customers in terms of what kind of content you want them to create. You need to be clear in how they associate that content with your brand. For example, what hashtag might they use? And you need to have an idea that generates interest. Just asking customers to record a client testimonial and post it to your Facebook wall is unlikely to gain a lot of traction. But if for example you’re sponsoring an event, providing an incentive for your customers to post a video is a great way to capitalize on that sponsoring. You could ask them to capture a video of their best experience at the event. Another idea would be to encourage clients to tell a story of a unique way they use your product. Or even just get them to film themselves using your product for the first time. Or encourage people to ask  you a question that you respond to in video format too!

So how might you encourage your clients to start sharing videos related to your business? Give it a go, or if you have any great ideas to encourage your clients to generate content, let me know, I’d love to hear from you.

Ben Amos
Ben is Creative Director of Innovate Media, Founder of Vlog Pod® and lead video strategist for Engage Video Marketing. He has a passion for online video marketing, telling great stories, spending time with his family and learning new things.
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