Once you start getting some great user-generated content (UGC) from your gurus, you may be looking for some inspiration about how to best use that content. How do you get the most value out of your shoppers’ creations? Here are some of our ideas:
1. Repost Story
The easiest, most immediate thing you should do is repost your shopper’s story. Whenever they share an Instagram story and tag your brand, you have the option to post it directly to your story. This gives you an ongoing source of material for your Instagram stories, and validates your shopper right away – so much so, in fact, that most shoppers will post to their story again, sharing their excitement about being reposted by the brand they love.
2. Share in Feed
Including UGC in your Instagram feed is more important than you think. Studies have shown that “engagement increases by 28% when consumers can view a mixture of user-generated product videos, and official brand authored content” (SEMrush). Sharing UGC makes you more trustworthy in the eyes of your audience, and also gets you higher engagement, which also means higher potential reach.
3. Use on Website
Did you know? According to a 2019 study, “consumers find UGC 9.8x more impactful than influencer content when making a purchasing decision” (Stackla). Not only this, but “Visitors to websites that include UGC galleries spend 90% more time on the site” (Salesforce). Including UGC directly on your website, where your shoppers will be making those important purchasing decisions, can help improve your conversion rate drastically.
4. Use in Advertisements
According to Salesforce, ads with UGC generate 5x greater click-through-rates. Considering the impact UGC has on shoppers’ purchasing decisions, this makes a lot of sense. Since all the content generated for your brand through Guru Club becomes yours to leverage however you want, that means you can use UGC in your advertisements and see those results firsthand. Still not convinced? Even major companies like Toyota are leveraging UGC in their ads and saw a 440% increase in their Facebook ad engagement as a result.
5. Inspire Your Next Marketing Campaign
Google uses the 70-20-10 model of learning and development to innovate while still doing reliable work: 70% of their resources go to “tried and true” methods (things they’re already good at), 20% go to related items, and 10% go to something entirely new. Keep up your usual great work and use your UGC to inspire “something new” that you haven’t tried before. You might be surprised at the creative inspiration and great results you find.
6. Gather Feedback
You might notice that along with the UGC from your shoppers, you’re also getting some great comments and feedback here and there. Maybe your shopper will say, “I love this product! Now I just need it in this color.” This is great feedback that your shoppers want more variety in the products they already love. Maybe another customer will say, “I wish this product also came with this different feature” or “I had a hard time with this part of the product.” Pay close attention to what your shoppers are saying, both good, bad, and neutral, to make sure you stay on the right track and get ahead.
It’s clear that UGC adds immense value to brands who leverage it well. These ideas are a great place to start – but the sky is the limit when it comes to your opportunities to use UGC in an effective way.