What is UGC? If you are a social media marketer who likes to be on top of the latest trends at all times, you have surely heard of user generated content. Such content is a powerful marketing tool to boost user engagement on social media and influence purchase decisions (in case of 90% users, in fact). The biggest reason is that, content generated by users are trusted more by other users rather than the claims made by brands. So, it’s no wonder that ads involving UGC witness 5 times higher click-through rates as well, compared to those without UGC. And when UGC meets Instagram, the concoction is truly powerful. Need proof? Starbuck’s UGC post on Instagram was preferred by 61% users compared to its branded post that was liked by 39%. Now, pair this fact with the following statistics to understand why Instagram is the perfect social media platform to leverage the power of user generated content marketing: Over 1 billion monthly active users. More than 60% users check the app once every day, at least. Every month, more than 130 million users interact with shopping posts. Conversion rate of posts containing UGC is 4.5% higher than those without UGC. So, it is easy to see why promoting UGC on Instagram is wise and can help you build deeper relationships with consumers, encouraging them to buy from you. If you too wish to use consumer generated content for your Instagram marketing strategy like some of the top brands in the world, first understand why user generated content is so powerful. Also Read: Social Media Style Guide – What is It & How to Create One? Why does UGC work so well on Instagram? Establishes authenticity – Did you know that consumer are more than twice likely to consider UGC content as genuine compared to what brands create? When real people are shown using or loving your brand or products, it will be easier for others to jump on the bandwagon. For instance, here is an adorable UGC post by Warby Parker, featuring a baby wearing its glasses! Just look at the number of likes it earned. Requires less spending – Unlike ads or fancy visuals, UGC content doesn’t require you to spend much. You simply need to request customers to share authentic content that shows them using your product or service. Even if you offer incentives like promo codes or discounts, it will cost you less than paid marketing. Also Read:- How to Edit SocialMedia Posts? Boosts trust – 70% people trust consumer reviews they see online before deciding to buy something. What does this mean? People trust other people when it comes to trusting a brand. Hence, UGC is a great way to earn customer trust on Instagram, as this Glossier post shows. Viewers can easily imagine how the lip gloss will look on them. Ignites desire for your brand – Here is one of the best user generated content examples that show how you can inspire serious wanderlust in viewers. This Instagram post from Destination British Columbia sparks desire for the brand or its image! Since the content is generated by actual tourists, the authenticity seals the deal. Encourages loyalty, community feeling and aspirations – By getting multiple customers to share their product or brand experience through images or videos, you can promote a feeling of oneness on your Instagram. Equiboodle does this very well, for instance. Such UGC posts inspire aspirations in others and boost the loyalty of existing customers. How to generate and use UGC content on Instagram? If you are wondering how to start sourcing user generated content, the good news is that Instagram offers you plenty of creative yet simple options. Here are the best methods: Just ask for it – Simply posting a question can motivate your followers to share posts that show them using your product. They will not only tag you, but also feel valued for being featured. Check out American Eagle’s direct and minimalistic approach here. Go for a unique hashtag trend – Come up with a unique hashtag that grabs eyeballs quickly and ask followers to share images or videos that show how they are using your product to match the hashtag. The hashtag should go well with your brand image or voice. Make sure you promote the campaign via emails, your website, and even YouTube videos, so that people know which hashtag to use while building their story around your brand or product. Starbuck’s #redcupcontest is a cool example. Seek help from micro-influencers – Even if you are a small business, you can try and find micro-influencers who are willing to share content based on your products or services. For instance, if you run a small but exclusive bakery, reach out to a well-known food blogger in your area to showcase your goodies. Or, if you are a real estate agent, contact clients you have helped to sell homes, and request them to share their experiences. Offering incentives like discounts on the next purchase, free products or a free consulting session might do the trick. Here is an awesome user generated content example for this. How about a contest – A caption, design or photo contest can do wonders for your Instagram marketing strategy. Keep it simple so that most of your followers feel driven to participate and share content. Check out how this contest grabs attention by promising a GoPro camera to the winner. The hashtag is crisp and the text at the bottom clearly states the steps of the contest. More tips to use UGC on Instagram Apart from using the UGC Instagram content that the above tips generate, here are some other things you can do. Also remember that users who create the content will tag you on Instagram or allow you to share their contribution in your Instagram stories. Here is a look at the different ways in which top brands share their UGC: Reshare genuine and positive content – If real people
