The Daily Carnage

When it comes to breaking through the ‘noise’ on social media, user-generated (UGC) content takes the cake.

Why?

It’s the most authentic form of content creation out there. Think about it…

No one is forcing your customer’s hand. They’re sharing your product because they want to. That’s a powerful thing. 

From an engagement standpoint, UGC is huge. The more people who share, the better your posts will perform in the feed.

Enough about the why. Let’s talk about how to encourage your users to generate content.

1. Hold a competition: People love prizes. An easy way to fire up some UGC is to host a competition in which you offer a prize for the best photo featuring your product or service. Make sure to include some ground rules, such as; ‘To qualify, you must tag 3 friends.’
2. Hashtag: The hashtag game has changed a bit, but the premise remains the same; hashtags facilitate searches. Do some research on existing hashtags. Pick one that no one else is using and ask your audience to use it.
3. Backed by a cause: Doing good is good. What’s really good is when your brand can align with a social cause (aka cause marketing). Brand ethos matters to people, so whether you’re a big or small brand, think about ways to get your user base involved with a cause.
4. 15-seconds of fame: If your customers know they can land on your website or other social channels, they might be more enticed to generate content. Make sure you’re re-sharing UGC on other channels outside of Instagram.

“Or you’ll sink like a stone…For the times they are a-changin.” – Bob Dylan

The times are certainly changing, especially for us marketers.

Brands are finally coming around to the reality that ‘authenticity’ must be at the forefront of their strategy. Today’s customer is way too savvy for anything less.

So, how do you rethink traditional marketing practices and build a more authentic brand?

1. Define Your Core Values: Some folks call it their ‘true north.’ Your core values are all about what you stand for. Don’t confuse these with your logo or how your website looks. These values will guide your brand purpose, personality, and proposition. Without defining them, you’ll flounder.

A brand that’s killing it in the authenticity game: Levi’s

“Levi’s recognizes that trend-following may be the simplest way to attract attention and raise short-term revenue, but following someone else’s lead usually causes a company to stray from its own brand identity,” says brand-building expert Denise Lee Yohn.

2. Engage With Your Customers: Customers want to feel good about buying from you. There has to be a connection. It all starts with understanding what they need and want on a deeper level. One way to do this is to take a high-level view of your current customer experience. Simple things like your response rate, your website, hours of availability, etc.

3. Be Real: We see you Jenny and Ja Rule. But seriously, if you wanna be authentic, you have to humanize your brand. We know this is easier said than done. For example; the marketing team at Red Bull versus your local bank. Who’s able to push the envelope more? Regardless of your industry, don’t let your communication style create a barrier with your customers. Avoid the contrived persona that many brands feel they need to squeeze into.