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Amplify Your Reach with User-Generated Content Marketing

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A Guide to Getting Started

If you have been on various social media platforms for a while, you have probably come across users or content creators doing an unboxing of their recent purchase—showing what the product is like and giving an honest review about it.

You may have also posted at least once a photo of something that you bought. Through your Instagram stories of the coffee you just had, or a Facebook post of the gadget you finally acquired after a long time.

If you have noticed these in your social media experience, then you have come across user-generated content.

Find out here what user-generated content is, how you can use it for marketing your Amazon business, its possible effects on your sales, and more.

What is User-Generated Content (UGC)?

User-generated content (UGC), or consumer-generated content, refers to unique brand-related material produced by customers and shared on platforms such as social media. This content can take various formats such as images, videos, reviews, testimonials, and even podcasts.

UGC is a fairly new concept in the world of marketing, especially in eCommerce, as it has evolved along the trends in social media and advertising as a whole.

The best thing about it is that it does not cost you anything, and that the chances you get a customer to talk about the product they just bought from you is highly likely.

This organic engagement you get with your loyal customers can help you gain more customers along the way, and it is up to you how you can use user-generated content about your products to your advantage.

To know how you can leverage this as an Amazon seller, here are the benefits of user-generated content.

Benefits of User-Generated Content Strategy in Marketing

In contrast to conventional promotional approaches, user-generated content (UGC) taps into the authentic experiences and expressions of the user community, constructing a genuine storyline for a brand. This type of content not only builds trust but also nurtures a communal feeling, with individuals actively contributing to the shaping of the brand narrative. 

  • Word-of-mouth is the best marketing strategy. The majority knows best. Customers must feel that they are making a good choice before purchasing a product, and they do this by looking at other people’s experiences. According to BrightLocal’s Local Consumer Review Survey 2023, 46% of consumers feel that online business reviews are as trustworthy as personal recommendations from friends and family.
    • Favorable word of mouth holds substantial sway over individuals' perspectives, resulting in heightened brand recognition and the acquisition of new customers.
  • Authenticity establishes brand trust among customers. Most user-generated content is made out of intent to be critical to the quality of the product or service and not to monetize out of people, unlike professional advertisers. Hence, UGCs ought to be viewed as more genuine than brand-created advertisements.
  • It is time- and cost-effective. User-generated content often costs less, if not, none, than in-house or outsourced content creation. This allows brands to scale down their campaigns, which is especially important for new or small businesses.
    • Brands also save time in gathering UGCs from customers by aggregating social media strategies such as use of hashtags.
  • It creates brand loyalty. When customers are showcased on a brand's website or social media, they create a sense of involvement in the brand's narrative, enhancing their engagement.
    • There are a few times when brands are able to communicate or engage in a conversation with their customers, and one of those times is through the content created by their customers. Forming this sort of relationship helps build a more engaging community, which in turn produces loyal customers.
  • High conversion rates. The UGC serves as genuine evidence that a product deserves purchase. When your audience observes individuals similar to them showcasing your product, it persuades them to make the decision to buy, as this resonates with their own experiences.
    • UGCs tend to convert users more than just creating awareness, which most advertisements usually focus on. 

Types of User-Generated Content

UGC has emerged as a dynamic influence in the digital realm, reshaping the manner in which brands interact with their target audiences. Originating from consumers rather than brands, this content type spans a wide range of forms, including reviews, testimonials, images, videos, and social media posts.

There are many types of user-generated content and many sources you can get it from:

  • Your customers
  • UGC creators
  • Brand loyalists
  • Your employees

Images. The use of visual content, such as images and videos, is some of the most influential forms of content as it is able to show potential customers what they expect from a product or service without availing it yet.

UGCs in image form can range from a simple Facebook and Instagram post. This is probably the easiest way to make your customers engage in your product, as it can easily be taken or created and shared on different marketing platforms.

Videos. Video-form content, on one hand, is where most trends come from. Most products or brands nowadays aim to master this form of digital marketing.

Watchable content can range from unboxing videos, vlog (video blog), product demo, or live streamed reviews.

But what seems to be most popular nowadays are short-form videos, such as TikTok videos and Instagram Reels.

Social media content. Anything can be made into a social content. As a brand, it is better if you are able to re-share some of these UGCs into engaging social media content. You may opt to take a screenshot of product reviews and post it on your social media pages, or make a creative collage of the photos submitted featuring your product.

These social media content can also be enough especially if the content is coming from a more influential user, such as celebrities or internet influencers. A simple tweet or shout-out from an influencer can make a difference to your products.

Testimonials and product reviews. Testimonials and reviews are more often seen to be more truthful and trustworthy than other UGCs. Customers can easily make a review just by rating the product or the seller in just a few clicks.

Most Amazon sellers rely on product reviews in crowdsourcing, which needs to be improved and strengthened what customers seem to love.

Seller Candy provides you with a team of specialists dedicated to handling customer feedback. Learn more about how you can effectively manage customer feedback on Amazon here.

How Do You Get User-Generated Content?

Now that you know how UGCs can improve your product and brand marketing and what types of content you can get from your customers, you should now deep-dive to the strategies on how you aggregate these. 

Tell your audience what you want. This may seem to forward but many brands already do this. You may simply ask your customers for it after they made a purchase. 

Customers likely share their recent purchases anyway, so if you curate a unique hashtag for your product or request them to tag you on your social media sites, then you got your UGC! 

Offer value to get your customers talking. While UGCs are mostly seen as organic, sometimes it takes just a little bit of nudge here and there. 

If your customers get to have something from a small effort of just posting an image of your product, then they will love it.

One option is to run a raffle draw or any structured content that your paying customers can join. It will not cost them extra and they even have the chance to get more value from what they just purchased. It’s totally a good deal!

In the idea of creating a community among your customers, just by simply reposting what they have shared could already mean a lot. Making your customers feel that they are heard and engaged with can encourage them to talk about your brand.

Case Study: Apple’s Shot on iPhone

Even if you are just a little bit into brand marketing, you have probably heard about one of the most successful UGC campaigns to date: Apple’s Shot on iPhone. 

The Shot On iPhone initiative originated as a contest, urging iPhone users to showcase their top photos on Instagram or Twitter. A panel of judges would then review the submissions, with a chosen few earning the distinction of being featured on billboards, in Apple retail stores, and online. 

In 2020, the #ShotOniPhone hashtag has amassed over 15 million posts on Instagram alone, marking it as undeniably one of the most prosperous user-generated content campaigns. This campaign not only initiated a lasting online movement but continues to remain relevant today, experiencing a yearly resurgence.

At its core, Apple's "Shot on iPhone" campaign marked a historic milestone by not just innovating with user-generated content at its launch but also by consistently maintaining its appeal and impact over time. The initiative effectively utilized the creative contributions of its user base, turning them into passionate advocates for the brand and fostering a lasting connection between users and the Apple brand.

Best Practices for UGC Campaigns

Delve into the key best practices for utilizing user-generated content, providing insights into how brands can maximize engagement, build trust, and foster a positive online presence through the curated contributions of their user community.

Know which type of UGC will help you meet your goals. As an Amazon seller, you must have already established your brand’s goals and the approach on branding you think works best. 

Depending on these, while most UGCs can be helpful for your campaign, strategize on how you will use these to benefit you the most. 

The UGC strategy extends beyond grasping the content types sought from customers; it involves aligning your UGC campaign with overarching social media objectives. 

If you are a newbie Amazon seller, then you must aim for UGC strategies that help increase brand awareness. If you already have a following, then you should focus on improving your conversion rates. Knowing these will help you lower down to certain UGCs that will help you attain these goals. 

Choose social networks most impactful to your campaign. Social media is indeed a vast world, but you do not need to be everywhere. You just have to be at the right place and at the right time. 

Remember the ultimate rule to running an Amazon business or any business at that: know your market. Discover for yourself, where are most of your customers? Which social network could your potential customers be?

By also choosing the right social networks for your brand helps you optimize your resources and only make relevant content. 

When you're active on multiple social media platforms, customize your content to align with the communication style and audience expectations of each channel. Avoid posting identical messages across all platforms.

Always credit the original creator. At all times, give credit where credit’s due. When you post user-generated content on your social media platforms, ensure proper acknowledgment of the original creator. This involves directly tagging them in the post and specifying whether you are utilizing their images, text, or both. 

Also, asking for permission from the user is not just about legality. Remember, you are getting the content from your customer. And you would not want to risk losing that customer over not getting consent. 

Create shareable experiences. Above all the brand campaign strategies that are known, nothing beats positive customer experience. And if this customer experience is shared to social media, then you have made your marketing goal. 

Create goods, services, or experiences that organically encourage customers to engage in sharing.

Conclusion and Next Steps

User-Generated Content (UGC) seems to be a simple concept at face value, but it is a powerful tool to propel your brand to a competitive spot in the marketplace. There is wide range of UGCs and positive user-generated content is a result of a favorable customer experience. By employing effective strategies, you can nurture genuine connections with your customers, acquire valuable insights into your brand, and broaden your market presence.



 

About the Author

Ben Smith is the Head of Partnerships of Seller Candy. He started working in the eCommerce space in 2016 and has been hooked ever since. In the years since then, he learned the ins and outs of what it takes to build a successful Amazon brand. With his past experience as an Amazon Account Manager and Seller, he became passionate about helping Amazon Sellers and Agencies scale their business and achieve their goals. Today, he leads the Seller Candy Partnerships team and he spends his days chatting with businesses of all sizes to solve their Seller Central woes so they can get back to growing their business.