Head to AirBnB’s Instagram account and you will see a feed populated with beautiful destinations and lodgings. If you didn’t already know, AirBnB populates its feed with user-generated content only. AirBnB, in this sense, is an example of a good user-generated content strategy.
User-generated content comes with its own set of benefits. It has been found that millennials are more likely to be influenced by peer reviews, than by brand-centric content alone. UGCs help establish your brand loyalty and also add to the versatility of your content. In fact, User-generated content can help you increase your reach and visibility, and also help draw attention to certain specific products.
If you want to get started with a good UGC campaign, don’t worry, we’ve got you covered. We have got a set of tips to build a winning user-generated content strategy for social media, that you can follow.
#1: Select Social Media Networks To Post UGCs
How you inculcate user-generated content into your social media feed would vary from platform to platform. As such, first, you need to have clarity as to which platforms you want to target.
If you are planning to use Facebook for running a UGC campaign, you should ideally focus on Ads. Getting organic reach for your user-generated content can be very difficult on the platform. Use Ads to share user-generated content. You can take inspiration from this user-generated content- based Ads campaign-
On Twitter, images make for highly shareable content. Leverage the power of shareability associated with visual content on Twitter to run user-generated content campaigns. Here’s an example of a Twitter UGC campaign.
Instagram, being a photo and video sharing platform makes for a great channel for running UGC campaigns. AirBnB is one of the most perfect examples to take inspiration from.
#2: Use Hashtag To Run UGC Campaigns
One of the advantages of running UGC campaigns is drawing many eyes to your brand. By compelling users to share content featuring your brand or product, you can reach out to larger and vast audience segments.
Hashtags, as you already know, are discoverability tools. You can come up with catchy hashtags to popularize your UGC campaigns. All you have to do is prompt your audience to share content featuring your brand/products and place the relevant hashtag in the caption, so that their content is easily discoverable.
Look at this hashtag campaign started by Tourism & Events Queensland’s Official Account-
#3: Popularize Your UGC Campaign
In order to make your UGC campaigns successful, you need to put in efforts to popularize them. The more people participate in the campaign, the closer you are to your social media goals.
Place details about your campaign in your Instagram bio to draw audience attention. Regularly share social media posts about your UGC campaign. You can pin tweets about the UGC campaign so that it is the first thing that your audience sees on your Twitter profile. Leverage all formats to promote the campaign- stories, posts, etc.
#4: Incentivize Your UGC Campaign
Offer a valuable incentive to your audience for sharing content featuring your brand or products. One very common way of doing this is by offering a feature in your feed. Since social media platforms are all about content, getting their content featured in a brand’s social media feed makes for a good incentive for users.
You can also run contests and giveaways to encourage participation. You may offer rewards for those with the best content. Vouchers, discounts, gift cards etc. can be provided to the winners.
#5: Bring Influencers On-Board
Power up your user-generated campaigns by bringing Influencers on board. Having Influencers feature your brand in their content comes with its own perks. Your brand/product (s) get seen by a larger audience. Also, Influencer-generated content works even better than a peer review.
If you want to find Influencers and collaborate with them, you can rely on the Influencer Suite tool offered by Unbox Social. You can also use this tool to share campaign briefs with them.
#6: Track UGC Campaign Performance With A Social Media Analytics Tool
Once you have started a UGC campaign, you can start populating your feed with the user-generated content. But you also need to monitor the performance of your content. User-generated content campaigns can be very helpful in enhancing your reach and engagement. To find out how much they are helping your brand, you need to use a social media analytics tool.
Unbox Social offers a Social Media Analytics tool that helps you track your performance. Monitor post-wise engagement, reach and even receive insights about your audience using this social media analytics tool.
Here’s a snapshot of the Social Media Analytics tool by Unbox Social-
Running a user-generated content campaign comes with a range of perks. If you want to run a successful UGC campaign, here are the tips you can takeaway from-
- Decide which social media platforms you want to target and frame your content format and campaign accordingly
- Employ relevant brand hashtags for running your campaign
- Popularize your UGC campaign rigorously through social media posts, stories,etc for maximum participation
- Provide your audience with incentives to encourage participation
- Collaborate with Influencers to power your UGC campaigns
- Track your performance constantly to identify your strengths and weaknesses