5 Benefits Of User-Generated Content (UGC) In Marketing
What is UGC?
User-generated content, which is often referred to as the abbreviation ‘UGC’, is the collection of images and videos organically created by your customers.
Examples of this are when a person posts an image online when they are staying in your hotel.
With the rise of smartphones and social media platforms, the amount of UGC has increased rapidly over the past few years. As well as this, the quality of UGC imagery has also improved resulting in many businesses opting to use UGC over studio photography in their marketing campaigns. In this article we discuss 5 key benefits of UGC and why it is becoming increasingly popular in the marketing world.
UGC instils more trust and credibility in the consumer
One key benefit of using user-generated content is that it instils more trust in the consumer. The reason it carries more trust and credibility to the consumer is that they can see that it is someone actually in the physical experience like themselves, so they get a sense of empathy. It allows the consumer to see what it is really like as opposed to a commercial style photograph or video that they could perceive as edited or less trustworthy. UGC photography also displays the product in action, for example a person eating a burger in the restaurant experience. This better relays to the consumer the look and size of the product.
When UGC is used on social media advertisements, we have seen an increase in click-through rate, as well as an increase in conversions when used on the landing page.
Reduce your marketing costs
Marketing budgets in the hospitality industry often need to stretch a long way - particularly after the tough times the industry has faced recently. Therefore it is important to save money where possible. UGC is a great way to do this.
When customers are sharing their photos and videos of a visit to your business, politely reach out to them to ask if they will give you permission to use their content across your website, marketing and social media platforms - with credit to them. It is likely that they will say yes which will also create brand advocacy. Once permission is given, you can use this across your website, social media and wider marketing efforts. However, ensure that you only use high quality images and videos.
Stand out from the crowd
With competition all around your business, it is important to stand out from the crowd. Consumers are surrounded by ads and promoted content so it can be difficult to make this happen. This is where UGC will help your business.
One key difference between using professional photography and UGC in your advertising is that UGC doesn’t feel as salesy to the consumer. If they see your UGC social media ad, they are more likely to engage with it than a traditional ad. The ad will be perceived as more genuine by the consumer so they are more likely to read the caption and click through to the desired landing page. By blending into the organic feed you are standing out from the advertisers.
Obtain social proof
Another benefit of using UGC throughout your marketing efforts is how this should encourage users to post their own content when experiencing your brand. For example; if a customer sees that you are reposting Instagram stories from customers, they are more likely to post their own Instagram story and tag you. This is a great way of obtaining social proof.
When a consumer sees their friend or a trusted person visiting a restaurant or hotel and sharing imagery of the experience - it comes with added trust. If someone they trust says it’s great, they are more likely to book. This is why it is important to create social moments for brand advocates to share on their own social media. It is essentially free advertising for your brand that comes with extra credibility.
Communicate with your audience
As mentioned above, before you use a customer's image/video you should ask for their permission. This opens conversation with your customers and makes them feel valued. You are communicating with them and letting them know that they have produced good content. This makes the user feel special that you want to use their content across your brand channels.
Not only does this assist with building brand loyalty, but also brand advocacy. They are more likely to return to your business as they feel as though they are cared for. As well as this they are also more likely to recommend you to friends and family as they will become advocates for your brand. This marketing drives itself. It is always important to find ways to communicate with your customer base to drive return custom and this is just one way to do so.
We can help
At cab Hospitality we work with hospitality businesses around the world from small boutique hotels to global restaurant chains. We have assisted our clients with campaigns to generate more user generated content to use across their platforms as well as running marketing campaigns for our clients that utilises this UGC. When using UGC assets in our paid social campaigns, we have seen an uplift in click-through rate and an increase in conversions.