用户生成的内容指南：将您的客户变成倡导者

我们都听说过，这些品牌的成功案例已利用用户生成的内容将其营销和内容策略提升到一个新的水平。然而，有很多品牌仍然没有利用这种低成本，高的营销策略来发挥自己的优势。

在这篇文章中，我们将讨论您应该开始使用UGC进行品牌营销以及如何最好地利用它的各种原因。继续阅读并了解有关用户生成的内容所需的所有信息。

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用户生成的内容指南：

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用户生成的内容的重要性

Leveraging user-generated content is a brilliant marketing strategy and it has numerous benefits. Here are some of the biggest reasons why you should include UGC in your marketing and内容策略。

它提供社会证明

人们通常很想购买东西，因为他们看到其他人使用它们。那就是影响的心理。您高度重视的人会影响您的购买行为。

From a brand’s perspective, posting user-generated content provides social proof of how people love your brand or products. This, in turn, encourages other consumers to try your products and join the bandwagon of your brand’s happy customers.

This effect is amplified when the user promoting your product is an influencer as they have a larger and more engaged audience than regular people.

它是真实的

60％of consumers consider UGC to be the most authentic form of content. That is a clear indication that people trust UGC more than they trust branded content.

When real people are seen using your products it has a more potent effect than celebrities and models endorsing your brand. This is because people relate to regular people more than they can relate to celebrities and, therefore, they trust UGC more.

它节省了时间和金钱在内容创建上

It goes without saying that if you leverage UGC for your social media posts, website content, or any other purpose, it will save time that you would have spent on creating fresh content.

这是一个绝妙的策略，可以保留常规且频繁的社交媒体内容发布时间表，而无需花费大量时间和精力。

显示使用中的产品

Another benefit of user-generated content is that it shows your products in use and removes any doubts that a consumer may have about using the product. This is especially useful for new and innovative products as people may not know exactly what features it has or how to use it.

您还可以利用影响者为此目的，并要求他们创建显示产品功能及其各种应用程序的操作视频。

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Types of UGC

您可以在网络上找到许多不同类型的用户生成的内容。在本节中，我们将讨论品牌使用的一些最受欢迎的UGC类型。

评论，评分，推荐

The feedback that you get from your current customers about your brand or a particular product is UGC. This is the most common form of user-generated content that is available for every brand. However, it is also something that you can’t control.

You can’t ask someone to give you a good rating, but you can ensure that you provide the best quality product or service and make your customers happy. And, if you do get good reviews and ratings, you can proudly display them on your website and product pages.

根据电子商务营销服务提供商Yotpo的说法，增加了产品的评论和评级可能会导致4X转换。

评论

评论也是一种UGC的一种形式，可轻松适用于大多数品牌。如果您定期在社交媒体上发布或在博客上有评论部分，则会以评论的形式找到大量的UGC。

You can leverage this type of UGC by taking positive user comments and showcasing them on your website. You can also take multiple such comments and create an image carousel displaying what people are saying about you.

这种形式的UGC提供了强大的社会和证据can help you get more conversions.

社交媒体帖子和提及

您的许多现有用户可能会发布有关他们最近从您的品牌购买的信息，或者共享从您的品牌展示产品的图片，甚至不知道它。

社交媒体用户共享许多此类内容，并且对您的品牌可能很有用。要找到这样的内容并确保他们在此类帖子中提及您的品牌，您只需要激励它们即可。

您可以要求现有用户共享显示您的产品并标记您的品牌的图片，以获取在页面上亮相的机会。您还可以通过为最佳职位提供赠品或特殊促销活动来激励它们。这样的策略将为您的品牌产生大量的UGC

For example, Airbnb is a brand that extensively uses UGC for their social media pages. On Instagram, Airbnb’s feed is filled with pictures that their users have shared from their visits to Airbnb properties. And, all they do is ask people to tag their brand and then they repost the pictures with a new caption and give photo credit to the actual owner of the picture.

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视频

视频有点棘手，因为您不能总是直接将用户生成的家庭视频用于营销目的。但是，您可以使用用户生成的视频并将其重新利用为您的品牌的广告或促销视频。

Another way of leveraging user-generated video content is to collaborate with an influencer within your existing user base and ask them to make a paid video.

Lego is a brand that often posts fan-made pictures and videos in which their customers create something using legos. Here’s an example:

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有影响力的内容

我们讨论过的大多数用户生成的内容都是未付的。但是，您可以让用户为您创建付费内容，并且仍然可以解决问题。只需在您现有客户网络中找到有影响力的人，并与他们合作创建内容。

这将使您对内容更具创造力的控制，并且它仍然被认为比品牌内容更真实。

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如何利用UGC为您的品牌

我们已经讨论了各种类型的用户生成的内容，并提到了几种使用它的方法。在本节中，我们将讨论如何更详细地利用UGC。

使用UGC进行广告和促销内容

利用用户生成的内容的一种绝妙方法是通过repurposing UGC。您可以使用使用您的产品的人的图片，并通过向其添加特定消息来创建广告。

You can use footage from your users’ home videos and repurpose it into a video ad. You can create an ad by repurposing any type of the above-mentioned UGC by simply adding the right message to it.

Here’s an example of how Pampers used footage from Serena Williams’ home videos with her daughter to create a promotional video for their brand.

在您的网站上展示客户评论和推荐

We mentioned this in an earlier section, when we mentioned that you can display reviews and ratings on your website. In this section, we will discuss the numerous ways in which you can do so.

您可以在网站上显示产品评分和评论以及产品列表。这将帮助潜在客户做出购买决定，因为高评级产品是质量的代名词。

You can take this to another level by adding reviews as part of your product listings, as done by the cosmetics brand, Boom, in the below example.

This strategy works because, instead of you listing your product features, you let your existing customers do it for you.

If you don’t have a lot of products and reviews for each, you can simply share customer testimonials on your website’s homepage. A lot of service providers use this tactic to instill trust in their brand.

Repost UGC as Social Media Posts

重新发布UGC是一种简单但有效的方法，可以利用用户生成的内容，并越来越多地遵循品牌。许多品牌只是使用其产品重新发布客户的图片并添加相关标题。

由于社交媒体上不乏用户生成的内容，因此这种策略可以永远为您的饲料加油。

您需要做的就是确保用户在帖子中标记您的品牌。您可以通过简单地创建标签来跟踪与您的品牌相关的所有用户生成的内容来做到这一点。您还可以在您的简历中提到，要重新发布他们的照片，用户要做的就是标记您的品牌。

Garmin是一个这样的品牌，可以重新发布用户图片并添加相关标题来创建其社交媒体帖子。他们还与一些更具影响力的用户合作，他们称之为“ Garmin大使”。

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结论

现在，您知道了有关UGC所需的一切，包括其利益，类型和利用它的方法。

If you haven’t thought about leveraging UGC for your brand’s marketing, it’s high time that you do so now. Leverage UGC in any of the ways mentioned above and see the results yourself.