How Can User Generated Content Grow Your Small Business?

For small businesses, marketing and gathering content for their social media channels is often an ongoing battle. We spend so much time thinking about what to post and what images and videos to use. What if I told you there is already brilliant content out there, specific to you and your business, often raving about your products and services?

User generated content exploded last year on social media and we see it every day without realising it. Anyone bought anything from Tik-Tok shop lately? Or from an instagram reel? No doubt, you saw a video of someone (a happy customer) showing you the product or giving a review. Immediately you were hooked and it encouraged you to click ‘purchase’ on impulse. Just me?!

What is User Generated Content?

User generated content (UGC) refers to any form of content such as photos, videos, reviews, testimonials or social media posts created by your customers, clients or audience rather than your business.

For example;

  • A customer posting a photo of your product and tagging your business.
  • A client writing a glowing review on Google or your social media pages.
  • A video of someone unboxing your product or using your service.

Why is User Generated Content Great For Your Small Business?

This type of content is seen as authentic, reliable and often more trusted by potential customers. than branded content. It shows ‘real’ people just like us, using the product or service and that helps us to buy into it. We trust it more and we don’t feel like we are being ‘sold’ to.

It can give your social media a real boost in engagement. Because it is relatable, we connect with it more and are more likely to comment or share it. This improves reach, visibility and helps to introduce new people to your brand, accelerating your growth.

UGC Offers Cost-Effective Marketing

What makes it a great, cheap marketing opportunity?

  • It saves you time and gives you so much more content to share. Your customers are creating the content for you!
  • Many UGC creators are happy to share their content for free becuase they love the brand and products. Others are are happy to share in exchange for recognition, freebies, or small incentives , which is a win, win for the marketing budget!

Helps You To Understand Your Customers

User generated content actually gives you a brilliant insight into how customers use your products or services in real life. It can reveal unexpected uses, preferences or ideas which you would never have had the opportunity to see. This can give you some great ideas to incorporate into your business.

How Small Businesses Can Use UGC to Their Advantage

It might be out there but how do we use it and make the most of it? Here are some ideas on how to make it work for your small business.

  • Encourage customers to share content by creating a branded hashtag or collaborate with your brand by using @. Encourage them to tag their posts with a hashtag like #styledby(yourBusiness) or #yourbrandname. This will then link to your business social media pages.
  • Ask customers to leave reviews or share photos of their experience. Make it easy with links to review sites or social media.
  • Run contests and offer prizes for the best photos, videos or posts featuring your products or services. for example “post your best (product name) moment with #ourbrand for a chance to win!”

You can then share or repost customer photos and videos on your instagram, facebook or Tik-Tok (with permission). You can feature UGC on your website in galleries, as testimonials, or product pages to show real people using and loving what you offer. Do you send out newsletters? You can highlight UGC in your newsletters to inspire others to engage with your brand. For example “check out how our amazing customers use our products!”.

Look After Your Community

Make sure you engage and acknowledge the cheerleaders of your brand. Respond to posts, always thank users for sharing and engage with their content. You can show appreciation publicly by featuring top contributors as ‘customer of the month’ or with similar incentives. The opportunities for User Generated Content are huge. Embrace this shift in content and your products and services will be selling themselves!

Need some help with content? I LOVE to chat all things content based and offer brand photography, video and content creation services to help you stay visible in our crazy online world. Get in touch here- I would love to hear about your small business.

Claire xo