Jun 29 You Down with UGC? (You Soon Will Be): Best Practices in Repurposing User-Generated Content
UGC, how can I explain it? User-generated content is an authentic, cost-effective way to get branded content that’s really going to resonate with your brand’s audience … because they create it! In a time where we’re seeing more and more over-produced ads continue to creep into the social space, fans are craving authenticity. In fact, Salesforce has noted that 92% of people trust online content from family and friends vs. that of other brand messages and find it to be 50% more memorable. It’s also a big hit with millennials. So, let’s explore how to collect and repurpose the good stuff your brand’s fans are already out there creating.
Break it down!
That image features one of your products. The user used your brand’s hashtag. Is it fair game to use on your brand’s social channels? Nope. While they probably featured your brand because they’re a fan, it’s required that you ask permission before repurposing on your brand’s channels. Not only will it keep you out of legal trouble, it’s just the nice thing to do. Always check with your brand’s legal team before going wild asking for permissions, because while some brands are just fine with a simple exchange within the comments of a post, others require a bit more.
You’ve gotten permission to reuse some amazing content … Now what? Give that fan some love! Mentioning them when reusing their content is not only a best practice, but people love their time in the spotlight. By showing your love for their support, other fans are likely to follow suit.
Showcase the best of the best
Just because that content is out there, doesn’t mean you need to use it. Go ahead and engage with those fans, but only repurpose what works for your brand’s strategy and stays within your visual look and feel. Want some inspiration? Airbnb does a breathtaking job. Is every piece of content in the #LiveThere (their campaign) hashtag amazing? No way. Do the ones they choose to feature make you want to pack your bags and never come back? 100% yes.
Use CTAs (Calls to Action) to ask fans for more
Love the UGC you’re already seeing and want even more to work into your content mix? Ask for it! Give your fans clear directions on what they need to do to and watch your content library grow.
Interested in even more ways to create killer social content for your brand? We’ve got you covered.