The past few months saw several trends and internet phenomena that teenagers, and even adults, have been following and gamely participating in, the latest one being the #DontJudgeChallenge. These events have been the talk on social media and attracted lots of attention among people, and brands can even work these to their advantage to gain more exposure.
The aforementioned trends are rich in user-generated content, which brands can use to gain the attention of their target audience and (ideally) drive sales. Recent studies show how effective user-generated content can be in persuading customers, with 84 per cent admitting that they have been influenced by such content in their purchasing decisions. Your business, too, can leverage this for your digital marketing strategy through these simple steps you can take right away.
Determine Your Audience
Leveraging user-generated content has the unfortunate tendency to backfire when done the wrong way. To avoid this, you must first know everything about your target audience, the things they are concerned about, and their vulnerabilities. Balance what you know about your audience with your brand’s voice, which can then help you establish appropriate criteria for your content and learn where to draw the line.
Protect Your Brand
When you encourage your customers to contribute content as part of your marketing strategy, you’re also making your brand vulnerable to people submitting inappropriate content. This can take a toll on your brand’s image among your target audience, since they tend to quickly judge a brand based on its visual content.
It’s difficult to manually control and classify user-generated content, especially images and videos, so take steps in protecting your brand. This can be done by deploying technology that automatically understands the content being shared and does away with inappropriate posts. Monitoring the flow of user-generated content is a must to avoid unpleasant side effects.
Ask for Permission
Lastly, you’ll also need to gain permission from the owner of the content, something that U.S. retailer Duane Reade failed to do. They found themselves in a legal scuffle after they used a photo of actress Katherine Heigl on their Twitter account, despite her holding two of their bags. There are two ways you can obtain permission from the content creator, and it’s either done explicitly or implicitly.
When you’re encouraging your loyal customers to submit content in the form of photos and videos, you can expect a lot of them to turn up. Managing user-generated content and picking the best ones, on the other hand, is a different beast altogether. In this case, you can seek help from a digital marketing agency that serves clients in Birmingham and the nearby areas, like Traffic Cone Marketing.
What #DontJudgeChallenge can Teach Brands about Monitoring User Generated Content, Digital Marketing Magazine
How to Operate within the Law with User Generated Content, Digital Marketing Magazine
Three Tips on Managing User-Generated Content, Social Media Today