User- Generated Content Is Marketing Magic for Brands

by Mary C Long 

When talking about social media marketing, no conversation lasts long without coming around to content – what to post, where to post it, when to post it, etc. Brands know they need to bring their A-game if they want to attract social followers and convert them to paying customers. What many DON’T realize is how leveraging user-generated content helps them do that.

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​User-generated content symbolizes a passionate appreciation for your product or service. Think about it – when was the last time you took the time to make a GIF about anything? What would move you to? It certainly wouldn’t be a feeling of “Meh.” Passion is a great motivator.

But what’s that got to do with social media?

Everything! At least, according to NetBase. They believe that accounting for consumer emotions on social media – and particularly the intensity (passion) of those emotions – can tell brands a lot more than number of @mentions or mere keywords ever could. 

Here’s what so great about the passionate users who create content for your brand:

• They already LOVE you – you don’t have to convince them (you just have to not tick them off); give them a little attention and they’ll love you that much more
• They’re the best brand advocates you could ask for – and you didn’t have to ask! Use their content to reinforce your messaging
• They’re saving you time and money by creating content so you don’t have to 

For example, HBO’s hit show Game of Thrones has a particularly extensive and passionate social following – especially on Tumblr, a platform which inspires a lot of user-generated content. HBO wisely uses this content to increase engagement and awareness.

NetBase’s Patrick Brennan writes, By re-blogging the mountains of fan produced Tumblr content, such as fan art, creative GIFs that mash up GOT with other shows, and countless other examples HBO is able to provide a curated experience for their fans. HBO is then able to direct users to their own websites and services such as HBO GO and their newly launched HBO NOW by posting links in between the community created posts.” 

It’s a brilliant strategy because when fans see their content being recognized by a brand, they feel special. That inspires them to share it yet again, mentioning that the brand singled them out. Their followers see this level of attention and engagement from the brand and it makes them like the brand as well. There’s no down side.

But that’s not the only reason user-generated content is so successful. It’s also because it tends to be visual in nature, and visual content – which does not need to conform to character minimums – is hugely popular on social media. Consider these stats shared by Jeff Bullas:

• 88% of Pinterest users “purchase a product they pinned”
• “70 million photos and videos are sent daily” on Instagram
• “Direct uploads of user videos to Facebook now exceed YouTube” 

Visuals produce quick emotional responses. And emotions, as we’ve learned, are key.

But so is speed. That’s why NetBase is taking things a step further by offering brands visualized data.

Just think of how quickly top decision-makers can understand and act on social data when they can see everything they need to know in a single image – like how much user-generated content their brand is generating on social.

Being able to quickly access and share user-generated content means brands can gain from the excitement and passion consumers feel in that moment, versus later when they’ve moved on to something else. Time flies on social media, so you don’t want to lose a second if you don’t have to.

And taking advantage of user-generated content means you don’t.  

This post originally appeared on Examiner

IMAGE CREDIT: BARK