User-generated Content Marketing and the Dawn of the new age

by dinesh kumar Digital Marketing Is The New Marketing

Have you heard of the 'Share a Coke' campaign by Coca-Cola? It is one of the most viral and successful marketing tactics used by a brand in recent history. And guess what - it operated under the umbrella of user-generated content marketing. If you haven't heard about this marketing campaign, let me tell you all about it:

The coke bottles came labeled with common names of people all around the globe. People all over were excited to own a bottle that showed the lines 'Share a coke with .... ' and their name. A personal level connection, even on the basest level is appreciated in today's culture. After successfully completing this part of the two-pronged processes, coke asked all their followers to share pictures of their special moment on social media. We were all glad to be part of it. The reason why we felt that way was because it felt natural and authentic.

At this point, the users took over the roles of advertisers as well. Doesn't it feel great to have your own fans promote your product? This is the essence of user-generated content marketing. Millions of dollars of revenue are of course a beautiful thing, but the major win is the perfect execution of this marketing campaign.

What is User-Generated Content Marketing?

Harnessing the potential of your followers to make marketing moves is what UGC is all about. Make your consumers a part of your journey and let them tell your story from their perspective. Sharing such stories can be a huge boost for sales. Things feel more authentic when heard from an average joe rather than a marketer don't they! The contributors are free of cost and are more than willing to promote your brand just because they enjoyed it. Let's have a look at why this strategy works so perfectly.

Everyone is on Instagram!

Suppose you have a clothing line that targets millennial trends, which social media platform would you opt for? Of course, its gonna be Instagram! Once you have created an impression in the marketplace and you get regular sales, it is typed to step up the game. Inspired by the 'Share a Coke' campaign, you devise an idea for your customers to share their pics with a special hoodie that stands for the cause, maybe something like 'Support Our Farmers'. Not only will your users love being a part of this journey, they feel included when you feature their pictures on your Instagram page. Add a hashtag like #Hoodies4Support or something catchy like that to start a viral trend and get it more relevant. This is a perfect marketing plan that you can use to effectively use the power of all your followers.

Customer First Approach

The internet is filled with truckloads of startups going at each other for ages till they get tired and some other newbie takes over them easily. This is because of such a competitive climate we live it. There are so many substitutes for your brand. With the amount of impatience that today's average customer has, you could lose a customer at the drop of a hat. All the more reason to get your customer involved in your brand adventure. The more actual people who are involved in the celebration of your story, the better. You can reach out to all the influencers in your follower's list and get them to write a review! Or you can get them amazing offers on gifting products to someone special.

People are tired of Shady Marketing Tactics

As a generation, we are aware of the good and bad of the internet. At least more than the older generation. This means that all those years of scrolling through your Instagram feed and dodging fake links and pop-ups finally make sense. The old slimy self-promoting marketing tactics used by brands all fail and are met by a bored yawn and a roll of the eyes. This is why user-generated content marketing is some important. We are craving for a touch of authenticity. Because of the time we spend online disconnected from each other, our brains have rewired to trust things that more grounded, open and authentic.

Let's take a look at the Danish beer company Carlsberg. You must have heard of the immensely successful tagline that they had been using for a long time - "Probably the best beer in the world". The quirky yet original nature of this statement spawned millions of dollars through advertising campaigns that made billions smile. See, just by the addition of the word "Probably", they have established their culture - One that is fun and likes to joke around - capturing the very essence of cracking a cold one with the boys.

Conclusion

A new age has dawned. And because of this we as brands and marketing experts have to re-invent the wheel. A change in our culture is the most important this embrace user-generated content marketing. Lower those stuffy collars and now you are ready to take on the world through your new ventures.