什么是用户生成的内容(以及为什么对您的营销很重要)

更新:09年2021月XNUMX日/文章作者:WHSR来宾

Imagine a relationship that gives you both excitement and stability.想象一下一种既能给您带来兴奋又能使您保持稳定的关系。 Wouldn't you want it?你不想要吗?

好吧,如果您是数字营销商,那么用户生成的内容(UGC)是您的理想伴侣。 用户生成内容 提供长期合作关系,永远不会过时。

用户生成的内容是什么?

UGC是用户生成的内容的缩写,是用户提及或提及您的品牌并通过在网站,社交媒体平台,博客网站,评论或评级网站等上共享而在公共领域发布的任何媒体内容。

It is simply any content created by people who are not your brand officials, sharing their brand experiences with their family, friends, and followers.它仅仅是由不是您的品牌官员的人们创建的任何内容,并与家人,朋友和追随者分享他们的品牌体验。 The content could be anything, ranging from written materials, blog entries, forum posts, reviews or visuals such as images, GIFs, videos, or audio recordings.内容可以是任何内容,包括书面材料,博客条目,论坛帖子,评论或图像,图像,GIF,视频或录音之类的视觉效果。

为什么用户生成的内容对您的营销很重要?

UGC rules the marketing world.教资会掌管营销界。 Reason being that it taps into the customer's unspoken desire of getting recognized and being acknowledged.原因是它充分利用了客户获得认可和认可的不言而喻的愿望。 An external recognition or a word of appreciation for your brand, and that too, by your original customers, adds value to the confidence and affinity users have in your brand.外部认可或对您品牌的赞赏之词,以及您的原始客户的认可,也可以增加用户对您品牌的信心和亲和力。

这进一步鼓励他们通过与家人和朋友分享与品牌有关的内容 社会化媒体平台 (这对您的品牌有利)。

93%的用户在做出购买决定时认为UGC更具优势,而86%的千禧一代认为UGC是衡量该品牌质量的关键指标(来源)。 UGC不能完全替代任何营销策略,它是一种秘密调味料,可以增强整个营销工具的有效性。

话虽这么说,还有更多的好处可以回答上述问题-为什么用户生成内容?
让我们看看其中的一些原因。

1。 真实性

User-Generated Content is the ambassador of objectivity.用户生成的内容是客观性的代言人。 This objectivity comes from the fact that UGC is created by real and genuine users of your brand.客观性源于UGC是由您品牌的真实和真实的用户创建的事实。 They are not endorsing your brand because they are being paid to do so but just because they are actually satisfied with your brand's product and services.他们之所以不认可您的品牌,是因为获得他们的报酬,而仅仅是因为他们实际上对您品牌的产品和服务感到满意。

60% of consumers say UGC is the most authentic form of content
60%的消费者表示,UGC是最真实的内容形式(来源).

Hence, when you incorporate user-generated customer reviews on your websites or display them as your digital signage, you present the authenticity of your brand and showcase its social acceptability among your user base.因此,当您在网站上合并用户生成的客户评论或将其显示为数字标牌时,就可以展示品牌的真实性并在用户群中展示其社会认可度。 Hence, the overall user trust in your brand is escalated.因此,用户对您品牌的整体信任度不断提高。

2。 订婚

User-Generated Content is inherently engaging.用户生成的内容具有内在的吸引力。 The main source of user-generated content is social media.用户生成内容的主要来源是社交媒体。 We all know how addictive social media is.我们都知道社交媒体是多么令人上瘾。 It is one of the most used tricks to enhance user engagement.这是增强用户参与度的最常用技巧之一。

Based on Meltwater's study, UGC has 73% higher CTR
根据Meltwater的研究,UGC的点击率提高了73%(来源).

因此,当您通过网站或事件和数字标牌中的社交墙向用户显示用户生成的社交媒体内容时,您的用户会被它自动吸引,并鼓励使用您的标签在社交媒体上发布内容,从而成为社交墙显示的一部分。

One great example of an effective social wall was in the Cisco employee hashtag campaign. It made great use of a unifying theme with a world map and pulled together tweets from all around the world demonstrating good engagement.
One great example of an effective social wall was in the Cisco employee hashtag campaign.有效的社会隔离墙的一个很好的例子是思科员工的标签活动。 It made great use of a unifying theme with a world map and pulled together tweets from all around the world demonstrating good engagement.它充分利用了统一的主题和世界地图,并汇集了来自世界各地的推文,显示出良好的参与度。

例如- 标签盒 is an amazing social wall vendor that displays aggregated user-generated content from multiple social media platforms and helps you engage the audience at your events or on your websites.是一家了不起的社交墙供应商,它显示来自多个社交媒体平台的用户生成的聚合内容,并帮助您在活动或网站上吸引观众。 This is a great way to encourage user participation and interaction with your brand, thereby improving the overall ROI of your marketing campaign.这是鼓励用户参与并与您的品牌互动,从而提高营销活动的整体投资回报率的好方法。 You get the superpowers to spread word-of-mouth marketing even beyond your target circles.您获得了将口碑营销传播到甚至您的目标圈子之外的超级大国。

3。 转换

UGC提供社会证明,从而建立用户信任度,并说服他们进行最终购买。 This helps you to increase the percentage of website visitors and event-audience finally converting into customers.这可以帮助您增加网站访问者的百分比,并最终将事件观众转化为客户。

Comparing conversions between with UGC vs without UGC.

Running UGC Contests is one of the most tried and tested way to drive conversions for your brand.举办UGC竞赛是为您的品牌带来转化的最尝试和测试过的方法之一。 It opens the floodgates of user engagement for your brand.它为您的品牌打开了用户参与度的闸门。

The #MyCalvins campaign connects celebrities with typical consumers like us. When viewing the image galleries on the website, visitors can see the consumers who submitted the photos. Then visitors can make the purchase by clicking on the picture.
#MyCalvins广告活动将名人与像我们这样的典型消费者联系起来。 When viewing the image galleries on the website, visitors can see the consumers who submitted the photos.在网站上查看图像库时,访问者可以看到提交照片的消费者。 Then visitors can make the purchase by clicking on the picture.然后,访客可以通过单击图片进行购买。

Another great way to improve your conversion rate is by embedding user-generated social media content at the point of sale which acts as the point of inspiration too simultaneously.另一个提高转化率的好方法是在销售点嵌入用户生成的社交媒体内容,而这同时也是灵感的来源。 Thus, your conversion rates are improved immensely.因此,您的转换率得到了极大的提高。

4.社区建设

User-Generated Content is a great way to build a strong and loyal community around your brand.用户生成的内容是在品牌周围建立强大而忠诚的社区的好方法。 This community not just helps you to grow but also advocates for your brand being your loyal customers.这个社区不仅可以帮助您成长,而且可以倡导您的品牌成为您的忠实客户。
UGC campaigns act as a great platform for your community building exercises.教资会的竞选活动是您开展社区建设活动的绝佳平台。 It helps you build a deep connection with your customers.它可以帮助您与客户建立深厚的联系。

UGC campaigns = great way to build a strong community around a brand
UGC活动=建立品牌强大社区的好方法(来源).

UGC就像直接来自客户的未经请求的内容。 Your users value the positive UGC that you display on your website or in your events or as your digital signage.您的用户看重您在网站或活动中或作为数字标牌显示的积极的UGC。 It helps to build user's trust in your brand.它有助于建立用户对您品牌的信任。 This trust, in turn, binds your customers with your brand as a community, thus making them a long-term customer of your brand.反过来,这种信任将您的客户与您的品牌作为一个社区联系在一起,从而使他们成为您品牌的长期客户。

5. SEO津贴

88%的客户信任用户生成的评论,就像他们信任家人和朋友的推荐一样。 Now just imagine the impact that embedding social media feed on a website (created by your users) would have on your conversion rates, dwell-time, the relevancy of the website, and the overall ranking of your e-commerce website.现在,只需想象一下将社交媒体供稿嵌入网站(由用户创建)会对您的转化率,停留时间,网站的相关性以及电子商务网站的整体排名产生的影响。

The study shows that organic traffic page visits increased over the span of 9 months by adding customer reviews to website pages.
该研究表明,通过在网站页面上添加客户评论,在9个月的时间里,自然访问量的网页访问量增加了。

User-Generated Content has the ability to serve your customers with social proof at every step of their purchase journey.用户生成的内容能够在客户购买过程的每一步中为其提供社会证明。 At the same time, it gives marketers an amazing opportunity to drive potential traffic to your website.同时,它为营销人员提供了一个绝佳的机会来增加潜在的网站访问量。 This helps you improve your ranking in the search listing on Google.这可以帮助您提高在Google搜索列表中的排名。 In fact,事实上, 那个报告 shows that those websites that incorporated user reviews as part of their website content experienced an increase in their search engine ranking.显示,那些将用户评论纳入其网站内容的网站的搜索引擎排名有所提高。 Isn't that great?那不是很好吗?

6。 品牌意识

User-Generated Content initiates a chain reaction where when one user posts something on social media about your brand and following that other users also starts posting similar content about your brand.用户生成的内容会引发连锁反应,当一个用户在社交媒体上发布有关您品牌的内容时,其他用户也开始发布有关您品牌的类似内容。 This user-generated content is available to the multiple social circles of your loyal customers, thereby spreading brand awareness.用户生成的内容可用于您的忠实客户的多个社交圈,从而传播品牌知名度。

The Share-a-Coke campaign remains a great example of a highly successful user-generated campaign to increase brand awareness. The campaign allows people to personalize Coke cans.
“可口可乐”营销活动仍然是用户成功开展的提高品牌知名度的营销活动的一个很好的例子。 The campaign allows people to personalize Coke cans.该活动使人们可以个性化可乐罐。

用户生成的社交媒体内容是营销人员最流行和最喜欢的举动之一,目的是利用广泛的社交媒体为您的品牌传播口碑营销并传播相关信息。 84%的千禧一代和70%的婴儿潮一代 同意以下事实:用户生成的内容至少会对他们的购买决定产生影响。

[bctt tweet =”用户生成的内容可能会影响购买决策-84%的千禧一代和70%的婴儿潮一代。” URL =“ /增长/用户生成的内容/”提示=“告诉朋友”]

7.节省资源

User-Generated Content is a gold mine of information and data that is often underestimated.用户生成的内容是经常被低估的信息和数据的金矿。 And if we consider social media as a source for user-generated content, it is like an infinity pool.而且,如果我们将社交媒体视为用户生成内容的来源,则就像无穷大池一样。 You can keep diving in deep and it will never fail to serve you with new and undiscovered content.您可以继续深入学习,它将永远为您提供新的和未被发现的内容。 Hence, it saves you a lot of time, money, and efforts overall which can be efficiently invested somewhere else making your marketing campaign more robust.因此,它可以为您节省大量时间,金钱和精力,而您可以将其有效地投资到其他地方,从而使您的营销活动更加有力。

Rather than let content lie dormant on social media, you can leverage the user-generated content in your email marketing campaign. For example, Foot Locker sent out regular emails featuring images of customer posts to increase conversions.
Rather than let content lie dormant on social media, you can leverage the user-generated content in your email marketing campaign.您可以让电子邮件营销活动中利用用户生成的内容,而不是让内容在社交媒体上处于休眠状态。 For example, Foot Locker sent out regular emails featuring images of customer posts to increase conversions.例如,Foot Locker定期发送电子邮件,其中包含客户帖子的图片,以提高转化率。

另外,将用户生成的内容合并到您的营销策略中,例如 电子邮件营销,使您免于不断创建新内容的艰巨任务。 This frees your resources to be used to achieve other marketing goals.这释放了您的资源,可用于实现其他营销目标。 Also, once you have successfully launched a UGC hashtag campaign over social media, you basically set a constant source for new and fresh content for your marketing purpose, that too, user-generated content, the best form of advertising content.此外,一旦您成功通过社交媒体发起了一个UGC主题标签活动,您就基本上可以为营销目的设置持续不断的新内容和新鲜内容,即用户生成的内容,这是广告内容的最佳形式。 All you need to do now is just aggregate and moderate the user-generated content.您现在要做的只是汇总和审核用户生成的内容。

8.获得受众见解

User-Generated Content is like direct feedback from your audience and users.用户生成的内容就像来自您的受众和用户的直接反馈。 Nothing could be a better form of insights than user-generated content in order to improve your marketing strategy.为了改善您的营销策略,没有什么比用户生成的内容更好的见解形式了。 Now, this audience/user insight could come in various forms and types.现在,这种受众/用户洞察力可能以各种形式和类型出现。

无论是客户评论,评论,图像,视频,推文还是任何其他形式的社交媒体帖子。

This audience insight could be both positive and negative.观众的见解可能是正面的,也可能是负面的。 Positive feedback is always desired but negative feedback is equally important.总是需要积极的反馈,但是消极的反馈同样重要。 You can always showcase your positive feedback and learn to improve your drawbacks from the negative feedback.您可以随时展示自己的正面反馈,并从负面反馈中学习改善缺点。 User-Generated Content thus helps you gain audience insights that can help you better your marketing campaign, thus making it more robust.因此,用户生成的内容可以帮助您获得受众的见解,从而可以帮助您改善营销活动,从而使其更强大。

最后…

Discover what kind of content your audience is excited to create for your brand/event and engage them by giving them an opportunity to create user-generated content for your event/brand.通过让他们有机会为您的事件/品牌创建用户生成的内容,发现观众为您的品牌/事件创建什么样的内容感到兴奋,并吸引他们。 The results will really shock you.结果真的会让您震惊。 The amazing benefits user-generated content brings along for your marketing campaign are really incredible.用户生成的内容为您的营销活动带来的惊人好处确实令人难以置信。

用户生成的内容是事件的绝佳选择。 活动中的观众总是很兴奋与社交墙上或数字标牌上显示的用户生成的内容进行交互。 他们很容易在社交媒体上发布内容,成为您显示的用户生成内容的一部分。 用于网站的UGC也是一种改善网站整体性能并吸引潜在访问量的绝佳方法 发展您的在线业务.

So, what are you still waiting for?那么你还在等什么? Start incorporating user-generated content and start experiencing the amazing benefits for your marketing campaign.开始合并用户生成的内容,并开始为您的营销活动体验惊人的好处。


I'm Anne Griffin and I'm a digital marketer and technical writer.我是Anne Griffin,是数字营销商和技术作家。 I'm passionate about exploring and writing about innovation, technology, and digital marketing trends.我热衷于探索和撰写有关创新,技术和数字营销趋势的文章。

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