So we got you to click on the blog! Now that we have you here, you better take a bathroom break, grab some snacks (I suggest popcorn with chocolate chips) and strap yourself in because this is going to be a long-ish one. The topic today – user-generated content, aka UGC, and why your business NEEDS to be utilizing it.
What is user-generated content?
User Generated Content is any type of content that has been created by an unpaid contributor, such as a customer. It can be anything from photos and videos, mentions in a blog, testimonials, and much more. 86% of millennials say that UGC is a good indicator of the quality of a brand, so it’s easy to see why it should be incorporated into your marketing tactics. Here are 5 reasons why:
1. Free Content
No matter how much income your business makes, you have to admit to loving free stuff. By encouraging and utilizing UGC, you receive free material to use in your marketing materials.
2. Brand Awareness
Whether your attraction is just starting out or has been established for a while, your business still needs to be concerned with spread and maintaining your brand. UGC helps your narrative and assists with beefing up your brand.
3. Social Proof
This connects with your brand awareness and narrative. Customer reviews and referrals are an important component in user-generated content. They help create a reputation for your business, and potential customers will most likely be willing to make a purchase from your business if their friends have referred you to them. In 2013, Search Engine Land conducted a study that had resulted in 79% of consumers admitting to trusting online reviews as much as in-person recommendations.
4. Boosts Your Social Following
When your business incorporates content from customers and users, you’re creating engagement. Sharing, tagging, commenting, etc all help with boosting your social following. By creating this engagement, it not only helps with your brand awareness and building authenticity, but it helps make your social media accounts to become more “discoverable”.
5. Get Past Those Ad Blockers
These days, consumers are less passive and are more critical about the purchases they are making. While it still makes sense to purchase ads for your business, UGC can help grab the attention of ad blockers. Consumers are more likely to click through a site if it is recommended by a friend or influencer they follow.
If those 5 reasons don’t have you convinced, I don’t know what will! User-generated content is a powerful tactic when it comes to marketing for your tourism business, and it only makes sense for you to incorporate it into your strategy. Some ways to encourage and use UGC are asking customers for reviews, creating a special hashtag for social media, and reposting photos. Stay tuned for part two, where we’ll dive deeper into examples of UGC campaigns and how your business can add UGC to specific social media platforms. As always, if you have any questions or comments, feel free to contact us here at AAMP Agency | Adventure & Activity Marketing Pros!