User generated content or (UGC) is the best form of organic marketing any brand or business would love. It is a cost-effective and efficient way to reach the target audience or gain visibility in the market. UGC is often created by individuals who may not be professional content creators. But that's now always the case, many full-time creators can also create UGC and review products and services in their personal capacity for their followers. 

There are two levels of leveraging UGC into an influencer campaign. First is, scoping and tracking the existing user generated content posted in forums, social media and websites. Second is, using the power of social media content creators to encourage their followers to create content and post about specific products or services. 

In this write-up we will discuss both aspects of UGC. 

Case 1 - How to Track UGC posted by Customers and Users 

• Use social media tools to get real time updates on social mentions, conversation about product and service in real time. 
• In case of any negative conversations, the redressal team should immediately connect with the concerned customer and attend to their issue. 
• Have dedicated team track social media conversations on platforms such as Instagram, Twitter, Facebook
• Use search engines like Google to search for mentions of your brand or products in blog posts, news articles, and other online content.
• Set up Google Alerts for specific keywords, phrases, or your brand name. Google will notify you when new content matching your criteria is indexed.

Monitoring User Generated Content regularly is an excellent way to deliver committed customer service and address all complaints  in a timely manner. At the same time, it also allows brands to identify positive comments and highlight genuine feedback in their marketing communications or influencer marketing campaigns. 

So, this brings us to the Case -2 of how to leverage  UGS in an influencer marketing campaign 

Case 2 - Initiating USG Campaign with Social Media Influencers 

Identify the right influencers 

There are a number of influencers on social media platforms who review products of brands in their personal capacity which is not part of a paid promotion. Brands should identify such influencers who have a niche following and their content aligns with the brand value. 

Bringing such  influencers on board will facilitate the creation of genuine content. Since the influencer is already familiar with the brand and the product, the content will be authentic and resonate better with the audience. 

Educate the Influencers 

If an influencer has expressed genuine interest for a particular product, the marketers should reach out to them and let them explore other products from the brands. Brands can also initiate a training session wherein they educate the influencers about the different features of the product

This training will all allow influencers to be familiar with the product which they can share with their audience. 

Have a Dedicated User Generated Content Plan

Incorporate UGC in the influencer marketing campaign right  from the beginning. Discuss with the influencers on how the UGC content should be used. This may include asking the influencer followers to post their customer testimonials or even run a UGC contest. 

The terms and conditions of the contest should be discussed with the influencers. UGC can help in building a sense of community around the brand. When customers engage with any brand by sharing their experiences, they become more emotionally connected to it. The influencer can facilitate the UGC content and encourage participation. 

Engage with UGC Contributors

Sharing the stories of UGC contributors in influencer marketing campaigns is a great way to engage with them. The influencers can highlight the names of the contributors or declare the winner of the contest on their platform. 

Sharing the stories of real customers and UGC campaign creators brings a positive impact on the influencer marketing campaign. 

Final Thoughts 

Even when the campaign is over, continue refurbishing User generated content. It is an excellent way to maintain genuine audience engagement.  By strategically incorporating user-generated campaigns into your influencer marketing strategy, brands can enhance authenticity, engage with their audience, build trust, ultimately leading to more successful and impactful campaign results. 

To leverage user generated content in your influencer marketing campaign, get in touch with galleri5 business team. We at galleri5 have worked with some of the top fashion and beauty brands. We have a complete creator stack. For more information, book a demo today!

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