Customers and audience members who share and promote your content should, in turn, be promoted by your company. These people are self-identified brand ambassadors and can be a valuable resource in your digital marketing efforts. User-generated content is viewed by other customers as being more authentic and trustworthy. Customers are more likely to trust a message coming from a fellow consumer than one that comes from the brand itself.
Customers positively mentioning your brand are already fans of your brand. Reaching out to them and engaging with them—even if it’s only an emoji comment on their post—can help strengthen the bond they feel with your brand.
Reaching out to these brand ambassadors can even become part of your content strategy. Done well, you will be able to build a pool of users creating user-generated content for you to amplify through sharing and reposting.
A content strategy that incorporates user-generated content will promote trust and give credibility to your brand. Not only does this give you free content that you didn’t have to source or create, but it’s also actually more effective than anything you could do in-house.
User-generated content is more than twice as likely to drive purchase decisions. Consumers are also twice as likely to engage with user-generated content than with brand messaging. The highly effective nature of user-generated content can boost engagement as other users seek out your branded content.
By becoming an active part of this loop, you’ll be able to build a stronger brand community that has active audience participation.
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