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BizReport : Blogs & Content archives : February 19, 2016

Top 3 tips for a strong UGC strategy

User Generated Content (UGC) isn't new to the online space, but it remains a mystery for many brands. Should they include only positive reviews? Are recommendations better? How can they curate the best UGC for their customers? One expert offers his top 3 tips to stronger UGC strategy.

by Kristina Knight

1) Inspire customers to share content through engaging interactions.

"Getting customers to share content with your brand isn't as easy as throwing a hashtag out there and expecting it to stick. That's a quick way to #fail. People need to be inspired. And brands can inspire them by inciting one of the key drivers of behavior: belonging, recognition, achievement, challenge, responsibility, etc. By creating a campaign that taps into one of these emotional triggers, you will have an easier time getting people to participate," said Jeff Soriano, Senior Director, Demand Generation, Offerpop.

2) Curate the best experiences to attract others.

"After you've inspired customers to participate, you have to showcase their effort. But you don't want to give just anyone recognition. Make it exclusive. This will ensure your content is high-quality and in line with your brand vision. Consider running campaigns that both challenge users to share quality content and give them senses of achievement and recognition afterward. This will provide a rewarding experience for those recognized, and will also inspire their peers to share," said Soriano.

3) Leverage content across channels.

"The lifespan of your users' content shouldn't be as fleeting as their moments on social. In fact, the brands that leverage user content best ensure it lives on well after it's been initially shared. UGC can be utilized everywhere your brand maintains a presence. To do this, brands need to acquire the rights from users to share their content first. By including an incentive as part of the reward - whether monetary or otherwise - you can greatly increase the likelihood of your users sharing content with your brand, and granting you these rights," said Soriano.

Tags: content marketing, Offerpop, UGC, user generated content

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