According to Stackla, roughly 79% of people say that user-generated content (UGC) has a high impact on their purchasing decisions. UGC is content including videos, images and text that that’s posted on a social media platform by people who have used your product.
If you’re a building products brand, more people within your target audience are paying attention to what other people have to say about your products. So, the question becomes, how can you implement user-generated content to boost your brand? In this blog post, we review some of the top benefits of using a UGC strategy.
UGC naturally gives building products brands the opportunity to add authenticity to your core message. When a customer creates personalized content about your product(s), it adds a layer of trust that other people can follow. For example, if you’re looking for what kind of decking material to use for your home, a recommendation from someone you know would probably go a long way.
This type of content is built from the experiences people have with your brand. A potential user is more likely to believe a peer rather than a company when making a purchasing decision. Take a look at the effect that Amazon reviews have created in the B2C landscape. Being open to user-generated content can help your building products brand become more creditable in the eyes of your customers.
If your building products brand is running a marketing program, you might have a regular cadence of blogs, social media posts, e-mail newsletters or digital ads to reach your target audience. What if you had access to an exclusive form of content that could help you foster brand ambassadors? That’s exactly the type of boost that UGC can offer your brand.
Let’s say you’re a housewrap manufacturer and you’ve noticed that some customers have been posting about your product on social media. By tapping into that network at scale, you’ll be able to naturally supplement your branded content. Not only will this help stretch the value of your marketing budget, but it opens the door for you and your target audience to have conversations. This insight gives brands ammunition that can shape future efforts in marketing programs.
Many industries, including building products, face a certain amount of burnout that can happen when customers only hear about products from the company itself. When you implement UGC into your marketing strategy, it’s a win for you and your customers.
Customers who create content about your building products brand will feel valued for their efforts, especially if you engage with them. Your brand can get access to content that might not be in your marketing team’s expertise.
For example, an aftermarket car parts brand could have a customer post a step-by-step video on how to apply their car polish. That video is now out there spreading awareness about the brand without having your marketing team spending time and resources creating it themselves.
Once you find applicable UGC, put the creators in the spotlight and acknowledge them for their work. This can inspire other customers to create content about your brand in the future.
The True Team is here to help you establish your brand with user-generated content. We leverage our expertise in content strategy and social media to help our clients achieve their goals. Contact us today to learn more about the value we can bring to your building products brand.
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