User-Generated Content

By Douglas Weinstein
Published on: October 26, 2018

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I think one of the coolest trends that savvy social media managers should be looking at for 2019 is user-generated content. Let’s first back up and look at the current landscape.

Word-of-mouth referral still plays, and will continue to play, a central role when it comes to promoting any given product or service. I think it will only increase, because people are moving away from traditional marketing tactics – they want a story and they want to know what you represent ethically before they decide to do business with you. These trends are undeniable.

Word-of-mouth referrals on social are incredibly powerful because most of the time, there are links where people can see products being used in real life situations. So, you get a third-party testimonial, a bit of news about the company, and a video showing the product in action.

Which brings me to user-generated content. UGC is content created by unpaid fans of your business. They like your sh*t. The content can come from video or photos or members – it’s all good and it’s all promotional. Now you just have to figure out how to engage these fans, without exploiting them. Through your social media, you have to connect quickly and personally to help generate trust and momentum. So, be transparent, always.

Your social manager has to become adept at walking that fine line where you engage fans, double-down on the exposure they’re giving you, all the while acknowledging how cool they are for discovering the hidden features and lifestyle enhancements purpose-built into your product.

Your social manager has to walk amongst your fans; as one of them. So your SM has to be hip and up-to-date on all the latest SM trends. User-generated content. I think it’s going to be the next big think in SM. And yes, it will be augmented by AR, which is another emerging storyline.

Douglas Weinstein

Douglas Weinstein

Doug is the managing editor and co-founder of the Technology Insider Group. He is also the executive editor of the forthcoming Technology Designer Magazine, that debuts January 2019. Previously, he was the co-founder and Executive Director of the Elf Foundation, a non-profit organization that created Room of Magic entertainment theaters in children's hospitals across North America.

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