I think one of the coolest trends that savvy social media managers have been exploiting over the past few years is user-generated content. Let’s look at where UGC fits into the social universe.
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. Especially in Millennial and younger gens.
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 among 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. It’s happening and being incorporated into AR projects. Get on board.