Written by Julie Sancken
Brands that want to connect with their consumers on a more personal basis need to rely more on influencer content. It is becoming the hub of the authenticity that brands want to represent. Previously, brands were coming up with marketing that didn’t feel relatable, and lost consumers within the message they were wanting to portray. Now they have the option of letting their consumers develop content for them at a lower cost.
Within this spectrum of user-generated content, brands should be working with individuals that share their vision for their products and services. This is where they will find the most success. Typically the brand’s message is lost when they use influencer content that is not authentic or genuine. When influencers advocate for a brand, they do it with a genuity and flair that is showcasing how their lives are better because of a certain product.
According to ByReputation.com, there were 360 billion pieces of user-generated content shared on Facebook in 2010. The benefit here is that Facebook is a free platform, so the content generated there is cost effective. However, it may not always be in the light that the brand would want, therefore taking the focus off of what the brand is doing successfully. It’s a gamble for companies but when done correctly, can have a huge impact.
The Colorado Tourism Office had a hashtag that they encouraged people to use when taking photos of themselves being active and enjoying all that Colorado has to offer. From that hashtag, #ColoradoMovesMeTo, users were showcasing all about the state of Colorado while also being entered to win prizes from companies like SmartWool. The Colorado Tourism Office then had access to lots of photos just because of that hashtag and were able to foster that community due to the user generated content.
Overall, brands that have users generate content for them can be a positive thing when done the right way. It’s a marketing tool that isn’t going to fade away anytime soon.
About the Author: Julie attended Illinois State University and graduated with a degree in Family and Consumer Sciences. She is a wife to her high school sweetheart, and stay-at-home mom to Brayden (6) and Kenley (3). In her spare time, she blogs over at Just Julie Ann and has her own photography business. She enjoys life in Central Illinois helping with her husband’s farm and at her parents’ aerial application business.