If you’re not already employing user-generated content for your marketing plan, the time to start is now. Destinations may gain a tremendous advantage by encouraging people to share their experiences with others.
Keeping this in mind, let’s take a closer look at what user-generated content can do for your business.
- What is User-Generated Content, or UGC?
- Brands in the Travel and Tourism Industry Need User-Generated Content
- New Content to target Audience
- Prioritize your customers’ wants and needs
- Make existing and potential customers into brand evangelists
- Through the use of social proof, you may build trust with your audience.
- You Spend Less on Marketing Efforts
- Grow Your Social Media Channels
- Get a better understanding of your target audience
- Boost Your SEO Ranking
- Be More Than Just a Destination
- Is there anything you can learn from user-generated content?
- Developing Content Strategy for User-Generated Content (and Beyond)
What is User-Generated Content, or UGC?
Content made by users who have used a product or service is known as “user-generated content,” or “UGC.”
Here’s an example:
You’re thinking about getting a new TV, but you haven’t determined which brand is ideal.
On Instagram, you see a friend’s image of their new LG TV in the living room that you’ve been eyeing for some time. They praise about the resolution quality and maybe even scream out the store for its friendly personnel.
In the wake of a recommendation from a trusted source, you make your way to the same store and purchase the same television.
UGC material works like this! Because of a recommendation from a previous customer, the TV store was able to secure your business.
Brands in the Travel and Tourism Industry Need User-Generated Content
The value of user-generated content (UGC) has never been higher. Travelers are sceptical of marketing messages that are highly manufactured. They’re significantly more likely to listen to non-brand ideas when deciding where to visit and spend their money.
People are more likely to visit a destination if they have heard from others who have already been there and enjoyed it. They also want to see proof. User-generated content allows satisfied patrons display your brand authentically. The tourist business is one of the best locations to leverage UGC for marketing.
Here are a few of the most important advantages to consider while using user-generated content (UGC).
New Content to target Audience
One of the best ways to get new content out to your target audience is to use user-generated content (UGC). By using user-generated content, you can connect with your audience where they are. UGC content shows customers enjoying your place in new and exciting ways. In many respects, it’s a free kind of advertising, made possible by the simple act of sharing.
Prioritize your customers’ wants and needs
All of us have our own unique stories to tell. As a tourist site, it is important to encourage visitors to post their own photos and films online. Your marketing communications will also originate from people, rather than from a brand.
You’re not addressing your audience directly; instead, you’re holding their hands. UGC demonstrates that you are willing to engage with your clients in any way they see fit.
Make existing and potential customers into brand evangelists
After the 2020 pandemic, many individuals are searching for a sense of trust and personal connection through the use of user-generated content (UGC). Before they’ll buy or come, they’ll need to see other individuals using and relying on your services.
It allows you to keep in touch with your present customers, which saves you money in the long run by bringing in new customers. Using user-generated content (UGC), you can interact directly with your visitors. Rather than just visitors, they might be brand champions.
Through the use of social proof, you may build trust with your audience.
Most buyers have aversions to ads. They may not notice a banner advertising a sale if they scroll past it. But another individual expressing their experience does not have the same effect.
Users are more likely to believe in a product after seeing it in action and hearing about it from others who aren’t trying to sell them anything. It is estimated that 79% of internet users trust reviews as much as recommendations from friends and family members.
It’s important to have user-generated content (UGC) to show that your destination is popular with visitors. People like them are able to show other people how much fun it can be. It’s hard to beat the effectiveness and credibility-building potential of non-traditional forms of advertising.
You Spend Less on Marketing Efforts
To make the most of your marketing efforts, follow these simple steps. Talk to your marketing company about UGC for your brand. Encouraging users to share their experiences gets people exciting while lowering the direct marketing you have to perform.
Grow Your Social Media Channels
Social media will be utilised by over 3.6 billion people by 2020, and that figure is only going to rise. As a result, social media is a terrific area for places to reach past, current, and future guests through UGC initiatives. Since many individuals enjoy using social media for this purpose, you may tap into the positive energy that comes from others sharing what they enjoy as well.
Social media methods for user-generated content include:
- Developing a unique hashtag
- Requesting that patrons post photos of their experiences at your establishment
- Organizing contests for photos or videos
- Polls on Facebook or Twitter
Get a better understanding of your target audience
You can learn a lot about your audience by analysing social media data. You can learn a lot about your destination, for example, by looking at what other people are saying about it. For both present and future advertising campaigns, these details can be useful.
Boost Your SEO Ranking
Besides creating trust and adding content, UGC can benefit your SEO. 81 percent of consumers conduct online research before making a purchase. And since UGC brings a steady supply of new information, it’s more likely to show up on search engines.
User-generated postings can help build backlinks to your website, especially if individuals publish about your firm on their own websites or blogs.
Be More Than Just a Destination
Without customers, businesses would not exist. UGC provides the people who support you a voice. Focusing on traditional advertising isn’t always the best way to get your message out.
Is there anything you can learn from user-generated content?
Using user-generated content can help you remain on top of the continuously shifting trends in your industry. Consumers can also stay in touch with their favourite brands through user-generated content (UGC).
UGC may also help businesses learn from their own staff. Get your staff involved and find out what is most important to them about working for your business.
Developing Content Strategy for User-Generated Content (and Beyond)
With a UGC campaign in mind, here are some recommendations to help you get started.
Pick an area of emphasis for your strategy. Getting more images of individuals at your destination, for example, could be a goal. Make use of any marketing data you have to discover what your target audience responds to the most positively.
Engage visitors and encourage them to participate. Use #hashtags and #tagyourcompany to encourage them to do this. Offer freebies in exchange for their stories. Encourage people to share your QR code by placing it on your front desk or counter.
The more the merrier
Decide in advance how you’ll present any user-generated content (UGC) you get. It’s possible that you’ll just reshare existing content on social media, create a special section on your website, or send out newsletters to your email subscribers. A compilation video might be created if visitors submit video content to you.
Pivot as necessary..
Always keep in mind that things may and can change very quickly, whether it’s online or in real life. Make a strategy, but don’t be afraid to make changes if the situation calls for it. Plan ahead. Pay attention to current events and trends.