Social media platforms such as Instagram have a unique community culture. Actively understanding and participating in this community takes time and effort. If you consider Instagram a focus-platform for your 2020 marketing strategy, here are some statistics to support that choice:
- 95 million posts are shared on Instagram every day
- 1 billion people use the platform every month
- 500 million people use Instagram Stories daily
- 63% of users log in at least once a day
- 28 minutes is the average time users will spend on the platform every day
- 18 to 34-year olds are the most active age group.
There is one Instagram strategy that brands seem to be using above all others, and that is the implementation of user-generated content (UGC).
What Is User-Generated Content (UGC)?
User-generated content is the sharing of user’s photos in your social media or other platform campaigns. Once you identify potential content, you will reach out to the owner and ask them if they would like to participate in your campaign. Campaigns might include photo contests with give aways and product or company reviews. Getting people to tag their friends, through your call-to-action (CTA), seems to drive the largest Instagram follower growth in the shortest period.
Why Is User-Generated Content (UGC) Important for Your Brand?
Providing content that your audience loves will build a vibrant, engaged community. If Millennials, with their growing purchasing power, are your target market, user-generated content might result in sales as they trust user-generated content more than other types of media. The reason? The creator of user-generated content has no ulterior motive other than to add to the digital conversation. So, the lesson is to be authentic in everything you do.
What Is the Start of Your User-Generated Content (UGC) Campaign?
The start of your campaign is deciding what you want all user content to ‘say’ about your brand, product or company culture. Consider these questions:
- What makes your brand or product unique?
- What makes your company culture unique?
- How do you want others to see your brand or product?
- What might people not know about your brand or product?
- What compelling stories must your chosen users tell?
- What is the most beautiful and engaging way to present your brand or product?
Now you can start searching for great user content either by hosting social media contests (with give aways) or actively seeking users through hashtags or social media tools.