Content Aggregation Leverages Business Marketing
Gone are the days when people were fascinated by the alluring advertisements put out by a brand to magnetize its customers. The generation today is way more practical and likes to connect with brands which present themselves exactly the way they are. This pragmatic approach has brought the term UGC into the picture.
What is User Generated Content (UGC)?
UGC stands for User Generated Content and is defined as any type of content like videos, blogs, and pictures or in fact any general feedback that is put out by the user of a brand to promote it. For example, today even if we plan a simple dine out, we would first prefer going online to check the reviews of different cafes & restaurants and then would go for an option that has the most positive feedback comments. This signifies that the people are more interested in mouth-advertising today rather than those sleazy promotional advertisements launched by the brand itself.
Examples of UGC
1. The Heineken “Reinvent the Draught Beer Experience” challenge that was rolled out in 2012 created a buzz among its customers. It gave them an opportunity to submit their ideas in the form of videos, images etc. to redefine the beer in their own way. The campaign received an exhilarating response with hundreds of entries and numerous priceless engagements to the brand.
2. Last year, the renowned soccer media company – Copa90 partnered with Snapchat to enhance the engagement of its young followers through authentic UGC during their annual tournament. The campaign went viral with an engagement of over 31 million unique users in just 45 days.
Social Aggregation – connecting users to a brand
Every one of us must agree that in today’s tech-savvy world, social media is a powerful tool that can make or break anything. Also, it is the best platform for human interaction on any possible subject. A piece of content uploaded on any social media channel is called a social media feed and when multiple such feeds carrying the same subject are compiled together using a tool, it is known as Social Media Aggregation and the tool is known as Social Media Content Aggregator.
One common example of these content aggregators is a Live Social Media Wall for events. These social media walls act as one big screen displaying aggregated or live UGC related to your brand or product. One such powerful tool that curates and displays filtered UGC to the users of a brand is Taggbox. Currently, more than 10,000+ big names in the market are making the best use of it to expand their business.
Now, since every social media feed is a piece of content in itself, therefore, in other words, Social Media Aggregation is also sometimes referred to as Content Aggregation. There is one important element that makes it easy to get these similar social media feeds available on different platforms in one single frame – ‘Hashtag’.
It works like a magnet that pulls all those feeds carrying similar hashtag and makes the task of a social media aggregator simpler. There are two major benefits of using these aggregators – one is that it rapidly increases the real-time engagement of users by encouraging them to put forward their views about your brand. And the other is that these aggregators save a brand from the regular tiring process of creating unique content for different social media channels.
Word-of-mouth Marketing Vs Traditional Marketing
Now, it is important to understand how UGC plays a vital role in the growth of a business or a brand. The new age of social media has left traditional marketing techniques far behind. These days, brands are least interested in spending millions on creating a not so real TV commercial or advertisement.
Instead, they believe in marketing through UGC that is more authentic & cost effective. And if considered from the consumers’ point of view, people (you and me) like to share their experiences about a particular brand on social media channels to voice their opinion and it also gives them the opportunity to get connected with like-minded people out there in the world.
Promoting your business using User Generated Content also allows you to be with the trend and provides you with a unique content every time a user visits your brand’s social platform. If we consider the example of any business website, we see that there is a separate column for ‘Testimonials’ or ‘People’s Voice’. This is exactly what is called promoting or marketing your brand with the help of UGC.
Reading positive reviews by fellow consumers makes a positive impact on our purchase mentality. For example, we are more likely to visit a store which is recommended by our friend and least interested to visit the one which promotes itself through a one-page advertisement in the newspaper. It is observed that UGC marketing or word-of-mouth marketing is an old school practice but now it is just that we have got more advanced platforms to leverage it for business promotion.
Building customers’ loyalty though UGC
User Generated Content helps a brand not just by increasing the number of its consumers but it also instills a sense of loyalty and trust among its users. Almost every brand today allows its users to upload reviews on the website (be it good or bad) which makes the consumers believe in its authenticity.
Involving UGC in promotional campaigns of a product makes users feel connected to the brand which in turn boost their confidence and belief in it. Also, it excites the users when a big brand acknowledges or takes into consideration their feedback and suggestions.
In the initial stage of a business, it might feel difficult to create a loyal fan base, however, once the business picks up its pace on social media platforms, it becomes almost organic and easy to maintain the flow.