Happy 2024! Brace yourself, because User-Generated Content (UGC) is taking over the marketing world this year.
The stats don't lie
Studies prove it: UGC increases purchase intent by 77% and loyalty by 65%. With consumers becoming more doubtful over traditional ads, UGC is the way to go.
According to a report by Forbes, an impressive 86% of companies incorporate UGC into their marketing strategies.
Authenticity is golden
The power of UGC lies in its honesty. While branded ads can seem biased or pushy, UGC is seen as the real deal. From stunning visuals to heartfelt feedback, UGC has it all - the perfect recipe to capture a brand's audience.
Gone are the days of brands partnering with big influencers solely for their follower count. Now, it’s the quality of the content that matters.
“Brands feel they must put out very polished, professionally tailored content. However, in most cases, people behind social media management don't get this trend of looking raw. But it’s okay to look like it was filmed on your phone. That’s what people want to see and relate to.” – Sara Zaccaro, Global Head of Brand Social Media, Publicis.
Here are five trends coming up in 2024
1 - More UGC in e-commerce
Online shopping gets a personal touch! E-commerce platforms are embracing UGC to enhance the customer experience. This means customers have access to better decision making and relatable shopping experiences.
2 - The video and live-stream era
TikTok, Instagram Reels, and YouTube’s popularity made video content a hit. Brands will join the party, sharing UGC videos and live streams. Creators can join your live stream as guests or create their own content related to your live stream topic or theme.
3 - AI-powered Personalisation
The rise of AI is bringing an exciting wave of customised content. With the help of AI algorithms, you'll be shown user-generated content that perfectly matches customers interests and past behaviours. It's not just about enhancing your overall user experience, but also creating a unique connection with the content.
4 - The Sustainability and Ethics Factor
It's not just about products; it's about values. Brands will leverage UGC to highlight their commitment to sustainability and ethical practices. From eco-friendly initiatives to fair labor practices, UGC becomes a powerful storytelling tool, allowing brands to authentically connect with consumers who prioritise ethical and sustainable choices. This transparent approach not only builds trust but also positions brands as socially responsible entities in the eyes of their audience.
5 - The Niche Creators
Brands will partner up with UGC creators within specific niches instead of only relying on broad-reaching influencer campaigns. Navigating towards niche UGC creators who have a deep understanding and passion for specific topics is a cost effective strategy shift that allows brands to focus on their message, resonating with audiences who share distinct interests.
Brands that embrace UGC will reap the benefits of increased authenticity, engagement, and loyalty from their audience.
So don't be left behind! Start incorporating UGC into your marketing strategy today. Remember, it's all about connecting with your audience on a deeper level and letting them be the heroes of your brand story.