Fighting content fatigue with user-generated content (UGC)
A defining pillar of our digital world is content. Thanks to the evolution of content marketing, people encounter content across every digital touchpoint as brands have doubled down on the tenet “Content is king”.
While this ecosystem of branded content has served business interests exceptionally well, it has inevitably resulted in saturation. The effect this is having on audiences is known as content fatigue, which occurs when people become disengaged or indifferent to the deluge of content flooding their screens.
To combat the rise of content fatigue, marketers are turning to user-generated content (UGC) as a potent antidote to rejuvenate their brand. Let’s take a look at how a UGC content marketing strategy can help your brand stand out.
What causes content fatigue?
Content fatigue is not just a buzzword; it’s a real challenge faced by businesses in the digital era. It happens when the sheer volume of content overwhelms audiences, leading to a decline in engagement and receptivity.
Research indicates that 66% of consumers want to receive less marketing content and 27% feel they are bombarded by marketing messages.
The relentless stream of information bombarding users on various platforms contributes to this phenomenon, making it imperative for brands to address it strategically.
How to identify content fatigue
The first step in combating content fatigue is recognising the factors which contribute to its occurrence. Key indicators may include declining engagement metrics, lower sharing rates, and an overall decrease in the reach of your content.
These common signs serve to inform you that a strategic reassessment of your content is required.
How user-generated content reduces content fatigue
User-generated content (UGC) encompasses any content that is created by the audience, not the brand. UGC comes in the form of reviews, images, videos, or testimonials and resonates as content that is authentic and trustworthy.
Unlike brand-created content, which may be perceived as biased or promotional, UGC offers a transparent window into the real-world interactions users have with a product or service. This authentic and diverse content offers a compelling solution to the saturated monotony of traditional marketing efforts, reinvigorating the brand-consumer relationship.
The results are tangible: consumers trust UGC 76% more than traditional branded advertising. This heightened level of trust underscores the credibility and authenticity associated with content created by real users, emphasising the need for brands to leverage this trust in their marketing endeavours.
How to get high-quality UGC
If your product or service provides value and improves the lives of your audience then the chances they will actively endorse your brand through UGC is very high. Here are ways to facilitate the process:
Harnessing social media with branded hashtags
One of the most effective methods for encouraging the creation of fresh UGC is through social media campaigns featuring a branded hashtag. This helps to collect content while amplifying brand visibility as users share their experiences using the designated hashtag.
Competitions and challenges
Competitions or challenges with prizes for the best content inject excitement into UGC campaigns. This gamification element fosters participation and motivates users to create content that stands out, benefiting both the brand and the contributors.
Incentive programs
Incentive programs, such as loyalty schemes or opportunities for brand features, are powerful tools to cultivate ongoing engagement. By rewarding users for their contributions, brands establish a relationship with their audience that creates a sense of community and fosters loyalty.
User-driven projects
Collaborative projects where users contribute to a larger final product cultivate a sense of ownership among users, enhancing their connection with the brand.
Curating UGC for maximum impact
While gaining UGC is valuable, not all of it will be what you’re looking for. It is important to curate it so that it aligns with your brand messaging and audience preferences. Setting clear criteria for selection ensures that the content is consistent with your brand identity.
Diversity and inclusion should be an important component of your UGC selection. Actively seeking content from a broad spectrum of users helps represent different demographics, perspectives, and experiences which helps foster a more inclusive brand image.
Integrating UGC into existing content streams
Blending user-generated content with traditional content is an art that requires a strategic approach to maintain a fresh brand narrative. When executed thoughtfully, integrating UGC across different platforms can breathe life into your brand’s story, fostering authenticity and resonance with the audience.
On social media platforms, you can start by creating dedicated spaces for user contributions, such as branded hashtags or user-generated content campaigns. Brands like Starbucks have mastered this art by curating UGC from customers showcasing their personalised Starbucks cups, effectively incorporating these authentic expressions into their social media feeds.
In email newsletters, you can feature snippets of customer testimonials or user-generated images, adding a personal touch to your brand’s communications. For example, Airbnb often includes user stories and photos in their newsletters, providing a glimpse into real traveller experiences.
On websites, embedding user-generated reviews or creating interactive sections for customer stories ensures that your brand narrative remains dynamic. Adidas, for instance, cleverly integrates UGC on its website, featuring customer photos alongside product descriptions.
UGC content strategy basics
Here’s how you can get started creating a user-generated content marketing strategy to drive brand awareness, foster customer loyalty, and overcome the effects of content fatigue (look out for a dedicated article about this soon):
Community hub
Establish a dedicated community hub that will become a central gathering point for ongoing user contributions. This platform can serve as a space for users to share their experiences, creating a vibrant community around your brand.
Feature spots
Implement a regular UGC feature spot in your marketing materials to reinforce your brand’s commitment to user-generated content. Whether it’s showcased on social media, in newsletters, or on your website, this practice keeps the content mix dynamic and engaging.
Measure impact
Focus on key performance indicators (KPIs) to measure the impact of your UGC content strategy. Engagement metrics, conversion rates, user retention, and loyalty metrics serve as tangible indicators of the effectiveness of a UGC-focused content strategy.
Recap
Combating content fatigue by leveraging user-generated content is not just a strategy – it’s a necessity in our modern digital landscape. Harnessing the authenticity that UGC provides can help brands stand out in an oversaturated ecosystem of monotonous content.
With more demands on your audience’s attention due to content fatigue, a UGC-focused content strategy is a dynamic and sustainable approach to keeping your brand narrative fresh and engaging. After all, the way to drive brand awareness from your audience is to entice them to promote it.
Paula Ferrai
Working Machines
An executive’s guide to AI and Intelligent Automation. Working Machines takes a look at how the renewed vigour for the development of Artificial Intelligence and Intelligent Automation technology has begun to change how businesses operate.
