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Improve your sales on social media organically with UGC.

A few days ago I uploaded a video to Tik Tok talking about the number one mistake that brands are making on social media (if you don't follow me on Tik Tok you're missing out because there I post social media tips DAILY).

Many were surprised to see that it was not one of the typical mistakes that many digital marketing gurus often mention, such as not correctly segmenting your audience or neglecting the metrics of your website. This mistake is much less obvious and may be costing you more sales than you think, it's about: not investing in UGC or user-generated content.

If you have never heard of UGC or have no idea how it can help your brand improve sales, keep reading because I am going to tell you all about it in this blog.

With the rapid evolution of social media and the boom that short-form video have had thanks to Tik Tok, nowadays users pay more and more attention to the experiences of other people to base their purchase decisions. Even during the pandemic, as it became almost impossible for brands to generate new content, UGC gained even more weight as the perfect alternative to generate more brand content without violating social distancing rules.

The UGC is here to stay and today it is one of the most used marketing strategies, especially by fashion and beauty brands. Not only is it perfect for improving the credibility of your brand, but it has the potential to increase your sales as it gives people a sense of trust in your brand by being entirely based on the experience that another user has already had with your products.

If you are reading this blog, it is very likely that you have a brand and you want to know about a real case where UGC was used to increase sales, so I am going to tell you about it.

One of the most popular success stories is the case of BM Collagen, a beauty supplement brand from Thailand that chose to use UGC on Tik Tok in order to improve its presence on social media and increase its sales.

Long story short (if you want to read the full case it's here) the brand created some ads on Tik Tok that encouraged its users to share their experiences using the brand and even do hauls of the products using short-form videos.

After just two months of the campaign on Tik Tok, sales grew almost 200%. Their ad captured the attention of consumers, with over 361,000 clicks and an impressive 57 million impressions.

But this does not stop there, 3 weeks ago Prabhakar Raghavan, senior vice president of Google announced that 40% of Gen Z prefer to search for restaurant recommendations on Instagram or Tik Tok rather than on Google Maps. This is HUGE because it reinforces what I had already told you before. The purchase decision about your brand will be based on the experience found by other users on social media and not on your website or your own advertising. This does not mean that Google has lost relevance, far from it, but it does mean that you must adapt your brand strategy to this new user behavior, but how?

Leveraging UGC:

If you have already convinced yourself to start using UGC in your brand's marketing strategy but you don't know how or where to start, I will tell you briefly.

The first thing you should do is incorporate nano and micro-influencers into your influencer marketing strategy. This category of influencers made up of content creators who have between 1,000 and 10,000 followers on their social media is perfect for increasing your brand's UGC.

These influencers, in addition to having a very good connection with their audience because they generally encourage more interaction, generate much more trust in people than the macro-influencers whose content they create is automatically presumed to be paid.

It is even much easier for your brand to generate product exchange collaborations if you are working with a content creator with a small audience because they are much more open to working this way and the content creation is much more specialized.

Once you start generating this type of content with small creators, I recommend that you start posting this content constantly on your brand's social media and stay away from the more produced advertising content. Leave your campaign pieces for magazines or your website and focus your efforts on social media to share the content of real people. This will not only increase the sense of community of your brand by making it closer and more organic, but it will also generate much more traffic to your website.

Finally, do not forget to encourage the interaction of your community on social media by reposting the organic content generated by your followers. However, remember that it is very important to have organic rights, that is, you must ask people for permission to be able to publish that content on your brand's social media. Even if you want to run an ad with that content, you must have the proper rights to do so.

If you need help creating a solid strategy for your brand that encourages the generation of user content, I can help you.

If you want to hire our 1:1 consulting services, click here.

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