5 Brands killing it on Twitter with user generated content

 

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What is user generated content?

Any type of content which is created by your end-user, customer, client, employees, suppliers or community can be classed as user generated content (UGC). This can be a video, image, photo, gif, screenshot, handwritten note, live stream, comment, forums, referrals or a blog. This is an unpaid form of content created for your brand and it is shared across social networks. Your customers, fans & community just want to share with the world about how amazing your product or service is.

User generated content is equivalent to our word-of-mouth marketing in the real world.

Why is it important to have a UGC strategy for your brand Twitter channel?

As per this Hootsuite blog user generated content have a crucial role to play in all stages of the user's buying journey. Right from awareness, consideration and to decision stage. A single piece of UGC content which captures your brand, value, ethos and shows your product/service in great light can be the deciding factor when someone is researching on your brand.  They are an asset which can be used across social media channels, websites, landing pages and emails to help you build your brand authenticity and transparency.

Did you know consumers are 2.4 times more likely to find user generated content more authentic compared to content which has been published by brands? (Source)

And 93% of marketers agree that consumers believe on content shared by other consumers more than the brand content! (Source)

UGC acts as a channel between the brand and it's followers. It creates a sense of community and breaks down the barrier between them and us and helps the brand reach it's audience and stay connected to them.  It open's up a two-way communication channel, rather than it being one-way all the time. Thus helping brands increase brand engagement. 70% of the time consumers can identify if an image was created by brand or a consumers (Source) , so faking UGC content is really not a good idea for any brand.

You can use UGC content to educate, inspire your community about your products & services. This can include images, how to guides, unboxing, a day in the life of styled content to give your users a real sense and feel of your product/service being used in real life.

It is much more cost effective to get your real fans to talk about your brand, products or services. They can be your clients, customers, social media followers, brand advocates, micro influencers or a celebrity. It can literally come from any source and will depend on your brand, value, what you stand for as brand, you stance on social/political/economic issues product, service, customer service and how revolutionary your product offering is.

Sprout Social also make a great point here, that UGC can sometimes also not explicitly include your product or service but it can be about a value, ethos, lifestyle which matches with your brand. 

UGC content is a great space to combine social media with social commerce which is now a real thing. When users scrolling social media spot an item which interests them or they want to buy and  the next steps in the buying journey can now be completed within the same social media platform. Thus brands can leverage UGC content to help drive their conversions with minimum investment.

Examples from 5 brands killing it on Twitter with UGC content

1. Aldi

If you see Aldi's timeline on Twitter, you will notice one thing that they are fun, exciting and filled with lots of UGC content. Their feed does not have the standard content like "Come buy x from us" or "Check our opening times". But you can see a more human side of the brand on the Twitter channel. In the below example where they have retweeted a user's reply. 

It's not a photoshopped  image, it is real, authentic and humorous.  The post has got 103 likes which shows people relate to real life images of pets! 

Source- Aldi Twitter

2. Airbnb

Airbnb not only kill it on Instagram with their UGC content, but continue to inspire travellers on Twitter. Below is an example where Airbnb have retweeted a travel experience of a real traveller with images of the Airbnb stay. Looking at those images will want to make anyone go for a vacation asap! 

The user has tagged the location making it easier for other travellers who might be looking for places to stay in the same area more easier. This form of UGC is creative and gives other travellers ideas and you can see what to expect if you book that Airbnb. The post has got 724 likes with 57 retweets and 42 comments. Thus achieving the brand engagement target UGC's are meant to drive for brands.

Source: Airbnb Twitter

3.  Benefit Cosmetics

Cosmetic company's, beauty brands or any B2C company are in for a real treat when it comes to UGC. If your customer loves the product they have taken home and it has given them them the desired result and more then you will mostly likely hear about it on social media. People like sharing positive experiences from a new make-up item they have tried and want to share it with their community. These brand advocates want to share the knowledge so that others too can make the most of it.

The below post which has been retweeted by Benefit Cosmetics is real, authentic and on-brand. It consist of a product image with a price. The user has tagged the #Bloggers thus helping this post reach a wider community.

Source: Benefit Cosmetics Twitter

4. Primark

Primark is another fun and interesting brand on Twitter. The Twitter feed of this brand never fails to inspire you. It has UGC content which is relatable, authentic and timely.

Being a B2C retail brand with stores on high streets, Primark needs to innovate with their social media feed to keep it exciting and fun along with motivating people to visit their stores on high-streets. The below retweet by Primark for a UGC has helped it get over 35K impressions, 109 likes, 10 retweets and 38 comments. 

Source: Primark Twitter

5.  Toms

Toms is a brand which designs and markets shoes, handbags, eyewear, apparel and coffee. 

This UGC content by a user who has purchased a TOMS shoe was retweeted by Toms. You will note that the customer not only loves the product and has shared the product photo but is also talking about the amazing customer service support. This gives their product the limelight it needs and also some great feedback for their customer service team.

Source: Toms Twitter

Tips to help you drive your UGC Twitter Strategy

• Always ask permission from the original user  before sharing any content on social media 
• If a user is asking for payment in return for the share check with your legal and campaign team
• Create a dedicated # your followers can use to share UGC content, for example #ILoveBrandName
• Provide a detailed guideline on your website on what will be accepted as UGC by your brand and provide examples
• Try and provide some sort of incentive for your followers like the most engaged piece of UGC for the month will receive a gift hamper or a prize. 
• Make it fun and exciting for the user to share a piece of content with your brand. It should be easy for them and remember it's something they are doing for your brand. #Begreatful #ThankThem
• Use your UGC campaigns as a medium for your brand advocates to not only shout about your brand, products or services but your employees too. The faces and people behind your brand who deliver exceptional customer service.
• You can provide pre-defined templates to your users on product boxes or labels stating "if you would like to share your experience about our brand use #ShoutOuttoBrandName and add name of the customer service agent who served you today". This converts your standard UGC campaign into an employee recognition initiative as well.
• Create a collage or video  with all your UGC content

Hope you have found this blog insightful and let us know in the comments below if you see any other brand killing it on Twitter with UGC.