How To Leverage User-Generated Content On Instagram?
It’s been a dismal 2020 thus far. Coca-Cola’s Fanta brand lured Europeans back to playing after they were stuck indoors due to the war.
2020 saw the launch of “In the Name of Play,” a consumer-generated marketing campaign from Fanta and 72andSunny Amsterdam in which members of the public were encouraged to contribute “dumb” films.
The goal was to build relationships with its primary demographic of young customers and increase customer involvement. When facing ambiguity, it’s best to appreciate unbelievable acts of randomness.
The end result?
Hundreds of videos advertising Fanta were submitted to 72andSunny Amsterdam.
A multichannel campaign spanning social media and television spots focused on the selected individuals.
So, tell me, why do you care?
Fanta employed user-generated content to produce compelling, genuine content that would connect with its audience.
The good news is…
Anyone, regardless of size or marketing budget, may take a cue from Fanta’s approach.
To begin, one must think modestly.
Consumer-generated marketing strategies may be as easy as using Instagram to get user-generated material.
Let’s back up a little and distinguish between user-generated content and consumer-generated marketing.
Direct marketing from consumers
CGM, or consumer-generated marketing, is an inexpensive method of promoting brands and goods using user-generated content.
You may think of it as a form of digital word-of-mouth promotion that works in tandem with content advertising.
There is a common misunderstanding that CGM and user-generated content are synonymous.
What You Can Learn From Instagram Users to Improve Your Own Consumer-Generated Marketing Strategy?
Instagram is great for companies who have visual material to promote.
Great user-generated content is an integral part of the consumer-generated marketing strategy of some of Instagram’s most successful brands.
Why UGC is crucial for your brand?
UGC is an economical option, but it also has other advantages.
Humanising brands: 48% of TINT users in 2018 agreed that user-generated content (UGC) makes marketing more approachable. People nowadays are looking for genuine relationships with businesses more than ever.
Stackla’s 2020 analysis on consumer and marketing perspectives discovered that 79% of customers think UGC greatly influences their shopping decisions, leading to increased shopper confidence. In contrast, only 13% believe brand content to be effective.
Increased efficiency: By using crowd-sourced content to augment your branded content, you may save a significant amount of time and money.
Let’s take a look at how to find material for your company profile now that you know why user-generated content (UGC) should be part of your consumer-generated marketing plan on Instagram.
Checking Location Tags Is the First Step in Finding User-Generated Content on Instagram
Geotags, or location tags, are the pins that geographically locate your content.
You should include location tags in your social media postings much like Instagram users do.
Using geotags, consumers can locate your content among a sea of rivals, which in turn increases traffic to your physical location.
Instagram users have been posting a lot of colourful and creative photos of their meals and experiences at the restaurant, which can be found with a simple search using the location tag.
One of the simplest methods to get fresh UGC for a company’s Instagram feed is to monitor location tags. What you should do is this:
- A smartphone app called Instagram has to be opened.
- Select the search magnifying glass in the toolbar.
- In the upper right corner of certain users’ screens, you may notice a magnifying glass symbol since Instagram is presently testing different layouts.
- Simply enter your company’s name into the search field.
- Click the Places button to narrow your search to only local results.
- Make sure you’re using the optimal company name or location tag.
- Your screen should now display a collection of media with a common geotag.
Find Branded Hashtags by Searching
Customers are likely to use your branded hashtag in social media posts if you’ve taken the time to design and promote it.
Instagram, much like geotags, collates related posts under the same hashtag and even allows users to track those hashtags they’re most interested in.
Using hashtags to locate material:
- A smartphone app called Instagram has to be opened.
- Select the search bar by tapping the corresponding symbol in the corner of the screen.
- Simply enter your branded hashtag into the search field and click on the relevant result to see related postings.
- Produce a unique hashtag to track down user-created content 3.
- If your brand’s hashtag isn’t customer-centric or if you haven’t made one yet, you may want to think about making one that does.
It makes the material more approachable and gives the readers more agency.
Include the hashtag in your Instagram bio for maximum exposure.
Connect with Nano-Influencers
Anyone with a social media following of between 1,000 and 10,000 people is termed a nano-influencer since they reach a very specific demographic.
Reaching out to influencers with a larger following for a mutually beneficial marketing campaign might be appealing, but the return is generally little in comparison to the expenditure.
Nano-influencers’ audiences may be smaller, but they have higher engagement rates and are therefore more cost-effective.
Launch a user-generated content marketing initiative
If you’ve found that Instagram users aren’t actively sharing user-generated content (UGC) for your company, you can launch a CGM campaign to change that.
A clothing e-commerce company, for instance, can encourage customers to share their personal brand style by posting photos of themselves wearing the company’s clothing with a designated campaign hashtag.
In return, you may provide them with a promotional coupon for use during the campaign that will get them a discount on their next purchase when they use it on your website.
To reach a wider audience, GoPro launched the GoPro Awards UGC campaign, where users may participate in a variety of challenges and share their own GoPro-created content.