Online stores are increasingly recognizing the value of content created by users (UGC - user generated content). Genuine reviews, images, videos, and other forms of content created by customers based on their experiences are extremely valuable for businesses. This content increases trust among potential buyers and positively impacts sales. But how can online stores go about obtaining this valuable content? Here are the key steps.
What is UGC and why is it important?
UGC (user-generated content) includes reviews, images, videos, and other content created by customers based on their experiences with a product or brand.
These are extremely authentic contents that people recognize as honest and trustworthy, which positively influences the decisions of other buyers. UGC increases brand visibility and builds credibility.
How to find content creators?
One of the key tasks for a successful UGC strategy is to find the right creators who will successfully represent your products.
It is best to focus on finding creators who are already producing content in areas related to your brand or are of interest to your target audience. If you sell sports equipment, look for creators who produce content about sports, healthy living, or fitness. This way, you will more easily reach people interested in your brand.
Instagram and TikTok are excellent platforms for finding content creators. Follow hashtags related to your brand and review the profiles of those who have already created content in similar areas. Evaluate the quality of their posts, audience engagement, and engagement level. Platforms such as Influee, Fiverr, and UpWork allow you to find specialized creators for international markets who can quickly and efficiently produce high-quality content.
It is very important to establish long-term cooperation with selected creators. Long-term partnerships are beneficial as creators get to know your brand better, contributing to more authentic content, while also saving time as there is no need to constantly search for new creators.
Forms of cooperation with creators
There are several ways you can cooperate with creators, and cooperation is not limited to financial rewards. Here are some different forms of cooperation:
- Product exchange: Many creators are willing to cooperate in exchange for free products. This is a great option when you are just starting with UGC and want to establish brand recognition.
- Payment: Although often the quickest way to obtain content, payment can vary depending on the creator's experience and the complexity of the content. Professional creators demand higher amounts, but this often means high quality and efficiency.
- Performance-based payment: Some creators are willing to cooperate based on performance – this means offering them a certain commission or payment based on generated conversions. Here you can use personalized discount codes that creators share with their followers. This way, you can accurately track how many orders creators have brought in and pay them proportionally to their success.
This flexible approach allows you to work with creators in a way that suits your budget and goals. Performance-based cooperation can be very motivational for creators, as they want to create the highest quality content that will deliver results.
Instructions for creators
The key to successful cooperation lies in clear and precise instructions provided to creators. The more you invest in preparing precise guidelines, the fewer corrections and repetitions will be needed.
Example instructions for video content:
- Format: The video should be in vertical format (9:16) for Instagram Stories and TikTok.
- Music: Use energetic music that suits the younger generation.
- Key frames:
- Introduction: "Have you ever searched for the perfect bag for all occasions?"
- Show how your product solves the problems customers have.
- Display product details, such as functionalities or materials.
- Text: Mention the main advantages of the product, such as "waterproof material" or "multi-purpose pockets."
- Props and environment: Shoot the video in a natural environment or urban setting where the product is best showcased.
This way, you clearly communicate what you expect from the creator, reducing the possibility of misinterpretations. Instructions should be clear enough to allow the creator creative freedom while guiding them towards the expected results.
Monitoring results and adjusting strategy
It is important to regularly monitor the results of UGC campaigns. Name each ad or post according to the creator so you can quickly identify which content delivers the best results. This way, you will know which creators to trust for long-term collaborations and which formats are most effective.
If you are at the beginning of a UGC strategy, focus on creators working in areas related to your brand. Build long-term relationships, clearly communicate your expectations, and closely monitor performance. This way, you will leverage all the benefits of UGC and achieve excellent results in your online presence.
