In the last years, mobile and social ubiquity have profoundly impacted the brand-consumer relationship. Driven by the adoption of digital technology and mobile devices, the customer journey is no longer a linear experience —moving from awareness to consideration and finally to purchase.
Nowadays, shoppers are shifting in and out of various phases, across channels, and expect brands to keep up with them. Keep up with content that fits with what they want, when they want it, and in the format for where they are choosing to engage.
Additionally, consumers have their own voices on social channels and search for more authentic, honest, and trustworthy sources of information. Content posted by their peers is used for product inspiration and purchase validation.
This paradigm puts marketers under a great deal of pressure to generate a seemingly overwhelming quantity of valuable, resonant, authentic, and optimized content to fill each channel.
User-generated content is key for brands looking to convey the authenticity that consumers crave and a competitive advantage for businesses to cultivate trust and increase sales.
In this article, we’ll share recommendations for UGC collection, so you can collect relevant user-generated content effectively. We’ll cover how to:
- Establish your UGC collection strategy
- Handle UGC rights management
- Promote UGC across all relevant channels
1. Establishing your UGC collection strategy