Building the credibility of your brand can be as simple as harnessing user-generated content in the way of reviews, shoppable content, galleries, etc. When your current audience already positively advocates for you on public social media spaces, it fuels growth. We’ve done great campaigns that utilize social proof user-generated content in their advertisements, such as IT Cosmetics and Marshalls. Most of these videos were videos of people either using the product, conducting real-time shopping, unboxing, product review, and/or generally flaunting their purchases. When the audience sees the average-day person vouch for a product or service, it’s more relatable to themselves. They’re more likely to trust the opinion of someone who seems genuine, invested, and honest. “60% of people say that content from a friend or family member influences their purchasing decisions,” according to Stackla. This is important because it is social proof for potential customers and will build their confidence in purchasing from the brand. Working with UGC in advertising is just one way to obtain the social proof your brand needs to push that WOM marketing. There are a few other ways to showcase social proof of your brand if your brand can’t quite afford to do UGC advertising campaigns.
1. Surveys
2. Social media challenges
3. Hashtag challenges
4. Contests or giveaways
5. Reviews
6. Case studies or success stories
7. Influencer or content creator collaboration
These are all great ways to increase social proof through UGC. However, with that said, it’s important to obtain proper permissions for any user-generated content that you receive on social media, etc. Copyright laws are our specialty in the way of using user-generated content for ads, but other sources are a little different. So, content creators must be aware that their photos and videos will be used in contests, challenges, etc. on social media. Following proper practices here will keep your brand safe from any issues. Reposting content is a great way to increase eyes on your brand while providing social proof from creators. UGC is a way to make your brand stand out and outshine all the rest!
