What are the best practices for sharing user-generated content?
New York Fashion Week promises its share of dramatic looks on the runway, but emerging trends are often revealed in the street-style images taken in, and around, Fashion Week venues. The excitement generated by the shows often inspires consumers to share their own looks on social media—frequently giving a “shout-out” to their favorite brands by tagging them in photos.
Increasingly, brands are discovering that their customers are an abundant source of creative content and launching user-generated content campaigns to help initiate more engagement. Marketers are finding that user-generated content offers a relatable and authentic voice, increases loyalty and credibility, and helps spread the brand story in a rich, organic way. In fact, user generated content can help amplify the impact of paid media by 15%.
We asked Kathryn Pleines, Women’s Marketing's Director of Social Strategy, for the best practices and most effective strategies to follow when launching a user-generated content campaign.
The dos and don'ts of sharing user-generated content
“Dos"
- Reach out to the influencer on the platform on which he/she posted to ask if they are comfortable with brand re-posting and/or using image in future
- When re-posting, always give original creator credit for the content (“thanks @xxx for the amazing photo!”)
- When possible, use tools native to the platform to “re-post” content; I.e., re-tweeting on Twitter
“Don’ts"
- Post content without asking creator for permission (and receiving it!)
- Post without giving creator credit for his/her content
- Post content with other brands’ logos/product in image
- Re-post without updating or adding to creator’s original caption; always want to put brand’s voice and POV into post as it is now coming from an owned channel
Adds Kathryn, “consumers feel connected to brands when they share experiences about products. Showcasing these advocates through user-generated content programs drives both brand equity and emotional connectivity.”
Discover how Women’s Marketing can help you develop influencer marketing programs that enlist your customers to play an active role in your brand’s story.
Source: WOMMA Return on Word of Mouth Study, 2014
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