User-generated content (UGC) has quickly become a key part of marketing, offering authentic ways to connect with your audience. The benefits of user-generated content are clear: it builds trust, drives engagement, and showcases real experiences. During high-traffic periods like Black Friday and Cyber Monday, UGC can give you a serious edge, making your Black Friday strategy more relatable and your Cyber Monday strategy more impactful. By using real customer stories, you can capture attention and boost sales.
Understanding UGC
User-generated content (UGC) is any content your audience creates, like reviews, testimonials, or social media posts. It’s real, raw, and relatable. Some powerful examples of user-generated content include customer photos, product reviews, and unboxing videos. The advantages of user-generated content are undeniable: it’s trusted more than traditional ads, with 84% of people saying they trust UGC over brand-produced content. The UGC market is expected to hit $32.6 billion by 2030, showing its growing importance!
Benefits of UGC
The benefits of user-generated content are clear, starting with authenticity. Brands like Glossier and GoPro have tapped into this power, using customer photos and videos to create a real connection with their audience. These are great examples of user-generated content that builds trust and credibility.
Another perk? It’s cost-effective. UGC campaigns often have lower costs compared to traditional advertising, with some brands seeing a significant drop in cost-per-click (CPC). This is especially helpful for brands working with smaller budgets.
UGC can be your secret weapon during high-traffic times like Black Friday and Cyber Monday. Instead of spending big on ads, you can leverage authentic customer content. Partnering with an omnichannel marketing agency like Arctic Leaf and using tools like Yotpo, user-generated content can further boost your campaign while keeping costs manageable. At Arctic Leaf, we are proud to partner with and recommend Yotpo to all of our clients looking for UGC assistance.
Implementing UGC Strategies
Collecting user-generated content doesn’t have to be complicated. You can encourage your community to share content by:
- Running hashtag campaigns (e.g., #YourBrandExperience).
- Offering incentives, like discounts or giveaways, for those who post.
- Sending follow-up emails asking satisfied customers to share reviews or photos.
Partnering with micro-influencers is another way to boost UGC. Platforms like Yotpo make it easy to manage this process, allowing you to collect and display UGC across channels. Once you’ve collected UGC, it’s time to integrate it into your campaigns.
Here are some steps:
- Social Media: Share customer photos and videos on your brand’s Instagram, TikTok, or Facebook profiles. Tagging the creator adds a personal touch that builds trust.
- Websites: Feature customer reviews, testimonials, and images on product pages. For example, Glossier showcases customer selfies to give a realistic view of their products in action.
- Ads: Incorporating UGC into paid social ads or Google display campaigns can increase click-through rates (CTR) by making your ads feel more authentic.
Seasonal promotions are perfect times to showcase UGC. Highlight customer experiences with your products to create a sense of urgency and credibility.
Lastly, don’t forget about user generated content moderation to maintain the quality and relevance of your content.
Optimizing UGC for Black Friday/Cyber Monday
To get the most out of user-generated content for your Black Friday strategy and Cyber Monday strategy, you must prepare in advance. Here’s how to get ahead:
Pre-Campaign Preparation
- Leverage existing UGC: Identify top-performing user content (reviews, images, etc.) from the past year. Highlight this in pre-sale promotions to build excitement.
- Encourage new submissions: Create a campaign urging customers to share their product experiences ahead of time, offering a chance to be featured during the big sales. This can build momentum.
A successful example from 2024 is TAO Clean, which leveraged UGC ads to great effect. Using a “3 reasons why” approach, they achieved a 3:1 return on ad spend and reduced customer acquisition costs by 50%.
During the Event
- Real-time UGC sharing: Share user posts in real time as they shop and use your products. Reposting Instagram stories or Tweets helps create a buzz.
- Engage with customers: Respond to and feature customers who post about your Black Friday/Cyber Monday sale. Acknowledge their excitement by reposting or commenting on their content.
This not only strengthens customer relationships but also keeps your brand’s presence active and dynamic during high-traffic periods.
Post-Campaign Analysis
After the sale, dive into the data to analyze your UGC’s performance:
- Which posts saw the most engagement?
- Did certain types of UGC drive more conversions?
These insights can help shape future campaigns, whether for next year’s Black Friday or other promotions!
Conclusion
User-generated content is an invaluable tool that builds trust, boosts engagement, and offers cost-effective marketing solutions. As Black Friday and Cyber Monday approach, it’s time to start planning your UGC strategy to maximize results. Explore how UGC can work for you—start collecting content, sharing real customer stories, and driving conversions. Partner with Arctic Leaf, an omni channel marketing agency, to get your Black Friday strategy in place. Don't forget to use tools like Yotpo and prioritize user generated content moderation. Ready to begin? Share your UGC experiences and let’s create something impactful!
