With the spread of smartphones, it has become possible for users to send out content themselves. User content, which is more trusted than content sent by companies, has become an important part of corporate marketing activities.
This time, we will introduce UGC, which refers to user content, along with the reasons why it is attracting attention and specific methods to utilize it.
What is UGC?
UGC is an abbreviation for User Generated Content, and refers to content created by users. Specifically, this includes text and images posted on personal SNS, and word-of-mouth and reviews posted on blogs and media.
Reviews of inns and hotels on “Jalan”, restaurant reviews on “Tabelog”, cosmetics reviews on “@Cosme”, and home appliance reviews on “Kakaku.com” are all UGC.
It is easy to mix CGM (Consumer Generated Media), which is media that is mainly user-submitted. This refers to the aforementioned media such as “Jalan,” “Tabelog,” “@Cosme,” and “Kakaku.com.”
Why UGC is attracting attention
UGC is gaining importance as the concept of ZMOT (Zero Moment Of Truth) proposed by Google spreads, stating that “customers have already decided what products to purchase online before visiting a store.” Now it looks like this.
Additionally, according to a survey by Allied Architects, the amount of time spent on SNS has increased due to the spread of the new coronavirus, and 70% of respondents said they wanted to use SNS to gather information on products and services and search for reviews. I did.
Therefore, it is becoming more important to utilize UGC in marketing measures, such as generating UGC on SNS and designing a flow path that smoothly connects information on SNS to purchase.
Reference:
How should companies utilize SNS in the new normal era? Announcement of results of “Survey on consumer SNS usage in the [new lifestyle] brought about by the new coronavirus”
Another factor is the growing aversion to advertising in user psychology. Users are increasingly exposed to corporate advertisements not only on TV, but also in apps, videos, social media, and other places, and an increasing number of users are not only bothered by advertisements, but also have concerns about advertisements themselves.
Therefore, since the content created and published by users is flat content that has no conflict of interest with the company, users tend to have a strong sense of trust. There is also data from a survey that shows that a high percentage of people say that user-generated content is “authentic.”
Advantages of using UGC
UGC not only helps users gather information, but it also has benefits for companies.
① Increase engagement for free
Through UGC, users can recommend products to each other, and products can be recognized by followers who have posted UGC, increasing engagement and awareness of products without spending advertising costs.
② There are new ideas and discoveries.
UGC can sometimes lead to ideas and discoveries that companies would never have thought of. It may serve as a reference for SNS posts and advertising creatives, and users may discover new uses and value.
Marketing methods using UGC
Since UGC is created by users, companies use marketing methods that utilize UGC. There are three methods using UGC:
① Posted on website and owned media
By posting UGC on your website or owned media, you can stimulate the purchasing desire of users who visit the site and guide them to purchase. Since there is no production cost for UGC itself, you can create the site at a minimum cost, and posting reviews on the site is also effective in preventing users from leaving the site.
②Used for creatives in SNS advertisements and posts on official accounts
UGC can be used in creatives for SNS advertisements and posts on official accounts. Since it will be posted in the SNS post feed with a creative that does not look out of place with other users’ posts, it will be more easily accepted by users and can be expected to improve advertising effectiveness and increase engagement.
③Used for product packaging
UGC can be used for bundled items that are included with products during e-commerce shopping. Conveying how other users are using the product through UGC leads to customer satisfaction, and knowing the existence of other users can create a sense of security and trust among users. Masu.
Points to note when using UGC
UGC is inexpensive to produce and is content that is easily trusted by users, but there are three things you need to be aware of when using it for marketing.
①Copyright
When using user-generated content for marketing, you must of course obtain permission from the user to use it. This does not necessarily apply if prior consent has been obtained for monitor use or influencers.
②Stealth marketing
Stealth marketing is the practice of concealing the fact that it is an advertisement from consumers and carrying out sales promotion activities without them realizing it. Hiding the fact that it is an advertisement by posting highly rated testimonials or manipulating comments on SNS or review sites is against the rules and will lead to loss of trust.
When asking monitors or influencers to post UGC, you must be careful to clearly state the relationship and products provided in the post.
③ Advertising regulation expressions under the Pharmaceutical and Medical Device Act
LPs and advertising creatives are subject to the Pharmaceutical and Medical Device Law, including UGC posted therein. When posting UGC, you must be careful to ensure that it does not violate the Pharmaceutical and Medical Device Act.
summary
- UGC is an abbreviation for User Generated Content, and refers to content created by users. Including text and images posted on personal SNS, word of mouth and reviews posted on blogs and media
- UGC has become more important as the idea of ZMOT proposed by Google has spread, and due to the impact of the new coronavirus, the importance of generating UGC on SNS and utilizing it in marketing measures has increased.
- Methods that utilize UGC include posting on websites and owned media, posting on social media advertising creatives and official accounts, and using it in product bundles.
- When using UGC for marketing, you must be careful about “copyright,” “stealth marketing,” and “advertising regulation expressions under the Pharmaceutical and Medical Device Act.”