In my previous article, I talked about how UGC is often overseen and misunderstood by businesses. The reason for this is, businesses often want to have control over content creation. Many businesses fail to realise that UGC does not necessarily mean losing control, since businesses are still largely in control over steering content direction.
For starters, the credibility factor of UGC can’t be said for brand-generated content. By nature, UGC is often seen to be more authentic and trust-worthy. As a result, social media users are more likely to respond positively to it.
In addition, the way Facebook and Instagram ads work are based on the relevance score. The relevance score is calculated from the accounts you interacted with on the social media platform. Instead of the chronological order that posts were displayed previously, Facebook and Instagram now remember your interaction patterns before pushing out relevant content to you. This is the reason why UGC has higher relevance as compared to brand-generated content.
Here is how UGC can increase the viewability of your ads:
Social media users put more trust in UGC and view it to be more honest than ads put up by brands. UGC works quite similarly to word-of-mouth. People who have good experiences (or bad) with the business talk about it on their social media. What they say and post on social media are seen by other users. Due to the fact that UGC is not created to meet business-only interests, it is also considered more authentic and credible. This is more likely to receive more shares and visibility.
- Greater relevance
As social media users interact with your brand by posting multimedia content with a hashtag or direct mention of your brand, this generates a high relevance score on Facebook and Instagram. According to what Facebook reported, a high relevance score also decreases the cost of delivering content to your audience. In essence, the more your audience engage through UGC, the more relevant content from your brand will be pushed to their news feed, at a lower cost to you.
- Social proof
Social proof refers to the positive response to what others enjoy. This means that the way users behave online is largely tied to their observations of what the others are doing on social media. In other words, as more users generate content for your brand, this behavior influences more users to do the same. Overtime, your brand becomes more relevant to a larger audience (as more people engage in UGC for your brand), driving up the viewability of your ads.
Combining UGC and paid ads can eventually be a powerful tool for making your brand stand out from the noise.
We hope we gave you some inspirations for trying out how UGC can work for your business 🙂
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