The rise of UGC (user-generated content) has transformed the way we market to our audience, allowing brands to leverage the relatability and the organic nature of creators to develop on-demand content. But with this surge in creator-generated content comes the challenge of oversaturation.
As every brand continues to jump through hoops for engagement, small businesses must navigate this crowded space strategically. But how?
Become a visual salesperson
Video continues to dominate digital platforms and overall marketing initiatives, which means a video-first approach will continue to be highly effective in 2024. Small businesses can leverage UGC to create compelling visual narratives that go beyond product features. By collaborating with creators to showcase the pain points consumers feel and the transformation it brings, businesses can craft narratives that ultimately sell.
When working with limited budgets and resources, it’s wise to find one or two creators that truly align with your brand rather than trying to seed your product out to everyone. Gifting is a great way to get started.
Prescribe the lifestyle, don’t sell the product
One significant trend we’ve observed in UGC revolves around spotlighting the product—its features and functionality. However, as content evolves, so does the need for an adaptive strategy. Consumers are becoming more discerning about the lack of authenticity in paid creators. Therefore, when collaborating with creators, it’s crucial to guide them toward prescribing a lifestyle rather than merely endorsing a single product.
This approach to content not only sells an aspirational lifestyle intertwined with the product, but also indirectly enhances the persuasiveness and relatability of the sales pitch.
Long-term relationships
As consumers become more aware of paid content, there will likely be an increased demand for authentic partnerships. Users are likely to engage more with UGC that feels genuine and unscripted. Brands may need to focus on fostering real connections with their audience, moving away from overly polished content to content that reflects the raw and authentic experiences of creators beyond just a script. This means brands should foster long-term relationships with creators, who essentially become part of their marketing or ambassador team. As the creator is seen consistently on the social media feed, audiences will begin to trust them more and follow their journey.
Overcoming objections with UGC
One strategy that small businesses can employ to stand out is to leverage UGC to address common objections consumers may have. By partnering with creators, brands can develop content that not only showcases the product or service, but also overcomes potential concerns in a native environment. Whether it’s through informative videos, detailed testimonials, or visually appealing content, addressing objections head-on builds trust and credibility. A brand I love watching is Etoile, who is scrutinised for their pricing compared to the Amazon dupe. The brand consistently creates objection handling content with their creators to showcase the difference in quality and make.
Tapping into frequently asked questions (FAQs)
Understanding customer concerns is key to delivering content that resonates. Small businesses can use UGC to identify and address their most Frequently Asked Questions (FAQs). By developing content that provides solutions and insights, brands can streamline the customer journey, addressing potential roadblocks before they even arise. This approach will show the customer-centric nature of the business to strengthen their brand even more.
Essentially, an effective UGC strategy will be a key part of the success of small businesses in 2024, especially e-commerce brands. Ensure you’re incorporating at least a couple of the tips above to help your brand break through the content saturation on social media and build the trust and connection needed to create loyal customers.
