Are Millennials a key part of your audience and customer base? Great, yeah, that’s a lot of you. Well, a recent study found that, when it comes to who to trust, Millennials trust their peers over professionals, which is where user generated content comes into play.
Let’s back up a second and talk about user generated content (UGC). UGC is anything we create and share when we’re using social media: status updates, photos and videos, blog posts, online reviews, etc. Our sole purpose to is share our opinion and possibly help others; in other words, we are not trying to sell something. We are not in it for the money.
Well, marketing startup Crowdtap and the global research company Ipsos found out just how much Millennials love and trust UGC when they conducted a survey in January. Here’s what they found:
Millennials said that UGC is 35 percent more memorable and 50 percent more trust-worthy than other media (defined as traditional and non-UGC media).
When it comes to what sources they trust most for product information, 74 percent of Millennials said conversations with friends, 68 percent said peer reviews, and 50 percent said social networks.
Peer reviews are just as trusted as professional reviews by Millennials – interesting!
Millennials said that UGC is 20 percent more influential than any other type of media when it comes to making a purchasing decision.
So, how do you encourage user generated content? Ask for it! Here are 3 super-easy ideas to get you started:
Make it easy to share
When I recently signed up for Dollar Shave Club, I was prompted to share my new membership with my Facebook friends after I completed my purchase – and I did.
Ask for reviews
A few days or a week after a customer makes a visit or completes a purchase, ask them to review their experience, whether it’s on Yelp, Zagat, Google+, your e-commerce site, or elsewhere.
Showcase your customers
Create a customer-of-the-week or –month program that is easy to join and highlight a new or regular customer. Switch out your Facebook banner with user-generated photos. Encourage users to share photos of themselves using your products. Hold a photo or video contest. Get creative!
How do you encourage your audience to share user-generated content? Have you seen an uptick in engagement as a result?
Monika Jansen is a copywriter and editor who is happiest pounding out blog posts, website content, and other marketing materials for her clients, who tend to be startups and professional service providers. She is a blogger for GrowSmartBiz and the managing editor of UberStories. You can follow her on Twitter (@monikacjansen) or find her on LinkedIn.