If you think that Coca-Cola’s “Share a Coke” campaign is a stroke of marketing genius, you’re right—that’s because harnessing user-generated content is a great way to involve your target audience in a conversation, as well to steer clear of the limitations of organic search for branded content. Inspiring consumers themselves to spread the word about your business is a clever way to engage your customer base and strengthen connections and relationships.
user-generated content
1. Get the important details down. Get your target demographic, the channel that this demographic values and frequents the most, and the behaviors that motivate their engagement.
2. Make it a rewarding and entertaining game. Consumers are easily drawn to opportunities for recognition, tangible prizes, friendly competition, and the promise of rewards.
3. Maintain authenticity. User-generated content helps present a brand as more approachable and authentic because the content is less intrusive, and it helps build greater trust and loyalty because it’s created by friends and family.