It's no secret that influencer marketing has become a hot topic in the world of marketing. Influencers have the ability to drive conversations and sales on social media, where consumers trust their peers more than brands. But what happens when people start to feel like this isn't much different from traditional advertising? Marketers are starting to realize that authentic content is more effective at reaching consumers than celebrity endorsements or paid partnerships with bloggers. This shift in strategy is leading them away from influencers and towards user-generated content agencies.
The way people communicate has changed. The way people consume and share content has changed. The way marketers interact with each other and the world is changing.
Marketers are being disrupted by authentic content on social media, which is challenging the status quo of how brands communicate with their audiences. Influencers have become too easy to buy, and UGC creators are becoming increasingly difficult to find—but this doesn’t mean that influencer marketing is dead altogether. It just means that marketers need a new strategy: one that incorporates more authenticity than ever before in order to compete in today’s marketplace.
Many marketers are finding that using influencers is not always the best way to reach their target audiences. As consumers become more savvy, they’re looking for more authentic and engaging content that speaks directly to them. With influencer marketing, your brand is still sending the message and you have little control over what gets posted or how it’s presented. On top of that, you may end up paying big bucks for a sponsored post that only reaches a small fraction of your audience.
The solution? User-generated content agencies offer an alternative by giving brands access to thousands of creators who create content inspired by their interests and passions—in other words: handmade by real people just like you!
When you think about UGC, you might immediately conjure images of influencer marketing and sponsored posts. While there's no denying the importance of influencers in today's digital landscape, there are other ways to utilize UGC that can be just as effective.
Here are five unique ways brands can use UGC to enhance their marketing efforts:
User-generated content is more authentic, accessible and affordable than influencer marketing.
UGC is more authentic because it is produced by the audience.
UGC is more accessible because it’s not just for big brands with large budgets.
UGC is easier on your wallet than paying an influencer’s high fees; you don’t have to pay them or take on their risks of a bad campaign.
It’s a fact: consumers respond better to user generated content than they do to traditional influencer marketing.
Why? Because when you buy into an influencer’s message, you are trusting that person with your hard-earned money. In fact, 78% of consumers say they trust UGC more than brand sponsored posts or non-branded content. And it makes sense—when someone has already used something and had an experience with it, there’s less risk for them in trying the item out themselves.
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