Creating & Leveraging User-Generated Content in your Social Media strategy

By Priyaratna Suryawanshi, GM & Head Marketing, R for Rabbit

First of all, I am glad these days marketers’ are not asking the oft impossible to answer question- “How to make my post go viral?” I remember in the early days of social media, every marketing manager, client, agency et al seemed to be focusing on that one question. If anyone knows the answer, prey please do tell. We will all roll in millions.

So it should be clear that your Social media content strategy is a long term game and shareable and user generated content (UGC) are two weapons in every social media manager’s arsenal.

Crafting Shareable Content:

Make it Useful: Shareable content resonates with your audience when it is perceived as valuable. Whether it's providing helpful tips, infographics, solutions to problems, or comprehensive how-to guides, content that adds practical value is more likely to be shared.
Please make something Original: In a landscape saturated with trending audio and videos, standing out demands originality. While it's tempting to jump on trending hashtags, a well-thought-out content plan is essential for establishing a unique brand identity.
Make it Relatable: Tailor your content to align with your audience's interests. Understanding your audience's perspective and creating content that mirrors their experiences, such as addressing first-time car owners' challenges or the daily struggles of mothers, fosters a stronger connection.
Make it Interactive: Engage your audience beyond the initial post. Foster conversations, leverage interactive features like polls, run contests, and involve influencers. Planning for ongoing interactions ensures sustained audience engagement.
Don’t forget the hygiene: A competent social media team is an investment in maintaining content quality. Adhering to basic hygiene practices can elevate even an average content into a more meaningful and interactive experience.

Remember:

Videos accompanied by captions are more effective.
Explore various formats like infographics, listicles, downloadable guides, polls, live streams, and carousels.
Bright visuals and concise posts often yield better results.
Craft compelling headlines (not a big fan of hooks, but see what resonates with your audience).
Leverage trending topics, only ones relevant to your brand.
Keep it fun (Not funny, are you a funny brand? People are on social media for a break. Don’t be too serious)

The Rise of User Generated Content (UGC):

As influencers and celebrities lose trust, authentic user-generated content gains prominence. To effectively harness UGC:

Authenticity is Key: Let the customers (or influencers) point out what exactly they like, how it compares, why it is a solution and how it fits in their life. GoPro is a brilliant example of this.
Provide Guidelines: Assist users in creating content by offering guidelines, examples, and suggested captions. Clearly communicate the desired messaging and the story you want to convey.
Most important is to have a Strategy: Integrate UGC into your marketing plan with a clear understanding of its purpose. Regularly reassess if UGC aligns with your goals and adjust accordingly.

Illustrating the Power of UGC:

A successful example is the 'No Rash Challenge' campaign by R For Rabbit, where customers were invited to try Feather Diapers for free and share honest feedback on social media. This multi-phase consumer-facing campaign involving influencers resulted in exceptional reach and brand building.

In conclusion, there's no one-size-fits-all approach to social media strategy. However, the dynamic nature of social media allows for experimentation. Effective planning, understanding your audience, and adapting to trends are key elements in navigating this dynamic landscape successfully. As platforms evolve, so too must strategies, making flexibility and adaptability crucial for sustained success in the ever-changing world of social media.