People are tired of traditional advertising. Not only are they tired of them, but many of them don't even subconsciously see the ads. With the amount of advertising around them and on the internet, it's no wonder. It used to be that even if an ad was annoying, the consumer paid attention to it if it was for a product they needed. Now, such ads are often invisible to them. They see so many that they have become desensitized to them. Adverts for them have minimal influence.
It's no wonder, when they can encounter dozens to hundreds of individual ads in 20 minutes on the Internet. The human mind is not built for this and after prolonged exposure, it starts to perceive this perception as just distracting noise. On the Internet, where ads are often perceived as spam anyway, and the human consciousness immediately interprets them as unnecessary and forgettable, it is increasingly difficult to engage customers organically and authentically.
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A relatively simple solution (at least on paper) is to create organic content to help break the numbness. Unfortunately, there is a schism between what companies consider authentic content and materials and what customers consider authentic and what resonates with them. A study by Stackel reveals that 51% of customers say that nearly half of brands don't create content they would consider authentic. In contrast, 92% of marketers consider the content they createfor brands to be authentic, or at least, content that customers will perceive as authentic.
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This disconnect between how brands and their content are perceived by customers and how brands think they affect customers creates a gap between brands and customers. This not only makes marketing strategies and content less effective, but also prevents customers from establishing a real relationship with the brand. If a brand doesn't allow customers to feel loyal to it and see it as anything other than a big, faceless, profit-seeking company, it's no wonder if consumers head elsewhere for their next purchase.
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How to establish a relationship with customers?
Enable customers to see your brand as more than just a brand or a company. Humanize it. If a brand shares the UGC of its customers, it will create an aura of community. It will no longer be just an anonymous brand seeking profits, but a community of people with a sense of closeness, united by interests and experiences.
So give your customers a reason why they should share their experience with your product and why they should strive to create an attractive UGC. Sharing their photos or videos can be a reward and appreciation for many and motivate others to try something like this too. If a brand shares their materials, 51% of customers will be more loyal to the brand or more motivated to interact with the brand and become part of their community.
Buying your product may not be the final purchase for the customer
Enable your customers to achieve the feeling that they have achieved something more than just buying your product. By sharing their UGC content, you can help them feel useful and seen. And in doing so, establish a stronger bond with them. Show that you value them.
They photographed your product. They wrote something about it. They shared their experience. And they 're now recognized for their work and their loyalty by your brand. And because your brand and all of your product makes them feel successful, the chances of them becoming your loyal, returning customers are also much higher.
This process can motivate others to do the same. People like to be part of communities and they like to be appreciated, and having a brand share their content can be an appreciation of the highest order.
Man creates what he himself wants to see
His hobbies, interests and experience are reflected in what he creates. The composition of the photograph, the colours, the captions, other objects and the environment reflect his personality and interests. And because something like this is often the most natural and human thing that can be created with your product, others are more likely to respond positively to it in a jumble of professional product materials. They'll finally see something human. Even if it's marketing material.
There's a better chance that a customer will be impressed by something created by someone who has already bought the product than by something created by a professional. UGC content simply resonates with people more than professional content. When comparing UGC material to marketing material, customers are 2.4 times more likely to choose UGC as the most authentic. Marketers, on the other hand, believe their materials are 2.1 times more likely to succeed. This is why UGC content is often underutilized. Marketers tend to overestimate themselves and in turn underestimate the power of the human authentic experience.
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Why is UGC the new Word-of-Mouth?
Simply put, people spend a lot of time on social media and see a lot of content. And because they're overwhelmed with so many sensations, their minds are much more selective about what they will perceive. However, human contact and socialization penetrates desensitization and defenses much more easily, and UGC content thus carries much more weight for them. That's one of the reasons why at Test.to we focus on connecting brands and customers and helping motivate them to share their opinions, impressions, reviews and photos. Getting enough UGC, especially in the beginning, can be challenging for companies, but doable with the right consumer motivation.
When it comes to sharing product experience and opinion, if the customer is satisfied, 84% said they would share their experience with their loved ones. They see this as a chance to bond with others and have something to talk about. The same is true on social media. If they share their lives on social media, they will also share their experiences with a variety of products. The same analysis also states that 69% of respondents will share their experience with loved ones if they have a negative experience with a brand or product.
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Source : https://core.ac.uk/download/pdf/234627835.pdf
The power of friendship and parasocial relationships
92 % customers trust the online content of their friends and family more than any marketing ploy. But social networks allow for the creation of parasocial relationships, where people develop a relationship with the person (or brand) presenting themselves online that is not dissimilar to their normal social habits. This increases the chances that they will perceive this online personality as a friend and someone they can trust. This increases the chances that they will be persuaded to buy a product or engage in a certain behaviour.
Even when the content is shared by the company itself. When a brand tailors its communication style to be more human, it affects how customers feel connected to and trust the brand. Sharing UGC materials not only humanizes the brand, but also shows it as a company that cares about its customers. And that's even when everyone knows it's a marketing ploy. In this case, dumbing it down as a regular advertisement doesn't apply.
We consider testing for toySimply to be one of our company's achievements. The UGC content that the testers created was so hilarious that they decided to use their videos, photos and newly invented activities for kids on their site to extend their authenticity and brand appeal. Although the testers' main job is to write honest reviews of the product they are testing, the materials they create are natural and therefore engage potential customers.
What we and the companies we work with find an added bonus is the organic reach on social media. This is achieved by the testers themselves wanting to share their experiences with those around them, or even tens of thousands of followers, to show off the opportunity that has presented itself. And the tested product and its brand naturally prosper as a result.
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This is because content created by marketers and the brand can feel too artificial and "contrived". Perfectly retouched, professional-quality photos evoke the feeling of yet another advertisement. They understand that the brand's intention is to sell and this increases their vigilance. They don't connect with this content because there is nothing in it to make them connect. If the content is presented to them online and on social media in an authentic and natural way, there is a greater chance that their guard will be lowered. Simply because it feels more real and genuine. 50% of customers are more likely to notice UGC content and remember it than that created by a brand.
Even the mere presence of UGC content influences customer behaviour during brand interactions:
- 53% of millennials said UGC influenced their purchasing decisions
- Repeat visits to a page increase by 20% if it contains UGC content
- They spend 90% more time on a page if they come across a gallery of UGC content
- Customer interactions with a brand increase by 50% when UGC is part of social media campaigns
- Customers are 5 times more likely to click on an ad if it contains UGC
- 10% increase in conversions if the customer encounters UGC during the purchase process
On social media, customer behaviour is fundamentally influenced by the existence of UGC content:
- People spend an average of 5.4 hours a day watching UGC content.
- 71% of millennials said they are on social media every day, while only 60% of millennials watch TV every day
- Customer interactions with a brand increase by 50% when UGC is part of social media campaigns
- 75.8% of people said they at least sometimes use social media to find products and find out additional information.
- 37.9% of people said they always use social media to find out more information.
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Source : https://www.tintup.com/state-of-social-user-generated-content/
CONCLUSION
People trust UGC more than they trust brands and their carefully crafted ads and photos. Through the influence of parasocial relationships and the desire for appreciation and community, it is possible to not only motivate them to share their experiences, but also present them with marketing materials that will be perceived positively. They spend a significant part of their day on social media, they follow mostly user-generated content and trust UGC even more simply because it is created by another user. Given the schism between what customers and marketers perceive as authentic, it is clear that replicating UGC content authentically is nearly impossible. Therefore, investing in new marketing strategies centered around UGC content is a safe bet.
If you want to learn more about how you can get and use authentic UGC content and how Testuj.to can help you, contact us.
