Encouraging user-generated content should be a pillar of your Instagram strategy
Instagram is a powerful platform for social media marketing. An entrepreneur built a six-figure business out of it. Unfortunately, it also has a steep learning curve. The good news is that restructuring your strategy can help you get a grip on Instagram faster. One way is to consider moving to a user-generated content strategy.
Most Instagram marketers focus on creating their own content. The problem with this approach is that branded content and professionally curated content can make you look less real, which affects your engagement rate.
Instead, you need to invest more time and resources to develop a strategy for user-generated content. The investment is worthwhile, however, since the ROI will be enormous. Starbucks data showed that 61% of customers are more willing to make purchases with user-generated content.
How can you create a user-generated content strategy with Instagram? Here are some ideas you might want to try. They can help you build your brand or even become an influencer.
Use hashtags to create a trend
Aerie is a women's fashion company that developed a very successful strategy for user-generated content back in 2017. You started a hashtag called #UGCgoals. The hashtag was accompanied by a post asking followers to post unfiltered photos of themselves in swimwear. They promised to donate $ 1 to the National Eating Disorders Association for each picture. This post was remarkably successful. It received 14,906 likes.
Art Mash is another organization that has used this strategy very effectively. You created the #Procreate to encourage artists to publish larger quantities of unique products. Art Mash received 5,373 likes in just six days.
This shows that you can build a strong user-generated content marketing campaign with an enticing hashtag and a clear call to action.
Connect with the right influencers
Influencer marketing is a remarkably successful way to gain a foothold on social media. A survey found that 25% of marketers plan to spend over $ 100,000 on influencer marketing this year.
However, influencer marketing is only effective if you implement it correctly. The first thing you need to do is find the right destination. You should create an influencer marketing campaign to attract user-generated content to your Instagram profile.
You also need to make sure that you choose the right influencers to support your campaign. Here are some tips to align your user-generated content strategy with the best influencers:
- Pay more attention to engagement metrics than to the number of followers. Far too many marketers are obsessed with the number of followers, whether they're analyzing their own profile or the profile of an influencer they want to work with. The number of followers on Instagram is more important than on Pinterest, but not nearly as important as engagement. Many influencers pay for fake followers to make their account seem more important. If these accounts don't have good engagement rates, it means their content isn't high on the Instagram feed. On the other hand, their content will get a lot more visibility if they have high engagement scores.
- Make sure the account is relevant to your brand. Some influencers have a huge reach, but that doesn't mean that their content is relevant to your brand. Check out many celebrities like Kim Kardashian. They charge several hundred thousand dollars for a single share on social media. However, this does not offer your brand much value if your followers are not interested in your offers. You are better off finding lesser known influencers with a more targeted audience.
You also need a strong call to action to encourage users to submit user-generated content. Make sure it is something a prominent influencer can get on board with and that its followers find attractive.
Ask for feedback on content about your employees
IBM has developed an extremely engaging, user-generated content marketing strategy. They created content that shows their employees behind the scenes of the company. Content with a clear human element tends to be much more visible on social media.
You could take a similar approach. You may want to take a picture of your employees working closely together and ask customers to share their posts.
A strong user-generated content strategy can change your Instagram campaigns
Instagram marketing is remarkably effective. However, you need the right content strategy. User generated content can be very useful. You should therefore try to get the most out of them.