You’ve just started your new business. Have you thought about your social media strategy? What about your target audience? Do you have a brand voice? Before you become overwhelmed, let’s take a step back. Why not leverage user-generated content as a launchpad?
User-generated content (UGC) has been proven to be an effective marketing tool. However, navigating the sector can be tricky, especially if you’re just starting and building your brand.
According to Statista, over five billion people use social media worldwide. The number is expected to increase to over six billion in four years. UGC allows you to tap into this sector simply by enlisting content creators to rally the troops, so to speak.
It’s a matter of finding the right fit. With thousands of content creators out there, choosing people that match your needs can be confusing. Don’t fuss. In this article, we’ll discuss tips on finding the right UGC creators for your new business.
1. Understand The Role of a UGC Creator
Before jumping into the nitty-gritty, we need to look at the role a UGC creator plays in your marketing plan.
There are several types of UGC, the most popular being reviews, testimonials and videos. All the content is created by regular people; no influencers or celebrity endorsements. Some new brands tend to go this route as it enables their reach to grow organically.
If the budget allows, companies will use paid UGC creatives to promote a product or service. The key is always to create authentic content that speaks to the customer in an honest and relatable way.
These days, many digital marketing companies are taking this route as it allows for a consistent flow of content.
2. Explore UGC Platforms
Working via a UGC platform will save you the admin of having to search through hundreds of profiles until you strike gold.
For example, a UGC agency for creators can do wonders in pairing you with a content creator who shares your brand vision. Think of them as a dating agency but for digital marketing.
Sprout Social explains that UGC agencies are valuable for businesses just starting. Their scope includes working with brands with limited teams seeking extra help.
Over the years, such platforms have built a relationship with content creators. They know their audience, tone and style. Once you explain your brief to them, they’ll have some sort of idea of which UGC creators will suit your campaign.
An agency should have a diverse network of creators, says brkfst.io. The range of styles and perspectives ensures the perfect match for clients and creatives.
3. Don’t be Tempted by Followers
There are advantages to choosing a content creator with a large audience base. But you need to ask yourself if their followers align with your target audience.
Your UGC campaign won’t come across as being authentic if you’re marketing your new body lotion on a TikTok account that regularly talks about traveling.
There needs to be a coherent link between what you’re selling and your creator’s values and beliefs. If there’s a disconnect, customers can spot it immediately. It will come off as a poor attempt at trying to appear genuine.
4. Leverage the Power of the Female Voice
The creator economy is currently thriving, thanks to women taking up the mantle.
Citing stats from an annual influencer marketing report, Mashable claims women are killing it in the UGC game. Female creators make up 70% of 80,000 profiles in the U.S.
If there’s any lesson to be learned, it’s that women remain the most influential when it comes to consumer buying habits and community building.
5. Give Proper and Fair Compensation
There’s an ongoing debate on whether gifting content creators with free products and services is fair compensation. A year’s supply of sunscreen doesn’t pay the bills or the rent.
This is a full-time job for many creators. They should be properly compensated for their time, effort, and the impact their message has on your brand.
If you’ve found a creator that works well for your brand, you’ll want to build on that relationship. Having a good connection ensures quality content from their side.
Unauthorized use of content has also become a cause for concern, says TechRound. The publication adds that nearly half of the creators surveyed by software company MASV had their content used without permission.
These five tips are simple guidelines for finding UGC content creators that align with your brand. Unfortunately, you have to kiss a few frogs before finding “The One.” Don’t let this discourage you to continue the search.
