{"id":7077,"date":"2023-02-20T01:17:54","date_gmt":"2023-02-20T01:17:54","guid":{"rendered":"https:\/\/integrationyantra.com\/?p=7077"},"modified":"2023-03-15T01:51:47","modified_gmt":"2023-03-15T01:51:47","slug":"role-of-user-generated-content-in-consumer-decision-making","status":"publish","type":"post","link":"https:\/\/integrationyantra.com\/en\/role-of-user-generated-content-in-consumer-decision-making\/","title":{"rendered":"Role Of User-Generated Content In Consumer Decision-Making"},"content":{"rendered":"<div class='avia-image-container  av-styling-     avia-align-center '  itemprop=\"ImageObject\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\"  ><div class='avia-image-container-inner'><img class='avia_image ' src='https:\/\/integrationyantra.com\/wp-content\/uploads\/2023\/03\/user-generated-content-concept-photo.jpg' alt='user generated content concept photo' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock  '   itemprop=\"text\" ><h1>Role Of User-Generated Content In Consumer Decision-Making<\/h1>\n<p>User-generated content has long been considered one of the most important factors in consumer decision-making\u2013and for good reason.<\/p>\n<p>When combined with in-depth content strategy and a seamless user experience (UX), many types of user-generated content can be leveraged as both a strong call to action (CTA) and a trust signal to potential consumers. (Not to mention give you and your <span style=\"text-decoration: underline;\"><a href=\"https:\/\/integrationyantra.com\/en\/services\/digital-marketing\/\" target=\"_blank\" rel=\"noopener\">digital marketing team<\/a><\/span> endless amounts of fodder for compelling content.)<\/p>\n<p>Let\u2019s take a deep-dive into what exactly user-generated content is, the types of user-generated content, its many benefits, and what you need to know in order to use yours to its full potential.<\/p>\n<h2><strong>What is User-Generated Content?<\/strong><\/h2>\n<p>User-generated content (also commonly referred to as \u201cconsumer-generated content\u201d or \u201cUGC\u201d) is defined as any original, brand-centric content that is created by consumers and published online. Rather than the brand publishing its own content, user-generated content is often a blend of organic content and content that the brand has paid promoters to post.<\/p>\n<p>More specifically, the four main types of user-generated content stems from the following:<\/p>\n<ul>\n<li><strong>Fans of Your Brand: <\/strong>These are oftentimes fans of your business who have been with you since day one. Fans of your brand are loyal, frequent buyers who aren\u2019t afraid to strike up conversations about your brand or advocate for their favorite products or services<\/li>\n<li><strong>Customers of Your Brand: <\/strong>Whether they\u2019ve been purchasing from you for one day or one year, customers are the ones frequently posting about your products or services, leaving reviews, and influencing new potential buyers to take that first step\u2013meaning that leaving a good impression on them is paramount<\/li>\n<li><strong>Employees of Your Business: <\/strong>Employee-generated content has the opportunity to shed your brand in an authentic light. From behind-the-scenes snippets to heartfelt overviews of what it\u2019s like to be a part of the team, <a href=\"https:\/\/integrationyantra.com\/en\/how-hr-drive-engagement-and-better-conversion\/\" target=\"_blank\" rel=\"noopener\">employees have the power to give a human touch<\/a> to any business<\/li>\n<li><strong>User-Generated Content Creators: <\/strong>Last on the list is user-generated content creators, who are online influencers that specialize in UGC. UGC creators are paid by brands to talk about their products or services favorably online in order to generate interest<\/li>\n<\/ul>\n<p>UGC, no matter where it comes from, always has three key characteristics: the contribution is from users of a product rather than the brand that sells the product; it is creative in nature; and it is posted online.<\/p>\n<h2><strong>Common Types of User-Generated Content<\/strong><\/h2>\n<p>There is a near-endless variety of the types of user-generated content that businesses can utilize, depending on which online platforms they are looking to capitalize on.<\/p>\n<p>During your daily scroll, you\u2019ll frequently see UGC in the forms of:<\/p>\n<ul>\n<li>Images<\/li>\n<li>Videos<\/li>\n<li>Social media content<\/li>\n<li>Live streams<\/li>\n<li>Product reviews<\/li>\n<li>Testimonials<\/li>\n<li>Blog posts<\/li>\n<li>Podcasts<\/li>\n<li>Case studies<\/li>\n<li>Surveys<\/li>\n<\/ul>\n<p>\u2026And so much more.<\/p>\n<p>An example of UGC at its best is the Starbucks <span style=\"text-decoration: underline;\"><a href=\"https:\/\/stories.starbucks.com\/stories\/2014\/starbucks-invites-you-to-decorate-its-iconic-white-cup\/\" target=\"_blank\" rel=\"noopener\">\u201cWhite Cup Contest\u201d<\/a><\/span>, wherein Starbucks enticed its customers to decorate its plain white coffee cups using the hashtag #WhiteCupContest. Every post about a customer\u2019s decorated white Starbucks cup would make the poster eligible to win a $300 gift card, as well as have the winning design printed on a reusable cup for them to have as a keepsake.<\/p>\n<p>As you can imagine, Starbucks\u2019s online reach skyrocketed\u2013all without them having to spend a dime on paid advertising.<\/p>\n<h2><strong>User-Generated Content Benefits<\/strong><\/h2>\n<p>Why is planning your user-generated content strategy essential?<\/p>\n<p>Here are just some of the top reasons why UGC should be a non-negotiable for your brand\u2019s overall marketing strategy:<\/p>\n<h3><strong>#1: UGC Taps Into the Desire for Authenticity<\/strong><\/h3>\n<p>Consumers are <a href=\"https:\/\/www.businesswire.com\/news\/home\/20190220005302\/en\/Stackla-Survey-Reveals-Disconnect-Content-Consumers-Marketers\" target=\"_blank\" rel=\"noopener\">2.4x more likely to consider user-generated content authentic<\/a> when directly compared to content created by brands.<\/p>\n<p>With over 60% of marketers agreeing that authenticity is one of the key elements of a successful content marketing strategy in 2023 and beyond\u2013especially as a way to cut through the ever-rising competition and mark yourself as unique\u2013there\u2019s a reason why UGC is being hailed as \u201cthe modern day word-of-mouth\u201d.<\/p>\n<h3><strong>#2: UGC Increases Conversions<\/strong><\/h3>\n<p>Because UGC scratches your audience\u2019s itch for authenticity, it has been proven to be highly influential in the last stages of the buyer\u2019s journey. As such, it is a powerful tool for those looking to convert their audience into buying customers.<\/p>\n<p>An example of user-generated content during the purchasing phase of the buyer\u2019s journey includes adding UGC to your abandoned cart email sequence, or integrating UGC into your new landing page.<\/p>\n<h3><strong>#3: UGC Acts as a Trust Signal<\/strong><\/h3>\n<p>Did you know that even the team here at Integration Yantra looks to UGC for our purchasing decisions? It\u2019s true: we recently found an accountant to add to our team through a series of five-star reviews he had received from his current clients.<\/p>\n<p>This is because user-generated content is what&#8217;s called a trust signal. Audiences turn to UGC in the same way that they would ask their friends, family, or peers for an opinion on what to buy. In fact, <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.adweek.com\/brand-marketing\/infographic-how-millennials-and-baby-boomers-consume-user-generated-content-175307\/\" target=\"_blank\" rel=\"noopener\">over 50% of millennials<\/a><\/span> claim to base their purchasing decisions on recommendations from their family and friends. Think of UGC as exactly that: a personal recommendation.<\/p>\n<h2><strong>Tips and Tools to Plan a Successful User-Generated Content Strategy<\/strong><\/h2>\n<p>UGC is cost-effective, highly influential, and evergreen. To make the most out of yours, ensure that you\u2019re following these rules of thumb:<\/p>\n<ul>\n<li><strong>Always Ask Permission: <\/strong>Never repost a UGC without permission or proper credit. This works to maintain goodwill and prevents any potential copyright infringement<\/li>\n<li><strong>Be Clear About Your Content:<\/strong> Whether you are paying influencers to post UGC or are asking employees to share their experiences, be clear-cut about what type of content you\u2019re asking for so that you can guarantee that the UGC that is posted is in-line with your brand identity<\/li>\n<li><strong>Don\u2019t Be Afraid to Ask: <\/strong>Putting CTAs for consumers to share their UGC in your business\u2019s social media bios, on your website, on any product packaging, and even at your physical location (if you have one) are all zero-friction ways to prompt consumers to take positive action<\/li>\n<li><strong>Keep Your Links Authentic:<\/strong> When dealing with written UGC (like blogs and articles), ensure that your links are authentic so that your website is not penalized by Google\u2019s Link Spam Update. A link spam update looks to no longer count links to or from your website that Google finds to be spammy and against Google\u2019s guidelines. Strive to only collaborate with UGC creators whose website\u2019s have a high, trusted domain authority<\/li>\n<\/ul>\n<p>Affordable tools for getting started with your UGC strategy include, but aren\u2019t limited to, Hootsuite, TINT, and Chute.<\/p>\n<h2><strong>Capitalize on the Role of User-Generated Content in Consumer Decision-Making Today<\/strong><\/h2>\n<p>We\u2019re in the era of powerful UGC content. Take this as the sign you\u2019ve been looking for to integrate it into your content marketing strategy.<\/p>\n<p>If you\u2019re ready to maximize UGC to garner more sales, more brand trust, and more valuable digital content than ever before, <a href=\"https:\/\/integrationyantra.com\/en\/contact-us\/\"><span style=\"text-decoration: underline;\">send us an email<\/span><\/a> to our team today to discuss our myriad omni-channel <span style=\"text-decoration: underline;\"><a href=\"https:\/\/integrationyantra.com\/en\/services\/digital-marketing\/\" target=\"_blank\" rel=\"noopener\">digital marketing services<\/a><\/span>.<\/p>\n<\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":7078,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[206],"tags":[152,156,207,56],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.2.1 (Yoast SEO v20.2.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Role Of User-Generated Content In Consumer Decision-Making - Integration Yantra Inc.<\/title>\n<meta name=\"description\" content=\"When it comes to the role of user-generated content in consumer decision-making, its importance can\u2019t be overlooked. 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Our team is made up of talented subject-matter experts (SME) who are passionate about what they do. From our writers who meticulously research and craft blog posts to our UX designers, developers, testers, and marketers who work together to deliver the best results possible, we are dedicated to providing our clients with the highest level of service. Read about our services here. \/ Bienvenue \u00e0 Int\u00e9gration Yantra, o\u00f9 nous visons l'excellence dans tous les aspects du marketing cr\u00e9atif, du marketing digital et des services et solutions de d\u00e9veloppement du commerce \u00e9lectronique. Notre \u00e9quipe est compos\u00e9e d'experts en la mati\u00e8re talentueux qui sont passionn\u00e9s par ce qu'ils font. De nos r\u00e9dacteurs qui recherchent m\u00e9ticuleusement et con\u00e7oivent des articles de blog \u00e0 nos concepteurs UX, d\u00e9veloppeurs, testeurs et sp\u00e9cialistes du marketing qui travaillent ensemble pour fournir les meilleurs r\u00e9sultats possibles, nous nous engageons \u00e0 fournir \u00e0 nos clients le plus haut niveau de service. D\u00e9couvrez nos services ici.","sameAs":["http:\/\/integrationyantra.com"],"url":"https:\/\/integrationyantra.com\/en\/author\/root\/"}]}},"_links":{"self":[{"href":"https:\/\/integrationyantra.com\/en\/wp-json\/wp\/v2\/posts\/7077\/"}],"collection":[{"href":"https:\/\/integrationyantra.com\/en\/wp-json\/wp\/v2\/posts\/"}],"about":[{"href":"https:\/\/integrationyantra.com\/en\/wp-json\/wp\/v2\/types\/post\/"}],"author":[{"embeddable":true,"href":"https:\/\/integrationyantra.com\/en\/wp-json\/wp\/v2\/users\/1\/"}],"replies":[{"embeddable":true,"href":"https:\/\/integrationyantra.com\/en\/wp-json\/wp\/v2\/comments\/?post=7077"}],"version-history":[{"count":2,"href":"https:\/\/integrationyantra.com\/en\/wp-json\/wp\/v2\/posts\/7077\/revisions\/"}],"predecessor-version":[{"id":7304,"href":"https:\/\/integrationyantra.com\/en\/wp-json\/wp\/v2\/posts\/7077\/revisions\/7304\/"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/integrationyantra.com\/en\/wp-json\/wp\/v2\/media\/7078\/"}],"wp:attachment":[{"href":"https:\/\/integrationyantra.com\/en\/wp-json\/wp\/v2\/media\/?parent=7077"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/integrationyantra.com\/en\/wp-json\/wp\/v2\/categories\/?post=7077"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/integrationyantra.com\/en\/wp-json\/wp\/v2\/tags\/?post=7077"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}