5 steps to better branded user-generated content

Unleashing the potential of user-generated content from brands

For digitally savvy consumers, traditional ads just aren’t cutting it. Instead, consumers are looking for “social proof.” And they’re turning to their fellow consumers on social media and blogs to establish whether you have it

Dimensional Research found that 90 percent of consumers claim positive online reviews influence their purchasing decisions, while another 86 percent say the same about negative online reviews. And when those recommendations come from social media influencers, they hold even more weight. Approximately 40 percent of consumers purchase products after seeing an influencer endorse them on social sites, perhaps because over three-quarters of consumers find this kind of content more honest than advertisements.

This user-generated content is at the foundation of social proof, and it can be anything from social media posts to Yelp reviews to comments in relevant discussion forums (Quora and Reddit have amazing SEO across a breadth of topics). Whatever form it takes, brands need to embrace the power of UGC.

We now live and work in the "social media 2.0" era, when consumers demand real-time, fluid conversations with brands. From product reviews to hashtags, consumers expect to have their say.

Fortunately, the data paints a favorable picture. UGC has 20 percent more sway over Millennials when it comes to purchasing decisions. Facebook ads with UGC, for example, get 300 percent higher click-through rates than traditional ads and cost half as much per click. By 2020, Kathleen Schaub, CMO of IDC, predicts that over half of commercial content will originate outside companies' marketing teams.

Leveraging UGC well can generate powerful results, and if you want your brand to succeed in the long term, doing so is practically unavoidable. Simultaneously, there are substantial risks to giving users free rein over your brand’s image. Here’s how you can balance the risks with the rewards for optimal results:

1. Bring influencers into your UGC process early.

Don't just think of influencers as a distribution channel. Involve them in crafting your strategy as early as possible. It will increase the likelihood that your campaign will succeed and that the community will be receptive to it. Partnering from the onset will produce better ideas, more engaging campaigns, and superior outcomes.

2. Focus on authenticity.

Giving influencers a chance to engage in the creative process will make the content — and, in turn, your brand — more genuine.

It all comes down to defining your campaign strategy and identifying the right influencers to help drive your campaign. Authentic collaborations happen when an influencer truly appreciates your product or service. If someone has posted about your brand or niche in a positive light, that's a great sign to engage.

Just make sure you avoid mistakes like Scott Disick's Instagram gaffe. In a paid Instagram post for Bootea last year, the reality star accidentally included instructions from the brand in his caption. If you partner with an influencer who already loves what you do, the collaboration will be authentic and the influencer will be invested in preventing situations like this. At the very least, make sure you feel like the influencer understands your brand and can properly represent your brand online.

3. Know how to respond to controversy.

Scandals are almost impossible to predict, but you can identify red flags by examining a collaborator’s background and existing content before investing in the partnership. Make sure you’re OK endorsing everything your brand ambassador has said or done.

You also need to have a plan in place to respond if your influencer behaves in a way that’s inconsistent with your brand. Stay up to date on influencers’ content, even if it’s not for your brand. If your partner posts something that doesn’t align with your message, you should be the first to know — and the first to react.

For example, when one of YesJulz's tweets included racist language, two festivals that were working with the social media influencer quickly cut ties. They dropped her from their events and openly condemned the tweets.

The bottom line is this: Your audience won't separate your brand from any controversial content your influencer has already produced or might in the future. You need to be prepared to act decisively.

4. Give influencers clear guidelines.

You shouldn’t have to micromanage an influencer. In fact, it should be just the opposite. Clearly lay out brand guidelines, and let the influencer get to work. A campaign brief is an excellent way to communicate these ground rules. Plus, brand ambassadors can refer to this resource whenever they need to.

It’s also important to make sure the influencer’s branded content meets legal standards. If an influencer is receiving any compensation for the work, the Federal Trade Commission will treat it like any other ad. The FTC recently reminded influencers of this in a letter that directed them to clearly disclose their relationships with brands when promoting products on their social media channels.

5. Vet your influencer’s audience.

Take the time to examine an influencer’s follower base. While the influencer might have a massive following, if most of those followers are bots or fake accounts, your campaign won’t deliver good ROI. It won’t matter how great the content is if it doesn’t generate any conversations about your brand. Followers who don’t have profile pictures, don’t post their own content, or don’t engage with others are cause for suspicion.

Checking users one by one will paint the clearest picture, but time is money, so use a site like FollowCheck to analyze an influencer’s social media followers. It may not be 100 percent accurate, but it’ll point you in the right direction.

Successful user-generated campaigns are made up of authentic content that comes from authentic relationships. With the right influencer and the right channels, UGC will elevate your brand and raise your bottom line.

Thanks to Paul Johnsonfor sharing their advice and opinions in this post. Paul Johnson is the head of operations and co-founder of Lumanu, a marketing platform which simplifies the messy process of reaching customers via organic digital content. Lumanu's SaaS helps Marketers manage micro-influencer campaigns and tap into the power of social proof. Paul, a graduate of the Kellogg School of Management at Northwestern University, found his passion in understanding how social media recommendations and influencer marketing drive consumer behavior.