With the trend of social media platforms such as Facebook, Instagram and Twitter, customers have become core content producers for brands.
When a customer posts positive content about a brand in their social media account, potentially hundreds or even thousands of other potential customers will see it, remember and engage. However, no matter how powerful a piece of content is, it can quickly slip away into a sea of millions of social media posts. Brands can keep these conversations flowing by intertwining the most persuasive social content into current marketing campaigns and owned properties.
With the right technology, integrating user-generated social content into existing digital marketing platforms and campaigns can be simple. This includes dynamic display on branded websites, screens during live events, in-store displays, television broadcasts, corporate websites, Jumbotrons, digital billboards or live TV commercials. Any of these tactics present brands with an opportunity to strategically capitalise on the word-of-mouth marketing generated by loyal consumers across all social channels.
Here are three actionable tips to help marketers tap into the power of social persuasion by integrating user-generated content into marketing tactics:
1. Build up audience enthusiasm for your upcoming events.
In today’s age of Instagram and Snapchat, consumers attending live events are likely posting about it on social media. As a brand, why not capture these moments? With real-time display tactics, marketers can aggregate this content onto in-venue displays to generate awareness and build enthusiasm.
Brands can promote new products or events by encouraging customers to post about recent purchases and then aggregate the content on in-store displays or eCommerce sites. Brands can offer discounts or other incentives to motivate the first consumers to participate. Once the initial enthusiasm is generated, others will begin to follow suit, which not only generates brand awareness, but also encourages engagement.
2. Persuade social activism.
You may have heard that if a person in line at the grocery store puts money into the donation jar, the next person in line is more likely to do the same. It’s the same concept of social persuasion, and organisations can tap into it to drive social activism. Social media can be an incredibly powerful way to influence massive audiences – especially if the ideas are originally generated by peers. If leveraged correctly, cause-based organisations can integrate social media content into digital marketing tactics to encourage activism.
3. Experiment with user-generated content in the purchase cycle.
Research has shown that consumers are highly influenced by real-world recommendations when making purchasing decisions. In fact, user-generated content has been found to be one of the most effective social marketing tactics for increasing conversions. In a world where social media dominates our everyday lives, it’s important for marketers to leverage it effectively. Not only are most consumers actively engaged on social sites, but they also tend to trust their peers on these platforms more so than they trust brands. It’s up to marketers to capitalise on the opportunity. Integrating positive user-generated content into traditional marketing tactics can reach millions of consumers and make a lasting impression in a way we never thought possible.