If like 87% of consumers, you read reviews on social networks before placing your first order, you already know that user-generated content and influencers are powerful conversion levers.
But how do you choose which strategy to adopt for your brand?
For this first newsletter of 2023, I compare their advantages and share with you five tools to break through in influencer marketing 🔥
Benefits of Influencer-Generated Content
Influencer-generated content is content created by users with at least 1000 subscribers. They are usually made at the explicit request of the brand, often for a fee.
Why are they so popular?
- Between 2016 and 2020, the influencer marketing market grew from $1.7 billion to $9.7 billion and is expected to reach $24.1 billion by 2025.
- 49% of online shoppers rely on the opinions of influencers before buying.
- They help build user trust in your brand.
- You leverage the influencer's community to reach a specific target.
- They can help you identify relevant trends for your products...
- ... and encourage users to create organic content!
👀 Who loves me follows me
By regularly calling on influencers on its various social networks, the Rouje brand organically retrieves qualitative User-Generated Content for free.
Benefits of User-Generated Content
UGC is content generated by your customers about your brand or your products. Their formats are more varied: videos, photos, stories, opinions or comments...
Why are they so popular?
- 92% of customers trust a brand recommended by their peers more.
- Consumers are 2.4 times more likely to consider a UGC more authentic than content created by your staff.
- Their engagement rate is, on average, 6.9 times higher.
- They make it easier for customers to relate to your products and encourage buying.
- They are an excellent way to gain their trust and federate a community
- 68% of customers who have had a positive experience with a brand are willing to recommend it!
💙 Bigblue Tip
UGCs are an integral part of Unbottled's marketing strategy and each of their products has several hundred reviews. Same method for making physical sales: reviews and comments are also displayed in shop!
PS: To easily collect reviews, Unbottled uses the Bigblue application to personalise its post-purchase emails and integrate the proper call-to-actions.
IGC or UGC: which one to adopt?
To define which strategy to favour, here are some requirements that can help you ⬇️
Influencer-generated content is an excellent option if you:
- Are looking for ultra-qualitative content that you can't produce in-house,
- Believe that your target audience is more likely to follow and rely on influencers.
- Have the proper marketing budget.
As for user-generated content, this is the perfect option if you :
- Want to collect content in large quantities and at (very) low cost.
- Choose authenticity over quality.
- Are confident in your post-purchase experience to build customer loyalty and boost engagement.
🪄 Nothing is lost, everything is transformed.
Reuse user-generated content and influencers for your ads! Thanks to this strategy, the Cabaïa brand recorded a 4x higher click-through rate.
Five tools to break down influencer marketing
As promised, I'm sharing some tools to optimise the collection, creation and distribution of content created by influencers and users!
- Archive: automatically saves the posts in which your brand is identified.
- Kolsquare: to quickly find the right influencers for your brand.
- Kynship: connect with the right content creators and turn them into ads.
- Wiink: to turn your customers into ambassadors and automate your UGC production.
- FOMO (it's all in the name): to notify your visitors what your customers are ordering in real time and generate a fear of missing out.
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