User-generated video - why use it at all?
Creating a user-generated video strategy sounds time-consuming and hard work, so why are companies putting so much resource into this area?
1) People trust UGC Video
A central component to an effective content marketing strategy is to create informative, knowledgeable content to build trust and credibility. Some companies achieve a degree of success with this, but most customers will intrinsically have some degree of suspicion when listening to the ‘company reasons’ for them buying a product or service. This extends to all of your communications, internal and external.
Implementing UGC on your external site makes it possible for people to get a second opinion on your product or service without leaving your website environment. And by including UGC as part of your internal comms strategy, you’re hearing from all levels of your company and ‘feeling’ the participants’ emotions - giving their messages a level of trust and authenticity that a company video may not.
2) Obtain priceless feedback
UGC will provide you with a steady stream of unadulterated praise as well as a chorus of disapproval; either way, it’s incredibly valuable.
External feedback can provide insight into making your product better and deliver new ideas for product development. It can provide you with information on how your customer service function is performing, and how customers experience your brand.
From an internal perspective, UGC can be used in many different way - colleagues sharing best practice on how they approach their work, sales tips from top performers, experienced / retiring colleagues sharing nuggets of wisdom, Christmas messages from one office / one country to another – ALL adding huge value.
3) Creating brand / company ambassadors
Including UGC on your website or intranet gives your customers and employees a voice with which to talk about your brand, making them feel listened to and valued. Of course, all of the content is easily moderated within your online video platform and can be responded to; whether it’s a simple ‘thank you’ message or a more detailed response, you can reward customers or employees for standing up and becoming influencers.