BY ROBIN GHOSH,
ECONOMIST AND BUSINESS MENTOR.
KOLKATA, 3 NOVEMBER 2024:
If you are starting a business or want to uptick your sales in your existing business – you have to keep a hawk eye – on what new and innovative concepts are continuously emerging in the domain of marketing.
Have you heard the word UGC ? i.e. User Generated Content!!
This is a new buzzword in marketing. Brand development by utilizing content created by users.
INFLUENCER MARKETING:
You know influencer marketing. Online shopping platforms use celebrities or influencers endorsing a particular brand to promote sales.
UGC:
UGC means user generated content. What happens is – users generate content. You incentivise the users — the customers. And they provide the content.
EXAMPLE:
Look, how Myntra, the retail fashion shopping platform and snacking retailer Farmley empowered shoppers to become creators.
What Myantra did is this:
1 It encouraged customers to send high quality video as a part of their review.
2 Best and selected videos were paid handsomely @ Rs. 20000 per video.
3 In about a month, Mantra received 100000 posts and 500 million views.
4 Farmley also incentivised customers by paying Rs.20000 per video and it received handsome returns.
ADVANTAGE UGC:
UGC has certain unique advantages:
1 You are able to discover exciting content.
2 Displays authenticity
3 Builds trust
4 Fosters a community.
CAUTIOUS USE:
Though UGC is a new and effective marketing tool, while using it — one has to be cautious.
You have to ensure that the reviews are genuine.
Remember online reviews are very crucial. It provides confidence to buyers. It should not be manipulated to push sales.
INFLUENCER MARKETING VS UGC:
Listen to comments made by senior executives of Carant Lane and Farmley.
1 UGC fosters genuine advocacy and trust
2 Helps the brand to reach the right target audience. And uptick sales among followers.
3 It genuinely pushes first degree connectivity with users and motivates them for a trial order.
4 Trial review of genuine customers generates a positive impact on the brand since it is not driven by influencer or by a celebrity but by authentic buyers.
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