According to a recent report by Content Marketing Institute, a whooping 78 percent of B2C companies are planning to use User Generated Content (UGC) in 2015. User generated content is an important factor in any brand's content marketing strategy because it centers around the user; the consumer that brands are looking to impress. Insights from Twitter can optimise how you plan your content marketing strategies.
But how do you ensure that you're creating opportunities for content creation through the power of Twitter Marketing? Read on to find out more.
Connect With Your Twitter Audience
Your Twitter audience is ready and present to not only be wowed by you but also to wow you. They expect engagement and response, and in doing so they give you the opportunity to create moments that will inspire them to be a part of your brand journey. Twitter's open and public nature allows this in perfect harmony. User generated content depends on the relationship you share with your audience, and connecting with your Twitter audience will encourage them to share their thoughts and opinions, which can easily be compiled in your content.
At the very least, connecting with your Twitter audience would mean sharing or replying to a Tweet from a Twitter user. For example, McDonald's recently announced the arrival of their all-day breakfast. They went back to Tweets from 2007/08 about customers bemoaning the fact that the fast-food joint needs to have an all-day breakfast soon. They replied, albeit seven and a half years later, but it hit the right note.
Own Your Hashtag And Unleash It On Twitter
Granted that it's pretty tough to 'own' a hashtag among the 500 million Tweets that are sent daily, but if done well and in a timely fashion, your own unique hashtag is one of the best ways to derive user generated content. Twitter users love jumping on a hashtag and 'riding the wave', giving you, the brand, the power to bring together a content hub based on user response.
Three's hashtag #HolidaySpam is still one of the most widely used hashtags when people go on holiday. It's one of the few hashtags that is uniquely linked to Three, making it one of our favourite marketing campaigns in recent times.
Reach Out To Social Media Influencers
Social media has seen a huge rise of influencers. According to a study in the Journal of Consumer Research, consumers often form opinions about products and services based on the opinions of the people they know. Reach out to an influencer and include them in your marketing strategy. This will automatically create opportunities for content creation from users.
National Trust has our vote on their recent user generated content campaign. They collaborated with the poet, Dr John Cooper Clarke who wrote a poem for their #LoveTheCoast ad campaign, and asked Twitter users to tell them what they love about UK's coast. The user generated content from Twitter inspired the completion of this poem.
A version of this article appeared on Audiense.
To gain a complete understanding of the benefits of social media, enrol onto the IDM's Social Media: Strategy, Tools and Tactics training course and gain the practical skills and tools to execute an effective social media strategy.
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