User-generated content (UGC) encompasses images, videos, testimonials, blog posts and other content posted by unpaid contributors (in our case, travellers) to online platforms. These assets serve as aspirational content for other travellers, and are generally regarded as trustworthy, truthful and authentic since they are created without agenda.
UGC can serve as a key tactic in your marketing strategy by facilitating engagement with people sharing content about your destination or business and giving you the opportunity to re-share positive stories as a genuine representation of your offerings.
Based on recent studies, authenticity and reliability have emerged as key factors driving customer decisions to complete a purchase. People are wary of brand-owned content (content shared by companies about their own businesses) and tend to place more trust in their peers when they validate business offerings. In short, UGC is social proof for your business.
Combining UGC and brand-owned assets establishes trust, educates consumers and helps people make well-informed decisions along the path to purchase. Studies show that UGC is 20% more influential than branded content alone and can improve conversions by 64% when placed directly on product pages.
Share your hashtag and track growth. Use at least one branded hashtag regularly across all social channels, so you can track the number of posts tagging your business on a weekly or monthly basis.
85% of people (and 97% millennials) have indicated they would share a positive travel experience on social media. Furthermore, nearly 52% of consumers say they post at least once per month about a new product or service they’ve tried. There is an incredible opportunity here to engage in online consumer conversation, build brand advocacy, and aggregate the rights to assets you can use across your digital marketing portfolio.
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