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When it comes to social media marketing, content is everything. However, many businesses focus heavily on their own content and social media publishing strategy, overlooking the power and potential of user-generated content.
Social media platforms put users at the front and centre. They are free to post what they want, where they want, and when they want, and the creative possibilities are limitless. As a brand, you can see huge benefits from incorporating user-generated content into your social strategy. Read on to find out more.
Finding Relevant Content
The social media world is huge. With billions of users across the globe, nearly 3 billion on Facebook alone, content is produced and posted online at a rate nobody could possibly keep up.
Users create content for just about anything you can imagine. They’ll make creative images and videos for their favourite films and TVs, and, of course, their favourite brands. What this means is that users are often doing your job for you, creating content that can be used to market your products and services.
However, finding this content is easier said than done, given the size of the digital landscape today. This is why social media listening platforms are such valuable tools, they can be used to scan social channels and identify content that is relevant to your brand.
Connecting with Customers
The relationships between brands and consumers are changing all the time. In today’s world, consumers feel more connected to brands than ever before, thanks in part to social media platforms which give them an unprecedented level of access and insight in businesses and companies.
As a brand, you must strive to maintain the relationship you have with consumers and forge deeper, more meaningful connections with your customers. By using social media listening, you can locate user-generated content that is relevant to your business and engage to demonstrate your appreciation and gratitude.
This could be through simply commenting on the post, or even sharing across your brand’s official channels. If you do share it, always be sure to credit the original creator.
Brand Image
Brand image, which concerns how your business is perceived by consumers, is crucial. If consumers see your brand in a positive light, they’ll be far more likely to purchase your products and recommend your business to friends and family. Conversely, if your brand is perceived in a negative way, consumers will be far less likely to buy your products and may actively avoid your business.
By connecting with customers through the user-generated content they create, your brand will appear more relatable and more attuned to modern online trends. This can be extremely valuable; it can paint your brand in a positive light and ensure that customers remember your business rather than a competitor.
Conclusion
Social media listening allows you to unlock the power and potential of user-generated content, create more meaningful connections with consumers, and set your business apart from the competition through improved brand image. As social media platforms become increasingly integral parts of business, we can expect to see social listening become common practice.
