The evolution of the customer journey has created new opportunities for CPG brands to make a memorable impression on customers with user-generated content.
Brands should now focus on selling the brand experience -instead of the product itself- and leading with a customer-centric approach to offer a much more significant experience in every stage of the journey.
Best practices and opportunities brands can leverage to succeed:
Finding the right content for your brand
The key to finding the right content for your brand is using mentions and hashtags simultaneously. These are the primary ways in which users engage with campaigns, so you should promote them everywhere you can. Make sure you've created the right collectors in our platform to capture all relevant content, and then select and tag the best of your UGC through our Strategic Moderation Services.
Activating authentic content
The best choice for activating UGC is to go for a multichannel approach. You should leverage all of the amazing content you've collected by deploying it across all of your channels: all of your website pages (homepage, category, product), social media, online stores, apps, ads, offline distribution, and more.
Last but not least, your UGC can be syndicated to fast-growing online retailers, such as Walmart and Ulta. This is a valuable opportunity for non-e-commerce brands and you want to take advantage of it.
Measuring success
For brands that don’t have shoppable websites, the KPIs should be focused on engagement, loyalty, and revenue, to learn how UGC impacts the whole user experience. Some indicators to bear in mind are interactions, unique interaction rates, click-throughs to retailers and return visits.
To capture those KPIs, you want to make sure you’re following the best practices for your implementations. Optimizing your widgets with outbound links to the specific retailers and including the enhanced Olapic Checkout Pixel should be your top priority. This way, your customers can choose whatever retailer they like the most to acquire your products.
Other metrics to consider around community engagement are newsletter sign-ups, registration for coupons, free samples, and loyalty programs.