When collecting UGC, we advocate for brands to create their Collections from direct @mentions of the brand rather than relying solely on general hashtags for several reasons:
Specificity and Relevance: Direct @mentions are more targeted and directly related to your brand. This content is likely to be more relevant to your audience and specific to their interactions or experiences with your brand.
Authenticity: Content that directly mentions your brand is often more authentic and genuine, as it's a natural expression of a user's experience or opinion. It can carry more credibility and trustworthiness with your audience.
Engagement and Interaction: Encouraging users to @mention your brand promotes engagement and interaction. It creates a direct line of communication between your brand and your audience, potentially leading to more meaningful relationships.
Community Building: Focusing on @mentions can help in building a community around your brand. It encourages users to engage directly with your brand and feel a sense of connection and participation.
Encouraging users to @mention your brand while sharing UGC involves a strategic approach that values engagement, authenticity, and brand affinity. Here are several effective ways to achieve this:
1. Promote your @mention across all channels
Integrate your @mention across various channels, including printed in-store materials. Encourage users to mention your brand (@brand) for a chance to be featured:
"Shop the styles you love from Social Media! Discover other customers' fashion inspiration and join the conversation. Mention us @brand for a chance to be featured!"
"Share your unique style, simply mention @brand on Instagram for a chance to shine in our spotlight!"
"Show off your fashion favorites and how you wear them; don't forget to mention @brand in your pics!"
"We're loving your style! Mention @brand or upload below, and you could find yourself on our gallery!"
"Get inspired and share your photos. Tag them with @brand or upload below to be part of our featured styles. Spotted a look you adore? Shop it directly from the page!"
Social Media
Incorporate @mentions as a call to action (CTA) in your Instagram posts and stories to educate your audience. Make sure to include your @mention in your Instagram Bio with a clear CTA.
Email Marketing
In your email campaigns, encourage subscribers to share their experiences or content related to your brand using a specific @mention. Offer a platform for them to be heard and appreciated.
Website and Shoppable Galleries
Extend the use of @mention across your website, including the Homepage (providing easy access to the Gallery from the Navigation tab), Landing pages, Product pages, Blog, and brand-controlled microsites.
2. Educate Your Audience
Provide guidance on when and how to @mention your brand effectively. Share informative content, explaining the benefits of mentioning your brand and how it helps in creating a stronger brand-community relationship.
3. Showcase user content
Regularly feature UGC on your brand's official social media platforms and website. When users see their content showcased, they feel valued and are more likely to continue sharing and mentioning your brand.
4. Engage and respond actively
Acknowledge and engage with users who @mention your brand. Respond to their posts, thank them for their engagement, and offer meaningful interactions. When users see their efforts appreciated, they are more likely to continue mentioning your brand.
5. Collaborate with Influencers
Partner with influencers who align with your brand values. Have them create content incorporating your products or services, and encourage their followers to engage by @mentioning your brand. Influencer endorsements can significantly boost brand mentions and credibility.
By implementing these strategies, you can foster a culture of active @mentions, amplifying user engagement, content collection, and building a stronger bond between your brand and your audience.