Magnificence manufacturers are leveraging the facility of Consumer-Generated Content material (UGC) as a strategic advertising and marketing instrument. Pushed by influencer tradition and social media, magnificence corporations have adopted UGC to construct a model picture and interact with prospects.
What’s Consumer-Generated Content material?
UGC consists of any content material on a model or its merchandise generated and shared by end-users. Consumer generated content material examples might vary from product evaluations, social media posts and movies to weblog posts. This content material is commonly seen as extra credible to audiences than branded content material, owing to its unmediated supply.
Effectiveness
UGC is an efficient advertising and marketing instrument for magnificence merchandise because of its subjective nature. It permits prospects to realize perception a couple of product’s efficiency on actual individuals. Manufacturers can reap the benefits of this by showcasing UGC on social media channels, partaking with customers, and constructing a way of neighborhood.
Manufacturers can foster connections and enhance buyer relations with user-generated content material. Reposting from prospects demonstrates model appreciation, and might help construct a way of neighborhood. In the meantime, this content material might improve belief in a model. Many customers are extra inclined to imagine friends’ opinions and experiences over manufacturers’ advertising and marketing schemes. Showcasing actual individuals utilizing magnificence merchandise, manufacturers could achieve credibility for offering magnificence recommendation and suggestions.
Downsides
Consumer-generated content material might be fruitful for brand new or smaller magnificence manufacturers wanting to construct followers and identification. Nonetheless, it may not swimsuit bigger, extra established manufacturers that have already got sturdy model recognition. Corporations should pay attention to dangers related to utilizing UGC. From ensuring the content material is aligned with the model’s values to acquiring authorized rights and giving credit score the place it’s due, failing might result in authorized/reputational points.
Utilizing Consumer-Generated Content material
Magnificence manufacturers can leverage a user-generated content material advertising and marketing technique to reinforce gross sales and model recognition. Creating branded hashtags and incentivizing UGC can encourage prospects to share product experiences on social media. Manufacturers must also observe related channels for potential content material, then get permission to make use of it.
Corporations can faucet into the facility of user-generated content material in electronic mail advertising and marketing campaigns and on their web site. This might help showcase buyer range and the effectiveness of merchandise. UGC needs to be used authentically and transparently and should adhere to model values and messaging. To amplify this, corporations could accomplice with influencers or micro-influencers to create UGC that matches the model’s traits.
