With the constant stream of user-generated content available on social media, it can be tempting for brands to repurpose that content without crediting the source. However, getting permission before using this content is a must. Permissioning content works twofold: consumers are very likely to say yes if asked, and it helps build brand affinity with consumers. In fact, Pixlee has found that 85% of people are willing to grant permission for brands to use their content. As it turns out, asking for permission goes a long way in building brand affinity and consumer trust.
People want to be asked before their pictures are used by brands, no matter how much affinity they have with the brand. This presents an easy opportunity for brands to establish trust with their most valued customers. These are people who are actively choosing to post about a product on their social media channels and are clearly interested in the brand. However, if a brand decides to forego permission, they are sending a message that neither their customers’ desires nor their property is important. Taking shortcuts will not help the brand-consumer relationship that brands need to have to stay successful in 2019.
Brands are becoming aware that customers are a brand’s best marketers. Consumers will trust other people who are just like them over glitzy marketing campaigns, which can greatly increase conversion rates. When consumers are passionate about a brand, they’re happy to represent that brand in their own community. This personal touch helps create a more relatable narrative for your brand. Because of this, getting permission and collecting UGC from this is critical for a brand’s marketing strategy.
Streamlining Permissions and Connecting with Users
There are a few ways to get a user’s acknowledgment to use their content. Permission hashtags are hashtags that are specific to a brand and clearly indicate permission granted to the brand to feature that content in its promotional materials. Yakima’s Instagram campaigns are good examples of this. They make it clear to their followers that by using Yakima’s personalized hashtag, they are entering this contest and there is a chance that their photo will be shared by Yakima.
This generalized approach works great for campaigns run by the brand itself. Alternatively, we recommend a personalized route when your brand is scouting for content without a campaign or contest. This is where a brand, seeing that one they’ve been tagged, would ask for permission to the photo through Pixlee. This helps streamline and personalize this process while offering a system of record to make sure content is authorized to be shared.
Once permission has been attained, there is a whole range of possibilities that brands can take advantage of to maximize this content. From landing pages to product detail pages, blogs, and even sending them in promotional emails – brands can see a significant increase in conversion rates. Pixlee has proven that installing UGC on PDPs creates about a 1.5x lift (source: Pixlee customer benchmark data).
User-generated content is by users and for users. The users (and in this case, your customers) come first, always. In sharing their photos with brands, these users extend interest in building a deeper connection with the brand – brands have the ultimate opportunity to respond to this favorably and strengthen their relationship with their community.
Dahlia Davidovits is a student at UC Berkeley and a marketing intern at Pixlee