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June 28, 2023

The Power Of User Generated Content – Building Brand Loyalty

Written by Nicole Schenone, HJ-PR Influencer Coordinator

When we think about how brands advertise their products and services in recent years, we think about all of the ads we see on social media and all of the posts created by influencers. When you see your favorite influencers (even small ones) posting about products that they support, this is called user generated content. User generated content is typically content created by an unpaid creator who receives a free product in exchange. 

Creating content is as easy as shooting in that little corner of your home but the execution is all that matters. Creators who complete this process successfully can expect to grow their portfolio and create long lasting relationships with brands. Communication is KEY! Communication allows the brand and the creator to feel appreciated and heard on both ends.  By establishing this relationship, brands can become familiar with how the creator operates and how they create content. Brands will see that creators care about the products and services they have to offer and how it is portrayed via social media. Below are some tips that can help brands create relationships with content creators:

Define goals: come to an agreement that initiates what the company wants to achieve and what the creator wants to achieve. For example, does the creator want a specific product or color that the brand offers? The brand should be willing to work with the creator in order to ensure that the creator is willing to put in the work for the content that the brand is expecting. 

Set expectations: brands should set expectations with content creators that allow them to state exactly what they are looking for from the creator. Brands should send a list of tips and even must-haves that they want to see in the video in order for the creator to have a list of what they need to accomplish. 

Stay in-touch: this goes both ways. Brands should be sending positive feedback to the creators and even thanking them for taking the time out of their day to create this content. Content creators should thank the brand via email or even social media. This is a way for brands to get their name out there and make content consumers look deeper into their brands. By establishing this positive relationship with one another, both parties end up satisfied. 

These are just a few of the many tips that can help brands and creators establish loyalty with one another. Studies show that 74% consumers rely on social media to inform their purchasing decisions. Let’s be honest, we all have seen a product or service on social media and have been influenced by it. This recent strategy is how brands make a lot of their sales. 

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