What happens when your customers start telling your brand’s story for you? Could this be the greatest asset in marketing, or does it come with risks? User Generated Content (UGC) has become a cornerstone of digital marketing. But how does it work, and how can entrepreneurs in the tourism industry make the most of it?
This article is based on The Guide to User-Generated Content: a Playbook for Ecommerce Marketers, published by Hubspot. The topic is interesting: it covers a large amount of the content that almost all of us face daily. UGC is content that many people create without even realizing it has that specific name! Who among us hasn’t written a review about a broken TV or poor service at a local electronics store to Facebook? Or like me, recommended various dog care products that I’ve had good experiences with to fellow enthusiasts on Instagram.
Let’s dive deeper into what UGC really is!
What?
UGC is content created by users or customers, in various formats: photos, blog posts, traditional reviews, or social media content. Users create it as fans or customers of a product or service. UGC is not created by the company itself or part of official advertising campaigns.
Why?
UGC is authentic because it comes from real customers. It is also perceived as trustworthy, since it reflects genuine experiences, rather than marketing made by the brand. Customers tend to trust the opinions of fellow customers more than a company’s own messaging. It’s social proof!
Where?
For example, companies can encourage users on social media to share their experiences with a product or service by using a specific hashtag. This generates a lot of user-created content and promotes the brand and increases visibility.
UGC, ethics and trustworthiness
UGC creators help build a sense of community while they tell stories about the brand. Through UGC, a company can effectively reach potential new customers. But who has the right to use the content that customers create? Is it fair for a company to benefit from a user’s work without clear compensation?
Personally, I’m a bit skeptical about modern marketing, and I don’t fully trust even UGC. Although it can be seen as authentic, users might create content with the intention of gaining something in return, like free products or services. This can undermine the credibility of the content and raise questions about the reviewers’ motives. However, when it comes to a product that I genuinely care about, I tend to be more accepting of various marketing styles.
When a company encounters UGC, they need to handle it with care. Sometimes, a customer’s shared experience might not be positive for the brand, but it is honest, and the user has genuinely experienced what they are sharing. Transparency and clear guidelines about how UGC will be used and how the company responds to it, can help build trust between the brand and its customers.
UGC in tourism industry and its opportunities
UGC might have been a part of the tourism industry long before the term even existed. People love to share their travel stories and photos, and today’s social media provides multiple formats: travel blogs, podcasts, Instagram accounts and Facebook groups. These authentic experiences can inspire others to travel to the same destinations. So, how can tourism entrepreneurs make better use of UGC?
Reviews and recommendations: Hotels, restaurants and attractions can utilize customer reviews and recommendations, which often are more effective marketing than traditional ads. TripAdvisor is one of the best-known platforms for this, but TikTok has also become a popular place for sharing travel experiences.
Photo campaigns and contests: Tourism businesses can encourage customers to share their own photos and experiences by using a specific hashtag. This type of engagement not only promotes the business, but also creates a sense of community.
Showing destinations through customers’ eyes: In tourism marketing, photos and videos are crucial. UGC can show a place as it is truly experienced by travelers, without the polished and staged look of professional ad campaigns. This creates a stronger emotional connection and a more realistic portrayal of the destination.
Even small businesses in the tourism sector can effectively use UGC. For example, a local restaurant could encourage guests to share photos of their meals, while a hotel might run a campaign where guests share stories about special moments during their stay. This increases a more interactive and engaging customer experience.
Conclusion
User Generated Content has already transformed the way companies market themselves and how we as customers perceive and engage with brands. UGC can inspire and attract other travelers in many ways. While there are plenty of platforms to show this content, the choice of where UGC appears is not always up to the business owner. Being present on multiple social media platforms can have its pros and cons, but sometimes a single, well-chosen platform is all it takes. Fans will naturally follow where the brand is active.
References: HubSpot: The Guide to user-generated-content: A playbook for ecommerce marketers.
Pictures: @PiiaVälitalo with Canva