Move over, professional photographers–– user-generated content (UGC) has entered the chat, and the beauty industry can’t get enough.

The popularity of user-generated content for marketing and advertising purposes has grown dramatically in recent years as customers become increasingly adept at creating original, brand-specific content using their mobile phones and other personal devices. Unlike influencer marketing, the individuals behind UGC do not have any material connection with the brands they are promoting. For this reason, authentic user-generated content is widely considered by customers to be more trustworthy than other forms of advertising content. 

For those of us in the beauty marketing biz, the rise of UGC presents many new and exciting opportunities. Need some help strategizing? You’ve come to the right place. We’ve got a few ideas for how to use this trend to your advantage.

Photo by Marc Kleen on Unsplash

Email Marketing

Social media is certainly a force to be reckoned with, but when it comes to capturing leads, building lists, and monetizing subscribers, old-school emailing is still the bread and butter of digital marketing. And for good reason: recent statistics show that email marketing results in a median return on investment (ROI) of 40:1, making it the “most effective advertising tool” in the game, according to Flowbox. One effective way to incorporate UGC into your email marketing strategy is to create an email-based hashtag campaign. Encouraging email subscribers to share their products on social media with a branded hashtag has the dual benefit of increasing customer engagement while also generating plenty of UGC options for future posts.

BeReal

An app built on the premise of user authenticity is fertile ground for UGC marketing. BeReal currently lacks formal in-app advertising, but with a little creativity, it can still be an effective advertising tool. For tips and tricks on how to successfully market with BeReal, check out this Digital Beauty article. 

Ads and Web Content

Perhaps the easiest way to earn brand loyalty is to make customers feel like they are part of something larger than themselves. A report by Nosto found that “79% of people say UGC highly impacts their purchasing decisions.” Rather than saving it all for social media, include UGC content in formal advertisements and on your brand’s website to drive sales. According to the 2021 State of UGC report by Tintup, “93% of marketers agree that consumers trust content created by customers more than content created by brands. People trust people.” With numbers like that, you might as well give it a try! Visit the #MyCalvins landing page on the Calvin Klein website for a wildly successful example of UGC being repurposed in exactly this way.

Contests and Giveaways

The only thing that gets people going more than the chance of winning, period, is the chance of winning free stuff. Introducing a contest and/or giveaway for your brand is a great way to engage customers while also getting the word out about your products. In addition to incentivizing participation with free or discounted goodies, consider tailoring the details of your competition in such a way that the UGC it generates can be reused for future campaigns. A 2022 article by digital marketing platform Buffer reveals that “50% of consumers wish brands would guide them in creating content.” Don’t be afraid to tell your customers exactly what you’re looking for! Giving them specifics is ultimately better for both of you. 

Got any other ideas for becoming a superstar strategizer with user-generated content? Let us know in the comments!

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