In today’s high trust commerce, user-generated content has evolved as a vital strategy that brands use to win people’s trust and convert them into customers.
So, you might be already using UGC to acquire new customers. But have you ever encouraged user-generated ‘video’ content? If not, then you’re missing out on a significant percentage of leads!
When it comes to user-generated content, the video seems to work the best.
Let’s dive deeper into it.
Why Video as User-generated Content?
You can’t deny this – Visuals grab attention! And video is one of the most engaging visual content types that not only grabs the attention but also keeps it. That’s why video generates 1,200% more shares than text and images combined.
By using video, one can better connect with the audience, create an emotional response and ultimately influence them in a better way. Have a look at these stats taken from a wonderful infographic created by the Helplama Team:
- 79% of consumers have watched a video testimonial to learn more about a company, product, or service.
- 2/3 of consumers say they’re more likely to purchase after watching a testimonial video demonstrating how a business, product, or service helped someone like them.
- Brand engagement rises by 28% when consumers are exposed to both professional content and user-generated product video.
So, if you got an idea of the dominance of video among other types of UGC, let’s discuss why YouTube can be the best platform to encourage and collect user-generated video testimonials.
YouTube For User-generated Video Content
Which app/platform comes to mind when you hear the word “video”? YouTube, isn’t it?
This is due to the dominance of YouTube in the video industry. Take a look at some facts and figures that prove YouTube’s supremacy:
How many people are on YouTube?
The total number of people who use YouTube – 1.3 billion.
What was the very first youtube video?
“Me at the zoo” was the very first YouTube video that was uploaded on 23rd April 2005.
How many videos are uploaded on YouTube every minute?
300 hours of video are uploaded to YouTube every minute!
How many videos are watched on YouTube every day?
Almost 5 billion videos are watched on YouTube every single day.
How many people use YouTube every day?
YouTube gets over 30 million visitors every single day.
One of the above stats that amazed me the most is 5 billion YouTube videos are watched every single day.
So, now you must be convinced to leverage the power of YouTube for spreading user-generated content to your target audience. And if these mind-blowing stats can’t convince you to consider YouTube as a platform to encourage user-generated video content, then I don’t know what would.
How to Encourage User-generated Video Content?
Only 5 to 10% of consumers submit reviews online. So, we can assume that getting user-generated video content or testimonials can be overwhelming for you.
But not impossible if you put in the effort! As they say, “What you put in is what you get.”
Now, let’s take a look at some of the best ways to get user-generated video content.
1. Offer Incentives
Incentives can entice the user to create video testimonials for your product or brand. Incentives can be in the form of cash prizes, discounts, add-ons, gift vouchers, etc. For example, you can award gift vouchers to users who capture and post their experience with your product on YouTube.
2. Run Contests and Giveaways.
You can request users to create videos to enter a contest or giveaway, in which users that create the best video regarding your product or brand win the prizes. Tip: Ask users to use specific hashtags to expand the reach of your campaign.
3. Credit the creators.
Monetary incentives and cashback don’t work for all the users. Be humble and give credit to the users who add value to your brand by creating testimonials for your products or brand.
4. Ask them when they’re satisfied.
Every interaction when your customers feel happy and satisfied is an opportunity to ask them, “Would you like to capture your experience with [brand or product]?” To maximize the chances of getting a response in ‘yes’, you can also offer them some sort of incentive or special treatment.
5. Create a video guide.
Creating video can be overwhelming for the users who have no experience creating a video testimonial in the past, making them drop the idea even if they feel satisfied. A video guide would make it easy for the users to express their feelings for the brand.
6. Automate the process.
Technology has simplified almost everything. Here also, you can make use of software that makes it easy for you to collect and manage the user-generated video content. For example, if you run a Shopify store, there are some video testimonials apps for Shopify stores that can be used to automate the process of collecting video testimonials and managing the video UGC. Some apps even publish UGC videos on your behalf.
Commerce has undergone one of the major shifts over recent years.
While making a purchase, people seem to trust an individual (who has experience of using the product) more than the ads. Trust has become one of the most important elements that complete a purchase, due to which terms like ‘brand advocacy’ and ‘user-generated content’ emerged.
In today’s high trust commerce, brands need to use user-generated content to win and influence consumer trust. And video seems to work best among the different types of UGC.
So, without a second thought, incorporate video in your brand’s UGC marketing strategy, and consider YouTube as a major platform to leverage user-generated video content.