It’s high time businesses tap into the power of user-generated content (UGC), a form of content marketing where your customers take center stage.<\/p>\n
UGC leverages the voices and experiences of real people<\/a> to promote your brand. Think customer reviews, social media posts, and photos or videos shared by loyal customers. It’s authentic, it’s relatable, and it works!<\/p>\n But what makes it so successful?<\/p>\n When it comes to making a purchase, trust is everything\u2014and nothing builds trust quite like seeing a post from a friend or another customer praising a brand or product. It’s authentic and unbiased, which makes it more likely for a potential customer to trust the brand and consider making a purchase.<\/p>\n Hand in hand with trust comes social proof\u2014<\/em>a term first coined in 1984 by psychologist Robert Cialdini. Consumers credit reviews from the people they view to be \u201clike them,” thus making social proof a type of decision-making shortcut<\/a>.<\/p>\n One example of a tried and true UGC campaign that effectively built trust is the #LikeAGirl campaign by Always<\/a>, a brand of feminine hygiene products. The campaign aimed to change the negative connotations associated with the phrase “like a girl” and empower young girls to embrace their own strength and confidence.<\/p>\n To achieve this, Always launched a social media campaign that encouraged girls and women to share their stories and experiences using the hashtag #LikeAGirl. They also created a series of videos featuring real women and girls discussing issues like gender stereotypes and self-confidence.<\/p>\nTrust<\/strong><\/h2>\n