Understanding the Power of User-Generated Content in B2B
The Power of User-Generated Content
Digital media strategists Nicole and Alice from MarketScale are raising the bar in B2B by embracing user-generated content, an approach they call community-generated content (CGC). CGC encapsulates videos, photos, reviews, and social posts, generated by the brand’s community rather than the brand itself. It’s the real world members of the community that share their actual experiences, not a company advertising its greatness. The power of this approach lies in its authenticity, relatability, and trust it garners.
“It’s not really about the company saying, ‘Hey, look how great we are.’ It’s more about real members of the community sharing their genuine experiences with the brand’s product or service. It makes it so incredibly powerful because it comes from the voices of people who trust and connect with the brand.”
– Alice Iversen on the power of UGC
Storytelling through UGC: Some Great Examples
Companies from various fields have leveraged UGC successfully. GoPro, for instance, runs a stunning UGC campaign wherein users come forward with incredible, adrenaline-pumping content. Red Bull racers have turned to GoPro to promote their sport. Glimpses of pre-race activities, on-field excitement, racetrack setups have amped up the marketing and built a solid community.
“Absolutely. People trust people. We’ve seen this in the B2C world and entertainment. They’ve been championing this, and B2B is catching up. But there’s a lot to learn from those companies.”
– Nicole Schram on why UGC works.
Building Personality and Relationships
It’s no secret that people connect with personalities, not brands. The Olympics perfectly exemplified this through athlete, Ileana Maher’s candid behind-the-scenes content stirring engagement like never before. Similarly, in the healthcare industry, Verizon’s podcast series, “Healthcare On Air With Verizon,” leverages the expertise of movers and shakers in the industry, building partnerships and enriching the community.
Real-time Feedback and Transparency
AI-driven surgical instrument tracking platform, Censis Technologies, is set to implement UGC in a fascinating way. As they gear up for some platform updates, they’re bringing industry experts onboard for a first-look review. These experts, through videos, offer real-time, unfiltered feedback, enhancing transparency and building credibility.
“Instead of a polished marketing team or a high-budget ad campaign pitching a product or service, it’s about showing how it fits into real lives—even with flaws. People want the real deal, pros and cons included, and that connection builds trust and sales.”
– Alice Iversen on the role of authenticity
As B2B continues to embrace UGC, the key lies in allowing authenticity and creativity to shine. UGC creates shared experiences, shapes the narrative around your brand, and builds a community of loyal and engaged customers. In the end, the mantra for success in UGC is creating content that resonates deeply with your audience. Remember, in the world of UGC, it’s not just about speaking to your audience – it’s about speaking with them.
