Here’s a simple definition of user-generated content: Content created by end users.
Why is it valuable? Because customers today are turning to peers, not marketers, for reliable information about things they are considering buying or doing. Face it; they just don’t trust us anymore.
Is user-generated content a must for marketers today? Perhaps not, but given consumer sentiment I believe it should be given serious consideration. Take for example this video my colleague and fellow blogger, Judy Minot found on YouTube. It was made by a Trader Joe’s customer. I don’t know the official TJ’s position on the video but I don’t think they could ask for more in the form of user generated media. It’s funny, honest and memorable.
Brands are always trying to connect with their customers in a meaningful manner. They do it because retention of an existing customer is far cheaper and easier than acquisition of a new customer. For a customer what could be more meaningful and real than connecting with your brand through a fellow customers’ experience? And, what’s this? It turns out your customers are willing to help spread the word!
Okay, so the video above exposes a few negatives, but it’s overall a positive story. It’s clear that the faults are recognized and accepted. And apparently the creator is not alone in his attitude: The video has over 400,000 views. Read a few of the comments: they say it all.
There was a time when Trader Joe’s might have used every bit of their influence to remove this video from the public eye. Not today: the Internet has changed that. It’s too hard, expensive and time consuming to try to police. I say, embrace user-generated content and find creative ways to add it to your marketing mix. It’s the smart choice.
Tags: consumer sentiment, Marketing, user generated content, YouTube
[...] definition of user-generated content (UGC) (I am leaning toward a simple one that I read today on D2 Creative: “content created by end users”). This beer is walking a fine [...]