User-generated content (UGC) has redefined social media marketing.
It offers brands a compelling and powerful means of building authenticity, credibility, community, and ultimately driving those conversions.
However, like all marketing strategies, the inevitable domino effect led to market saturation.
Honed whilst running my social media marketing business, I have fine-tuned my approach to the UGC niche over the last 12 months.
Enter the UGC Trifecta: a strong hook, an authentic body, and a call-to-action (CTA) – a winning formula when effectively implemented.
The Hook
The first three seconds are critical – make or break. If the audience tunes out and scrolls on, the marketing opportunity is lost. The hook is a UGC creator’s chance to showcase a product’s unique selling point (USP). A strong USP is a natural hook and can really simplify this element.
However, in saturated niches with multiple versions of “sister” products, the key then lies in connecting directly to the target audience. Think relatability and authenticity.
Does this product or service solve a problem? If so, this needs to be communicated instantly. “Before and after” content can be particularly effective here— quickly illustrating that the creator has overcome a challenge or achieved a goal thanks to the product.
The main body
Therein lies the opportunity to showcase a product’s features whilst fostering credibility and trust. The importance of B-roll footage here cannot be overstated here… It allows for visually dynamic, demonstrative content that informs audiences, whilst holding their attention.
By varying settings and scenes, creators also increase the chance of resonating with their audience.
Testimonial voiceovers and direct camera speech then reinforce this scene of authenticity – cumulating in a trustworthy, engaging visual segment and narrative.
The CTA
Ultimately, holding an audience is fruitless if they’re left without clear direction. The CTA determines the purpose of content. Whether to foster a community and encourage social following, or to drive conversions by directing viewers straight to a shopping basket, a solid CTA ensures that the content delivers.
The shorter the better “click below” “purchase now” or “follow ugcwithnatasja now” (a shameless plug I know).
Why the Trifecta Works
The underlying pillars of authenticity and relatability are instrumental to each element of the trifecta.
Gone are the days of the unrealistic, over polished, and furthermore unrelatable standards within social media advertising. Whilst UGC should feel inspirational, it should not seem unrealistically so. It is real and sincere, and ultimately why, as a content strategy, it is so successful.
Audiences should be able to draw parallels with the creator, see themselves in their shoes – drawn in by a strong hook, convinced of product’s benefits, and then directed by a clear CTA.
If a UGC creator can perfect the trifecta – they stand in line for social media gold.
For more on Natasja please visit https://healthyhoney.co.uk/ugc, and www.thewritehive.co.uk, follow her @ugcwithnatasja or email Natasja@healthyhoneyugc.co.uk.
