How to create content that encourages user-generated content and social sharing

Creating content that encourages user-generated content (UGC) and social sharing is a powerful way to engage your audience, build community, and increase brand visibility. When users actively participate by sharing their content or interacting with your brand, it not only fosters trust but also extends your reach as people are more likely to trust and engage with content shared by their peers. Here’s how to create content that inspires UGC and social sharing:

Table of Contents

1. Leverage Contests and Challenges

Contests and challenges are effective ways to motivate your audience to create and share content. By offering an incentive or a fun challenge, you can encourage participants to engage with your brand and share their experiences on social media.

How to Implement Contests and Challenges:

Photo and Video Contests: Ask users to share photos or videos related to your brand, product, or a specific theme. For example, a fitness brand might run a “Best Workout Video” contest where participants share their workout routines using a branded hashtag.
Hashtag Challenges: Create a unique hashtag for your contest or challenge and encourage users to participate by sharing content using that hashtag. For instance, a coffee shop could launch a “#MyMorningBrew” challenge, asking customers to share their morning coffee moments.
Voting and User Involvement: Incorporate an element of voting to engage the audience further. Allow users to vote for their favorite entries, which can increase participation and engagement.

Tips for Successful Contests:

Offer Incentives: Provide attractive rewards such as discounts, freebies, or exclusive access to products to motivate participation.
Set Clear Rules: Clearly outline the contest rules, including entry requirements, deadlines, and how winners will be selected.
Promote Across Channels: Promote the contest on all your channels, including your website, social media, and email newsletters, to maximize participation.

2. Create Shareable Content

Content that is informative, entertaining, or inspirational is more likely to be shared. By creating high-quality content that resonates with your audience, you increase the likelihood of social sharing.

Types of Shareable Content:

Infographics: Infographics are visually appealing and easily digestible. They can simplify complex information, making it more shareable. For example, an interior design company could create an infographic on “10 Tips for Small Space Living.”
Quotes and Memes: Inspirational quotes, relatable memes, and humorous content tend to perform well on social media. Create branded visuals that your audience will want to share.
Educational Content: How-to guides, tutorials, and educational videos provide value to the audience, making them more likely to share. For instance, a cooking brand could share “Quick and Easy Dinner Recipes” videos.
Emotional Stories: Content that evokes emotions, such as heartwarming stories, success tales, or motivational posts, can inspire users to share with their networks.

Best Practices for Shareable Content:

Keep It Visually Engaging: Use high-quality images, videos, and graphics to make your content visually appealing. Visuals are more likely to grab attention and be shared.
Make It Easy to Share: Include social sharing buttons on your blog posts, videos, and infographics. Make it effortless for users to share your content across different platforms.
Optimize for Mobile: Ensure your content is mobile-friendly, as a significant portion of social media users access content on mobile devices.

3. Encourage Reviews and Testimonials

User reviews and testimonials are forms of UGC that can build credibility and influence purchasing decisions. Encouraging satisfied customers to share their experiences can also inspire others to engage with your brand.

Ways to Encourage Reviews and Testimonials:

Ask for Feedback: Reach out to customers after a purchase and ask them to leave a review. Make it easy for them by providing direct links to review platforms.
Create a Review Section: Include a review or testimonial section on your website or product pages. Highlight positive reviews to showcase customer satisfaction.
Offer Incentives: Provide incentives like discounts, loyalty points, or entry into a giveaway for customers who leave a review.
Feature Customer Stories: Share customer testimonials on your social media channels or website. Use visuals, such as photos of customers with your product, to make the content more engaging.

4. Host User-Generated Content Campaigns

Encourage your audience to create and share content that features your brand, products, or services. UGC campaigns not only engage your audience but also provide authentic content that can be repurposed for marketing.

Examples of UGC Campaigns:

Brand Ambassadors: Create a brand ambassador program where loyal customers share their experiences with your products. Recognize and reward ambassadors for their contributions.
Customer Spotlights: Feature customers on your social media or website. Share their stories, experiences, and photos using your products.
Product Use Cases: Invite customers to share how they use your products in creative ways. For example, a skincare brand could ask users to share their skincare routines using its products.
Testimonials with a Twist: Ask customers to share short video testimonials or stories about how your product or service has made a difference in their lives.

Guidelines for UGC Campaigns:

Provide Clear Guidelines: Give participants clear instructions on how to participate, including any specific content requirements or hashtags to use.
Seek Permission: Always ask for permission to use UGC in your marketing. This ensures that you respect users’ content and maintain a positive relationship.
Show Appreciation: Acknowledge and thank users who contribute content. Feature them on your social media, website, or marketing materials to show your appreciation.

5. Incorporate Interactive Elements

Interactive content can boost engagement and encourage users to share their experiences with their networks.

Ideas for Interactive Content:

Polls and Quizzes: Create fun and engaging polls or quizzes related to your brand or industry. For example, a travel agency could create a “What’s Your Ideal Vacation Destination?” quiz that users can share.
Interactive Stories: Use Instagram Stories or other social media platforms to create interactive content like Q&A sessions, polls, and challenges that encourage participation.
Live Events: Host live events, such as webinars, Q&A sessions, or virtual tours. Encourage attendees to share their experiences using a branded hashtag.

6. Build a Community

Fostering a sense of community around your brand can encourage users to create and share content. By building a space where users feel connected and valued, they are more likely to engage and contribute.

How to Build a Community:

Create a Branded Hashtag: Develop a unique and memorable branded hashtag that users can use when sharing content related to your brand. Promote the hashtag across your channels.
Engage with Your Audience: Respond to comments, messages, and user-generated content. Show appreciation and recognition to those who engage with your brand.
Host Community Events: Organize online or offline events, such as meetups, webinars, or virtual parties, to bring your community together. Encourage attendees to share their experiences.
Build Online Groups: Create a community group on platforms like Facebook or LinkedIn where users can share their experiences, ask questions, and interact with each other.

7. Collaborate with Influencers

Influencers can play a pivotal role in generating UGC and promoting social sharing. By collaborating with influencers who align with your brand, you can reach a larger audience and encourage their followers to engage with your brand.

How to Collaborate with Influencers:

Product Features: Send influencers your product and ask them to share their experience using it. Their audience is likely to trust their opinion and may be inspired to try the product themselves.
Co-Create Content: Work with influencers to co-create content, such as tutorials, reviews, or social media takeovers. This collaboration can spark UGC from their followers.
Incentivize Sharing: Encourage influencers to invite their followers to share their experiences using a branded hashtag or participate in a contest.

Conclusion

Creating content that encourages user-generated content and social sharing involves understanding your audience, providing value, and fostering engagement. By leveraging contests, creating shareable and interactive content, building a community, encouraging reviews, and collaborating with influencers, you can inspire your audience to actively participate and share your brand’s message. This approach not only amplifies your reach but also builds a sense of trust and authenticity around your brand.