The Power of UGC To Help Your Product Launch
Exciting times – you’re about to launch a new product! But how do you generate word of mouth, content and reviews about it at scale? User-Generated Content (UGC)!
In this blog post, we will delve into what UGC is, why it matters, and how it can be a game-changer for your product launch strategy.
What is UGC, and Why Does it Matter?
User-Generated Content (UGC) is content created by your customers, fans, or followers, rather than your brand. This content can encompass a wide range of formats, including photos, videos, reviews, testimonials, and social media posts. UGC is a direct and unfiltered expression of real customer experiences, making it an invaluable resource for your product launch. It also helps generate:
UGC is inherently authentic because it reflects genuine customer experiences and opinions. Unlike brand-generated content, which can often be perceived as biased, UGC offers an unbiased and unfiltered view of your product. This authenticity builds trust and credibility around your new product.
UGC serves as powerful social proof. When potential customers see their peers using and endorsing your product, they are more likely to trust the product’s quality and value. People tend to rely on recommendations and experiences of others when making purchasing decisions.
UGC comes at little cost. To launch this may simply be the cost to package and send your product. and therefore after, if done right, you can encourage customers and fans to voluntarily create content about your product, saving you money on content creation.
UGC encourages engagement, as customers actively participate in creating content related to your product. When they see their content featured or shared by your brand, it fosters a sense of community and involvement. This engagement can lead to increased loyalty and word-of-mouth marketing.
Why Product Gifting is the Ultimate UGC Launch Strategy
When it comes to leveraging UGC for your product launch, product gifting is a no brainer as it:
Product gifting can help build anticipation for your new product. By providing influencers, loyal customers, or early adopters with a sneak peek, you create a buzz that’s hard to achieve through other means. Teasers and countdowns leading up to the official launch can amplify this anticipation, keeping your audience engaged and eager to learn more.
Pro Tip: Use teasers and countdowns to generate excitement leading up to the official launch.
Generates Authentic Reviews and Testimonials:
Gifting your product to individuals allows for authentic reviews and testimonials. Recipients are more likely to provide honest feedback about their experiences with the product, which is invaluable for potential customers who want to hear real opinions before making a purchase. These authentic reviews and testimonials contribute to the UGC pool and can be used in your marketing materials.
Pro Tip: Encourage recipients to share their experiences, whether positive or constructive, to maintain authenticity.
Creates Organic Social Media Posts:
When you gift your product to influencers or customers, you’re likely to see organic social media posts. These posts can reach a wide audience and generate excitement around your new product. Encourage recipients to share their unboxing experiences, showcase your product in their daily lives, or create tutorial videos. Create a unique hashtag for your product launch and encourage recipients to use it in their posts to maximize the visibility and reach of your campaign.
Pro Tip: Create a unique hashtag for your product launch and encourage recipients to use it in their posts.
Create Diverse Content Types:
Product gifting can result in a variety of UGC content types, from unboxing videos and detailed reviews to lifestyle photos featuring your product. Collaborate with recipients to create content that aligns with your brand’s style and messaging. This diversity of content showcases different aspects of your product and caters to a broader range of potential customers.
Pro Tip: Collaborate with recipients to create content that aligns with your brand’s style and messaging.
Whilst the power of using product gifting to generate UGC for your product launch cannot be underestimated it does come with its challenges.
How to identify the right recipients, manage communications and logistics, generate and track content and reporting on the performance of the activity are all things you must consider.
That’s where we can help. Here, at Ernie, we understand the significance of UGC in modern marketing, especially during product launches. We specialise in helping brands get their products in the hands of the right people to deliver quality UGC effectively and at scale.