The Most Powerful Tool for Digital Marketers

© 2013 Michael Semensohn, used under a Creative Commons Attribution-NonCommercial-NoDerivatives license.

© 2013 Michael Semensohn, used under a Creative Commons Attribution-NonCommercial-NoDerivatives license.

User generated content is not a new concept, but it is snowballing to become the most powerful tool digital marketers have at their disposal, writes Sophie Turton for Econsultancy.

She points out that a marketer’s focus should be on creating opportunities for content creation and conversation. Read her entire article here to find out how the definition of content marketing and what drives content are evolving.

Below, we’ve outlined her reasons why user generated content is king.

1. Peer recommendations above sales spiel: A recent study by Reevoo found that 70% of consumers place peer recommendations and reviews above professionally written content.

Airbnb reviews have increased by 140% over the past year, showing the alternative hotel company’s explosive popularity, and proving that even a stranger’s opinion is more valuable than a company’s sales messaging.

2. Mass takeover: According to Mary Meeker’s 2015 internet trends report, user generated content is exploding across all media platforms. Facebook users watch more than four billion videos a day, up 33% from last year.

Users are increasingly the first source for news via social media platforms such as Twitter, considerably changing the role of the intrepid reporter.

3. Because social says so: A third of young British folk felt social media would influence their vote in the past General Election, not because the political parties had become more savvy with their social presence (although of course they had), but because young people are more likely to be influenced by what their friends are doing.

User generated content is so powerful because it’s centered around you, writes Turton. As social media flourishes — Facebook, Twitter, Instagram, Snapchat — it’s important to benefit from their success and appeal, because “nothing brands can create themselves can even compare to the basic human love of gossip, and themselves.”

As Jim wrote here: “People who are in your venue are inclined to like you. Let them talk about you in whatever way you can. Make it easier, embrace it, use it in your marketing strategy.

Because it’s happening anyway. You might as well find a way to revel in it!”

Tell us on Twitter or Facebook about ways you’ve encouraged your audiences to create content and conversation.

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