{"id":52673,"date":"2025-01-28T07:00:10","date_gmt":"2025-01-28T07:00:10","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/how-b2b-brands-can-leverage-user-generated-content\/"},"modified":"2025-01-28T07:00:10","modified_gmt":"2025-01-28T07:00:10","slug":"how-b2b-brands-can-leverage-user-generated-content","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=52673","title":{"rendered":"How B2B Brands Can Leverage User-Generated Content"},"content":{"rendered":"


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Recently, I have become obsessed with \u201cPack my Stanley<\/a>\u201d videos, but not because I own a Stanley tumbler or have any desire to \u201cpack\u201d it with custom ice cubes and snack accouterments before plunking it down in my also-nonexistent car. (Do I also find their popularity ethically dubious in the face of our ever-growing consumer waste? Sure!) No, I\u2019m obsessed with them because they are a prime example of user-generated content finding its organic audience.<\/p>\n

These types of videos are rampant on TikTok, and with many of these accounts promoting their own Amazon Storefronts, they are a great way for Amazon \u2014 and Stanley, for that matter \u2014 to leverage real-life user experiences. UGC often works so well because it doesn\u2019t<\/em> feel like an ad; it feels like a true-to-life testimonial that allows a viewer to envision how a product might actually function in their own life. And that can still be true, even when it comes directly through a brand\u2019s owned channels. Here\u2019s how.<\/p>\n

The most important lesson from user-generated content<\/h2>\n

One word: authenticity. Again, UGC works well when it is a genuine, organic discussion of a product or service, rather than a paid-for ad placement. Oftentimes, that\u2019s in the form of a social post showcasing a product in action. Warby Parker\u2019s well-known campaign, encouraging users to show off their eyeglass options with the hashtag #warbyhometryon<\/a>, was a great example of this, generating tens of thousands of organic social posts from real-life customers.<\/p>\n

But, you don\u2019t need to share user-generated content on social media alone. Client testimonials are a fantastic way to make use of UGC for B2B brands, especially when they can be framed in a solutions-oriented light. Adobe Experience Cloud<\/a> features myriad customer-generated case studies. Users can even search by industry and product, adding an extra layer of customization. When I searched for case studies for the Document Cloud product in the financial service industry, I was met with three hyper-relevant testimonials<\/a> without having to waste time scrolling through case studies that may not apply to my search terms.<\/p>\n

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Encouraging more engagement from your community<\/h2>\n

When it comes to customer-generated content, especially for niche or B2B brands, the key is to find organic ways to encourage your audience to participate in UGC in a way that is also helpful to them. And there is arguably no better resource for encouraging customer-brand engagement than internal help hubs.<\/p>\n

The IBM Data Science Community<\/a> is one of the best user-generated content examples. It features a \u201cJoin the Discussion\u201d section highlighting trending topics that are relevant for data scientists, from embeddable AI to decision optimization (topics I, as a content marketer, totally understand inside and out). Scroll further, and you\u2019ll find thousands of discussion threads started by IBM users troubleshooting issues, not paid brand ambassadors. It reads more like a subreddit than a content marketing hub \u2014 and that\u2019s why it works.<\/p>\n

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Utilizing UGC strategies in brand-owned content<\/h2>\n

User-generated content marketing works so well in part because there is no legal or compliance department telling users what they can and can\u2019t say to their audience about a product, especially when it\u2019s not an outright sponsorship. Plus, internet users (and Gen Z in particular) respond well to low-fi content that specifically doesn\u2019t feel overproduced. Luckily, that unpolished appeal of UGC is still something content marketers can lean into on owned channels.<\/p>\n

For instance, the fast-growing piercing retailer Studs<\/a> has made piercing feel more accessible for a wider audience thanks to their low-fi organic videos of users giving an educational overview of their piercing experiences. They don\u2019t harp on how great their Studs-branded earrings are; they simply share the answers to questions the piercing-curious would naturally ask. The result? Videos that give more \u201cpep talk from your cool older sister\u201d than \u201cadvertisement from a jewelry company.\u201d<\/p>\n

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The beauty of user-generated content is that you really don\u2019t have to overthink it. Put yourself in the shoes of your core audience: what are they actually interested in learning about your product? It may be as complex as building out a hub of hundreds of case studies for your dozens (hundreds?) of products like Adobe, or it may be as straightforward as providing \u201c(ear)ducation\u201d like Studs.<\/p>\n

Or, maybe it\u2019s just as indulgent as whatever on earth we\u2019re all getting out of the \u201cpack my Stanley\u201d videos.<\/p>\n

Ask the Content Strategist: FAQs about user-generated content<\/h2>\n

How do you measure the success of user-generated content on owned channels?<\/h3>\n

Metrics like engagement rates, user interactions, and conversion rates are common indicators. It\u2019s crucial to track how well UGC-influenced content drives authentic engagement.<\/p>\n

What tools can brands use to source user-generated content effectively?<\/h3>\n

Tools like TINT, Olapic, and Stackla allow brands to aggregate UGC while ensuring proper permissions. They help streamline the process of discovering and curating user content.<\/p>\n

How should brands handle negative user-generated content on their owned channels?<\/h3>\n

Brands should respond transparently and engage with negative feedback to resolve issues publicly. This approach builds trust by demonstrating a commitment to customer satisfaction.<\/p>\n

To learn more about content strategy and best practices around user-generated content, subscribe to <\/em>The Content Strategist<\/em><\/a>.<\/em><\/p>\n


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