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Jan 26, 20232 min read

10 ways to use User Generate Content (UGC) in your sustainable marketing campaigns.

Sustainability marketing is an important part of any business's strategy. It is a great way to communicate your company's commitment to sustainability and build trust with customers. One of the most effective ways to do this is by leveraging user-generated content (UGC).

According to Statista, 45 percent of shoppers conduct research online before making a purchase. This means that consumers seek out information or reviews on a product or service and feedback from real people can have more sway than brand-generated content. UGC can be used to create engaging stories that showcase how your company is making a positive impact on the environment and society. In this article, we will explore 10 ways you can use UGC in sustainability marketing.

UGC vs influencer marketing?
Don’t confuse these two marketing tactics, as they are very different in terms of the way you communicate and engage your audience. UGC is created by consumers or people in general at no cost to promote your brand, however, influencer marketing is sponsored content with a prior arrangement.

Kinds of UGC

• Content from Social media posts or sharing
• Product usage videos
• Customer reviews
• Case studies
• Referrals
• Community forums
• Webinars or podcasts
• Conferences
• Testimonials
• Hashtag campaigns (#ShareACoke campaign or #IceBucketChallenge is One of the most famous hashtag campaigns we have witnessed yet)
• Question-and-answer sections
• Interactive events for customers
•

UGC can be used in a variety of ways to enhance your sustainability marketing campaigns

1. Content like testimonials or referral and customer reviews, webinars, etc. can be used in your Email Marketing Strategies

2. They can also be used to lead credibly to your cause by simply using them on your website or sustainability marketing project pages

3. Leverage UGC on Social Media to engage customers in sustainable conversations that are relevant to the brand.


4. UGC can be used on website & blog posts to showcase the brand values and brand’s commitment to sustainability

5. UGC can be used in video or advertising to increase engagement & awareness


6. Encourage customers & influencers can be encouraged to share their experiences with your brand & leverage Influencers and their followers to promote your sustainable products or services

7. Use Use user-generated content as a way to build a community around your brand. Create a forum for users of your product or service to share their experiences and opinions

8. Collect and create data using UGC to give customers and product teams access to your brand's data and insights

9. Leverage user-generated content as an opportunity to learn more about how other businesses operate, which can lead to new opportunities for partnerships or collaborations down the line

10. Use UGC for customer service and employee training programs and development initiatives

The best content marketing initiatives on social media nowadays are driven by users & and hard selling on interactive platforms falls flat. The key to success is learning how where and when to leverage this kind of content.
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