If you’re having a hard time constructing new content to share in social media for your vacation rental company, work smarter not harder by sharing user-generated content. Also known as consumer generated media, user-generated content (UGC) is arguably the strongest type of social media marketing there is, as it is social content in its most natural form. So use it in a pinch or on a regular basis to build your credibility as an industry resource and strengthen your relationships with your social media followers without having to generate any content on your own!
What is UGC?
User generated content is any piece of content: blog, video, review, photo, BuzzFeed-style list, comment, meme, ANYTHING, that is created by a non-industry professional to be publicly shared.
Why Use UGC
Social media users tend to trust content by an unsponsored source over that which is generated by someone for the purpose of marketing. UGC is actually 50% more trusted than other media, according to Ipsos Media research. This is because it is more approachable and inviting to users as it is created by someone who is more on their “level” concerning the specific product, idea, method, etc.
How to Safely Use UGC
When sharing content that is not your own, just like in journalism, accurate attribution is paramount! Not only will sharing the creator’s name or sharing the source ensure you are playing ethically by the rules, but it will also help to build trust in the eyes of your company’s followers. And, make sure you have their permission.
How to Generate UGC
Use a contest to generate mass amounts of user generated content to use whenever you need to. For example:
A “share your story” approach works wonders. Prove that you strongly value customer feedback by launching a campaign asking renters to take photos of their favorite activity, location or feature about your rentals, for example, and ask them to submit them for a chance to be featured. This will not only promote awareness for your company, but will let your past guests and potential future renters, that you appreciate and enjoy seeing them happy during their stay in one of your rentals.
When to Utilize User-Generated Content
When you’re looking to create a new campaign to craft a new image for your company, a user-generated content strategy will help to increase the level of participation and engage directly with your previous guests.
For more ideas on internet and social media marketing for your vacation rental company, visit Paveya’s Vacation Rental Marketing blog.