User-Generated Content (UGC) is an aspect of Web 2.0 that marketers must consider. An Integrated Marketing Communications (IMC) strategy should not only prepare for UGC, but should embrace and encourage it as it could lead to great success.

So…what is UGC? UGC is any content, including images, videos, testimonials, artwork, and audio, that has been posted online on platforms such as social media and discussion forums by consumers. It is earned media and there are many benefits to utilising UGC in IMC strategies. These include:

3. Increasing Brand Visibility: UGC is a powerful tool for increasing brand visibility, especially on social media platforms. By encouraging users to create and share their own content related to a brand, campaigns can generate buzz and anticipation around a product as content can spread easily and organically, with the potential to go viral. 
4. Boosting User Engagement: UGC involves your audience directly in the marketing process. Encouraging users to share their experiences, stories, and opinions about your brand, products, or services can create a sense of community, inclusivity, participation, and encourages loyalty and advocacy from customers.
5. Amplifying Authenticity: UGC can create a sense of authenticity that resonates with consumers. By using UGC into your IMC strategy, you can make a brand appear more credible. Authentic content from real customers builds trust and encourages potential customers to engage with your business.

A successful example of a brand promoting and capitalising off of UGC as a part of their IMC strategy is the “Share a Coke” campaign by Coca-Cola. A video advertisement from the campaign is shown below:

https://youtube.com/watch?v=sGjQnGio5mw%3Fversion%3D3%26rel%3D1%26showsearch%3D0%26showinfo%3D1%26iv_load_policy%3D1%26fs%3D1%26hl%3Den%26autohide%3D2%26wmode%3Dtransparent

Coca Cola’s Australian 2019 advertisement for ‘Share A Coke’ (via AdNews Australia)

This a campaign that had already been done before 2019 by Coca-Cola (it was first in Australia in 2011), however this time social media allowed for UGC. 

The campaign increased brand visibility through the use of personalized Coke bottles. By replacing the iconic logo with popular names and phrases, Coca-Cola created a unique and attention-grabbing visual element. Consumers actively sought out bottles with their names or the names of their loved ones, sharing images of these online. 

The campaign also encouraged active user engagement. Consumers were invited to find bottles with their names or the names of others and share their experiences on social media using the hashtag #ShareACoke. This call-to-action motivated consumers to become part of the campaign, driving user-generated content creation. 

The use of UGC reinforced Coca-Cola’s authenticity by showcasing real people and their experiences with the personalised bottles.

Think about embracing UGC in your brand’s IMC strategies!