It might surprise you to hear that statistics say you’re just about the last person your audience wants to hear from.
According to Crowdtap , millennials are 50 percent less likely to trust material from traditional sources (that’s us), than user-generated content.
But don’t take it personally.
It turns out that this unwillingness on the part of millennials to trust and engage with brand-centric content can actually be a huge opportunity for marketers.
The only problem? Time.
Nearly every content marketing professional worries about how to keep up with the unending number of demands on their time.
Fortunately, there’s a solution – Instagram.
Instagram might not seem like the most arduous platform for content creation, but there’s always more content to create and seemingly never enough time (or money) to do it.
Even worse, the content we do produce sometimes fails to elicit any sort of tangible result whatsoever. It’s a real problem.
Think about things this way, though …
What if millennials’ distrust for brand-based content is actually – in a sick, twisted sort of way – the answer?
I believe it is.
Why? Well, while web users are disregarding marketing messages all over the place, they’re actively generating, sharing and engaging with content produced by other users.
The same study from Crowdtap indicates that young people spend as many as five hours every day consuming user-generated content (UGC).
They engage with it more freely, trust it further and are more easily moved to action by it than any other type of content.
The best part is that user-generated content is easy for marketers to harness and benefit from. Instagram, perhaps more than any other platform, is the ideal place to do it.
Whether this is your first time leveraging Instagram UGC or your hundredth, the following eight tips will help improve your results and prevent potential snags:
1. Choose a powerful hashtag for submissions
One of the easiest and most effective ways to get users to supply you with content is to encourage them to tag photos with a special hashtag. With a user’s permission, you can then grab the best ones and post them on your own account.
Burberry, the famous English fashion brand, was concerned that its brand identity was growing old and irrelevant. They created a wildly successful user-generated marketing campaign built around the hashtag #ArtOfTheTrench.