The Talkable team has conducted research and has created the infographic, which examines the advantages of running a referral program on Black Friday.
Understanding the Power of CGC v. UGC in Referral Marketing
Learn more about the key differences between user and customer-generated content and how Talkable can help you leverage both through refer-a-friend campaigns.
In the realm of marketing, buzzwords come and go, but there are two that have solidified their place in the industry due to the powerful impact they can have on consumer behavior and brand affinity: Customer Generated Content (CGC) and User Generated Content (UGC). Both terminologies are often used interchangeably. However, understanding the difference between them and how they relate to referral marketing, particularly video referrals, is key to developing effective marketing strategies in today's digital environment.
What's the Difference between User Generated and Customer Generated Content?
User Generated Content (UGC) is content created by anyone who interacts with your brand, regardless of whether they've made a purchase. UGC includes photos, videos, tweets, blog posts, reviews, and more, which are shared across various platforms, including social media and company websites.
On the other hand, Customer Generated Content (CGC) is a more specific subset of UGC. It's produced by individuals who have actually made a purchase or used a service. This distinction is significant. CGC usually takes the form of reviews, testimonials, and other types of feedback shared by customers after a transaction. These individuals have a direct experience with your product or service, adding an extra layer of authenticity to their content.
The Role of CGC and UGC in Referral Marketing
Referral marketing is a strategy that leverages the recommendations of a company's existing customers to acquire new ones. It's a powerful tool in the marketer's arsenal, with Nielsen reporting that 92% of people trust recommendations from people they know.
Both CGC and UGC play pivotal roles in successful referral marketing strategies. Here's how:
UGC and Referral Marketing: UGC allows for a wider scope of interaction, capturing potential customers at different stages of the buying journey. This type of content can generate interest, build brand recognition, and stimulate desire for a product or service. When used in referral marketing, UGC works as social proof that can influence prospective customers' buying decisions.
CGC and Referral Marketing: The specificity of CGC brings added credibility and can more directly influence purchasing decisions. In referral marketing, CGC often takes the form of referral codes or links shared by customers with their friends or followers. By providing incentives, companies can encourage their customers to create and share their own content, increasing brand visibility and trust.
Amplifying Referrals with Video Content
Video content is an engaging and dynamic form of UGC and CGC that can powerfully enhance referral marketing strategies. Here’s why:
- Visual Storytelling: Videos offer a compelling medium for storytelling. Customers sharing their experiences via video can capture the authentic emotions and enthusiasm that might be lost in written content.
- Building Trust: Seeing a real person speak about their positive experiences with a product or service can help to build a sense of trust and reliability, more so than reading text on a page.
- Engagement: Video content is more likely to be shared and engaged with, providing greater reach and impact for your referral marketing efforts.
Harnessing Video Referrals in Your Strategy
Given the potent combination of video content with referral marketing, businesses should encourage their users and customers to share video testimonials, reviews, and unboxing experiences.
Incentivize your customers to create video content by offering discounts, rewards, or exclusive access to new products or services. Highlight the best videos on your website and social media platforms, while always respecting privacy and obtaining necessary permissions.
Remember, the key to successful video referrals lies in their authenticity. Encourage your customers to share their honest experiences. Even constructive criticism can be beneficial, as it shows your brand values transparency and continuous improvement.
In conclusion, while User Generated Content and Consumer Generated Content both play vital roles in modern marketing, their effectiveness can be significantly amplified when used in tandem with referral marketing. Especially when you incorporate video referrals into your strategy, you harness the power of visual storytelling and consumer trust, potentially boosting your brand's visibility and credibility. Don't overlook the power of your customers and users - they could be your brand's most influential advocate