Using Fan Content to Improve Your ROI

Do you want to increase the ROI (return on investment) for your social media campaigns?

Have you considered fan or user-generated content?

Using fan photos in your marketing is an effective way to highlight your brand, products and customers at the same time.

In this blog post, you will discover five ways to drive ROI with user-generated content campaigns on social media.

Why user-generated content campaigns?

With the proliferation of online channels in addition to those of traditional marketing, you are in a constant battle for your audience’s attention. Rather than rely solely on your creative team to product content, consider turning to your customers.

Putting in the time and effort to develop customer relationships typically means that your social media program will consume a large share of your marketing budget. For this reason, you may be asked to justify spending by providing concrete social media ROI. It is true that it is difficult to measure the business value of a like or a shared post but you can successfully run social marketing campaigns and see real returns for your efforts.

Turn fans into product models

You can run a campaign to showcase how influencers are styling your clothes. Using Instagram to upload their favourite look and use a campaign hashtag in their posts. You then can select the most on-brand user-generated content from the campaign and display it on your homepage.

You can link each winning photo to the product pages of the items that were featured in the photo. This tactic results in viewers who engage with the customer photos being more likely to end up on your product page.

Reward your fans

Launch a campaign with a weekly, fortnightly or monthly giveaway which ever suits your business model. You can ask users to submit a photo for a chance to be featured on the website and win a product of their choice.

Your social media marketing strategy includes displaying the best customer photos featuring the products on your company’s product pages.

Build on local pride

You can run a successful social media campaign to ask your followers why you love the brand? Asking fans to share their thoughts on Twitter, Instagram and Facebook gives you the chance to monitor the comments about your brand or products.

This can be seen as building a community where people can share their thoughts of your brand and products.

Celebrate customer stories

You can launch a campaign to collect photos of the things people are doing using your products in various ways. You have a customer base and you can use it to your advantage by finding out what they do with your brand and selected products. You can then display the submissions on your Facebook page and viewers could vote on their favourite content.

Customer lifestyles

To increase your brand awareness on social media, you can ask fans to posts photos of themselves with your products. The best photos can be displayed on your website and the photos would generate more impressions online.

How to leverage your own user-generated content?

The right marketing mix is different for every company, so you will have to experiment with what works best for your business. To get you started, here are a few ways that you can put all of that great customer content from your social media marketing campaigns to work for you.

Advertise on social channels. Advertising with user-generated content offers an authentic look into your brand. Place your highest-performing customer photos and videos in display ads to avoid ad fatigue and keep your retargeting campaigns fresh. Remember to budget in advance for strategic paid promotion and anticipate where you might want to conduct your content advertising outside of your own media.

Use your owned marketing channels. User-generated content can yield significant results when used on your owned media and ecommerce websites. Place real customer photos on your product pages as visual reviews. These visual endorsements help articulate the value of your products or services. Also do not forget to repost customer photos aggressively on your social media channels and engage in conversations with your customers.

Do not forget print. There is no reason you have to stick to digital. You can place user-generated content on packaging and on physical and live displays. Package inserts can be a cost-effective and versatile medium for building relationships with your customers. Leveraging your highest-performing user content can significantly bolster your print campaigns.


User-generated content campaigns are a great way to monitor and participate in social conversations as they develop and evolve. Visual user content can increase the ROI from your social media campaigns. There is no one-size fits all solution but through trial and error, you can learn how to get the most out of your campaign content and celebrate your loyal customer base.

Tell me what do you think? What are some of the best user-generated content campaigns you have seen? Share in the comments below.



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