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Marketing with Instagram User-generated content

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Marketing with Instagram User-generated content


User-generated content is a powerful asset for any brand. It speaks of loyalty, trust and satisfaction with product quality. Essentially, user generated content is ecommerce recommendation marketing. It strongly influences the purchasing decision of 79% of people.

Therefore, we have made a short comprehensive guide to using it. Wondering how to promote your brand on Instagram effectively? Read the rest of the article to find out how to do this through the content your customers create.

Marketing with Instagram User-generated content: a quick guide

Step 1: planning your user-generated content marketing strategy

Customer posts are a great addition to your content strategy. However, it is part of it. Therefore, it is important to decide in advance when and how often you plan to post user content.

Also determine how it should be. This should be decided based on the business goals of the company. For example, a brand sells sustainable tableware. Publishing awareness-raising content is a great option.

In addition, if the product is expensive, an alternative cost of such campaigns can be imagined. For example, an eco-cup costs five times more than a regular cup, but taking it to a coffee shop will get a discount on drinks. Next, you can provide a list of such establishments.

Step 2: create incentives for users

People won’t create content just because the company has a presence on Instagram. This happens very rarely. So come up with motivation for your users. This can be done in several ways:

  1. Hashtags. Hashtags can be part of a challenge or simply unite users into a community. People are social creatures. Therefore, the opportunity to join a social group with identical values pleases us.
  2. Photo contests. Option two – to offer a gift for the author of the best content, or a discount to each participant. In a similar way, you can force the receipt of feedback using a survey or a questionnaire. Offer a discount for a review and the number will increase. If your brand offers a product that shows up over time, consider adding a before / after photo bonus. This is especially true for beauticians, cosmetics retailers, and the fitness industry.
  3. Influential persons. Influencers often practice fashion affiliate marketing that goes well with user generated content. Build a community of brand ambassadors and influencers will advertise to you. All you need is to provide each blogger with a promotional code.
  4. Products with brand symbols. This solution solves several problems at once. First, it facilitates the creation of content by users. Second, it strengthens customer relationships by increasing loyalty. Plus, it’s an additional potential source of income. The idea is simple to implement. To create a custom merch store, it is enough to have elements of brand identity. For example, a logo or slogan. With them, you can create mugs, T-shirts, notebooks or caps. It is worth choosing a specific type of product based on the style of the brand and the priorities of the target audience. If your clients are young people, then they may like bright socks with brand symbols.
  5. Tracking. This is extremely important. Users don’t always tag a brand account. Therefore, it is worth using Instagram analytics that will track mentions and allow you to choose the best content. Let us remind you that this function is provided on our service.

Step 3: ask permission

Legal requirements for confidentiality are becoming more stringent. Therefore, it is worth playing it safe. Marking a brand in a post does not constitute consent to post content. So it’s better to ask. By simply asking a question, you eliminate the possibility of unpleasant situations. This can be done, for example, by commenting on the publication.

It is also recommended to take care of the precautions. Take a screenshot of the post in which the person gives permission to post the post. Some brands use disclaimers. It is added to messages. However, the best option is to ask a legal advisor for advice.

Step 4: use user-generated content correctly

First, it’s important to keep aesthetics in mind. In order to use your content to bring great results, stick to your style. This refers to the color scheme, fonts and brand voice.

A great example of user-generated content integration is the Frank Bod brand. Take a look at their profile picture. Can you tell at a glance where the user’s content is? Hint: this is the second and ninth post.

Themes for user-generated content can help ensure consistency in style. Include in your brand identity the specific styling of the client photos you re-post. This will make publications more aesthetic and attractive.

This is how the Fella Swim brand has brought this idea to life.

It is also recommended to collect user-generated content in one place. Saved stories are great. They will ensure that all publications are organized. New users will be able to navigate through the reviews quickly and choose the product they like. The big advantage of the solution is the presentation of the product in real life. People trust such photos more.

Check how to create a podcast merch as an example for inspiration

Step 5: Influential persons

Influencers often practice fashion affiliate marketing that goes well with user generated content. Build a community of brand ambassadors and influencers will advertise to you. All you need is to provide each blogger with a promotional code. The best part here is that the cost of such campaigns is only restricted to the commissions you pay the affiliates.

Conclusion

User generated content is a tool that can become a powerful weapon for a company. However, only with the right approach. As a complete strategy, it requires thoughtfulness and organization. Decide how, when, and why to post your custom content (many companies even post user-generated content in their websites) Encourage customers to create it, respect the right to privacy, and get one of the most powerful competitive advantages.



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ActionIQ rebrands and launches CX Hub

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ActionIQ rebrands and launches CX Hub


Enterprise customer data platform ActionIQ has announced the launch of a new product, CX Hub. The company has also rebranded as AIQ. The CX Hub is designed as a set of modules offering self-service access to customer data, allowing users to build audiences and orchestrate experiences at scale.

After eight years of growth as a CDP serving B2C, media and other sectors, the changes represent a “new approach to our product and brand,” said CEO and co-founder Tasso Argyros in a release. The modular framework will ingest data from any source, integrate with any activation channel, and also allow components to be used with a third-party CDP.

The modules. CX Hub is comprised of four solutions:

  • Customer data platform.
  • Audience center.
  • Journey management.
  • Real-time CX.

The Hub is also designed to be accessible to business users with a friendly UI and extensive automation capabilities.


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Why we care. This is a significant development in the CDP space — a space that has been transforming rapidly, with many of the early established CDPs being acquired and ingested by more extensive suites such as digital experience platforms.

ActionIQ, one of the leading B2C CDPs, is now describing itself as “the leading CX solution.” It seems to be future-proofing itself by extending its capabilities across orchestration and execution channels, not by acquiring or building those solutions, but by seeking to provide modular integration between its (or a third-party’s) customer data management tool and orchestration and execution channels.

Sometimes we wonder how many independent, traditional CDPs will be left standing a year from now.

Read next: Deep changes in the CDP space


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update


Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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Are you still using spreadsheets to manage your work? Take our poll

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Are you still using spreadsheets to manage your work? Take our poll


Earlier this year, revenue orchestration platform LeanData released a report suggesting that lead management remains a “heavily manual” process. Based on a survey of more than 1,700 sales, marketing and operations professionals, the results showed that, despite all the talk of digital transformation, the number two challenge for revenue teams was too many manual processes and not enough automation (the number one challenge was insufficient pipeline).

LeanData, which partnered with Sales Hacker, Outreach and Heinz Marketing in conducting the survey, is interested in that result, of course, because lead management is precisely the process they offer to automate. We were struck by the contrast with Scott Brinker’s recent statement that we are arriving at a post-digital-transformation era: “(C)ompanies are no longer planning to become ‘digital.’ They are digital.”

And then we got the results of our 2022 MarTech Career and Salary Survey. Among the surprising nuggets to be mined from our findings was that 77% of respondents identify spreadsheets as the tool they spend most time (10 or more hours a week) working with. That doesn’t mean that spreadsheets are a marketer’s most important tool, but it does suggest that manual processes remain a key part of daily life for marketing managers and staff.

We wanted to extend the opportunity to all our readers — B2B, B2C, agencies — to give us a reality check on spreadsheet use. MarTech is marketing, we like to say, and certainly today’s marketing is fundamentally data-driven and digital. But is it too soon to say that marketers are working in a digital and largely automated environment?

Download the 2022 MarTech Career and Salary Survey here


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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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