Written by: Vickie Sullivan | October 13, 2022
2 Ways the Rise of User-Generated Content Impacts Thought Leaders
The world of influencer marketing just got hit with a curveball. As a recent Fast Company article points out, user-generated content (UGC) from small creators performs far better than big-ticket deals with internet celebrities.
“For business owners with limited marketing budgets, engaging with UGC can provide an affordable option for lead generation and new-customer conversion,” the article states.
Content creators of all kinds are feeling the impact of this shift.
2 Ways User-Generated Content Impacts Thought Leaders
Thought leaders are not immune to this change. Here are two ways user-generated content affects their content strategy:
• Authentic is redefined by new criteria. “Authenticity” used to be defined as a brand strategy related to tone and voice. Now, the term is more focused on who we are vs. how we appear. The emphasis on “real people” is backlash to glitzy, over-styled internet sensations. This will affect those who have huge followings on social media.
What you should do: Tone down production values and consider including content from people in your community.
Listen: How to Compete with Non-paid Content Creators
• A different way to evaluate conversion. Note that conversion still matters; buyers want these partnerships to generate sales. The big change is in their evaluation and the role influencers play.
“Brands are no longer hiring influencers to act as influencers, but rather as outsourced content farms,” said Flynn Zaiger, CEO of Online Optimism. “Our clients are no longer asking for follower counts or engagement rates. They’re asking for one or two pieces of example content to understand the influencer’s ability to move product.”
What you should do: Prepare to show your impact by example, as well as data and statistics.
The rise of amateur creators affects how you pitch these deals, plus buyers’ willingness to pay creators. Now is the time to rethink these opportunities, as well as your overall content marketing plans.
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