There’s no doubt that user-generated content (UGC) has emerged as a powerful tool for brands to connect with their audience authentically. A whopping 79% of consumers claim that UGC impacts their purchasing decisions, whereas 65% of brands believe they will gain their customers’ trust by incorporating UGC into their platforms. As if that wasn’t enough, UGC is also responsible for a 20% increase in return visits to websites (source)!
For swimwear brands navigating the Australian market, leveraging UGC isn’t just beneficial; it’s essential. Here’s why and how swimwear brands can harness the potential of UGC to make a splash in the industry:
But first… What is UGC?
User-generated content, or UGC, refers to any content—be it images, videos, reviews, or testimonials—created by consumers rather than brands themselves. In the context of swimwear, it could range from customers flaunting their favourite swimsuits on Instagram to sharing their experiences and thoughts across social media platforms or review sites.
UGC has an impact on all sorts of businesses, but it’s particularly important for businesses in the swimwear niche. In fact, it’s highly leveraged by all sorts of fashion brands! So, if you run or are in charge of marketing one of such businesses, you should fully interiorise the importance of UGC for swimwear brands:
Why is UGC Important for Swimwear Brands? (7 Reasons)
UGC is important for swimwear brands because…
- Authenticity reigns supreme: Consumers (especially young consumers) seek genuine experiences. UGC offers a real and unfiltered view of your swimwear, fostering trust and credibility. After all, it’s no coincidence that 82% of Gen Z consumers trust more in companies that use real clients in their advertising.
- Diverse representation: UGC showcases diverse body types, skin tones, and lifestyles, helping potential customers envision themselves in your swimwear. This ensures that your brand is perceived as “for everyone,” ultimately attracting a wider audience.
- Engagement booster: UGC sparks engagement by encouraging conversations, shares, and interactions among your audience, helping marketers and business owners to build a community around their swimwear brands.
- Social proof: Positive UGC serves as social proof, influencing purchase decisions as buyers trust recommendations from peers. Again, it’s especially important for Gen Z consumers, as 72% said they’re more likely to contribute to brands supporting social causes.
- Cost-effective marketing: UGC is essentially free advertising, which is great because paid advertising isn’t always cheap in Australia! Harnessing content from your customers saves on production costs while amplifying brand visibility, leading to cost-effective marketing.
- Visibility: User-generated content can enhance SEO through increased social mentions and website interactions, ultimately boosting your brand’s visibility on Google, YouTube, Instagram, and so forth.
- Continuous content stream: Last but not least, UGC ensures a constant flow of fresh content, keeping your brand relevant and engaging across platforms. Oh, and have we mentioned it’s free?
Wow, UGC can really have an impact on a swimwear brand’s success! But how can marketers and business owners in Australia collect UGC?
How to Collect UGC for a Swimwear Brand (7 Steps)
If you want to effectively collect UGC for a swimwear brand, you should…
- Create a hashtag: Encourage customers to share their experiences using a branded hashtag. For instance, #BeachBabeAdventures or #MyPerfectSwim.
- Run contests or challenges: Host photo contests or challenges where participants showcase your swimwear products. Offer incentives like discounts or feature winners on your platform.
- Leverage social listening: Be active! Monitor social media mentions and interactions. Engage with customers who tag your brand and request permission to share their content.
- Incentivise reviews and testimonials: Encourage customers to leave reviews or testimonials by offering discounts or exclusive access to upcoming collections.
- Create user-friendly submission platforms: Simplify the submission process with user-friendly platforms or apps dedicated to collecting and curating UGC.
- Collaborate with influencers: Partner with influencers or brand ambassadors who align with your values. Their UGC can significantly impact your brand’s reach and credibility while also improving your influencer marketing.
- Express gratitude: Do it by acknowledging and featuring customer UGC across your brand’s social channels or website. People love to get a shout-out from their favourite brands!
In conclusion, user-generated content is a game-changer for swimwear brands in Australia. By harnessing the authenticity and power of UGC, brands can connect with their audience on a deeper level, foster trust, and create a vibrant community around their swimwear lines. Embrace UGC as a cornerstone of your marketing strategy, and watch your brand make waves in the industry!
