Back off. You’re selling to millennials. Your marketing message is less valuable than a Snapchat selfie that will soon self-destruct.
See, the secret to selling to millennials, is not selling to them. You empower them to do it to for you—with customer content marketing or the popular phraseology, user-generated content.
User-generated content sounds kind of lame, doesn’t it? It’s not.
I’ll grant you the term itself, and its obligatory abbreviation, UGC, is yet another clunky marketing term. However, unlike many dreadful phrases spawned by the endlessly dynamic world of new media marketing, it’s easy to understand.
User-generated content is content generated by… users. Duh. The most common examples are videos, images, comments, ratings and reviews. But who knows what users will generate in the years to come?
The phenomenon is relatively new. Of course, you could say the act of a consumers creating content based on a brand experience and sharing it in the media might be as old as the letter to the editor.
However, thanks to the ubiquity of smartphones, a pixelated UGC revolution is taking place before our eyes. This generation doesn’t write letters to the editor. They rate things. They post pics and vids. They snap, gram and tweet. (I’ve had to teach my spell-checker about 10 words so far while writing this post.)
The implications are colossal.