User generated content, or UGC, is a simple and effective way for a brewery to augment their marketing. If you’re not familiar with the idea, UGC is content customers’ create while enjoying your beer. This includes everything from an Untappd rating shared on Twitter, to a pic of them at your taproom shared to Facebook or Instagram. With a little online detective work, user generated content can be put to work for your brewery.
Why You Should Use UGC
Keeping up the big three social media platforms – Facebook, Twitter and Instagram – is a lot of work. Your fans want to see a diverse range of regular posts across all platforms. Leveraging this fan created content is a great way to ease the workload. You can pepper it throughout your marketing rotation of in-house created material for some variety. And of course, your customers love seeing their work shared by you, imitation is the sincerest form of flattery after all. Once they see you posting their content, they’ll continue to crank it out creating a constant stream for you to tap.
How to Find It
The best way to find UGC is to be found by it via social media tags. Usually, a fan will tag their pics with your username. But not always. When you check your social feeds, you can search for hashtags that would be obviously associated with your brewery like #Schlafly for example. Take it a step further by including a hashtag unique to you in all your social media posts, #TheStLouisBrewery for instance. This will encourage fans to use it on their end and give you another way to locate the goods. If you have a taproom, use the Places search function on Instagram to see what has been posted with your geo-tag. Facebook and Twitter have similar advanced searching functionality.
To let UGC make your life easier, create a database of this material that you can reach in to as needed. Any time you find an image that you could use in your brewery marketing efforts, stash it in the UGC database for on-the-fly marketing. And to garner all the benefits of this approach, be sure to properly credit the user who originally took the photo of your beer. It’s acceptable to simply tag them in the post but if you take it a step further and ask them directly to re-post their content, this one-on-one interaction with your fans will strengthen your brand and reputation that much more.
How do you leverage user generated content for your brewery marketing? We’d love to hear in the comments below! And although it has the upside of giving you a regular flow of marketing material, hunting down and managing this process does require additional time resources on your end. If you need help or just want to discuss it further, give us a call at (888) 983-9778 or shoot us an email Info@WaveTrainIntermedia.com!