So, you're looking for a macro-influencer?

So, you're looking for a macro-influencer? Maybe you shouldn't be

In recent years, social media marketing has changed, specifically influencer marketing. Gone are the days when one picture of Kylie Jenner in a new Fashion Nova outfit would send customers to the website within minutes. Why is that?

Consumers no longer trust celebrities. They understand that brand deals exist, and that celebrity influencers will say whatever they need to maintain positive relationships with the companies they're promoting for. Even popular YouTubers have lost their viewers' trust. So now that we know what the problem is, how can we fix it?

The answer is user-generated content. User-generated content, better known as UGC, is organic content from consumers. It's when an everyday consumer likes a product and talks about it to others. This dialogue is known as word of mouth. Word-of-mouth marketing (WOMM) is organic marketing formed through everyday conversations between customers and potential customers. It's something that existed long before brand sponsorships and partnerships. It's also one of the oldest forms of marketing and has helped businesses thrive for countless years.

UGC is just WOMM via social media. For example, when someone visits your restaurant for the first time, they may decide to order a meal and record themselves trying it. If they enjoy the meal, you can see by the look on their face and their commentary after they've had a few bites. This customer doesn't have to have millions of followers to appeal to others. Their small following can still intrigue others who may want to try it and see if the meal lives up to the hype. Those people may also decide to record a video themselves and react to the food and so on. This cycle can continue and generate organic interest in your business. It didn't take an ad, a celebrity, or a well-known influencer, just one person with a small following, a following that trusts their opinion. Here are 4 ways to use UGC to your advantage and how.

How do I find UGC?

You can use a social listening tool. If you're a smaller business and you can't afford to make that investment, you can keep it simple by manually searching for your brand on social media. Type in your business name as a hashtag, do an organic Twitter search using your company name and keywords, or click on your business location on Instagram. Sometimes you'll be tagged directly, which makes the process easier.

How can I utilize this content to promote my business on my platform?

Just ask. Slide into the DMs and ask for their permission to repost the content. This can be as formal or informal as you'd like it to be. Just make sure you credit the original creator.

What if I don't have a well-known brand yet?

Produce your own UGC, similar to the example I posted above. Instead of relying on your customers to make their own videos, you can ask to record their reactions yourself. Make sure you also have permission to post the video. Next, record the process from start to finish. From the order to the purchase, to their first bite. This will help build trust and add a layer of authenticity to your content.

What am I looking for?

Anything that promotes your business in a positive light, whether that be pictures of your products or videos of your services. If you see a customer recording for their personal social media, ask them to tag you in their video.

Here are a few things to keep in mind: UGC isn't quid pro quo, so do not offer them anything to record a video or take a picture. That's influencer marketing, which isn't what we're doing here. The goal is to build trust through everyday customers with regular followers. Using UGC isn't a guarantee. You shouldn't rely on one form of marketing to promote your business. Continue to produce evergreen content and continue investing in your paid strategy. If you need inspiration, look at brands like Chick-fil-A, Starbucks, and Coke; they're crushing it.