Recipe for Engagement: Using User-Generated Content to Promote Your Food and Drink Brand

Breaking through the monotonous feed on social media with creative, eye-catching, and engaging content is every brand’s goal, right? But we’re all human, and we all have limits. Creativity and innovation can only go so far. When we look at the recipe for engagement, one ingredient stands out as both a powerful and authentic way to engage with your audience: user-generated content (UGC). 

For food and drink brands, leveraging UGC can be a game-changer, transforming loyal customers into brand advocates and amplifying your reach without breaking the bank. Let’s crack one open to see how you can use UGC to boost your brand’s visibility and engagement. 

What is User-Generated Content?

User-generated content, or UGC, refers to any form of content, such as photos, videos, reviews, or social media posts, created by your customers rather than by your brand. Think of it as digital word-of-mouth, where your audience shares their personal experiences with your products.UGC is often more relatable and trustworthy to potential customers than traditional advertising. That’s because UGC comes from real people using your real product for real in their real everyday lives. And when people share how much they enjoyed your product, more people want to experience it, too! Really!

Why UGC is a Game-Changer for Food and Drink Brands

1. Authenticity and Trust: In a world where consumers are bombarded with advertisements, authenticity is key.

• UGC adds a layer of credibility to your brand.
• When potential customers see real people enjoying your food or drink, they’re more likely to trust your brand. It’s social proof that your product is as good as you say it is.
• The customer is always right: 86% of consumers are more likely to trust a brand that shares UGC. 

2. Increased Engagement: UGC encourages more interaction from your audience.

• When customers see their content featured on your brand’s social media or website, they’re more likely to engage with your posts, share their experiences, and even create more content. 
  • When this happens, it creates a positive feedback loop that enhances your brand’s online presence. 
• This goes for paid campaigns, too! Social campaigns that feature UGC content have seen a 50% lift in engagement. 

3. Cost-Effective Content Creation: Creating high-quality content can be expensive and time-consuming.

• UGC provides a steady stream of content without the need for a hefty budget.
• UGC allows you to showcase your products in real-life settings, often with a creative twist that you might not have considered. 

How to Effectively Use UGC for Your Food and Drink Brand

1. Encourage Content Creation: Start by motivating your customers to share their experiences.

• Create campaigns or contests that encourage users to post photos or videos of your food or drink.
  • For example, you might host a “Best Recipe Using Our Ingredients” contest or a “Photo of the Month” challenge.
  • Ignite some inspiration–More than 50% of consumers wish that brands would tell them what type of content they should create and share.
  • Make sure to use a branded hashtag to track submissions!

2. Share and Celebrate UGC: Once you’ve gathered some impressive user-generated content, showcase it!

• Share your favorite content on your social media channels, website, and other marketing materials to help spread the word about your brand and get your audience engaged.
• Highlighting UGC not only gives credit to your customers but also creates a sense of community around your brand.
• Feature the best content regularly and consider creating a dedicated gallery on your website.
  • Studies indicate that featuring UGC on your website can increase the time spent on it by 90%.

3. Engage with Your Audience: Don’t just collect UGC; engage with it!

• Respond to customer posts, thank them for their contributions, and build relationships.
  • This interaction shows that you value their input and helps foster a loyal customer base. 

4. Incorporate UGC into Your Marketing Strategy: Think beyond social media!

• Use UGC in your email marketing campaigns, ads, and even product packaging.
  • User-generated content-based ads get 4x higher click-through rates than the average ad.
• Integrating customer content into various aspects of your marketing strategy not only enhances your brand’s authenticity but also leverages the power of social proof across multiple touchpoints.

5. Monitor and Measure Success: Keep an eye on the impact of your UGC efforts.

• Track engagement metrics such as likes, shares, comments, and overall reach.
• Analyze how UGC affects your brand’s reputation and sales.
• Use these insights to refine your strategy and continually improve your approach.

Brands Harnessing The Power of UGC

Many food and drink brands are doing their big one by sharing engaging UGC. Here are a few accounts that got us locked in:

1. Whiny Baby

Given that Whiny Baby’s entire brand revolves around bringing people together, this one isn’t surprising! As a small business just getting started, the Founder and CEO of Whiny Baby took to social media and asked all Whiny Babies for a favor–to head to their local stores, find Whiny Baby on the shelves, and share it on social media! Check out Founder Jess Druey’s cry for help and how wine lovers responded:

2. Califia Farms

It can be something as simple as having a cup of coffee in the morning that makes people feel seen! Califia Farms consistently shares relatable POVs and at-home coffee recipes created by their fans on their Instagram page. These two types of UGC are a great way to build community, connect with users, and create excitement for what’s next!

3. Kodiak Cakes

Another rendition of the recipe UGC route that has us coming back for more is Kodiak Cakes! Sharing recipes created by users who love your products is a great way to show love to your audience, inspire other users, and build a community of creative, food-loving individuals! C’mon, who wouldn’t want to try this delicious breakfast recipe?

Incorporating user-generated content into your food and drink brand’s marketing strategy is like adding a secret ingredient that boosts flavor and appeal. It builds trust, increases engagement, and provides a cost-effective way to showcase your products. By encouraging your customers to share their experiences and celebrating their contributions, you can create a vibrant and authentic brand presence that resonates with your audience. Ready to cook up some engagement? Let RANDOM start harnessing the power of UGC and watch your brand’s online presence sizzle! Contact us today.

More RANDOM Resources for Food & Beverage Brands: 

Content Ideas for Food Brands

The Importance of Seasonal and Timely Content 

5 Food Brands That Just Get Social Media 2023 

Are All Social Media Metrics Created Equal? 

How to Measure the Success of Your Influencer Campaign Is SMS Right For Your Brand?

At That RANDOM Agency, we utilize two of our core values – curiosity and collaboration – to bring you consistent content helping you learn about the great digital landscape and how to operate like a boss within it. Check out our other blog posts on our Random Thoughts page or schedule a discovery call today!