Marketing To Gen Z | Tips and Strategies to Appeal to Generation Z
Welcome Millennials and Gen X-ers – the generations that grew up with Disco, The Breakfast Club, and Payphones but still have no idea what ‘cheugy’ means.
This blog is for you.
Growth and evolution go hand in hand, especially in marketing. Thus, every brand needs to understand how to appeal to perhaps the most elusive generation to date; Generation Z.
With strong opinions, a vast amount of different interests, and a deep quest for social justice, Generation Z can be a tough market. But don’t worry; in this guide, we will go over who Gen Z is and our top strategies to gain their support.
Who is Gen Z?
Gen Z is the most unprecedented generation to date. Born between 1997 and 2012, these ‘zoomers,’ as often referred to, have been raised by the internet and Disney Channel, allowing them to be independent thinkers and tech-savvy individuals.
Despite what previous generations have to say, Gen Zers are not ‘lazy’ or ‘entitled.’ In fact, they are on track to be the most entrepreneurial and educated generation in America. Historically, they are also the most racially diverse, as only 52% are non-Hispanic white, which is significantly lower than statistics reported in 2002 (61%).
Even though they have a lot of similarities to Millenials (people born between 1981 -1996), they stand out in many major categories. For example, Gen Z is more practical and self-focused than the idealistic, community-oriented Millennials. Additionally, Gen Z is more likely to be politically engaged than Millennials, with a greater emphasis on activism and social change (more on this later).
These characteristics are key to understanding how to directly market to this population, which, according to research, has about $360 billion in disposable income.
So, how do you appeal to Gen Z? Let’s get into it.
Tap Into Influencer Marketing
Influencer marketing is the newest wave of marketing that has quickly become one of the most successful. What started on Youtube with OG influencers like Jackie Aina and PewDiePie, has slid over to platforms like Instagram and TikTok.
About 62% of Gen Z make purchases through social media. Social media purchases are so powerful that there’s even a trend on Tiktok where content creators show things “TikTok made them buy”. Gen Z is nothing if not self-aware.
This effective mode of ethos even translates to the Tourism and Adventure Activities Industry. Forbes reported that “Millennials and Generation Z are more likely to pick a travel destination and activities based on what their peers share online over branded travel ads.”
But how can you apply influencer marketing to your business? Glad you asked.
While macro-influencers like Emma Chamberlain and Charli D’Amelio may be a bit out of budget and, quite frankly, hard to reach, there are plenty of micro-influencers who may be easier to work with. We recommend contacting your local niche micro-influencers in your area first. But remember, just because they have a nice-sized following doesn’t mean they are the right fit for your business. Be sure to assess aspects such as their values and current audience before implementing them in your campaign.
Start Practicing Those TikTok Dances
We are kidding. Kinda.
There’s absolutely no way around it. If you want to appeal to Gen Z, you will need to join the other 1.4 Billion users on TikTok. It is estimated that Gen Z and Millennials spend an average of 24-48 hours a month on the formally Musical.ly platform.
While you don’t have to stay up to date with the latest dance trends (though it’s hard not to), video content is the best form of media to capture Gen Zers, especially short-form video content. This is because this generation wants information, and they want it fast. We know video content can be overwhelming to try to navigate. If you are not sure where to even begin, get in contact with us. We’d love to discuss and strategize a social media plan that will work for your organization.
To Talk The Talk, You Gotta Walk The Walk
To reach someone, you’ve got to be able to speak their language. Or at least know key phrases like “please and thank you” and “where’s the bathroom.” Nevertheless, with everything regarding Gen Z, authenticity is crucial. They can spot a fake quickly, so don’t jump the gun and start utilizing random words you don’t understand.
We encourage you to study your audience as best you can; we guarantee you’ll catch the lingo over time. But perhaps the best way to speak Gen Z is to hire someone who’s fluent. Consider hiring a Gen Z marketer who can likely help you “big slay.”
Allyship Over Performative Activism
If you take nothing else from this post (which we sure hope isn’t the case), please listen, and listen closely. At their core, Gen Zers are “self-driver [s] who deeply care about others, strive for a diverse community, [and] are highly collaborative and social, valu[ing] flexibility, relevance, authenticity” (Standford). Meaning they value allyship over performative activism. This generation cares about social issues ranging from climate control to gun reform and everything in between. They want to align themselves with brands that care about the world as they do and are quick to block organizations that fail to make a stance or are tone-deaf. To avoid having to crawl out of the pits of cancel culture, make sure to always be authentic. We go a bit further into depth on this in one of our latest whitepapers, which you can download for free, so be sure to check it out.
And That’s A Wrap
Gen Z is a diverse and socially conscious generation that values authenticity, inclusivity, and individuality. So, the best way to reach them is to, overall, try to relate to them as humans. By adapting your strategies to the preferences and needs of this generation, you’ll capture their attention in no time. At AAMP, we are a full-service marketing agency dedicated to helping you and your business grow. We aim to boost the foot traffic to your establishment, and we have the expertise to achieve it. Our team aims to promote your brand by devising tailored marketing strategies, crafting a website that generates leads effortlessly, and providing a range of additional services. We are committed to narrating your unique story to attract potential customers. If you are ready to take your business to the next level, we’d love to chat– we’ll even send you some sweet swag for investing your time with us!
For centuries, Black Americans have shaped and influenced our culture. They’ve graciously walked into hostile rooms and, if they weren’t granted entry, created their own. No matter where you look, the extensive contributions that Black men and women have made can be seen all around us. Despite the fact that the marketing industry is 66% White and only 5% Black, this industry is no different. Here is a look at a few of the most influential leaders in marketing and the lessons we can learn from them.
Madam CJ Walker
Exclusion Punishes Everyone
There is not a Black woman on this planet that isn’t eternally grateful for Madam CJ Walker. In the height of the Jim Crow, the post-civil war era in which a series of heavily racially discriminatory laws aimed to dehumanize and disenfranchise newly ‘freed’ African Americans, Walker persisted and proved herself to be not only an influential entrepreneur but a master marketer.
What started as a remedy to cure her own hair loss turned into a million-dollar corporation and ignited a movement. From containing the map to freedom to serving as a medium of self-expression, Black hair is and will always be important to Black culture. And back then, Madam CJ Walker deeply understood this.
Determined to market a product that aimed to accentuate Black beauty, not erase it, Walker sold her homemade hair care directly to the excluded community of Black women, using a personal approach that won her loyal consumers. This strategy, which was ahead of its time, teaches us today that appealing to communities with authenticity always pays off in the long run.
John H. Johnson
Tell Your Story
As marketers, we all understand the power of storytelling. But perhaps, no one understood that more than John H. Johnson. Johnson’s use of providing a space where marginalized communities can find refuge made him the most influential African American publisher in American history.
During the 1950s oppressive reign of white supremacy, valuable Black representation was extremely scarce. As a result, Johnson set out to create Ebony and Jet, the United States’ first monthly and weekly magazines geared towards the Black community. Both publications feature content such as celebrity news, fashion, politics, and other aspects important to Black culture.
While Ebony and Jet, for the most part, maintain a positive tone today, back then, Johnson made it a point to respond to critical social issues. In fact, his most notable issue of Jet was in 1955 when he published a picture of young Emmett Till’s body after it had arrived in Chicago from Mississippi. The brave decision of Till’s mother to have an open casket allowed media outlets like Johnson to produce “probably one of the greatest media products in the last 40 or 50 years,” as said by former Congressman Charles Diggs.
The brutal photo of Till’s body after his unjust murder was a punch in the gut for the entire nation, one that Johnson didn’t flinch from. His commitment to giving a voice to the Black community without holding back from social issues is something we all can learn from today.
Robin Beaman
Shoot For The Stars, Then Conquer The Galaxy
If you look up the definition of the word boss, right next to the picture of Beyoncé, you’ll find a photo of Robin Beaman. With an array of accolades from now to the next millennia, surprisingly, that is not the most impressive thing about Beaman. Her willingness to aim high without fear and achieve the goals she set out to proves that with tenacity and determination, you can do anything.
After becoming the director of public relations at The Capital Children’s Museum in Washington, D.C., Beaman accepted a role with a then-start-up Black Entertainment Television (BET). With her hard work and keen expertise in communicating directly to audiences lacking authentic representation in film and television, she was able to help transform BET into the incredible powerhouse that it is today. And as if that wasn’t enough, Beaman then set her sights on working with the incomparable Oprah Winfrey. Which she did for many years as their manager for national and international publicity and organizer of community engagement and special events for “The Oprah Winfrey Show.”
Now, still fueled by a ferocious ambition, Beaman is the CEO and Founder of her own strategic communications firm, Beaman Inc., which is home to big-name clients like Revlon, HBO, United Airlines, and The White House. To this day, Robin Beaman inspires us never to stop aiming high.
Bozoma Saint John
Think Often, and Think Boldly
We cannot talk about leaders in marketing without mentioning the remarkable Bozoma Saint John. With over 20 years of experience across multiple industries, including fashion, sports, and entertainment, Bozoma has proven herself to be one of the most effective marketers of any generation.
As a champion of innovation and creativity, Bozoma has had huge success with major brands such as Netflix, Pepsi, Apple, and Uber. Before her time at Netflix, she served as the Chief Brand Officer at Uber and at Apple; as the Head of Global Consumer Marketing, she built and launched Apple Music, as well as spearheaded campaigns geared toward growing consumer brand recognition, loyalty, and equity across the globe.
Today, she has rightfully earned her place as a member of the Billboard Hall of Fame, the American Advertising Federation Hall of Achievement, and the American Marketing Association Hall of Fame. Bozoma Saint John is a testimony that sings the positive effects unlimited creativity brings.
Kim L. Hunter
If There Are No Seats At The Table, Build Your Own Table
Owner of the multimillion-dollar marketing communications agency, Lagrant Communications, Kim L. Hunter, is a true legend in the marketing industry. With over 30 years of experience with companies such as American Airlines, Walmart, Starbucks, and plenty more, Hunter has shown that hard work pays off. But perhaps his most honorable attribute is his commitment to others.
When Hunter noticed a lack of diversity in his industry, as there is in most, he forged a campaign to solve this issue. As a result, he founded his own marketing communications agency that prides itself on belong inclusive and specializes in the Hispanic, African American, and LGBTQIA+ consumer markets.
The CEO takes his commitment to others outside of his firm. Hunter frequently speaks to the youth and the next generation of marketers, challenging them to create their own lane if there is no space for them in the current one.
Progress Is a Continual Effort
In 2023, we’d like to think that we are well on our way to social progress – and in some ways, we are. However, there is still much that needs to be done in our march toward equality in all fields. And it all begins with accepting our history, no matter how difficult or uncomfortable, and being willing to make room for different voices. At AAMP Agency, we value inclusiveness and look to the pioneers, both past and present, who have altered the marketing, advertising, and media industries with fearlessness and courage.
Cybersecurity and information technology security services concept. Login or sign in internet concepts.
Today’s business world relies heavily on digital assets like data storage, records, communication, and any files that your company may use for marketing and production, and more. With this much digital content making up your company, you will need to protect it as securely as possible to prevent any breaches or breakdowns! Here are a few ways you can best protect your company’s digital assets and thereby feel confident in your business’s overall security.
Register Your Trademarks
So much of market competition rests on “who owns what”, down to the most specific of details, such as the symbols or symbolic phrases that you want to claim as part of your brand! If you have a fresh idea that sets your company apart as unique and makes your business memorable, registering those brand-making ideas as trademarks is a must! Not only does this signal to consumers and other businesses that your product is something interesting and unique, but it also demonstrates that the company itself is valuable. Furthermore, it increases the amount of protection to yourself if faced with infringement accusations. Keep a safe distance from competitors with this buffer and hold onto the creative elements that constitute your brand’s image and content.
Keep Proof of Ownership
Though it seems unnecessary, you may someday need to prove that you are the owner and founder of your company. If you are ever faced with a situation in which you need to demonstrate your authority over company decisions or even company successes, you will need to provide proof that you were the creator, legally. This proof can manifest in lots of different forms: business emails, official documents of partnerships and resources, IRS forms, and even event details. Keep these in a safe location so that you are prepared to present them whenever necessary.
Backup Files
As technology gets more advanced, unfortunately so do the hackers that attempt to breach and steal important (private) files. Keeping a backup source of any and all of these files is essential. An external hard drive is a secure option that you can physically keep separate from the dangers of online storage. That hard drive becomes like a safe, keeping all your valuable information (customer data, private business plans and financial info, product details, etc) within a literal box that can’t be touched by outside sources.
Increase Cybersecurity Measures
Boost the amount of or quality of cybersecurity measures your digitals systems have. Encryption is a basic way to prevent hackers from even understanding the content they illegally access, as it transcribes your data into a coded version of your file that is only accessible with the proper key. Use firewall systems, antivirus software, control access, and more. The list of available resources is impressive and effective! You may also want to consider hiring outside help! There is an entire industry created and trained to help you with your cybersecurity threats. Outsourcing your cybersecurity can help protect your business from IT threats . These are professionals at battling the viruses that attack and break down your systems, making them (arguably) even more reliable than implementing systems that you don’t entirely know how to work.
Train Your Employees
Make sure your employees are well trained in keeping secret, valuable documents, just that! Allowing employees to use their own computers for company work is convenient, but comes with the risk of their personal technology being hacked when it is on unprotected turf outside your company walls. Implement a routine of protective measures , checks, and protocols that will ensure the safe management of your company content.
Have a Plan of Action in Case of Breaches
There may be an unfortunate accident in which, despite your efforts, your digital assets are still breached. As with any accident, having a backup plan will help you be prepared with the necessary defense, cleanup, and progression resources that your “now” vulnerable company will desperately need. Know who you will communicate with (outsourced partners, branch leaders, IT consultants) and educate yourself with sufficient knowledge of your systems to be able to describe the situation properly. (The more accurate the diagnosis, the more effective the solution.) Rather than scramble to regain control, have an assertive action plan so that you spend less time stressing and more time doing productive work for your business’s healing.
Have Your Own Secure WiFi
Don’t rely on local or cheap WiFi to be a strong enough barrier between your business files and the rest of the world. Invest in the most secure connection available! So much information pours through your digital systems and collections—without a private network, this information is frighteningly easy to dig into. This is a basic step towards the independence and inherent protection that will provide your company with a good basis for secure information.
Use Authentication
Even simple things like the authentication of you and your employees are effective measures for protecting your digital assets from intruders. Don’t underestimate the power of a strong password! In fact, you may want to consider making it a routine for each of your employees to change their passwords every two months or so. Although it makes it a bit trickier to remember, don’t allow personal creative passwords. These make access to your company information as simple as an educated guess. Routine changes, complex (i.e. strong) passwords, and awareness of your privacy will be a major help to ward off the hackers who may test for easy entryways.
Get Insured for Your Digital Content
You can be insured for just about anything, including digital assets. Part of your plan of action may include having this safety net of insured digital content to get you on your feet after damaging attacks that result in financial loss. Keep in mind that any breach of your information may (and likely will) impact your customer’s privacy and your partnerships and employees’ safety! Being prepared with a support system like digital asset insurance will grant you and those associates much-needed confidence.
Make sure that the digitalization of your assets is a successful new age resource, by taking the appropriate measures to secure it fully. You will be more prepared, more reliable, and have more peace of mind!
If you haven't heard the news just yet, we're excited to announce that iWerx Connect has been acquired by AAMP Agency, the Adventure & Activity Marketing Pros! Don't worry! We're still the same team with the same knowledge & passion for great design, engaging content, and awesome digital marketing. We are making this wonderful transition to better provide our marketing services to the tourism & destination industry. The team at AAMP Agency couldn't be more excited about this acquisition, and we are eternally grateful for the work we have accomplished during our time at iWerx Connect.
iWerx Connect had a humble beginning in Minot, North Dakota. In the year 2008, Steven Edwards and his business partner had combined their expertise to start a simple company providing indoor advertising for local businesses. Eventually, as Minot grew, iWerx Connect had grown with it too and began offering services such as website development, SEO, Google Ads, Facebook Ads, and Social WiFi. While iWerx Connect had a promising future in Minot, the company owners have a passion for the tourism industry they couldn't ignore. By July 2017, iWerx Connect had relocated to Las Vegas, NV and was kicking up a digital marketing storm in the tourism and destination marketing business. By 2019, iWerx Connect had successfully partnered with a vast number of tour operators, destinations, restaurants, and more all the way from the Bahamas to the San Diego Bay. Our continuous growth and mission to provide the best digital marketing to the tourism industry caught the eye of AAMP Agency, and at the beginning of 2020, iWerx Connect had been acquired.
Now, freshly acquired, what is AAMP Agency? AAMP stands for the Adventure & Activity Marketing Pros, and that is just what we were and will remain to be. Like any business that has been acquired and in a new partnership, our team is growing, our services will continue to expand, and our reach is as big as ever. For the team at AAMP Agency, it's full speed ahead. Our focus has remained the same, provide undeniably awesome digital marketing to the tourism industry, however, we've just got more power and resources available now. So what does that mean for you? Well, nothing bad at all and everything good. We've got more resources, and we use those to help grow your business even further. We've got an expanding team, which means more ideas and more people to handle your digital marketing needs. While we may have a new name, new look, and even a few new team members, we've still got the same passion that we had when iWerx Connect was first established. So… meet the team!
Steve Edwards | CEO
Steve founded iWerx Connect in 2008 and grew his marketing agency from the ground up. When he's not focused on running a highly-successful marketing business, you can catch him cycling, trying the latest foodie trend, or on a beach in Hawaii. Steve has a passion for tacos, reggae music, and all things tourism-related!
Jaden Cymbaluk | Director of Business Development
Jaden is the Director of Business Development and leads in client acquisitions & partnerships by day. By night, he becomes D-Jaden and is rocking nightlife, dance floors, weddings, and corporate events everywhere. He enjoys traveling & sports, he's the hostess with the mostest, and being a family man is what he does best. His passion is working with all of our clients in growing their businesses!
Ward Woods | Creative Director
No marketing agency is complete without a creative director steering the ship. Ward is here to oversee every aspect of a project, whether it's a new website or a marketing campaign. When he's not at AAMP Agency, he's spending his time with his loved one, Jacquelyn, and their two dogs, Odus & Brother. He also makes time to create artwork, travel, make videos, take photographs, and participate in recreational activities such as surfing & snowboarding!
Jana Byrn | Copywriter & Social Media Coordinator
Jana is here to provide all clients with written copy that sells and builds their brand. Not only that, but at AAMP Agency, she manages social accounts, creates marketing campaigns, and works her SEO magic on websites. In her free time, you can find her photographing food & people, hanging out with her two dogs, or picking up whatever hobby suits her interest at the moment.
Alyx Thomas | Social Media Coordinator
Alyx is a true social media extraordinaire! She manages social accounts, creates effective ads, and brings awesome ideas to the table! When she's not at AAMP, shes cooking, spending time with her kittens, exploring places with her friends, or enjoying live music at a concert or festival!
Meghan Meredith | Project Manager
Meghan is the organized person in the office that has the difficult task of reigning in a creative team. When the rest of us are feeling creative, she puts us on track and set us and our clients up for success. When you're a client of AAMP Agency, there is no doubt that you'll be communicating with her! When she's not working, you can find her hiking, spending time with friends, or playing with her pet ferrets.
Theeraphat Tickahorn | Website Developer
Theeraphat (Also known as T) is a recent addition to AAMP Agency! Born and raised in Bangkok, Thailand, but now living in Las Vegas, T became interested in website design after discovering W3C web standards in 2007. He had earned his Bachelor’s Degree in Web Design & New Media at the Academy of Art University of San Francisco. He is extremely passionate about web development and design in all its forms, and he enjoys writing code & researching new web technologies.
Kevin Uribe – Google Ad Words Specialist
Kevin is our Google Ad Words Specialist at AAMP Agency, meaning he has avast knowledge of Pay-Per-Click marketing (PPC). He sets up advertising campaigns on Google Search, Google Display Partners, & Google Mobile Ads, conducts keyword research, and so much more. In his free time, you can find him spending time with his family, playing baseball, hiking, or cooking up something delicious on a grill.
Brian Huynh | Digital Sales Specialist
Brian is also a new addition to the AAMP Agency, and he's here to help tourism businesses find digital marketing solutions that work best for them. He'll talk about digital marketing for as long as you let him! When he's not speaking with potential and new clients at AAMP, he's working with Amazon or spending his time snowboarding, hiking, or chilling with his dog and 2 cats.
While our team may seem small, it is made up of hardworking employees with a wide range of skill sets. When all of our skills are combined, we are so dang mighty that we can cover all of the bases of your digital marketing needs. From website development to SEO, to social media marketing, to videography & photography. We're here to help your tourism business, destination or attraction grow to lengths you didn't even know could be possible. We accomplish this by combining our burning passion for everything tourism related with our extensive knowledge of digital marketing, helping your brand cross digital oceans.
We are AAMP Agency, the adventure and marketing pros, and we're pleased to meet you.
If you have no clue what User Generated Content is or why every business in the tourism industry should be utilizing it, then stop right here and make sure to read part one of this ultimate guide! Today we’re expanding into the final part of this short series, and diving deeper into examples of successful UGC campaigns as well as how to utilize UGC on specific social media platforms.
One of our favorite examples of utilizing UGC is from Destination Canada, which is an organization that promotes tourism in Canada. For their campaign, they were targeting the U.S travel market, but instead of capturing their own footage for a video they had relied on social media to curate content from users. It took some work, but within 2 weeks they had acquired the rights to over 2,500 photos and videos from social media to create their video campaign. Within a week after launching, the video had reached over 3 million views! A big reason in the video doing so well is because they incorporated users, they in return had shared the video helping it reach a bigger audience.
Our second example of a successful UGC campaign comes from Nelson & Kootenay Lakes Tourism. They had created the specialized hashtag #FindingAwesome as well as a microsite to go with it to show how locals and visitors found something great in the region every day, thus helping promote the region to potential visitors. To drum up some interest in the hashtag, they ran two social media contests which resulted in over 1500 entries, and then shared the top entries on their blog. By doing something as simple as creating and promoting a hashtag, Nelson & Kootenay were able to enlist users in creating content that they could use to promote the region. Free content, what marketer doesn’t love that? By also sharing and reposting entries, they are able to build social proof and authenticity of their brand/region.
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Now that we’ve got your inspiration flowing, we are going to move onto utilizing user generated content on certain social media platforms.
1. TripAdvisor
This one is easy, and honestly, your business should already be on there. If your business is not on TripAdvisor yet, make sure to claim your business and set up your account. TripAdvisor is perfect for generating reviews from customers, which in return helps build your brand awareness and social proof. Here are a couple of ideas to start generating reviews.
• An automated email system sent to customers encouraging reviews.
• Offer a small reward for customers that review your business.
• Promote your presence on Trip Advisor and utilize its’ marketing tools that are available.
• Responding to reviews can show that your business is engaging, helps build your authenticity, and shows potential customers your a business invested in providing a great service.
2. Instagram
Instagram is a social media platform that a lot of business in the tourism industry thrive on. Here are a couple ideas for generating content from users and capitalizing on it.
• Create a specialized hashtag, and repost people who use it.
• Ask customers to tag you in their IG stories and posts, so you can in return share it onto your IG story.
• Have users enter a contest (like Starbucks infamous Red Cup Contest) and share entries on your IG. This helps spread your brand awareness and can boost your social following.
• Start an Ambassador Program for your most loyal followers by sending them a free or discounted product. Make sure you are finding ambassadors that have an audience and will work well with your brand. In return, they will create content and speak to their audience about your business which will provide social proof to potential customers.
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3. Facebook
While Facebook can be great for sharing content and UGC, it’s also a great tool for using UGC in advertisements.
• Encourage your customers to write reviews on your businesses’ Facebook page.
• Blend your reviews & photos into an Ad using Facebooks’ Dynamic Product Ads format. This helps provide social proof to your potential customers!
• Connect your facebook page with your Instagram, and share customer photos. Like discussed before, it’s free content that helps build the authenticity and social proof of your brand!
4. Snap Chat
Snapchat is a platform that you may not necessarily use for ads or sharing UGC, but it’s a great tool to use for collecting content.
• Create a tag/filter and encourage customers to “snap” their experience. You can collect their photos and videos with their permission, and repost on your own story or on other social platforms.
• By having customers snap their experiences, they can also geo-tag your location, so their followers can see more about your business and your social proof continues to build.
Pinterest
Pinterest can be a little tricky, and if you’ve seen our blog post about it, you understand how it can help any business in the tourism industry. However, for UGC it can take a little bit of work.
• One thing you can do is add a “Pin It” button to your website and other platforms, so followers can share your content to their audience.
• Create A Contest – to help generate content on Pinterest, encourage followers and customers to submit their favorite tour or product on Pinterest. This can help your business with sourcing and collecting content to use in marketing campaigns.
• Like the ambassador program previously mentioned, you can target the top “pinners” in your industry, and work with them to help promote your business. Offer them a discount or some sort of incentive and they could share your business to their audience through Pinterest.
User generated content is a very useful tool in the tourism industry, and our ideas for how to utilize it is just the tip of the iceberg! We are positive there are numerous more ways a business can leverage UGC, and if you have any ideas, comments, or questions, give us a holler! AAMP Agency | Adventure & Activity Marketing Pros is always here if you want to chat about marketing tactics (or dogs).
So we got you to click on the blog! Now that we have you here, you better take a bathroom break, grab some snacks (I suggest popcorn with chocolate chips) and strap yourself in because this is going to be a long-ish one. The topic today – user-generated content, aka UGC, and why your business NEEDS to be utilizing it.
What is user-generated content?
User Generated Content is any type of content that has been created by an unpaid contributor, such as a customer. It can be anything from photos and videos, mentions in a blog, testimonials, and much more. 86% of millennials say that UGC is a good indicator of the quality of a brand, so it’s easy to see why it should be incorporated into your marketing tactics. Here are 5 reasons why:
1. Free Content
No matter how much income your business makes, you have to admit to loving free stuff. By encouraging and utilizing UGC, you receive free material to use in your marketing materials.
2. Brand Awareness
Whether your attraction is just starting out or has been established for a while, your business still needs to be concerned with spread and maintaining your brand. UGC helps your narrative and assists with beefing up your brand.
3. Social Proof
This connects with your brand awareness and narrative. Customer reviews and referrals are an important component in user-generated content. They help create a reputation for your business, and potential customers will most likely be willing to make a purchase from your business if their friends have referred you to them. In 2013, Search Engine Land conducted a study that had resulted in 79% of consumers admitting to trusting online reviews as much as in-person recommendations.
4. Boosts Your Social Following
When your business incorporates content from customers and users, you’re creating engagement. Sharing, tagging, commenting, etc all help with boosting your social following. By creating this engagement, it not only helps with your brand awareness and building authenticity, but it helps make your social media accounts to become more “discoverable”.
5. Get Past Those Ad Blockers
These days, consumers are less passive and are more critical about the purchases they are making. While it still makes sense to purchase ads for your business, UGC can help grab the attention of ad blockers. Consumers are more likely to click through a site if it is recommended by a friend or influencer they follow.
If those 5 reasons don’t have you convinced, I don’t know what will! User-generated content is a powerful tactic when it comes to marketing for your tourism business, and it only makes sense for you to incorporate it into your strategy. Some ways to encourage and use UGC are asking customers for reviews, creating a special hashtag for social media, and reposting photos. Stay tuned for part two, where we’ll dive deeper into examples of UGC campaigns and how your business can add UGC to specific social media platforms. As always, if you have any questions or comments, feel free to contact us here at AAMP Agency | Adventure & Activity Marketing Pros!
