There’s more and more evidence to suggest that user-generated content (UGC) really is the king in the current digital marketing climate, especially given people’s growing awareness of how traditional marketing and advertising works, or rather, doesn’t work.
However, just because content is user-generated it doesn’t mean it’s always going to perform the way that you want it to. Given the sheer volume of UGC out there, how exactly can brands ensure that the content they incorporate into their marketing campaigns will resonate with their target audience and drive greater engagement and, ultimately, higher conversions?
Following from this, we’ve put together a list of focus areas and KPIs to help you best evaluate the quality of your UGC, and its subsequent effectiveness to help maximize the return of your investment in all your various marketing channels. In short, if the content is performing well on social media networks it’s a good indication that it will perform well on other marketing channels (websites, digital signage, emails and paid advertising).
An old-school marketing metric that still remains important today, providing an indication of how far-reaching a piece of content is. Whilst the number of impressions generated is by no means the be-all and end-all for UGC, it can still be a good measurement for quality, with highly engaging and relevant content appearing more frequently in other people’s news feed due to the structuring of the various social media network algorithms.
Seeing how frequently content is clicked on the various social media networks is generally a good metric to help measure the quality of the content, with more clicked-on posts normally being reflective of more compelling and effective UGC. It can, however, be dangerous to look at this number in isolation, as highly clicked content which also has a low like and share rate could indicate that a particular piece of content is able to demand the initial attention of an audience, but then fails to deliver the expected quality.
Likes & Shares
For the most part, most of the major social media networks such as Twitter, Facebook and Instagram have the option to like and share content. This number is probably the quickest and easiest way to gauge the quality of social content. Unlike with viewing clicks alone, likes and shares (or retweets on Twitter) show a clear intent of people connecting with and enjoying a particular piece of content. And whilst likes are almost always welcomed, sharing content shows a significantly stronger sentiment of people recognising the quality of the content and actively recommending it.
As a general rule of thumb, interesting and relevant content sparks conversation. Therefore if a post is generating a lot of comments on its respective social network, it’s usually a fairly reliable sign that the content is hitting the right spots and would be pretty effective if integrated into your other marketing channels. Similar to likes and shares, commenting also shows a clear intent of people connecting with the content in some way or another, however as comments can be negative as well as positive, it’s probably not as clear of an indication of quality content as the previously mentioned.
In some but not all cases, users who have built up large audiences on social media are considered ‘Social Influencers’, due to both the extent of their audience size and engagement. More often than not, these influencers have become popular by having a good understanding of what makes effective and quality content. Having a look at whoever produced or shared a piece of content, particularly if they have a strong social presence, can be a worthwhile consideration; acting as a second opinion or sanity check on your evaluation of UGC.
Given the pace and sheer volume of content people are faced with on a daily basis, the timing and subsequent relevancy of UGC is directly related to how well it will perform for you. A good way to get a feel for what’s popular and relevant at the time is by looking at the number of people mentioning/ tagging a particular topic or posting to a hashtag. The more people interacting with a hashtag or mention at a given time, generally the more relevant it will be and the more likely that the related piece of content will positively resonate with its target audience.
Putting It All Together With Miappi Performance Predictions
Gaining an understanding for these various metrics to help you better judge the quality of social content is the easy part. The real difficulty lies in getting all of your social KPIs in one place so you can readily analyse and compare your social content. Due to the sheer volume of content you might have to sift through, in addition to the fragmented nature of social media platforms, finding your very best UGC is a painstakingly long and difficult process even with a social aggregation tool.
Realising this problem has lead us to start developing our Miappi Performance Predictions feature. This latest feature from Miappi blends our range of AI tools with all of the key social content metrics to gauge the extent to which posts are performing on social media.
With the ability to process tens of thousands of social media posts each day, filtering and matching each post to your pre-set criteria, Miappi Performance Predictions is a foolproof solution to overcoming the noise on social media and discovering high-quality, high-converting posts that will boost engagement when used throughout your marketing channels.