Did you know that a whopping 79% of people say user-generated content (UGC) plays a big role in their purchasing decisions? In the world of tourism, this kind of authentic, heartfelt content can be a real game-changer—especially for our beloved Niagara attractions. Today, let’s dive into how our local gems can harness the magic of UGC to boost their marketing and connect with visitors in a truly meaningful way.
Understanding User-Generated Content
What is UGC? User-generated content is any content—think photos, videos, reviews, social media posts—created by your visitors. Unlike your usual marketing materials, UGC is genuine, relatable, and often way more trustworthy.
Benefits of UGC:
- Authenticity: UGC offers real, unfiltered experiences, making it more relatable and trustworthy.
- Trust: Potential visitors are more likely to trust recommendations from fellow travelers.
- Cost-Effectiveness: By leveraging content created by your visitors, you can save big on marketing costs.
Encouraging Visitors to Create and Share UGC
Incentives: Encourage visitors to share their experiences by offering fun incentives like discounts, giveaways, or contests. A photo contest with a chance to win free tickets can spark lots of engaging content!
Hashtags: Create and promote a unique, catchy hashtag for your attraction. Encourage visitors to use it when they post about their visit. A great example is The Niagara Eats – they encourage their followers to use the hashtag #theniagaraeats on all their foodie photos! This hashtag has 869 posts and counting!
Events and Experiences: Host special events or unique experiences that are perfect for sharing. Seasonal festivals or behind-the-scenes tours can generate tons of buzz and UGC.
Photo Spots: Set up designated photo spots or installations that beg to be Instagrammed. Think of iconic locations within your attraction that naturally draw people in for a snap.
Trius Winery and Restarunt has a fantastic photo opp spot – I see a photo from Trius show up in my feed every few days!
The Watering Can has also mastered the art of UGC. Their enitre store calls for you to take a photo and post it for everyone to see!
Chef & Bub in Thorold and Niagara reshared this reel made by a loyal customer show casing their families recent trip to NOTL:
Collecting and Curating UGC
Monitoring: Use tools like Hootsuite, Sprout Social, or Google Alerts to keep an eye on social media platforms for mentions and tags related to your attraction. This way, you’ll stay on top of all the new content being shared.
Permissions: Always ask for permission before using visitor content in your marketing. A simple comment or message usually does the trick.
Curation: Choose the best UGC to share, focusing on high-quality, engaging content that reflects positively on your attraction. Showcasing a variety of content and perspectives can also enhance your brand image.
Showcasing UGC in Your Marketing
Social Media: Share UGC on your social media channels to create a community feel. Reposting visitor photos or videos with a thank-you note can go a long way in building relationships.
Website: Feature UGC on your website to showcase real visitor experiences. You could have a dedicated gallery, a testimonials section, or even feature it on your homepage.
Email Newsletters: Include UGC in your newsletters to build trust and engagement. Highlight a “visitor of the month” or share the most liked post from your social media channels.
Physical Displays: Use UGC in your on-site displays and promotional materials. Imagine a digital screen in your lobby showing a live feed of recent visitor posts—engaging and dynamic!
Case Studies and Examples
Local Examples: The Niagara Parks Butterfly Conservatory had great success with a photo contest where visitors shared their best butterfly snaps using a specific hashtag. Winners got annual passes, and the conservatory got a plethora of beautiful images to use in their marketing.
Best Practices: These campaigns worked because they were interactive, offered clear incentives, and made participation easy. To replicate this success, keep your UGC campaigns simple and rewarding.
Measuring the Impact of UGC
Metrics: Track engagement rates, website traffic, and bookings to measure the success of your UGC efforts. Increased engagement on social media, higher web traffic, and a rise in bookings are good indicators that your UGC strategy is working.
Tools: Utilize tools like Google Analytics, social media insights, and email marketing platforms to gather data and track performance.
Adjustments: Use the data collected to refine and improve your UGC strategies. If a particular type of post gets more engagement, focus on encouraging more of that content.
User-generated content is a powerful tool for Niagara attractions looking to enhance their marketing efforts. By encouraging visitors to share their experiences and strategically showcasing this content, you can build trust, engage potential visitors, and create a vibrant community around your attraction.
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