Why Insurance Companies Should Utilise UGC to Attract Millennials + 3 Simple Ways to Do It
Tech savvy millennials (those between the ages of 18 – 35) don’t trust brands.
They are not fooled by nice sounding words or slick images.
The good news is that while they may not trust brands, they trust and engage with content by their peers.
And so it is for this reason, that companies, especially those in insurance, need to strategise their marketing activities around user-generated content when they want to attract this poppycock-resistant generation, either as clients, or employees.
User-generated content (UGC) goes hand in hand with word of mouth advertising, which is the most effective form of advertising in the world.
What is user-generated content (UGC)?
UGC is any content (blog posts, images, videos, slides, tweets, comments, reviews and so on) that are created by people other than the ones in your marketing and branding department.
Why should your business bother?
In 2017, a whopping 68% of insurance customers said they don’t have peace of mind over their insured possessions. It’s no wonder insurance customers don’t feel too much loyalty towards their insurers…which is a whole new topic on it’s own.
Image Credit: Fashwell
So back to UGC: there are no shortage of stats and research to show that user-generated content is way more effective than brand developed content.
(On a side note, UGC is much cheaper than brand developed content…)
86% of Millenials believe that brand UGC is a good indication of quality, and admit that user-generated content has a powerful influence over their buying decisions.
In addition, Millenials spend, on average, 4.5 hours a day engaging with content created by people.
So if you can think of ways to get them to engage with content that is favourable towards your brand, it’s a wise way to spend an advertising budget.
Here are 3 simple ideas to get started:
#1: Hashtag campaigns
Hashtag campaigns are when a brand runs a contest for users to upload a piece of content, like an image, together with a certain hashtag, in exchange for a prize.
Hashtag campaigns are easy to set up, and can help your business build brand awareness, increase engagement with your customers and potential customers and lead to increased sales.
A good example is the Esurance Sweepstakes hashtag campaign. Saving a cool 1.5 million dollars on smart advertising, the company used the savings as prize money to dominate ad related hashtags on Twitter during the Super Bowl, generating a huge amount of engagement.
You can read more about the story on Forbes.
User-generated content can’t get simpler than this, but testimonials are so powerful when done correctly. Ideally, get customers to record a video (on their phone is just fine), or have your crew go and video them, to make it easy for your customers, like Guard Me Insurance does in this video:
<iframe width=”560″ height=”315″ src=”https://www.youtube.com/embed/xf37KoKSlwY?rel=0″ frameborder=”0″ allow=”autoplay; encrypted-media” allowfullscreen></iframe>
Or bring it down a notch and simply get customers to provide a written testimonial to showcase on your website, like Green Insurance does:
Simple and free to do, turn those frequently asked customer queries into a FAQ page on your site. Liven it up a bit by actively seeking out customers about their most pressing insurance questions. Or conduct a survey.
You could even combine this idea with a hashtag, and then have someone on call to respond to questions on social media as fast as possible.
Not only does it add UGC to your website, but builds trust and care, which is currently perceived as lacking in the insurance industry.
We know how to attract the staff you want!
Contact us to learn more.