It’s happening – social media is emerging out of the consumer arena and influencing how business buying decisions are made. Now B2B brands across the board are beginning to take notice and are contemplating a more open approach to user-generated content.
Yet when it comes to freeing up the reins and involving user-generated content, brands have historically stayed out of the conversation, focusing on marketing efforts where they have greater control. But with 84% of C-level and VP-level buyers influenced by social content in their purchasing decisions, B2B is having a shake-up.
In this guide, we’ll emphasize the role customers and creators are playing in generating momentum for user-generated content. From Salesforce’s remarkable ambassador program to clever creator campaigns from Fiverr and Indeed, we’ll show why it’s time to expand the reach of your brand and marketing strategy.
There’s a lot to cover – from basics to benefits to influencer campaigns and frameworks to keep your brand safe, we have everything you need to get started on your journey into the realm of user-generated content.
What is B2B User-Generated Content?
When considering our audience, we so often look to our marketing team or external agencies to craft content that closely aligns with branding and communications goals. In stark contrast, user-generated content (UGC) is produced by customers themselves. It might come as a surprise to hear that all companies employ this type of content in one way or another.
Here are some of the most common examples of UGC:
- Social media: Whether it’s an acquaintance on LinkedIn or a growth hacker influencer on X – word of mouth on social media is engaging, trustworthy, and spreads fast.
- Customer testimonials: Most brands spend countless hours meticulously crafting case studies to show off customer success stories on their website and slide decks.
- User reviews: Product reviews come in a myriad of forms from YouTube videos, to aggregated comparison sites, forums like Reddit, or industry-specific review sites platforms including G2 and Capterra.
- Video demonstrations: YouTube is littered with creators who capitalize on easy-to-digest tutorials for users who prefer this method of learning to lengthy documentation.
- Blog posts and white papers: Buyers often dive deep into research reports and blog posts to get insights on a product or service or answer specific problems.
- Forums and discussion groups: Professionals gather in online forums or discussion groups (including LinkedIn Groups) to share advice, ask questions, and discuss tools of the trade.
- Webinars and workshops: It’s increasingly popular to share knowledge and experience with others who work in the same industry while recommending useful tools.
Without any involvement, most of this content will organically emerge through the various channels on the internet. Let’s look at the potential when businesses intentionally get involved in the conversation surrounding their brand.
The Rise of UGC in B2B Marketing
Historically, the B2B approach to user content has been something of a Wild West, leaving a brand’s perception untamed in the landscape of the internet.
Nowadays, brands are beginning to wake up to the benefits of nurturing brand advocates and industry influencers into viral workhorses. And like any other emerging marketing medium, it’s often those who don’t embrace change that are left in the proverbial dust.
From B2C to B2B: The Evolution of UGC
There’s been a misconception among B2B marketers for a while that user-generated content is better suited to marketing consumer products. And in a way, they were right. Consumer purchases are driven by personal desire, aspiration, or need. Seeing real people use and enjoy a product is a powerful motivator for others to buy.
With a stricter brand image to maintain, B2B companies have traditionally focused on maintaining carefully curated content. There’s been a perception that user-generated content, which is less controllable, might not align with this professional image or meet the quality standards expected in B2B comms.
But tangled up in this status quo is something B2B marketers keep having to remind themself of: The customer, behind the brand and vocational mask, are people too. The biggest change we’ve seen over the years is the rise of professional self-expression. Networks like LinkedIn have been pivoting towards the creator-led movement for years, leading the business culture to increasingly seek authentic insights and peer validations.
Why UGC Is Gaining Traction Among B2B Brands
Over the years, we’ve witnessed brands celebrate the unique perspectives of thought leaders through a range of colorful collaborative content. It’s not just the humanizing element of a customer perspective, but the sheer speed and reach of social media that have given this movement its momentum.
Here’s the benefits of leveraging user-generated content:
- Building trust: UGC showcases the brand’s authenticity, relatability, and expertise indirectly through the earned trust of a thought leader’s audience.
- Greater creativity: Unbound from a stricter tone of voice, UGC introduces opportunities for depth and creativity, resulting in higher engagement rates than branded posts.
- Brand voice: UGC allows brands to add their voice to the internet’s cultural narrative by working together with community influencers.
- Customer stories: User content can provide a more playful approach to storytelling, making the customer journey relatable.
We’ve covered the theory; now we’ll take a look at the brands and content creators who are making waves in their respective fields.
Spotlight on B2B User Generated Content (UGC)
Depending on the size of a company or its target audience, it might be challenging to find the right people to collaborate with. But it’s important to remember that UGC doesn’t need to come from an existing customer or user. Looking through a social profile and asking: “Is their audience my target customer?” is the first step in identifying potential content partners.
For example, a SaaS company might partner up with HR and management thought leaders as their audience likely uses productivity software from day to day.
Let’s take a look at a few marketing campaigns between prominent B2B brands and content creators changing the game.
Shwinnabego X Fiverr
Ashwinn makes for an ideal partnership with Fiverr, given his background in business branding and strategic breakdowns. As the founder of Forge, an agency focussed on launching and scaling consumer brands, he’s grown his Instagram reach to 95K and a TikTok audience of 198K.
His recommendation of Fiverr Pro underscores the platform’s tools for collaboration and project management, specifically influencing other agency founders to integrate Fiverr’s services into their operations. This collaboration amplifies Fiverr’s reach within the entrepreneurial and small business communities and aligns with Ashwinn’s reputation as a strategic thinker.
SurveyMonkey X Viral Nation
In a recent campaign with SurveyMonkey, Viral Nation partnered up with these B2B creators and many more to demonstrate the power of questionnaires. These thought leaders asked their followers to share their thoughts on topics from workplace support to managerial relationships and start-ups using a SurveyMonkey link. After the surveys were populated, the creators shared the results with their unique perspectives and engaging flair.
Bridging the gap between client and creator, Viral Nation streamlined the arduous process of curating influencers, crafting concepts, and organizing a timeline. Leaving the tricky details to Viral Nation meant the marketers at SurveyMonkey could focus on what matters the most: Creative decision-making.
Loewhaley X Indeed
Celebrated as the internet’s virtual work bestie, Laura Whaley has carved a niche for herself by showcasing how to tackle workplace scenarios with a blend of humor and professionalism. Her knack for comedic skits, combined with her expertise in HR and career development makes her the perfect partner for career site Indeed.
With her track record of conjuring up creative sketches, Laura creates a relatable narrative: Missing your work bestie when they’re out of office. Knowing Laura’s “not being paid fairly in this role”, Laura’s friend leaves her with Indeed’s Career Guide, positioning it as a valuable tool for anyone pursuing their next job opportunity or looking to enhance their professional skills.
Scaling UGC With Ambassador Programs
Zoom or Skype? Google Workspace or Microsoft 365? Slack or Teams? We all have our preferences and we’re willing to vehemently defend them to the end. Ambassador programs are the art of bottling up this brand spirit and sharing it with the world.
While partnering up with UGC creators can move the needle quickly, developing an ambassador program has the potential to foster a culture and community in the long run. As passionate users of a product or service, ambassadors know all the ins and outs and are eager to share their wisdom.
The Power of Brand Ambassadors
To see just how far a culture of brand ambassadors can go, look no further than Salesforce’s Trailblazer Community. This vibrant community, underpinned by the TrailblazerDX event, fosters a space where professionals can learn, connect, and contribute globally. With over 11M members across 13K groups in 90 countries, the program thrives on the principles of mutual support, continuous learning, and innovation.
The possible narratives and avenues to content creation are limitless when you embrace the people who matter the most: your customers. In one such series, Trailblazer, we meet five inspiring leaders who’ve transformed their lives and built success with the platform.
There are tangible benefits for those brand ambassadors, too. For instance, three out of five community members have reported career advancements, such as new jobs or promotions, directly attributed to their involvement in the community. This success story demonstrates how brand ambassadors can be pivotal in not just elevating a brand’s image but also in creating a self-sustaining cycle of growth, innovation, and community engagement.
We’ve seen the full potential of an ambassador program, now let’s take a look at how to get started.
10 Steps to Launching a B2B Ambassador Program
The tale of Salesforce’s Trailblazer Community, while inspiring, is a testament to years of hard work from full-time community managers.
Before you get started, it’s essential to map out your strategy first, outlining everything from objectives, to structure, to reward systems, and measurement metrics.
1. Define goals and objectives
Firstly, pinpoint the core aims of your ambassador initiative. Whether it’s to elevate brand visibility, generate new leads, boost sales, or foster customer loyalty, setting SMART goals will provide a clear roadmap for your program’s trajectory.
2. Identify and segment target ambassadors
Dive into profiling ideal ambassadors who resonate with your brand ethos. Explore relationships with loyal customers, influencers, and even employees. Categorize these ambassadors by their industry knowledge, social influence, and potential to sway your target audience.
3. Develop a structure
Crafting the right framework is essential. Decide if your program will be an informal community of advocates or a structured hierarchy with rewards. Outline perks such as exclusive content, discounts, or public acknowledgment, and set clear participation guidelines.
4. Create support and training materials
Equip your ambassadors with the knowledge they need. Develop training materials that cover your products, brand narrative, and engagement strategies, ensuring ambassadors can effectively connect with their audience.
5. Recruit and onboard ambassadors
Send out personalized invites to potential ambassadors, detailing program benefits and expectations. Welcome them aboard with training sessions and starter kits filled with all the essentials.
6. Equip ambassadors with tools and content
Provide your team with a creative arsenal, including promotional materials and social media guidelines. Motivate content creation with themes that align with your marketing goals.
7. Monitor and support ambassadors
Maintain a support system with regular check-ins, and foster a community where ambassadors are encouraged to share and learn from each other.
8. Measure and analyze performance
Keep tabs on key performance indicators like engagement and conversions. Use these metrics to fine-tune your program, celebrating successes and addressing areas for improvement.
9. Recognize and reward ambassadors
Acknowledgment goes a long way. Reward efforts with public recognition or exclusive opportunities, nurturing a sense of belonging and motivation among your ambassadors.
10. Iterate and scale the program
Leverage insights and feedback to refine and expand your program. Consider broadening your ambassador base or introducing new rewards as your initiative grows.
Viral Nation harnesses the power of AI to accelerate the ambassador selection process, turning what once was a painstaking task into a seamless step toward brand growth. Gain access to a curated pool of influencers whose alignment with your brand is continuously assessed, ensuring your message is always in sync with your values. Whether you’re looking at niche community engagement or aiming for broader reach Viral Nation is here to help.
Before you start recruiting ambassadors into your organization, it’s important to understand the risks involved. Our UGC brand safety toolkit below runs through everything you need to consider before unleashing your ten-step plan.
A UGC Brand Safety Toolkit
Whether you’re dealing with creators or brand ambassadors, there are important variables to consider. These variables boil down to one unpredictable element: People. People are the most unpredictable aspect of user-generated content.
Like any organization, where there are checks and balances, contracts, and an established work culture, collaborating with outsiders requires similar thinking to ensure you know who’s representing your brand.
Content Guidelines and Legal Policies
Develop clear guidelines and policies for UGC that outline brand values, describing what’s acceptable and what isn’t. This should cover topics like hate speech, nudity, copyright infringement (we’ll get to that), and other forms of content that could harm your brand’s reputation.
To make your ambassador program engaging and compliant, start by equipping your creators and influencers with a toolkit for success. This includes educational materials that guide them to craft content that resonates with your brand’s ethos and adheres to legal benchmarks.
Spark a sense of community responsibility by urging members to flag any UGC that crosses the line, ensuring your platform remains a safe space. Simplify this process with straightforward reporting tools and commit to swift action on any concerns raised.
Finally, keep a vigilant eye on the evolving legal landscape by maintaining up-to-date checklists tailored to your industry’s compliance demands, covering everything from GDPR for data protection to FTC rules for transparent endorsements. This proactive approach not only safeguards your brand but also reinforces your commitment to ethical marketing practices.
Vetting Creators
Imagine the legwork a recruiter goes through to protect your organization. Hundreds of candidates are whittled down, background checks are carried out, and multiple-stage interviews are conducted. When working with creators, this needs to be done to scale.
Vetting creators requires diving into their online presence to understand their content style, audience engagement, and how their personal brand complements your own. The paid partnership world is plagued with misaligned messaging and controversies that fall into the hands of PR disaster cleanup.
Manually scanning potential creators’ profiles is time-consuming and inefficient compared to Viral Nation Secure which has AI-powered social media screening and monitoring capabilities. Screen all text, images, video, and audio content across all major social platforms.
Copyright
Universal Music Group (UMG) recently announced their departure from TikTok, bringing Taylor Swift, Billie Eilish, and Ariana Grande with them. For brands, who are responsible for paying copyright infringements, this adds another layer of complexity to user-generated content. As it stands, there are legal gray areas including what happens to previously published content that contains retracted music catalogs.
Scouring UGC creators’ social media history is essential to check for copyrighted and other controversial material. But, like vetting, this requires the resources of multiple teams, particularly as videos can only be watched one by one. Unlike a human, Viral Nation Secure’s Copyright Infringement Protection is always on, finding the needles in the haystack by utilizing patented AI methodology at scale.
Crisis Management Plan
Operating in a polarized world, bad PR happens at a moment’s notice and it often catches organizations off-guard. Even innocuous stunts like retiring the M&M’s spokescandies are grist for the mill of outrage.
Consult a PR agency to map out a crisis management plan and scenario planning for handling situations that spin out of control. This should include steps for rapid response, communication strategies, and remediation actions.
Use Viral Nation Secure for your UGC Strategy
Fortune favors the bold and it’s the B2B brands brave enough to partner up with creators and customers that are producing some of the most engaging content out there. The creative limitations of a B2B brand don’t apply to the freedoms of professional self-expression. People may be unpredictable, but through carefully organized programs and campaigns, B2B is finally getting a voice in the conversation.
As the landscape of social media moves at breakneck speed, the importance of maintaining a positive and safe brand presence has never been more critical. And stakeholders need to know that risks are being met before moving into any new direction.
Viral Nation Secure offers live social media monitoring and comprehensive historical screening, ensuring that every interaction under your brand’s umbrella reinforces your values and messaging. More than just a monitoring tool, Viral Nation Secure provides B2B brands with the ability to customize their safety parameters to fit specific needs and concerns.
