As businesses continue to grow their social media presence, it’s no surprise that user-generated content (UGC) has become a popular way to increase engagement and authenticity. However, sourcing UGC can be a time-consuming process, especially for larger brands.
To help address this issue, Instagram is currently testing a new process that allows brands to easily source UGC directly in the app. This feature is currently in beta testing and is only available to select brands.
The new process works by allowing brands to post a call-to-action (CTA) within their Instagram Stories, inviting users to submit their own photos or videos related to the brand’s products or services. Once the user submits the content, the brand can review and approve the submissions for use on their own social media channels.
Yolande Haynes shared the above on LinkedIn, showing how Instagram is now prompting some Shop managers to ‘Add user-generated content’ to their product listings to further encourage potential purchasers. Upon clicking the prompt, Instagram will highlight posts that your business has been tagged in which you can then associate with your product listings.
This new process not only makes it easier for brands to source UGC, but it also increases engagement with their audience by giving users a chance to be featured on the brand’s social media channels. It also adds a layer of authenticity to the brand’s content, as UGC is often seen as more trustworthy and relatable than branded content.
Instagram says:
“When a user tags a brand in a post, that brand will have the ability to request permission to feature their products in that post. Users that tag your business will likely appreciate that your brand would like to feature its products in their content. It will also allow their content to surface on brand-owned spaces, such as the product’s PDP or your shop on Instagram.”
As the beta testing continues, it will be interesting to see how brands utilize this new feature to increase their social media presence and engagement with their audience.
You can read more about the new product tagging update here.
