When you are selling the same thing as others, it’s absolutely essential to find innovative ways to stand out. One of the most effective strategies is to harness the power of user-generated content (UGC). When done right, UGC can turn your customers into your most passionate promoters, expanding your brand’s reach and building trust.
What is User-Generated Content?
User-generated content (UGC) is any form of content—be it photos, videos, reviews, or stories—created by consumers rather than the brand itself. For bridal stores, UGC could include photos of brides trying on dresses, videos of fittings and alteration appointments, testimonials about the shopping experience and staff, and posts featuring mothers’, bridesmaids’ and groomsmen’s attire.
Why is UGC so valuable?
● Authenticity: Potential customers trust content created by their peers more than traditional advertising.
● Engagement: Content from real customers is more relatable and likely to be shared, liked, and commented on.
● SEO Benefits: UGC can improve your search engine rankings by generating more organic traffic and content relevant to search queries.
How to encourage UGC both in-store and outside the store
So you probably can see why it is important to have UGC as part of your marketing and social media strategy but sometimes actually getting it is the hard part.
In-Store Strategies
Create ’Instagrammable’ moments
Setting up aesthetically pleasing photo areas in your store is key. Use flattering lighting, beautiful backdrops, and props like “I said yes to the dress” signs. Investing in a photo booth is an easy way to get this all done and have some great professional photos of your customers having fun in the store. Encourage brides to capture and share these special moments during their appointments, using branded hashtags to amplify your store’s visibility.
Host events and workshops
Organize bridal fittings, trunk shows, or alteration workshops where customers are encouraged to document and share their experiences. Offering small incentives, such as discounts on accessories, for sharing content on social media can further encourage participation.
Offer a social media concierge
Consider training staff to help customers capture and share their special moments in the store. They can provide guidance on taking the best photos or videos, suggest suitable captions and hashtags, and even assist with posting on social media. An easy way to do it is to take photos and post and tag or collaborate with the brides on social media so all they have to do to share is tap.
UGC outside the store
Encourage post-purchase sharing
After a purchase, include a note in the packaging encouraging brides to share their wedding day photos with a specific hashtag. Offering incentives, such as the chance to win a gift voucher, can motivate brides to post and tag your store.
Engage with customers on social media
Engagement doesn’t stop after the sale. Regularly interact with customers’ posts by liking, commenting, and sharing their content. Featuring customer stories and photos on your brand’s social media accounts not only shows appreciation but also helps build a community around your brand.
Create a branded hashtag campaign
Develop a unique and catchy hashtag for customers to use when sharing their experiences. Promote this hashtag in-store, on your website, and across your social media channels to create a consistent and recognizable brand presence.
Types of UGC that drive sales
Customer testimonials and reviews
Personal testimonials and positive reviews are powerful tools that build trust and provide social proof. Share customer reviews on your website and social media platforms. Encourage satisfied customers to leave reviews on Google, Facebook, and bridal directories. Provide links and remind them that they can copy and paste their review on multiple platforms to make it easy for them.
Photos and videos of brides in their dresses
Visual content showcasing real brides in their dresses is incredibly persuasive. It helps future customers visualize themselves in your gowns. Create photo albums and highlight reels of customer photos on Instagram and TikTok, and consider using these visuals in your advertising campaigns. If it is content you took, have some fun with the editing and video tools to create fun and different content showing off your brand’s personality.
Behind-the-scenes content
Behind-the-scenes content humanizes your brand and provides insight into the quality and care that goes into each dress. Share videos and photos of the fitting process, dress alterations, and staff at work. Feature these on your Instagram Stories and TikTok to give followers a glimpse into the meticulous work that makes your store special. Doing a trending dance, but in your own way, allows for customers to see you have a fun side as well.
Bridesmaid and Groomsmen wedding party content
Highlighting the entire wedding party’s attire can boost sales of bridesmaids’ dresses and menswear rentals. Share group photos and videos of bridesmaids and groomsmen on your social media channels. Offering incentives for customers who share full wedding party photos can drive further engagement.
Leveraging additional services in UGC
Alterations
Encourage brides to share before-and-after photos of their alterations. This not only showcases your expertise but also highlights the personalized care each bride receives. Posting videos of your seamstresses at work can further illustrate the quality of your services and type of experience brides can expect.
Menswear rentals
Promote the convenience and style of your menswear rentals by encouraging grooms and groomsmen to share photos of their attire. Featuring coordinated looks with bridesmaids and groomsmen on your social media channels can attract more customers to consider your rental services.
Bridal accessories
Encourage brides to share photos of their personalized accessories, such as veils, jewellery, and shoes. Posting style tips and videos on how to accessorize different looks can inspire future brides and lead to additional sales whist showing how to personalize the same dress in different ways to make it uniquely theirs.
