Human-generated content is anything created by people, not algorithms or artificial intelligence – including text, pictures, videos, audio, and more. This type of content leverages human creativity, feelings, and experiences, often giving it a unique and authentic perspective that can deeply resonate with audiences.
Marketing Strategies to Support Human-Generated Content:
1. Storytelling
Storytelling never gets old! People love to be inspired and moved by a touching story. Use storytelling to express human experiences and emotions. Create narratives that resonate on a personal level, evoking feelings, aspirations, and values to enhance relatability and deepen audience engagement with your brand. Stories are also a great way to demonstrate the real-life impact of your product or service.
2. Content Collaboration and Guest Posts
Partner with other humans—such as industry experts, influencers, or other brands—to create social media or YouTube content that is authentic, authoritative, and engaging. Guest posts and collaborative content can also attract new audiences and diversify your messaging.
3. User-Generated Content (UGC) Campaigns
Encourage your audience to create and share their own content related to your brand. UGC can include photo contests, video testimonials, product reviews, or hashtags on social media. This strategy not only boosts engagement but also builds community and trust.
4. Leverage Emotional and Authentic Visuals
Use photographs (not stock photos!) and videos that convey authentic human emotions and contexts. Genuine imagery can enhance the storytelling aspect and connect more effectively with your audience. Think about how your product or service affects people’s lives, and show your audience that.
5. Influencer Partnerships
Collaborate with influencers who align with your brand values to produce authentic content. Influencers can provide genuine endorsements and insights that their followers trust, enhancing your brand’s reach and credibility.
6. Create Interactive and Conversational Content
Develop content that fosters interaction, such as webinars, live Q&A sessions, forums, or social media discussions. This not only humanizes your brand but also allows real-time engagement with your audience.
7. Content Personalization
Tailor content to address the specific needs, preferences, and behaviors of different segments of your audience. To do this, you must define your audience(s) in detail. Personalizing your messages increases your relevance, making them more likely to resonate with people on a personal level. Here’s where you can utilize your AI and targeting capabilities to get granular with your audience. Once you know where and how to communicate with them, give them what they need and want to hear!
8. Focus on Educational and Value-Driven Content
Create content that educates and provides value, establishing your brand as a trustworthy resource (this blog is a great example!). Whether through how-to guides, tips and tricks, or industry analyses, value-driven content can attract and retain customers because you’re positioning yourself as a trusted expert.
How Can You Use Authentic Content?
- Social Media: Any and all social media platforms. That is absolutely what it’s for.
- YouTube: Video is the ultimate medium for authenticity because it includes visuals, audio, and music. It pulls people in.
- TV Commercials: Again, using video is so powerful! Tell stories or create engaging messages, and tell them with real, relatable people.
- Blogs: Write and/or record blogs and share your content via your website and social media. Blogs are meant to be casual, educational, and relatable for your audience.
- Any Other Marketing Media: It’s always possible to be authentic. It might be as simple as using real people in your photos on a brochure or direct mail piece.
I’m not saying you shouldn’t use AI. I use it all the time. I use Canva to create social media posts and AI to help me write the bones of blog posts (including this one!). But by emphasizing these authenticity strategies, we can leverage our own human creativity to create compelling content that resonates with audiences, builds trust in our brands, and fosters stronger connections. Authentic content should be integrated into our overall content strategy.
