यदि आप इसे हाथ से करना बंद कर दें, तो आप बिना बड़ी टीम को नियुक्त किए प्रामाणिक ग्राहक सामग्री को बढ़ा सकते हैं। अभी, आप पोस्ट खोजने, डीएम में अनुमतियाँ प्राप्त करने, और सामग्री को मैन्युअल रूप से जांचने में समय बर्बाद कर रहे हैं, जबकि आपका इनबॉक्स अभियान प्रतिक्रियाओं और UGC अनुरोधों से भरा जा रहा है। यह श्रम आपकी गति को मारता है और सामुदायिक सामग्री को एक निश्चित वृद्धि चैनल के रूप में उपयोग करना लगभग असंभव बनाता है।
यह मार्गदर्शिका छोटे से मध्यम आकार की ई-कॉमर्स और उपभोक्ता ब्रांड्स के लिए बनाई गई है जिन्हें संचालन संबंधी उत्तर चाहिए, न कि सिद्धांत। इसमें आपको चरण-दर-चरण, प्लेटफार्म-अज्ञेय प्लेबुक्स मिलेंगी: नक़ल तैयार टिप्पणियाँ और डीएम फनल्स जो UGC प्राप्त करने में मदद करती हैं, स्वचालित अनुमतियाँ और अधिकार कार्यप्रवाह, ब्रांड की आवाज़ की रक्षा के लिए मॉडरेशन और गुणवत्ता-नियंत्रण की प्लेबुक्स, और एक मीट्रिक फ्रेमवर्क जो UGC के प्रदर्शन को आरंभ और अनुकूलित करता है। बिना नए लोगों को काम पर जोड़े बिखरे हुए समुदाय की पोस्ट को आपके चैनलों के लिए एक विश्वसनीय, मापने योग्य रचनात्मक स्रोत में बदलने के लिए पढ़ें।
यूजर-जनरेटेड कंटेंट (UGC) क्या है और ब्रांड्स के लिए यह क्यों महत्वपूर्ण है
यूजर-जनरेटेड कंटेंट (UGC) किसी ब्रांड की इन-हाउस टीम के बजाय ग्राहकों या सामुदायिक सदस्यों द्वारा स्वेच्छा से बनाई गई कोई भी सामग्री है। आम UGC प्रकार शामिल हैं:
समीक्षाएँ — उत्पाद पृष्ठों या मार्केटप्लेस पर रेटिंग और लिखी गई समीक्षाएँ।
फोटो — असली ग्राहक जो सामाजिक चैनलों पर उत्पाद चित्र साझा करते हैं।
वीडियो — अनबॉक्सिंग, कैसे-करें क्लिप्स, शॉर्ट-फॉर्म डेमो, या प्रशंसापत्र।
कहानियाँ और सामाजिक पोस्ट — क्षणिक या स्थायी पोस्ट जो आपके उत्पाद का उल्लेख या चित्रण करती हैं।
अनबॉक्सिंग — एक ऑर्डर प्राप्त करने और खोलने पर प्रतिक्रिया को फिल्माना।
UGC ब्रांड द्वारा बनाई गई सामग्री से अलग होती है क्योंकि यह प्रामाणिक और विश्वासयोग्य महसूस होती है; ई-कॉमर्स के लिए, वह प्रामाणिकता अक्सर उच्चतर रूपांतरण को चलाती है। प्रमुख लाभों में शामिल हैं:
विश्वास और सामाजिक प्रमाण: सहकर्मी समीक्षाएँ और उपयोगकर्ता फोटो खरीदने की चिंता को कम करते हैं।
उच्च सहभागिता: UGC आमतौर पर प्रचारात्मक पोस्ट की तुलना में अधिक लाइक, टिप्पणियाँ और शेयर प्राप्त करता है।
निम्न सामग्री लागत: ग्राहक रचनात्मक परिसंपत्तियाँ मुहैया कराते हैं, जिससे उत्पादन खर्च कम होता है।
रूपांतरण उठान: समीक्षाओं और असली तस्वीरों वाले उत्पाद पृष्ठ अक्सर कार्ट में जोड़ने और रूपांतरण दरों में मापने योग्य वृद्धि दर्शाते हैं।
कौन सी प्राथमिकता UGC को देनी चाहिए? छोटे से मध्यम आकार की ई-कॉमर्स और उपभोक्ता ब्रांड्स आमतौर पर सबसे स्पष्ट लाभ देखती हैं — सीमित रचनात्मक बजट और प्रत्यक्ष ग्राहक संबंध UGC को प्रामाणिक रचनात्मक का लागत प्रभावी स्रोत बनाते हैं। व्यावहारिक टिप: छोटे छूट, लॉयल्टी पॉइंट या अपने फीड पर ग्राहकों को दिखाकर आवेदनों को प्रोत्साहित करें ताकि कम लागत वाली परिसंपत्तियों की स्थिर धारा को बनाए रखा जा सके।
UGC विपणन फ़नल से अच्छी तरह मेल खाता है:
खोज — सामाजिक पोस्ट और वीडियो शेयरों और हैशटैग के माध्यम से पहुंच को बढ़ाते हैं।
विचार — समीक्षाएँ और तुलना वीडियो खरीदार के सवालों का जवाब देते हैं।
खरीदारी — उपयोगकर्ता फोटो और प्रशंसापत्र चेकआउट पर हिचकिचाहट को कम करते हैं।
प्रतिधारण — बार-बार ग्राहकों को दिखाना विश्वास और बार-बार खरीद को प्रोत्साहित करता है।
विश्वसनीय रूप से बढ़ाने के लिए, इन UGC संकेतों को स्वचालित टिप्पणी और DM कार्यप्रवाह के साथ जोड़ें ताकि आप उच्च-गुणवत्ता वाली सामग्री को सामने ला सकें और जल्दी से अनुमति प्राप्त कर सकें। प्लेटफार्म जैसे Blabla स्वचालित प्रतिक्रियाओं, उल्लेखों का प्रबंधन, अनुमति प्राप्ति और बातचीत को बिक्री अवसरों में परिवर्तित करने का काम करते हैं बिना आपके प्रकाशित कैलेंडर में हस्तक्षेप किए।
उदाहरण: एक विशिष्ट स्किनकेयर ब्रांड ने ग्राहकों के अनबॉक्सिंग वीडियो को पोस्ट-पर्चेज ईमेल में पुन: उपयोग किया और रूपांतरण में 12% वृद्धि देखी; एक स्थानीय परिधान लेबल ने विज्ञापनों में ग्राहक-शॉट क्लिप्स का पुन: उपयोग करने के बाद रचनात्मक खर्च को ~40% तक घटाया। यदि आप इसे संचालित करने के लिए तैयार हैं, तो अगला खंड UGC को सोर्स करने, जांचने, और विस्तार करने के लिए एक स्वचालन-प्रथम प्लेबुक को रेखांकित करता है।
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