Understanding what motivates your customers to share their experiences with your products and services is an important step in maximizing content volume. Framing the conversation with a well-defined ask ensures that the format and quality of that content meets your expectations.
Here are 3 tips to help you to better achieve your content goals by framing the conversation:
Encourage customers to submit in the formats they share most.
Given the continued rise of social networks like Instagram and Snapchat, consumers have made a clear statement that they prefer to share, and engage with visual content. If photos and videos are going to be crucial to your success, clearly ask that customers share in these formats.
Guide your customers with a relevant theme.
Perhaps you are looking to capture photos of customers modeling your apparel. Or you would like “how to” videos of customers demonstrating the unique ways that they are using your product. Maybe there are multiple types of content that you would like to see coming in. Relevance is crucial, so make sure you set yourself, and your customers, up for success by letting them know what it is that you would like to see.
Be transparent in your purpose for asking customers to share.
Consumers want to understand the “why” behind their act to engage with a brand, and transparency in purpose taps into their altruistic nature. Whether your goal is to create a community to inspire site visitors, or help consumers make more informed purchase decisions, don’t shy away from the value that your customers are providing by sharing.
Here’s an example from a Rivet customer that includes these 3 best practices: