Swipe, skip or scroll, audiences are increasingly dismissing advertisements on Instagram. Many users take to the platform primarily to promote their individual interests, and smart brands must think about how to give audiences the spotlight rather than the other way around.
Posting and promoting user-generated content (UGC) is one tactic for making your brand’s Instagram channel into a stage for audiences to play on, thereby building trust and loyalty among followers. As an added bonus, your feed will abound with beautiful content created by followers without requiring a graphic design budget.
Karen Do, group manager of social media brand strategy at Adobe, and Erin Flior, senior director of digital communications at Cystic Fibrosis Foundation (who will be a speaker at our Digital PR & Marketing Summit Oct. 17-19 in Miami), have both experimented with UGC at their respective brands and offered five ways communicators can use the tactic to convert Instagram audiences into content heroes.