The ‘real wedding effect’: how to build trust and relatability using your customers’ own content

by | Feb 8, 2021 | Farm Marketing, Social Media

WTF is UGC?

My very first ‘real’ marketing job was at a wedding venue and caterer, so very early on I learned the power of using what most marketers call ‘user generated content’ (UGC) in food marketing. But I didn’t know that back then, so I just call it the Real Weddings Effect 😅

Basically, I could post an amazing shot of one of our rooms professionally styled and perfectly showcase and it would do well. Put up one of almost the same thing, but mention that it was from an actual wedding (i.e. something another couple had actually done, rather than just an example set up by the business) and people were all over it.

That’s because:

  • It was proof that other people like them use and trust the business
    It was real, achievable and relatable

And it can work for any industry, but especially food and farming. Think of cafes and restaurants you follow on social media – do they only post perfect pictures of their food that were clearly taken by them/their customers? Or do they mix it up with pictures of guests smiling over their plates, taken from Instagram?

Pro photography and content you make yourself is important for sharing your story and making your product or service look good. Content made by your customers shows that it’s for real, and boosts trust and inspiration. It can also save you time and money on content creation!

How to find User Generated Content

So how do we get our hands on it? Here are just a couple of ways:

  1. Remember that UGC isn’t just videos and images. Words – whether comments, texts or testimonials – are definitely included. And they’re super powerful because they reframe and present you in your customers’ voice, not your biz talk.
  2. Take stock of what’s already available! You probably already have access to more UGC than you realise. Look at photos you’ve already been tagged in on social media, reviews, nice emails from existing customers, thank you notes, location check-ins on Instagram or guestbook entries (if you have a location people visit).
  3. Include a “tag to be featured” line on your Instagram bio – showing upfront that you love to be tagged (and that there’s something in it for those who want to build a bit of a profile) will plant the idea in people’s mind. Bonus, you get exposure to their mates.
  4. Put your hashtag or social media handle on your packaging (product) or signage, menus and collateral (for venues/experiences) to double down on point 3. This way the idea to post and tag is front of mind at the time of use.
  5. Send an email to past or present customers asking for a review (feel icky about that? I can help you word it).
  6. Gift your product or experience to influencers, bloggers, chefs or fellow businesses who are handy with a camera. Note: here I mean gifting and hoping for the best. If you have a formal arrangement/collaboration with them (also a great idea) it’s not as authentically ‘UGC.’

Hope this has sparked some ideas! For more ideas on using the ‘Real Weddings Effect’ to your advantage, make sure you’re following Elephant Pigeon on Instagram, or get in touch about a custom strategy session.