There are few places where authenticity is as critical as it is in the outdoor industry. After all, nobody wants a backpacking guide who’s never pitched a tent, a climbing instructor who’s afraid of heights or a fishing rod endorsed by someone who’s never set a hook. Outdoor enthusiasts rely on genuine experiences, trustworthy advice and reliable gear to make their adventures safe and memorable. By leveraging user-generated content (UGC) in their marketing efforts, outdoor brands can boost authenticity, trust, consumer connections, and their businesses.
Why Outdoor Brands Should Use UGC
User-generated content refers to photos, videos, reviews and other assets created by consumers rather than brands. For outdoor brands — whether focused on hiking, biking and camping or hunting, fishing and shooting — UGC can be an especially powerful marketing tool. Outdoor brands should use UGC to help build authenticity, trust and community connections in an industry serving consumers who are known to place outsized value on genuine communication and experiences. UGC also delivers cost savings — and it’s proven to work. Here’s more on these leading reasons your outdoor brand should incorporate UGC into your marketing strategy:
Build Authenticity and Trust
Outdoor enthusiasts tend to put a lot of faith in real-world recommendations and firsthand experiences. UGC showcases real people using real products in actual scenarios, helping to build credibility and trust. An example of excellent UGC for a camping brand would be a photo of a follower’s tent set up in a rugged and remote wilderness, especially if it shows how well the product endures the rigors of the environment. This content is likely to feel more relatable than a studio-produced ad, especially to devoted outdoor enthusiasts.
Create Stronger Community Connections
UGC can showcase the passion for adventure and the outdoors that your brand shares with its customers. It also creates opportunities for consumers to actively interact with your brand and show their affinity for your products. Featuring their stories and experiences in your messaging helps strengthen these community connections.
Capture Cost Savings
Traditional advertising requires significant investment in production, while UGC often comes organically or through simple incentives, such as discounts or social media shoutouts.
Leverage Proven Effectiveness
UGC delivers results for outdoor brands and more. Studies show that nearly 90% of consumers are more likely to trust brands that share UGC. The convincing numbers don’t end there. Consider these statistics:
- Research shows that roughly three times as many consumers point to UGC over brand-created content as the most authentic content type. Further, 80% of consumers say UGC sways their buying decisions.
- According to an analysis by Sprout Social, more than a quarter of consumers name UGC when asked what type of social content is most engaging.
- The American Marketing Association reports that ad campaigns featuring UGC deliver a 29% boost in web conversions.
The Best Channels for Outdoor Brands To Use UGC
UGC is a highly versatile tool for amplifying your outdoor brand’s messaging through social media, websites, email campaigns and retail/packaging. Here’s a deeper dive into each of these effective avenues your outdoor brand can use to showcase UGC:
Elevate Your Social Game
Popular social media platforms like Facebook, Instagram, TikTok and YouTube are ideal for sharing UGC because they thrive on visual storytelling and community interaction. Highlight customers photos, videos or adventure stories on your outdoor brand’s social channels to build engagement and inspire others to join the conversation.
Incorporate UGC on Your Website
Integrating UGC directly into your product pages adds authenticity to the shopping experience. Testimonials, reviews and customer photos provide social proof and help potential buyers visualize your products in real-life scenarios, increasing their confidence to purchase.
Improve Your Email Campaigns
Featuring user-submitted content in your outdoor brand’s email campaigns adds a personal touch to promotions. A campaign showcasing real customers using your products often feels more relatable and motivating than traditional marketing emails, especially to outdoor consumers.
Rev Up Your Retail and Packaging
Extend the use ofUGC beyond your outdoor brand’s digital spaces. Highlight photos or quotes from satisfied customers in physical stores, on product packaging or in catalogs to showcase real-world validation of your products and reinforce the strength of your brand community.
How Outdoor Brands Can Generate UGC
UGC content generation for your outdoor brand can be accelerated with a mix of creativity, strategy and customer outreach. Leading tactics include encouraging engagement, incentivizing contributions, partnering with influencers, creating shareable experiences and making it easier for consumers to share UGC. Here’s more on these proven ways to generate UGC for your outdoor brand.
Encourage Engagement
Launch social media contests or challenges that excite your audience. For example, your camping brand could ask followers to share their best photos or videos from the campground or campsite. Encourage them to use a branded hashtag and tag your brand when posting, which can spark participation and create a treasure trove of UGC content.
Incentivize Contributions
Reward customers for sharing their experiences. Providing discounts, free gear or features on your social media channels or website can motivate followers to contribute high-quality content — and create another touchpoint that encourages brand loyalty.
Partner With Influencers
Consider collaborating with influencers in your specific outdoor niche. Influencer-generated content can extend your brand’s reach to their community of devoted and trusting followers, many who might become new customers.
Create Shareable Experiences
Host events, group hikes or adventures that naturally inspire attendees to document and share their experiences. A memorable experience often leads to organic content creation.
Make It Easy
Simplify the process for users to share their content. Clear guidelines, branded hashtags, dedicated submission portals or prompts like “Tag us to be featured” can make user participation easier and foster content collection.
TBA Outdoors: Your Outdoor Brand Marketing Experts
Looking for an ad agency that specializes in outdoor content marketing? At TBA Outdoors, our team of outdoors-obsessed experts can cover all your brand’s marketing needs. We’re eager to help you more effectively leverage UCG to boost your campaigns and communications. To explore all the ways we can help your brand grow, contact us today.