[Hua11.com Original] In the era of mobile Internet, for our florists' entrepreneurship, one of the most direct promotional channels is WeChat Moments.

However, if you post content on Moments daily by yourself, the content may gradually become monotonous. Even if you post about your works, an individual's creativity is limited. No matter how beautiful the flowers are, there will come a day when users experience aesthetic fatigue, and then the promotional effect will diminish.

So, what can we do to make the content of Moments rich and colorful and to simplify the operation of Moments? In this article, we introduce an important operational concept for this issue: UGC.

I. What is UGC?

UGC stands for User Generated Content, which is content created by users. The concept of UGC originated in the Internet field and involves users displaying or providing their original content to others through an Internet platform. UGC emerged alongside the concept of Web 2.0, advocating for personalization.

In plain language, if you take a photo of your meal before eating and post it on Moments, saying "Let Moments eat first," you have generated a piece of Moments content. Here, the U (User) is you; the action of G (Generate) is taking and posting the photo; C (Content) is the delicious food in front of you.

(Image from Internet)

II. How can we apply UGC to operate Moments?

Let's consider what prompts your customers to actively post on Moments (or talk about you/your works).

Generally, it might be because the customer thinks your:

- Flower works are very beautiful

- The cost-performance of the works is very high

- The service is very good

Or, conversely, it could be due to dissatisfaction, such as:

- The flower works being of poor quality

- The cost-performance of the works being very low

- The service being very bad

In either case, if the experience exceeds the customer's expectations or aligns with their personal style, they may want to post on Moments to show off or vent.

Here, we focus on the scenario where the customer is praising you.

After a customer actively posts on Moments, if you obtain their consent and re-post their text content/images/videos as customer feedback on your Moments, then your customer has effectively generated UGC for you.

Throughout the entire UGC generation process, aside from the act of re-posting, no additional effort is required on your part, yet a Moments post with the customer's endorsement is created, sparing you the effort of crafting content and posting pictures.

It's crucial to note that in our re-posting process:

1. Obtain the customer's consent.

2. Avoid "micro-business-style" screenshot re-posting. It should be artistic and readable, ideally including your own comments or feedback and a thank you to the customer.

Only then is it an effective UGC.

Digging deeper, the motivation for a customer to post on Moments might also be:

- The wrapping paper of your works is very distinctive.

- The ribbon on your works has some touching words that resonate with their mood.

- You are very beautiful.

- The words you wrote on the card are very beautiful.

- The decoration of your flower shop is very stylish.

- The small pet in your flower shop is very cute, prompting the customer to take a photo with it.

- The atmosphere in your flower shop is particularly harmonious, which the customer enjoys.

- The music played in your shop is the customer's favorite tune.

- A wall outside your shop is perfect for selfies.

And so on.

To stimulate customers to generate UGC, identify your unique selling points and focus on publicity, guidance, and enhancement to make it irresistible for customers to post. This selling point must be very intuitive, allowing customers to engage "thoughtlessly."

For example:

If you believe your unique selling point is a photo-ready wall in the shop, guide customers to take photos by this wall after purchasing flowers, ensuring it looks beautiful. Most customers will be willing to do so.

As long as enough customers take photos, your UGC will be continuous.

Remember, if you promise to give feedback to the customer, such as sending the original picture to them after the photo session, you must follow through (no matter how busy you are).

Additionally, UGC comes in various forms, not limited to the picture form mentioned above. You need to think and experiment more on your own.

III. Beyond Content, What Other Benefits Does UGC Offer?

If we delve further into the question, "What prompts your customers to actively post on Moments (or talk about you/your works)?", it actually touches on the core of mobile Internet and social marketing: sharing.

Sharing is the foundation of fan fission and referral. Only when customers are willing to "participate and spread the word" will your fan base expand rapidly. (Refer to: [Hua11.com · Marketing Pro Series 4] The core of community fission in flower selling)

Of course, the premise of this spread is that the customer's sharing is positive and enhances your reputation.

Let's take the photo wall example again:

As the number of customers taking photos increases, your exposure opportunities grow. If you place your store logo in a suitable position on the wall, the nature of this change is that if a customer takes a photo with the LOGO and shares it on Moments, it's equivalent to free publicity for you.

However, when making this change, consider carefully. The presence of commercial elements (LOGO) may reduce your UGC output rate, meaning customers may be less willing to take photos. This requires comprehensive and balanced consideration on your part.

The above explains UGC and its application in the floral industry.

UGC is a very important concept in social marketing. If you can truly understand and skillfully apply it, operating your flower shop and floral studio will become easier.

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This article is an original creation by Hua11.com and is included in the “How to Run a Flower Shop and Floral Studio” Ebook. The content of this article may be periodically updated and is initially published on the Hua11.com official website blog. You can find the article at this link: https://hua11.com/blog/4710.html.

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