Have you observed how living in the age of the internet, where it is no longer deluxe but a necessity has exposed us to a deluge of online content? Thanks to social media platforms, eCommerce websites, online groups, forums, communities, etc., users can express what they feel. And with the opening of new avenues for content creation comes the challenges of filtering it, thus creating the need for professional content moderation services.
The user-generated content including photos, videos, comments, social media posts, reviews, recommendations, forum discussions, etc., has become one of the most powerful tools businesses need to have in their arsenal. It not only helps in enhancing brand recognition but also builds customer trust.
Consider the statistics sourced from Tint dated Jan 2020, which states:
- Nearly half of the customers, equivalent to 48%, claim that user-generated content proves to be a great method for discovering new products.
- A noteworthy 70% of consumers prefer considering reviews and ratings before making a purchase decision. At least 41% of them would read four to seven reviews to get important insights on a product/service.
- An astounding 93% of customers vouch for the fact that user-generated content is extremely helpful in making a purchasing decision.
These facts and figures illustrate how vital is user-generated content as it plays a key role in their decision-making process, especially when they are shopping online. So, moderating the user-generated content becomes even more critical to protect the brands’ reputation and make way for the right information.
But with the perks of user-generated content comes the set of risks as to how it can impact the customers’ perspective of your brand. It becomes difficult to guess whether the user will like your product/service and how they will portray your brand.
Further, the audience might be exposed to offensive or abusive content, hate speeches, profanity, nudity, and other kinds of violent, disturbing content. Hence, it becomes necessary to check whether the user-generated content endorses healthy consumption, or promotes malicious, harmful content. This creates the need for an efficient social media content moderation process.
Understanding Content Moderation
You already know why businesses must protect their website from harmful elements present in user-generated content. So, every content submitted to a website must go through a screening process, which is called the content moderation or filtration process. To put it simply, the UGC filtering process is essential to examine and ensure whether it meets companies’ guidelines and is fit for consumption. A predefined criterion decides whether to use particular submissions or not.
However, this process is a significant undertaking. Though there are tools and software available to filtrate objectionable elements from the user-generated content, they cannot be relied on for bulk operations. Instead, engaging in professional content moderation services is a smart way to get rid of any malicious or violent elements.
Benefits of Professional Moderation Services
Partnering with outsourcing firms helps businesses get professional excellence. Working day in and day out, the experts have numerous content moderation tactics rolled up their sleeves to prevent harmful content from eroding your brand’s image. Here’s a list of significant benefits that organizations can enjoy:
- Increase Organic Web Traffic
Content like social media posts, comments, product reviews, etc., results in high traffic and increased conversion rates. This helps in creating additional customer-centric content for the website, further intensifying user engagement.
For example, consider a product review on the social media handle. Any negative comments can be removed via social media content filtration, creating a more interactive experience for the users. On the other hand, a positive experience leads to more engagement as customers leave good feedback. So, a good content moderation process in place generates higher traffic for your website.
- Improve Customer Perception
Yes, you read that right! The filtration process isn’t limited to checking whether the UGC is compliant with the websites’ guidelines, but also facilitates social listening and an understanding of how the product/service is being perceived.
At present, people can express themselves freely on the internet. Professional content moderators scan different online platforms and help the stakeholders in understanding the views of their customers—how they perceive the products/service or brand. Being aware of the discussions surrounding your brand, you can easily analyze your USP and factors that differentiate you from your industry peers.
- Optimize Marketing Campaigns
One of the tangible advantages of user-generated content is it helps in boosting online ad campaigns. Let me put it this way, the more user-generated content present on your website, the increased your chances of being found online.
For instance, take online review websites. These websites help brands to get closer to customers without pushing them much. The content offered by users on the website can help brands increase the chances of being discovered by search engines organically. This also leads to higher ranks on search result pages.
Way Forward
Considering the current landscape where everyone is free to express themselves, a single negative Facebook (now known as Meta) comment or a tweet against your brand can turn the tides. The brand reputation that was built in years might be tarnished. Collaborating with professionals, therefore, helps businesses leverage user-generated content the right way. All you have to do is begin with finding the right outsourcing partner.
