In today’s digital world, connecting with people in a real and authentic way has never been more important.
Gone are the days when slick ads and celebrity endorsements could do all the heavy lifting. Now, it’s about user-generated content (UGC), micro-creators, and employee stories that resonate with customers.
For Irish businesses looking to enhance their presence on social media, these strategies are key to cutting through the noise and grabbing attention.
Relevant Insights
UGC and micro-creators
At the heart of UGC and micro-creators is something that can’t be faked: authenticity.
Today’s average consumer is drawn to content that feels real – not the highly polished stuff that’s been scripted, over-produced, and heavily edited. Micro-creators, with their niche followings and highly engaged audiences, are proving that bigger doesn’t always mean better. Their loyal communities trust them, and that trust is what translates into impact.
A lot of small Irish businesses are already seeing the benefits of this flip. They’re embracing a more relaxed, genuine approach to social media by tapping into trending audios and memes. The beauty of working with micro-creators is that their smaller scale allows for real, meaningful interactions. When brands join forces with these creators, they become part of a community, which can lead to massive success on social campaigns and ads.
UGC takes it a step further by turning customers into brand champions. When people see real customers who are genuinely enjoying a product, it builds trust. Just as we trust a friend’s recommendation – a movie to see, a restaurant to visit – the same principle applies.
The power of employee-generated content
While UGC and micro-creators are growing in popularity, employee-generated content is a gem that’s often overlooked. When employees are genuinely passionate about their work, they can become powerful voices for your brand and far more relatable than any influencer could ever be.
The key to great employee-generated content is when staff take on the role of storyteller. One of the keys is to avoid trotting out the party line; it’s about letting staff share what they love about their job in their own words. This type of content works, but it’s not for every brand. You’ve got to be quick off the mark and trust your team to tell their story authentically. If you’re still waiting for approval on a trend that finished five minutes ago, it’s already too late!
Take Dundalk Credit Union, for example. Instead of hiring influencers, their employees became the stars of their own TikTok videos, using humour to simplify financial matters for a younger crowd. It’s a brilliant example of how employee-generated content can connect with people on a real level.
@dundalk_cu Ever wonder how an ATM works? Well today at Dundalk Credit Union, we’re going to show you! #ireland #dundalk #funny #creditunion ♬ original sound – DundalkCreditUnionLtd
Combining these approaches for maximum impact
What makes UGC, micro-creators, and employee content gel so nicely together is how they complement each other in different ways. UGC builds trust through your customers’ voices. Micro-creators amplify that trust by reaching new, highly-targeted audiences. And employee-generated content ties it all together, showing the human side of your brand and deepening that emotional connection.
For Irish businesses, this combination offers an exciting opportunity to create content that resonates on a global scale while staying true to Irish and local roots. Going viral shouldn’t be the endgame – it’s more about building genuine relationships and earning customer loyalty in the long run.
Taking the leap
Ready to make the most of these strategies? Start small.
Find employees who are passionate about sharing your brand’s story, or connect with micro-creators whose followers match your target audience. Encourage your customers to share their experiences and showcase their content across your channels. You might be surprised by the results – not just in terms of engagement, but in how your brand is seen by your audience.
At Cullen Communications, our social media team is vastly experienced in devising content strategies that build customer relationships and enhance long-term brand value. If you’d like to find out more about how UGC can bring you closer to your target audience, we’d love to chat. Contact us today for a free consultation.
About the author
Matthew Walsh is Senior Client Executive with Cullen Communications, specialising in media relations, social media communication, and influencer marketing.
