Last updated on June 18, 2020
In today’s industry, user-generated content has been one of the most powerful tools in raising brand recognition and customer trust. It is highly instrumental in influencing the decision-making of customers especially when they are shopping online.
However, the utilization of user-generated content comes with major risks in terms of how it can influence the users’ perspective of the brand. When moderated properly, it diminishes the probability of customers’ and site visitors’ exposure to offensive and harmful content submitted by other users.
How will businesses be able to ensure that their brand is being portrayed accordingly and ensure that their customers are safe from defaming and offensive content?
One of the core solutions for this is the use of content moderation. By implementing a solid content moderation system, businesses can encourage the creation and publishing of user-generated content without worrying about harmful content that can compromise the reputation of their brand as well as the safety of their customers.
Content moderation comes with many advantages and below are 3 main reasons why it is crucial for every business.
With the internet ecosystem constantly filled with different content such as images, videos, and articles, the risk of having user-generated content that violates posting guidelines is unavoidable. However, if a team of well-trained content moderators is employed by businesses, the existence of offensive and upsetting content caused by internet trolls and bullies will be reduced. As a consequence, it results in a more positive environment where users can interact without hurting someone else’s feelings or beliefs, eventually raising the brand’s credibility.
For businesses that usually release high volumes of promotional campaigns, content moderation is the key to understand and gain insights of customers and users in terms of their behavior and opinions on a particular content. Recognizing behavioral patterns and responses of target audiences when presented with content related to what the brand offers is highly instrumental in devising strategies for customer acquisition. Knowing what types of content engage user interest enables businesses to foster an online community that influences the decision-making process involved in the purchases of every customer.
Also, a content moderation strategy can help businesses easily scale campaigns. User-generated content is an essential component in creating sales-driving marketing campaigns. Conducting online contests, crowdsourcing, displaying customer stories will be a lot easier with an effective content moderation team in place. Reliable and professional content moderators will ensure that the business can scale their business campaigns minus the threat of defaming and negative user content that can potentially tarnish the reputation and credibility of their brand.
Aside from protecting users from malicious and harmful content, businesses also benefit from content moderation because of how it can be used as an instrument in increasing traffic and conversion rates. User-generated content is highly essential for websites and social media platforms.
An example is a user’s product review that is posted on a business’s website. At first, a single positive review may seem like a fragment of good news for the business. However, a well-moderated website promotes higher convenience and satisfaction among site visitors and customers. The better the experience they have on a business’ website or social media page, the higher the probability that they will readily and consistently leave favorable feedback. The additional amount of user-generated content eventually magnetizes more traffic. More traffic means increased engagement rate. The more people are engaged in a business’s content, the more search engines will view the brand as something relevant to existing customer demands and needs. Soon enough, the dramatic improvement in traffic and engagement will turn potential leads into paying customers.
Content moderation does not only act as a protective barrier to keep businesses and users from the negative content caused by internet trolls. It also enables businesses to maintain a well-reputed image on the internet, meet the dynamic customer demands and expectations, and lastly, understand customers’ behavior in order to increase conversion rate. Moderating content helps keep the business afloat and thrive in the ever-changing industry trends and user demands.