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In an era dominated by de-influencing and micro-influencers, relying solely on polished product content and glossy paid advertisements is no longer enough. As we’ve previously discussed here at Swwim, today’s consumers seek more than just a transaction; they desire a connection with a brand. In fact, consumers need to be exposed to a brand message 

 before it registers and starts to influence their purchasing decisions. The key to building this trust lies in User-Generated Content (UGC).


User-generated content encompasses content created by real users for social media, online forums and reviews, that provide authentic opinions about a brand, product or service. This kind of content, often shared by customers, employees, or UGC creators, holds a unique value in today’s 

Unlike traditional influencer marketing or brand-generated content, UGC social media content provides a more authentic feel. This authenticity gives way to trust, with millennials trusting UGC 

than brand-created content. Hearing unscripted, unfiltered opinions from real people strengthens a brand’s reputation, subsequently fostering stronger and more trustworthy connections between brand and consumer.

Furthermore, incorporating UGC into your social media strategy is an effective way to boost brand exposure. When people create content about your brand it reaches their networks, exposing your brand to potential new audiences. Think of UGC as the digital form of word-of-mouth marketing, and with word-of-mouth marketing proving to generate more than 

 of paid advertising, it is a valuable opportunity for brands looking to elevate their presence.

For those still sceptical about the power of UGC, consider this - consumers find UGC 

more impactful than influencer content. So not only is UGC a more trustworthy and impactful form of marketing, but it is also cost-effective.  Furthermore, UGC marketing will also drive conversions, with 

turning to UGC reviews before making a purchasing decision.

If you’re struggling to source user-generated content for your brand, introducing incentives can encourage more people to share their opinions. Offering features on your social media, discounts on their next purchase or even implementing an ambassador/affiliate scheme are all effective strategies.  For a more consistent stream of authentic content, consider investing in UGC creators.

Want to explore how UGC can elevate your brand presence and build lasting connections with your audience? Get in touch at 

ugc creator making content for social media using their phone

The Power of UGC in Social Media Marketing

 for social media is just like baking a cake. There are of course the key essentials, a pinch of patience, and those all-important finishing touches to make it irresistible.


. Great content leads to engagement. Without this, your brand misses a golden opportunity to make a lasting impression on your audience and potential customers. Picture your social media presence as a bakery - it should tell your audience everything they need to know about your brand and leave their mouth watering in a way that makes them want more.

Each piece of content should have a clear purpose and form a part of your overall strategy. And just like any good cake, there are a few specific components needed to make the perfect slice.

Content pillars act as the fundamental building blocks in any social media content strategy, think of these as the flour, eggs, butter, and sugar of your content cake. You should typically have 3 to 5 pillars that form the foundation of every piece of content you make. Tailored to your brand, these should reflect what’s important to your brand and social media goals. Consider categories like education, inspiration, promotion, and team.

In the age of TikTok, consumers are no longer just choosing brands for their products. They’re selecting brands that resonate. Incorporating your content with humour and showcasing your brand personality can help build trust and position your brand as a relatable and trusting friend.

Just like personality, consumers aren’t just interested in your products or services anymore. They want to know the story behind the brand they’re buying from. Sharing more about your thought processes with new products, along with your brand’s value and mission, helps build a deeper connection with your audience.

No cake is complete without icing and toppings. And the same is true for social media marketing. You’ve created your strategy but now it’s time to add that extra flair to capture your audience and make them want to follow.

Hashtags: A handful of relevant hashtags can increase the discoverability of your content.
Posting times: Experiment with posting times to see what works best for your target audience.
Aesthetic: 

 that stops people from scrolling.
Trends: Stay relevant using current trends to help connect your content to a wider audience.


Having a successful social media content strategy is much like baking the perfect cake. It takes time and patience. Don’t expect your first piece of content to go viral. Success comes from consistency and adaptability - keep trying and if you’re not seeing the results, experiment with some different toppings.

Want to learn more about creating strategy, check out our Swwimming Lessons series over on 

taking pictures of food for social media content strategy

Creating A Delicious Social Media Content Strategy: A Recipe For Success

The key to a successful marketing strategy lies in understanding your audience at a deeper level. Think about when you're getting to know someone new. Yes, you might ask about when their birthday is or where they live, but hopefully, the conversation turns to more deep and meaningful topics – their beliefs, worries, and hobbies, to really get to know them. It's in these moments of genuine connection that you truly understand someone, and this understanding is a powerful tool, not just in personal relationships but also in the world of social media strategy.

This is where psychographics come into play. Here at Swwim, we believe psychographics are gold dust for your social media strategy.

Psychographics delve deeper into consumer behaviour by analysing the psychological and emotional factors that drive people's choices and preferences. Unlike demographics, which focus on basic information like age, gender, and location, psychographics reveal the 'why' behind consumer decisions. This includes their values, beliefs, interests, lifestyle choices, and motivations.

So, why are psychographics so valuable for your social media strategy?

Why is Psychographic Data Important in Digital Marketing?

One of the most significant advantages of using psychographics in your social media strategy is the ability to create highly targeted content. When you understand your audience's values, interests, and motivations, you can tailor your content to resonate with them on a deeper level. This results in more engaging and relevant posts that are more likely to capture your audience's attention.

For example, if you discover that a significant portion of your target audience values sustainability and eco-friendly products, you can create content that highlights your brand's commitment to environmental responsibility. This attracts those who share these values and helps establish your brand as socially conscious.

Increased Engagement and Conversion Rates

When your social media content aligns with your audience's psychographics, it's more likely to resonate with them emotionally. This emotional connection can lead to increased engagement in the form of likes, shares, and comments. When your audience feels understood and valued, they are more likely to convert into loyal customers.

Improved Customer Relationship Management

Understanding your audience's psychographics also helps in building lasting customer relationships. When you engage with your audience in a way that resonates with their values and interests, it fosters a 

. This, in turn, can lead to loyal customers who not only make repeat purchases but also advocate for your brand.

How can you find out about your audience on this deeper level?

Questionnaires. Be sure to give your customers something in return for their time, such as a chance to win a gift voucher or a discount on your products.

Talking to them in person, at events, focus groups, or online.

Take a look at what they post and talk about on social media using social listening tools.

In the ever-evolving world of social media, it's crucial to stay ahead of the competition by understanding your audience on a deeper level. Psychographics provide the invaluable insights needed to create more personalised, relevant, and engaging content. By harnessing the power of psychographics in your social media strategy, you can establish stronger connections with your audience, improve conversion rates, and ultimately achieve your business goals. So, don't underestimate the value psychographics can bring to your social media strategy. Start digging deep into your audience's psyche and watch your social media content shine.

Want to learn more about psychographics and how you can apply these to your brand and social media strategy? Get in touch 

women discussing psychographics for marketing

Why Psychographics Are Gold Dust For Your Marketing Strategy

In today's fast-paced digital landscape, crafting a successful marketing strategy requires more than just creating appealing content. One of the most crucial components that can set your brand apart is the establishment of a vibrant online community. Let's delve into how building such a community not only fulfils the need for connection but also plays a pivotal role in building trust with your audience.

Online communities are inherently inclusive, tearing down the barriers of physical location and accessibility. This inclusivity draws in a diverse array of individuals who might never have had the chance to interact in person. As you bring people together around shared interests or passions, your brand becomes a unifying force, fostering a sense of togetherness and belonging that resonates deeply with your audience.

2. Tackling loneliness and addressing the craving for connection

The modern era, paradoxically connected through screens, has seen a rise in feelings of isolation and people that yearn for genuine human connection. Online communities provide a solution. By creating a virtual space where individuals can engage, support, and relate to one another, your brand nurtures relationships and can even step in as a friend in a digital world often perceived as cold and distant. This makes your brand an integral part of their lives.

While captivating visuals and compelling content are essential, true engagement transcends the surface. An online community transforms passive consumers into active participants. Brands that take the time to genuinely engage with their audience, responding to queries, acknowledge feedback and initiate conversations, stand to gain something invaluable: trust. This trust is built on the foundation of authenticity, showing that your brand is willing to invest in meaningful interactions.

When your brand shows up consistently, offering value, facilitating discussions, and listening attentively, you create an environment where your audience feels heard, understood, and respected. This is the perfect place to gather invaluable insights for your brand and customer feedback. Now you can leverage what you learn to gain a competitive advantage and scale your brand.

The era of digital marketing is not just about transactional exchanges; it's about forging connections that endure. Online communities offer an avenue for brands to bridge the gap between the digital and the personal, creating spaces where individuals can form meaningful bonds. By prioritising the creation of an online community, your brand not only taps into the need for connection but also lays the groundwork for a relationship built on trust, authenticity, and shared experiences.

Stay tuned for tips on how to build a community.

Why building an online community should be a top priority in your marketing strategy

I run a social media marketing agency and I struggle with my self-image.

A lack of confidence has been a personal issue for me since I was about the age of six or seven. Before the invention of social media. Arguably after the inception of the internet but the WWW had certainly not reached our modest home on Hayling Island by that point.

So I can’t say that without big bad Facebook, MSN Messenger or MySpace, I would be a shining example of sheer confidence. However there is a clear correlation between the trajectory of said confidence and the rise of social networking sites. This link is fairly well documented so I’m aware this is not a revelation.

What is curious to me is that I’ve somehow found my way into a career that’s quite possibly fuelling feelings of low self worth. One could simply suggest a career change. But instead, what would happen if I tried to fix it?

I love my job. It’s creative, collaborative and helps people in many ways. There’s just this one thing about it which feels misaligned with my personal values. So rather than accept the notion that social media will forever be undeniably bad for mental health, I’d like to challenge this idea and attempt to make it a better place for myself and for others too.

Here begins my investigation. I always fancied being a detective. Over the course of the next 10 weeks, I’m going to conduct my own research in an attempt to uncover some legitimate solutions to the modern world’s depleting mental health caused by social media.

Some of the questions I hope to answer are:

In what ways does social media negatively impact mental health?

Why does this seem to impact some people more than others?

Who is responsible for the negative effects of social media?

Are some social media platforms more harmful than others?

Can we identify some ways to make social media a better place?

Who is going to take the lead in making real change?


I am currently reaching out to professors of psychology, mental health research groups,  health and social practitioners, wellbeing experts and individuals with personal experiences relating to this topic. If you know anyone who might like to be interviewed, drop me an email on 

Is social media the root of all evil? An investigation by a social media marketing agency founder. 

Job Title: Content Creator / Social Media Executive

The ideal candidate will have a passion for social media and experience in creating engaging content across various platforms. This role will be responsible for managing social media channels, creating content, and collaborating with clients to achieve their marketing objectives.

Develop and execute social media strategies for clients across various platforms, including TikTok, Facebook, Instagram, Twitter, LinkedIn, and more

Create engaging content for social media channels, including videos, graphics, photos, and copy

Manage social media channels, including posting content

Collaborate with clients to understand their marketing goals and objectives

Monitor and report on campaign performance, providing recommendations for optimisation and improvement

Stay up-to-date with social media trends and changes to algorithms, adjusting strategies as needed

Attend client meetings and presentations as needed

Manage content calendars, ensuring consistent and engaging content across all channels

Work with other team members, including designers and copywriters, to create cohesive campaigns

Maintain strong relationships with clients and ensure their satisfaction with our services

Experience in social media marketing, preferably in an agency setting

Knowledge of social media platforms and best practices for marketing on each channel

Strong written and verbal communication skills

Ability to think creatively and strategically to develop effective campaigns

Strong organisational skills and attention to detail

Ability to work independently and manage multiple projects simultaneously

Proficient in creative/design software and social media management tools

This is a full-time position, with a flexible schedule and the potential for remote work. If you are passionate about social media marketing and have experience in creating engaging content, we encourage you to apply for this exciting opportunity.

New Job - We're hiring a content creator / social media executive

Job Title: Part-time Marketing Manager (Agency)

The ideal candidate will have a passion for events, excellent communication skills, buckets of initiative and proactivity. This role manages all aspects of our agency's marketing efforts, including events, content creation (social & blog), awards, partnerships and public relations.


Develop and execute marketing strategies to promote our agency's services and build our brand

Conduct market research to identify industry trends and best in class examples of marketing for digital agencies

Manage our agency's brand, including developing and maintaining a consistent voice and visual identity across all channels

Create and manage content calendars for our agency's social media channels, ensuring consistent and engaging content across all platforms

Develop and execute digital marketing campaigns to drive traffic to our website and generate leads

Manage our agency's website, including creating and updating content, monitoring analytics, and optimising for SEO

Develop and maintain relationships with media outlets and industry peers to generate press coverage and build our agency's reputation

Organising agency events for clients and new prospects

Organising networking events for other agencies to build and foster relationships with peers and partners

Stay up-to-date with marketing trends and changes to algorithms, adjusting strategies as needed

Marketing experience, preferably in an agency setting

Proficient in Microsoft Office and social media management tools


This is a part-time position, with a flexible schedule and the potential for remote work. If you are passionate about marketing for social media agencies and have experience in developing and executing successful campaigns, we encourage you to apply for this exciting opportunity.

New Job - We're hiring a part-time Marketing Manager 

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