User generated content (UGC) is everywhere—whether it’s a fashion influencer’s latest unboxing video, a #GRWM (‘Get Ready With Me’) post, or a music critic’s song recommendations. Do you have a favorite Instagram profile you follow for fashion trends? Have you ever commented on a creator’s video or engaged with their latest haul? If so, you’ve interacted with user generated content!
What is User Generated Content?
User-generated content, otherwise known as customer-created content or UGC, is original, brand-specific content that people, not brands, create and publish on their own social media platforms or websites. Types of user generated content include photos, videos, reviews and testimonials, blog posts, and even podcasts. UGC can come in both organic and paid form; organic content is what your customers share on their own accord, and is the most authentic. Paid content can be made by your real customers, influencers, and also by UGC content creators. The difference between organic and paid is just what you think: you’re paying for this content and providing the direction based on your needs.
Why is UGC so important? Showcasing customer-centric content on social media, in emails, and on websites increases engagement and, ultimately, sales conversions. Check out these benefits of UGC:
User Generated Content and Authenticity
No other content is more authentic than from your own customers. In fact, 86% of consumers are likelier to trust a brand that shares UGC compared to 12% who are likely to purchase a product promoted by influencers. Utilizing UGC enhances and nurtures an engaged community, drawing in new customers through authentic recommendations and genuine support from happy users. Additionally, UGC can promote inclusivity and highlight meaningful stories. This allows brands to magnify marginalized voices and celebrate important causes while developing a sense of community and connection, especially top of mind as we celebrate Black History Month!
Brand Loyalty
UGC is not just about showcasing customer experiences, it’s about building a community. By fostering deeper conversations between brands and customers, UGC can significantly boost brand loyalty, making customers feel like they are part of something bigger.
Social Proof
Only 32% of Americans report having a fair amount of trust in the media, and you might be among those who doubt mainstream sources. This means your brand must work harder than ever to establish yourself as trustworthy. Social proof is a powerful way to do that, and it’s a phenomenal way to create FOMO! When prospects see existing customers happy with your product or service, they’re more likely to become customers themselves.
User Generated Content Repurposing
One of the most underrated benefits of UGC is your ability to repurpose it! Making sure to get permission, you can use UGC on your other channels to showcase how your products or services work for others, further building that trust and loyalty with your base. Check out this great example by Calvin Klein showcasing the power of user-generated content!
How Do You Get User Generated Content?
Getting UGC is easier than you might think! It starts with encouraging your audience to share authentic experiences with your brand. You can tap into your community’s creativity by creating opportunities for customers to engage, providing simple ways to contribute, and supporting collaborations.
Here are a few ways to inspire and collect user-generated content that aligns with your brand values:
Encourage Your Community
A fun way to encourage your community to share content with you is through contests or giveaways! Post a call to action to “share your favorite thing about our product” and give a hashtag that is easy to remember and tied to your brand. You can then search your hashtag to tally and choose a winner!
Ask for Reviews
Always ask for feedback on purchases or services. This will help you learn what your customers want and need, which will feed the algorithms on Google and social media! You can offer incentives like discounts or free products to encourage further content submission.
Partner with Influencers
Collaborating with influencers or loyal customers is a powerful way to inspire UGC creation, as these individuals already have a trusted voice within their networks. By showcasing your product or service in a relatable way that is personal to them, they can encourage their followers to join the conversation and share their own experiences.
Make it Easy
One of the keys to successful UGC collection is making it easy for your community to contribute. Highlighting platforms like Instagram or TikTok (while it lasts), creating unique links, QR codes, and dedicated landing pages, and using branded hashtags can all inspire action and make UGC collection a breeze.
Using User Generated Content to Market
User-generated content (UGC) can be used across various marketing channels to boost trust and engagement. On social media – Instagram, TikTok, and Facebook – sharing UGC engages your followers and encourages more contributions, especially when the creators are given credit. Featuring customer photos or reviews on your website builds trust and provides valuable social proof, and sharing this content on social feeds the algorithms and keeps your content fresh.
UGC adds a personal touch to email campaigns through user stories and testimonials. Unique campaigns, such as those for Black History Month, can use UGC to celebrate inclusivity, spotlight black-owned businesses, and nurture a deeper community around important causes.
Important Tips
When incorporating UGC into your marketing, prioritize authenticity by sharing content that genuinely reflects your brand’s values. Highlighting contributors from diverse backgrounds and perspectives adds inclusivity and broadens your campaign’s appeal. ALWAYS seek explicit permission before using someone’s content to maintain trust and respect (and in some cases, avoid a cease-and-desist!). Show appreciation to creators by rewarding their contributions with shout-outs, discounts, or features on your platforms. This will build stronger connections and encourage future engagement.
Conclusion
User-generated content is a powerful tool in marketing. By showcasing authentic and inclusive content, you can create meaningful relationships with your audience by showcasing authentic and inclusive content while amplifying your reach.
Start small by encouraging your community to share their experiences and integrating their contributions into your overall marketing strategy. Try one of these tips in your next post and see what happens!
Want help brainstorming your next UGC campaign? Contact us to schedule your consultation!
