Professional photos and videos certainly add credibility to a brand’s public communications, but there are also several benefits to utilizing user-generated content. Thanks to advancements in technology, particularly in phone cameras, good user-generated images can closely resemble official brand content.
To gain a better grasp of what user-generated content is, take a look at how we define user-generated content. Moreover, we’ve prepared some tips and tricks on how you can use USG in your own marketing strategies.
What Is User-Generated Content?
User-generated content, or UGC for short, refers to brand-related content produced by a person who is not a company’s official representative.
User-generated content may take the form of photos, videos, reviews, or forum posts, all of which can be used by a company to further its own branding and marketing efforts.
For example, a coffee shop might encourage its customers to post photos of their favorite beverages on Instagram with a specific hashtag. These images, showcasing real customers enjoying their products, can be reposted on the brand’s official social media pages, enhancing authenticity and engagement.
In many cases, user-generated content (UGC) is far more effective than traditional content for a corporation’s objectives. It can be often used on the website or on social media to promote the brand.
An emphasis on originality is warranted since brands can capitalize on this by using the content to show how useful or important the brand is to its followers. Effective use of user-generated content often helps to nurture a good relationship with customers.
Key Takeaways
User-generated content refers to various forms of media that are shared by users themselves and then used by a brand for content marketing and brand communications;
Implementing user-generated content in the marketing strategy of a brand can help to improve its perceived brand authenticity and differentiate it from competitors;
Using the right type of content for the right marketing campaign is one of the challenges of implementing UGC in a brand’s marketing strategy.
How to Define User-Generated Content?
User-generated content entails all forms of content that have been generated by customers and followers regarding a specific brand and its products or services. In general, the most common types of user-generated content include:
- Photos – probably one of the most common types of user-generated content that is versatile and easy to repurpose for the needs of a brand;
- Videos – whether it’s short-form videos like stories or long-form videos like YouTube uploads, video is a powerful medium that can enhance brand awareness;
- Social media content – depending on the social media platform in question, many different pieces of content can be used, from tweets and Facebook updates to Instagram stories;
- Testimonials and reviews – when it comes to products, in particular, testimonials and reviews are a powerful way for brands to build trust and ease the sales process.
Whatever the type of content in question, customers are often more willing to believe a real person’s suggestion than what a brand claims about itself. This is one of the reasons why user-generated content can be so effective. It’s often a good idea to hire a UGC Creator if you have the resources to do so.
Why Is User-Generated Content Important?
Both businesses and customers benefit significantly from the utilization of user-generated content (UGC). Here are three key advantages:
1. Fresh concepts and original material
Businesses gain access to a diverse range of fresh concepts and original material, which can be time-consuming to create internally. UGC offers a stream of unique content that enhances a brand’s appeal.
2. Enhanced brand authenticity
Authenticity is highly valued in brand communications. UGC is perceived as authentic and relatable, allowing users to see real-life applications of products or services. This authenticity helps build trust and strengthens customer relationships.
3. Community and engagement
User-generated content fosters community around a brand, making customers more excited and engaged with its offerings. By making UGC a focal point of marketing efforts, brands can increase engagement, boost conversions, and enhance their overall credibility.
What Are The Best UGC Marketing Strategies?
Incorporating user-generated content in your current strategy is a good step for many brands that are looking to enhance brand awareness and brand loyalty. However, it may seem like a daunting task at first. That’s why we’ve prepared a few strategies to help you in the creation of your own UGC marketing strategy.
1. Combine different content types
If your marketing campaign allows it, combining different types of UGC can enhance its storytelling ability. Mixing in a customer review with videos is a great way to incorporate parts of the brand community from different platforms.
2. Assess campaign goals
The type of UGC you intend to gather and how you employ it will determine how it affects your marketing campaign. For example, using client reviews can help you gather the social proof required to make product sales. Mopinion is a useful tool for gathering user feedback for different digital channels.
3. Make UGC collection simple
It will be difficult to create an effective UGC marketing campaign if you can’t get your hands on the content itself. Offering rewards to customers can be a good incentive to have access to quality content that may propel your brand to greater heights.
A beauty brand could offer a discount code to customers who upload photos using their products. This approach encourages submissions and makes collecting high-quality UGC straightforward.
4. Leverage hashtag campaigns
Create specific, branded hashtags for your campaigns to encourage users to share content related to your brand. This not only makes it easier to find and collect UGC but also increases visibility and engagement across social platforms.
A fitness apparel brand might use the hashtag #WeekendWorkoutWear, inviting customers to post their fitness outfits over the weekend. This boosts user participation and simplifies content collection.
5. Encourage customer storytelling
Invite your customers to share their stories and experiences using your products or services. This not only generates valuable content but also deepens the emotional connection between your brand and its customers, fostering loyalty and trust.
Additional Tips & Tricks
- Analyze what the best type of content might be to appeal to your followers when creating your marketing strategy. Some consumers might prefer an Instagram story while others will respond better to a branded hashtag;
- Content marketing that utilizes customer content in addition to branded content has a good chance of increasing brand awareness and improving perceptions of consumers overall;
- Collaborating with an influencer is a popular digital marketing strategy. By sharing a simple product review, an influencer may help to create more brand advocates.
The Bottom Line
User-generated content is any content that has been originally created by the customers of a brand and shared to improve brand marketing and brand communications. UGC helps to build a relationship between the brand and its consumers, while simultaneously improving brand awareness.
You’ve learned what user-generated content is, why it is important, and strategies for UGC marketing. Also, you’ve got a few tips & tricks in your pocket. With all this knowledge, it’s up to you now to determine if implementing user-generated content is the marketing approach you need to take for your company or organization.
