User-generated content (UGC) has become increasingly important for businesses implementing Digital Marketing strategies.
This guide aims to clarify the following question: What is UGC (User-generated content) in marketing? To gain a better understanding, we will start with the UGC meaning and its different types. Here, you will also learn how to take full advantage of user-generated content in your marketing strategy. The final step will be to introduce successful user-generated content examples with the purpose of getting more inspiration and ideas from businesses that implemented this type of content more effectively.
What Is UGC (User-Generated Content)?
User-generated content (Also known as UGC or consumer-generated content) is original, brand-specific content created by real people rather than brands.
UGC does not feel like advertising; rather, it is like a modern word-of-mouth recommendation to promote a brand.
Why UGC (User-Generated Content) Is Important?
User-generated content is of importance because it influences engagement and boosts conversions. Used across social media, emails, and landing pages, it provides social proof, increases brand credibility, and drives sales. However, that is not all. Here are some other benefits it offers:
1. User-generated Content Boosts Sales
User-generated content boosts sales by providing authentic recommendations that consumers trust. In a competitive online market, buyers prefer genuine customer experiences over advertising. 86% of consumers trust brands sharing UGC, compared to only 12% relying on influencer promotions. This way, it acts like modern word-of-mouth, making it a powerful tool to attract and retain customers.
2. It Is More Influential
User-generated content is influential because it shapes buying decisions when consumers post about a brand on social media. 93% of people trust UGC more than content made by brands, making it crucial for enhancing brand credibility and boosting sales.
3. User-Generated Content Acts as a Social Proof
It acts as powerful social proof by showing that others are happy with your product or service. This psychological phenomenon makes people want to try what other people endorse. People trust people more than brands or influencers. Seeing happy customers boosts trust and makes new customers more likely to buy.
4. UGC Is a Powerful Tool for Social Listening
User-generated content can be a powerful tool for social listening. It reveals how customers feel about your products, providing valuable insights. By paying attention to user-generated content, you can better understand your customers’ needs and preferences. Consequently, it will help you enhance your marketing strategies and build a stronger relationship with your audience.
5. It Is Cost-Effective
User-generated content is cost-effective because it costs little or nothing. Unlike hiring influencers, which can cost millions, asking customers or employees to share user-generated content on social media is nearly free. It allows you to grow your brand and diversify your content without investing in expensive advertising campaigns.
6. It Enhances Engagement
User-generated content is all about connecting with customers, developing an online community, and starting a conversation between customers and a brand. So it’s no surprise that integrating UGC with your marketing content increases engagement by 28%.
7. UGC Promotes Brand Loyalty
It boosts brand loyalty by creating a sense of community. It allows consumers to feel part of something bigger, enhancing brand affinity. Furthermore, user-generated content fosters conversations between brands and consumers, resulting in a more engaged community.
Suggested Post: Top CRO Tools to Boost Conversions
2 Main Types of UGC
User-generated content comes in many forms, including videos, images, tweets, reviews, testimonials, or even podcasts.
- Customer Reviews and Testimonials: Online reviews are UGC. Positive reviews can be shared on websites and social media as social proof.
- Photos: Photos are common forms of UGC. They show customers using your product. Unique hashtags can help collect and reshare these Images easily.
- Videos: You can get a lot of UGC from social media and YouTube videos. To draw attention to reviews, share product hauls or short clips that show off your brand.
- Social Media and Website Blog Posts: Sometimes, a simple positive mention of your brand in a social media channel or a blog post (either as an individual review or a quick mention in a longer post) can be a great user-generated content to reshare.
However, there are two main types of user-generated content:
1- Organic UGC
2- Paid UGC.
1- Organic UGC
Organic UGC is the content that customers voluntarily share. It’s the most authentic UGC type and is highly valued by brands. About 80% of organic UGC focuses on value or entertainment, and 20% on the product itself. Instead of selling, organic user-generated content aims to provide value to the audience. Unlike paid content, organic UGC is created by everyday users for free. This lack of commercial motivation makes it seem more genuine and trustworthy to consumers.
2- Paid UGC
While some brands naturally can receive tons of consumer-generated content due to their strong brand identity, others may need to encourage and incentivize customers to share user-generated content on social media.
This incentive can include money, free products, discounts, or exclusive access. Once created, paid user-generated content can be shared on websites or social media as authentic user-generated content.
Paid UGC is made by UGC creators. You can reach out to these creators directly, using a platform like Fiverr or Upwork. However, UGC creators may come straight to you if your social media business account already has fans.
How to Use User-Generated Content in Marketing Strategy?
User-generated content can be a smart marketing strategy for your business. Here’s how to make the most of your user-generated content:
#1. Focus on Authentic UGC
Authenticity is the real value of UGC content. To build trust with your audience, incorporate authentic and genuine user-generated content into your marketing strategy. Showcase real customer stories and experiences. This fosters a strong connection with your community and enhances your credibility.
Therefore, never fake user-generated content. Audiences can detect inauthenticity, which can severely harm your brand’s reputation.
#2. Always Ask for Permission
Requesting permission and crediting UGC creators is crucial. It ensures compliance with legal frameworks and prevents copyright issues.
Giving recognition to original creators increases brand credibility and strengthens user-brand interactions. It turns users into organic brand advocates, enhancing authenticity.
#3. Encourage Customers to Share UGC Content
Businesses can use several effective strategies to encourage customers to share user-generated content on social media. Let’s review a few of these strategies together:
1- Host contests, giveaways, and challenges related to your products, providing incentives like rewards to encourage participation.
2- Gamification through contests or challenges is another way to get your audience involved in creating UGC content.
3- Create a branded hashtag and remind your customers to use it in social media posts to gather and promote UGC effectively.
4- Furthermore, you can encourage customer interaction directly on your website or social media profiles by incorporating easy-to-use features. This way, customers can easily and quickly upload UGC photos and reviews.
5- Provide clear examples of desired content to guide customers in creating content that aligns with your brand’s values and message. These strategies collectively enhance engagement and authenticity in your user-generated content marketing efforts.
Suggested Post: Branded Content on Instagram
#4. Get Your Employees Involved in User-Generated Content Marketing
Your audience will likely trust you if your employees participate in UGC marketing. Your employees offer genuine insights and perspectives, showcasing real-life experiences and expertise. Research shows many employees are willing to share user-generated content about their business.
This possibility increases when companies directly ask their staff to do so. Employees can provide behind-the-scenes glimpses and product insights, strengthening your brand’s connection with customers through genuine storytelling.
#5. Repurpose User-generated Content
Repurposing user-generated content in your marketing efforts can boost authenticity and trust in your business or brand. The following are some ways companies can reuse this content:
- Ads: Incorporate customer content into your advertising to make them more authentic and relatable. Even a positive tweet can be powerful social proof of your product or service.
- Website: Showcase consumer-generated content on your website or use them in product images to display real-life usage. Adding user-generated content to crucial landing pages will also help increase conversions for your website.
- Email Campaigns: Feature user-generated content in emails to engage and connect with your subscribers. Repurposing UGC across different platforms enhances engagement and highlights real customer experiences.
💡Tip: It’s a good marketing tactic to add UGC images to a cart abandonment email to encourage hesitant buyers to complete the transaction.
In the next section, we’ll look at best practices for user-generated content for more ideas. Keep reading.
User-Generated Content Examples (3 Best Case Studies)
In this section, we will review some of the best user-generated content examples for more ideas and inspiration. So, let’s get started.
1- lululemon
Lululemon is a Canadian athleisure brand that sells yoga and fitness clothing. Lululemon leveraged user-generated content by encouraging customers to share photos of themselves in Lululemon gear using the hashtag #thesweatlife. This campaign created a vast library of searchable content for the brand to repurpose. It also expanded Lululemon’s reach on social media and built a strong community.
The #thesweatlife campaign resulted in 189% higher engagement than previous strategies. With over 1.5 million posts on Instagram and additional content on YouTube, Twitter, and Pinterest, lululemon’s brand concept of ‘The Sweat Life’ deeply resonated with its yoga-loving audience.
The simplicity of sharing workout photos made it easy for users to participate in this campaign. Lululemon showcased these images on their website and social media, making UGC contributors feel part of a community. This user-generated content strategy fostered a deeper connection with their audience, who valued an active lifestyle.
By focusing on community-building and user-generated content, lululemon successfully reinforced its brand values, engaged customers, and attracted new customers.
2- Peter Thomas Roth’s Eye Product
In 2021, TikTok user Trinidad Sandoval (@trinidad1967) created a UGC video revolutionizing skincare brand Peter Thomas Roth’s marketing efforts. Trinidad, a 54-year-old TikTok user, shared her morning routine featuring the Instant FirmX Temporary Eye Tightener in this viral video. In less than three minutes, the product showed dramatic results on her under-eye circles.
This organic promotion led to a massive surge in product demand. Peter Thomas retailers reported that the amount sold within a week equaled six months’ typical sales.
The success of this video highlighted how user-generated content can significantly impact sales and brand visibility. It showed that UGC, especially on platforms like TikTok, can create sudden and massive interest without any direct involvement from the brand. This example underscores the power of successful user-generated content marketing.
3- Well Travelled
Well Traveled, a community-driven travel brand, successfully uses UGC in its marketing efforts. They highlight member-generated content to showcase membership perks, quality property partners, and exclusive offerings. Laura DeGomez, the agency’s director, emphasizes that UGC content is crucial for marketing and retention.
According to Laura, Well Traveled engages members and prospects visually by sharing beautiful trips. Their effective UGC strategy increases brand awareness, expands reach, and builds a strong community. DeGomez states, “No one tells our story better than our members. Whenever we can let their experiences shine, we do.”
Conclusion
Hopefully, you now know what UGC is. Your brand’s digital marketing strategy needs authentic user-generated content to be more efficient. For this reason, we introduced several strategies for taking full advantage of your UGC marketing.
By integrating user-generated content into your marketing strategy, you can increase brand credibility, drive sales, and engage with your target audience on a deeper level. Make UGC a cornerstone of your marketing efforts for sustained growth and success.
FAQs
Now, let’s answer some of your frequently asked questions on this topic:
Q1. Who Creates User-Generated Content?
User-generated content is created by a UGC creator – a creator responsible for producing original, authentic, brand-specific content on social media or other channels. So, anyone can create this UGC content in many different formats, including photos, videos, audios, customer reviews, or testimonials.
Q2. What Are the Pros and Cons of UGC?
Here, we’ve already discussed how user-generated content can benefit your business in more detail. In short, user-generated content has the following benefits:
- Increases engagement,
- Boosts sales ,
- Enhances brand credibility and brand loyalty,
- It is cost effective,
- Acts as a powerful social proof,
- It is a great tool for social listening,
- UGC Builds brand awareness and trust for your brand.
On the other hand, there are some drawbacks to UGC that should be considered. Here are some disadvantages of user-generated content.
- Risk of Negative Feedback: Negative feedback is inevitable. It can include negative customer reviews, inappropriate comments, or negative blog posts. Instead of removing them, use them as opportunities to learn and improve. Respond to, acknowledge, and apologize for bad experiences.
- Requires Monitoring: Since UGC is created by users, you have no control over what is posted. You need to monitor and supervise brand mentions and UGC, which is time-consuming and expensive.
- Legal Concerns: Reposting a user’s UGC video or image requires permission to avoid copyright issues. You don’t own their content, even if they use your hashtag. You need to ask permission, which can be tedious but necessary to avoid legal problems.
Q3. Do You Have to Show Your Face in UGC Videos?
No, you don’t have to show your face in UGC videos. There are many UGC creators who excel at making high-performing, faceless user-generated content.
Q4. What Is the Difference between User-Generated Content and Sponsored Posts?
There is a difference between user-generated content and sponsored posts. UGC is created by consumers without payment, while sponsored posts are paid for. Sponsored posts are typically labeled with hashtags like ‘#ad’ or ‘Paid partnership,‘ indicating a brand’s involvement. UGC is seen as more authentic in social media marketing.
