One of the best ways to spark product interest, foster conversation, and boost revenue is through user-generated content (UGC).
Properly utilising this marketing goldmine can lead to increased engagement and a snowball effect of more social media followers.
Why?
It’s simple. Consumers place greater trust in organic, user-generated content than in traditional advertising; they prefer hearing from your customers over your brand.
Ready to master a winning UGC strategy that boosts your growth, engagement, and profits? Let’s dive in.
What Is User-Generated Content?
User-generated content (UGC) refers to any form of content created and shared by consumers or users, rather than by brands themselves. This can include anything from social media posts to reviews, and it often highlights genuine experiences and opinions.
If you’ve ever gone to a McDonald's, snapped a picture of your favourite Mc Arabia, uploaded it to your Instagram Stories, and tagged the McDonald's, you’ve created UGC. Take this example from a McDonald's customer posting on Instagram about their first meal in the UAE McD:
_sabah_bihaar_ effectively promotes the brand to followers by using hashtags with the charming image, exemplifying the essence of UGC content.
And the Result ? Powerful online social proof that can enhance trust, authenticity, and sales.
Types of User-Generated Content
User-generated content (UGC) comes in various forms, each offering unique ways for brands to engage with their audiences. Here’s a brief overview of the main types:
1. Photos
Source : (https://www.instagram.com/explore/tags/ASOS/)
Visual content is a strong type of user-generated content (UGC) because it allows potential customers to see what they can expect from a product without having to examine it in person.
Think about the last time you searched for a restaurant or new clothes. Did you look at UGC images from real customers? It's likely that you did, simply by viewing photos shared by past customers.
These images provide an engaging experience for people browsing online and help them feel more confident when making a purchase.
Take this great example from the clothing brand ASOS, which focuses on trendy, affordable clothing for young adults. The users send real life photos to the brand while wearing their products, which then get shared:
Share on visual platforms like Instagram and Pinterest or your usual social marketing channels. And don’t forget to hashtag them for more visibility.
Curious about how to source visual user-generated content for your business? Here are some effective strategies:
1. Engage Customers: Motivate and reward your customers to share photos and videos featuring your products or services. This not only showcases authentic experiences but also builds a community around your brand.
2. Collaborate with Influencers: Partner with influencers in your industry to generate UGC. This collaboration not only expands your reach to their audience but also enriches your content portfolio with fresh perspectives.
3. Highlight Employees: Encourage your team members to share glimpses of your company culture and daily operations. This type of UGC is valuable for attracting new talent and demonstrating your brand’s genuine values to your audience.
2. Videos
Did you know video content is booming right now? According to a report by Demandsage, As of 2024, 91% of marketers actively incorporate video into their marketing strategies. However, 68% of marketers who currently do not use video content plan to adopt it into their strategies in 2024. One of the biggest barriers for companies in producing video content is often a lack of time.
This is where user-generated video content can be a game changer.
Common types of UGC include product demonstrations, customer reviews, unboxing videos, and product testing. These formats allow brands to leverage content created by their customers, saving time while still engaging their audience effectively. YouTube is packed full of this type of content
One popular YouTuber Marques Brownlee specialises in tech reviews and product demonstrations, often unboxing the latest gadgets, like this one, reviews of Google Pixel 9 Pro Fold
When motivating users to share content, it's essential to meet your audience where they are and consider the devices they use. For instance, recent research indicates that over 75% of U.S. adults spend up to 2 hours each day watching short-form videos on mobile devices.
Source : (https://www.youtube.com/watch?v=nK9zxuXa3OA)
3. Testimonials & Reviews
Are you gathering customer testimonials? If not, you're missing a valuable opportunity to utilise one of the most effective forms of social proof.
Written feedback from customers about their experiences with a product or service. These can be posted on websites, review platforms, or social media, helping others make informed purchasing decisions and building trust.
How to Get Testimonials
1.Ask Directly: Reach out to customers after a purchase or interaction. A simple email or message asking for their feedback can yield great results.
2.Make It Easy: Provide a straightforward template or form for customers to fill out. The less effort it takes, the more likely they are to respond.
3.Use Social Media: Monitor your social media channels for positive mentions and .
4.Create a Testimonial Page: Encourage customers to leave their thoughts on a dedicated testimonials page on your website. This can serve as a reminder for others to share their experiences.
With a significant percentage of customers reading reviews before making a purchase—often cited as around 90%—it's clear that encouraging customer reviews is essential. Positive feedback not only influences potential buyers but also builds trust and credibility for your brand.
4. Organic Mentions
Source : (https://www.instagram.com/aromatica.life/)
Every brand hopes to generate authentic user-created content, don’t they? When customers express their enthusiasm for your products online, it feels like having the most effective advertisement possible.
So, what does organic UGC look like? It can come in various forms, including comments, social media mentions, blog articles, or even podcasts. Each piece of content contributes to building a genuine connection with your audience.
For Example, Aromatica. This eco-friendly skincare line focuses on natural ingredients and sustainable practices. They often share user-generated content featuring customers enjoying their products, which highlights real experiences and results.
User-generated content is excellent for increasing exposure, so make sure to thank the creators and ask for permission to share their insights in your marketing campaigns.
Benefits of User-Generated Content
User-generated content is valuable for its authenticity, ability to foster loyalty, and cost-effectiveness. Let’s delve deeper into these benefits.
UGC Is More Authentic
Content created by users tends to feel more genuine and relatable, making it more trustworthy in the eyes of potential customers.
Today's consumers are not merely purchasing products; they are investing in brands. A recent IPSOS survey revealed that 69 percent of consumers prefer to buy from companies that align with their personal values.
Customer-generated content enhances brand authenticity by humanising your company, fostering deeper connections with your audience, and demonstrating your product’s value in action.
Word-of-mouth has transformed into user-generated content (UGC), which is as valuable as recommendations from friends and family.
Consider your own preferences: what feels more authentic to you? A paid influencer, brand promotions, traditional ads, or the honest opinion of someone who has actually used a product?
UGC Is Time and Cost-Effective
How much time do you spend planning, shooting, editing, uploading, and writing captions for a single social media post?
If you post five times a week, the time spent on each one can quickly accumulate to a couple of hours.
Additionally, consider the cost of in-house talent or freelance graphic design services.
Brands can leverage content created by users instead of investing heavily in traditional advertising, saving both time and resources. User-generated marketing saves time and money by allowing your community to create content, often yielding a higher ROI than traditional advertising since customers share it for free. In contrast, a paid social media marketing campaign can cost between $500 and $50,000.
To maximise the value of user-generated content, consider repurposing it across your social media, website, email campaigns, and other marketing channels—just be sure to obtain the creator's permission first.
UGC Builds Brand Loyalty
Engaging with users and featuring their content fosters a sense of community and connection, encouraging repeat business and brand advocacy.
70% of customers now prioritise trust. Building customer loyalty starts with establishing trust, and user-generated content can assist in this endeavour.
User-generated content (UGC) enables engagement with customers, fostering the establishment and deepening of relationships, and the development of connections. It is a crucial component of community building that bolsters loyalty.
One notable example is the #ShotOniPhone campaign by Apple. In this campaign, Apple encouraged iPhone users to share their best photos taken with their devices using the hashtag. Users from around the world posted stunning images on platforms like Instagram and Twitter, showcasing the camera capabilities of the iPhone.
View every piece of user-generated content as a chance to connect with your customers and learn more about them. Engage with comments so that potential buyers can get a clearer picture of the people behind your brand.
Conclusion
Are you leveraging social media to enhance your brand recognition?
Many brands still depend solely on their own content to fuel social growth.
User-generated content not only alleviates the pressure of constant content creation but also enhances your credibility and organically draws in more followers.
It’s time to shift your perspective and view user-generated content as a proactive strategy, rather than merely reacting to what others say about your brand.
Become the type of brand that people are excited to share and discuss with their friends on social media.
