User Generated Content

User-generated content (also known as UGC or consumer-generated content) is original, brand-specific content created by customers and published on social media or other channels. UGC comes in many forms, including images, videos, reviews, a testimonial, or even a podcast.

Where does UGC content come from?
Customers
Think unboxing videos shared on TikTok or praise-filled posts on Instagram. Your audience are usually the most prominent cohort you’ll look to gain UGC from, either because you’ve asked for it or because they’ve organically decided to share content about your brand.

Brand loyalists
Loyalists, advocates, or fans. However, you label your most dedicated customers, they’re typically the group that’s most enthusiastic about your business. Since loyalists are so passionate about worshiping at the alter of the brand, this audience segment is ripe to reach out to and ask for specific UGC content.

Employees
Employee-generated content (EGC) shows the value and story behind your brand. For example, photos of employees packing or making up orders or a video of your team talking about why they love working for your company. This behind-the-scenes content helps establish brand identity and works across social and ads to showcase authenticity.

Why is user-generated content important?
UGC is used across all stages of the buyer’s journey to help influence engagement and increase conversions. The customer-centric content can be used on social media and other channels, such as email, landing pages, or checkout pages.

Takes authenticity to the next level
Nowadays, brands have to fight to be seen online, and competition is fierce for audience attention. As a result, buyers are more selective about the brands they interact with and purchase from, especially the notoriously fickle Gen-Z.
And it’s not just consumers who are passionate about authentic content. 60% of marketers agree that authenticity and quality are equally important elements of successful content. And there’s no other content type that’s more authentic than UGC from your customers.

Don’t be tempted to fake your user-generated posts or campaign. Audiences will quickly sniff out the false sentiment, which could seriously damage your brand reputation. Instead, always ensure that your UGC comes from one of three cohorts: your customers, brand loyalists, or employees.

People ultimately trust other people, so it’s essential to think of UGC as the modern-day word of mouth.

And with consumers 2.4 times more likely to view user-generated content as authentic compared to content created by brands, the time to invest in an authenticity-driven social marketing strategy is now.

Helps establish brand loyalty and grows community
UGC gives customers a unique opportunity to participate in a brand’s growth instead of being a spectator. This influences brand loyalty and affinity in a big way because people thrive off being part of something greater than themselves and creating UGC allows them to be part of a brand’s community.
UGC also opens conversations between a brand and consumer, and this level of brand interaction helps build and grow an engaged community.
Sharing audience content also works to develop and deepen audience/business relationships, driving more brand loyalty.

Acts as a trust signal
Brands need to work harder than ever to establish themselves as trustworthy. And with 93% of marketers agreeing that consumers trust content created by customers more than content created by brands, this signals that UGC is the perfect format for businesses to level up their trust score.

Audiences turn to UGC as a trust signal in the same way they’d ask their friends, family, or professional network for an opinion. Over 50% of millennials base their decision to buy a product on recommendations from their family and friends, so this is where UGC can shine since it is precisely that: a personal recommendation.

Increase conversions and influence purchasing decisions
User-generated content is incredibly influential in the final stages of the buyer’s journey, where you’re looking to convert your audience and influence them into making a purchase.

UGC acts as authentic social proof that your product is worthy of buying. For example, your audience sees people just like them wearing or using your product, which influences them to decide to buy.

Helps establish brand loyalty and grows community
UGC gives customers a unique opportunity to participate in a brand’s growth instead of being a spectator. This influences brand loyalty and affinity in a big way because people thrive off being part of something greater than themselves, and creating UGC allows them to be part of a brand’s community.