What's UGC and why does it matter for my business?
- SamaraAlam
- Jun 10, 2022
- 4 min read
Updated: Jun 16, 2022
Have you heard of the term User-Generated Content (UGC) but don't know what it means? Let's explore it in this article!
The days when all of the content we consumed was created by professional photographers, videographers, studios, etc., are LONG gone. Now, people are constantly creating their own content and sharing it online since nearly everyone has the ability to capture high-quality content on their smartphones. Enter the era of user-generated content (UGC).
But what is user-generated content, exactly? And how does user-generated content affect my business?
Here's a scenario for you to consider:
You go away for the weekend and stay at an awesome hotel. You share a bunch of photos and videos from your stay with your Facebook friends and Instagram followers, tagging and geotagging the hotel to show how amazing it is.
Those photos and videos are user-generated content.
Let's imagine this hotel discovers your content on social media and contacts you, asking if they can use your images on their corporate networks.
This is a company that's taking advantage of user-generated content as part of its marketing strategy.
Read on for our complete guide on user-generated content (UGC) and how you can utilize it to improve your marketing and build more meaningful connections with customers.
What is UGC?
UGC stands for user-generated content. User-generated content is any form of content—text, posts, images, videos, reviews, etc.—created by individual people (not brands) and published to an online network.
Where does UGC come from?
Customers
Consider unboxing videos on TikTok or praise-filled Instagram posts. Customers are a visible group from which you'll find UGC, either because you've asked for it or because they've chosen to share content about your business on their own.
UGC Creators
UGC Creators are individuals who specialize in creating UGC for brands as a profession. More and more brands are contracting UGC Creators these days to provide UGC services to them. This way, they're guaranteed consistent, high-quality content for all their social platforms.
If you're looking for UGC services, check out my UGC portfolio here!
I have 4+ years of experience in providing effective video and photo content for brands of all backgrounds.
Influencers
If you're doing influencer video or photo sponsorships, that can be UGC! Though not the typical case, influencer-generated content can show the natural tone of UGC.
Why is user-generated content important?
UGC is used across all stages of the buyer’s journey to influence engagement and increase conversions. Not only that, it has an infinite number of uses. It can be shared on social media as well as through other channels including email marketing, landing pages, and checkout pages.
Takes authenticity to a new level
Nowadays, companies must strive to be visible online, and the battle for audience attention is intense. As a result, shoppers, particularly Gen-Z, are becoming more picky about the brands with which they interact and purchase.
Consumers aren't the only ones that care about authentic material. Authenticity and quality are equally important characteristics of successful content, according to 60% of marketers. And no other sort of content is more genuine than user-generated content (UGC).
In fact, we've been buying into UGC for decades, but social media platforms have now made it more available to people all over the world.
When you consider that 92% of consumers are more likely to believe a suggestion from a friend over sponsored content, it's obvious that faith in branded content has diminished significantly.
Consumers are 2.4x more likely to say UGC Is most authentic compared to branded content
With consumers viewing UGC as more authentic than brand-created content, now is the time to invest in an authenticity-driven marketing approach.
Source: Business Wire
UGC is cost-effective!
Outsourcing a UGC video can typically range from $150-$350, and UGC photos can vary in cost. Most UGC creators offer packages as well to reduce the overall price, which is significantly cheaper than professional content.
Compare this to the high costs of hiring professional photographers, videographers, set designers, assistants, editors, renting studios, equipment, software, logistics, and more.
UGC provides businesses with the opportunity of receiving highly effective marketing material without the high cost.
UGC has a high ROI
According to ComScore, when consumers are exposed to a combination of professional marketing content and user-generated content, brand engagement increases by 28%.
Take, for example, the Starbucks White Cup Contest. Customers were asked to draw on their white Starbucks cups and submit their drawings as submissions in a competition to design a limited-edition Starbucks cup.
In just three weeks, nearly 4,000 customers submitted ideas, demonstrating that people were ready and willing to engage with the brand. This created insane brand awareness online and authentic marketing.
How can my brand use UGC?
Brands usually gather UGC to post on their online platforms like their website and social media.
Typically, brands will outsource UGC and then post it on their TikTok, Instagram, Snapchat, Pinterest, Facebook, Twitter and more.
Brands very often also use UGC as ads on TikTok and Instagram to authentically promote their product or service.
Here are some ways your brand can use UGC:
Tiktok Videos
Tiktok Stories
Tiktok Ads
Instagram Feed
Instagram Stories
Instagram Ads
Instagram Reels
Twitter
Pinterest
Facebook
Facebook Ads
Snapchat
Website
Website Reviews
Website Product Listings
Email Marketing
...and more! The possibilities with UGC are endless.
*IMPORTANT
Before using UGC, make sure you have complete legal rights to use the content for the intended use.
If you're reposting UGC from a customer, always get their written consent. If you're outsourcing UGC from a UGC Creator, make sure you let them know where and how the content will be used during the contract phase.
Explore my UGC services!
Don't want to spend hours scouring the internet for content about your products or for UGC creators? Take a look at my portfolio for some examples of my past UGC:
I have 4+ years of experience in creating high-quality, effective, and optimized UGC for brands, resulting in high conversion rates. Book a free, no-obligation consult to discuss any services and how I can take your digital marketing to the next level.
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