User-generated content (UGC) is an essential tool that can be leveraged by brands. Not only does it save time and money on content creation, but it offers authentic content from people who have experienced your product firsthand. Unfortunately, brands are missing out on the potential of UGC which is why I have created this guide on how to leverage user-generated content, which will hopefully help to inform your content marketing strategy.
Consumers are 2.4x more likely to perceive UGC as more authentic than branded content.
Source
What is User-Generated Content?
User-generated content, or UGC, is essentially any form of content that’s created by a brand’s audience instead of the brand itself. It includes photos, tweets, reviews, blog posts, videos, and any other form of content that people produce and share publicly.
UGC is powerful because it’s created by real people who are using or talking about your products or services in their everyday lives. Some popular types of UGC include:
- Social media posts are one of the most common and visible types of UGC, where customers share their experiences with products through photos or comments on platforms like Instagram, Facebook, or Twitter.
- Reviews on websites like Amazon, Yelp, or Google are another significant form of UGC, providing firsthand accounts of customer experiences.
- Blog posts, whether on personal blogs or community forums, can offer more detailed insights that can be utilized.
- Videos, especially on platforms like YouTube or TikTok, allow for dynamic and engaging content that can go viral.
For example, do you remember the Coca-Cola campaign with custom names? This campaign sent the world into a frenzy and was a highly successful marketing campaign – resulting in millions of pieces of user-generated content with people sharing images and hashtags across socials.
In various industries, UGC takes different forms. For example, in fashion, it could be customers posting outfit photos. In the tech world, it might be unboxing videos or product reviews. Travel companies benefit from customers sharing their vacation photos and experiences. Each industry has its unique opportunities for UGC, which can provide authentic glimpses into how products and services are used in real life.
Why is UGC Important for Brands?
UGC is a powerful tool that impacts consumer trust and decision-making. For example, 93% of marketers agree that consumers trust content created by customers more than content created by brands. This trust translates into influence, with many consumers relying on UGC to make purchasing decisions.
In addition, 70% of Gen Z and 78% of millennials find UGC helpful when making purchasing decisions, demonstrating the importance of brands leveraging UGC in their content marketing strategies. Some other reasons why UGC is important for brands:
Enhances Customer Engagement: UGC creates meaningful interactions between your brand and its audience. By actively engaging with customer-generated content, you develop a sense of community and encourage further participation.
Helps Discover Influencers or Brand Advocates: UGC can help brands identify passionate customers who consistently create high-quality content that sparks engagement. These “brand advocates” can extend the reach of your marketing campaigns, allowing you to leverage their influence for success.
Establishes Brand Authority: The authenticity and trustworthiness of UGC can help position your brand as an industry leader. As customers see positive experiences from other people, your brand’s credibility and trust increase, the more this happens, the more successful it becomes.
How to Leverage User-Generated Content
Places to Get UGC
Finding sources of UGC is the easiest part – knowing how to use it effectively is the difficult part.
Social media platforms like Instagram, Facebook, and Twitter are goldmines for UGC. Customers often share their experiences with products or brands through posts and comments. You can search for hashtags, groups, and comments on posts to find UGC related to your brand.
For example, the #GoPro is one of the most popular hashtags out there with over 50 million posts. Imagine having 50 million posts of user-generated content to choose from.
Forums and online communities related to your industry can also be rich sources of UGC, offering detailed discussions and feedback. For example, Reddit, although difficult to navigate for new users, can be a goldmine if you search long enough. Quora is another excellent source of UGC, whilst also offering other marketing opportunities.
Review sites like Yelp, Google Reviews, and Amazon provide customer opinions and experiences that count as valuable UGC. You might have to sift through the reviews to find what you need, but there will be something of value that can be used.
UGC could even come in the form of a customer email, feedback form, or chatbot – providing you have the permission to share. Although this method would be ‘less trustworthy’ it’s still an option.
If you can’t find any user-generated content to use as your brand is not well-known, you need to start encouraging your audience to create and share content.
For example, you can run campaigns that invite customers to share their experiences with your product in exchange for incentives like discounts or feature spots on your channels. Social media contests and hashtags can also spark content creation. Engaging with your audience, acknowledging and sharing their content, and creating a community around your brand encourages ongoing UGC creation.
Identifying and Collecting Quality UGC
Choosing the right content for your brand is key, you can’t just use every piece of UGC you come across. Look for UGC that aligns with your brand’s values and messaging, in addition to your content marketing strategy. Content that showcases your product in a positive light, or provides honest and constructive feedback, is usually more impactful. Authenticity is also crucial; the content should feel real and relatable to your audience – sometimes negative UGC can have more of a positive impact if used correctly.
Legal and ethical considerations are vital when using UGC. Always seek permission from the original content creators before using their content for your brand’s purposes. This not only respects the creator’s rights but also builds trust within your community. Clearly credit the creator when you share their content.
Curating and collecting UGC efficiently means having a system in place. Monitor your brand mentions and hashtags regularly. Use social media tools that alert you when your brand is mentioned. Creating a specific hashtag for your brand can also streamline the process of collecting UGC. It’s important to organize the collected content in a way that makes it easy to access and use when needed.
There are several tools and platforms that can help with UGC collection and management. Social listening tools can track mentions and tags related to your brand across platforms. Content management systems can help you organize and store UGC for easy access. Some platforms specialize in UGC curation and can provide analytics to gauge the impact of the content on your audience. Two of my picks would be Upfluence and Hootsuite Streams.
Integrating UGC into Your Marketing Strategy
Across various channels, UGC can be used creatively to increase your brand’s presence. For example:
- On social media, feature customer photos and stories in your posts, stories, or as part of your profile highlights.
- In email marketing, include customer reviews or testimonials to add credibility and a personal touch.
- On your website, create a dedicated section showcasing UGC, or use it in product pages to provide real-life examples of your products in use.
Storytelling with UGC is a powerful way to connect with your audience. Share customer journeys or experiences that align with your brand values and message. These stories humanize your brand and make it more relatable.
Building a community around your brand using UGC is equally important. Encourage discussions, share user stories, and create a platform where customers can interact not only with the brand but also with each other.
Maximizing the Impact of UGC for Brand Growth
To maximize the impact of UGC, consider leveraging it for product development and gaining customer insights. UGC can provide honest feedback and ideas for improvements or new products. Analyzing UGC can reveal what customers love about your products, their pain points, and what they hope to see in the future.
Measuring the Return on Investment (ROI) of UGC is crucial to understand its effectiveness. Track metrics like engagement rates, conversion rates, and website traffic attributable to UGC. Tools that analyze social media metrics and web analytics can provide a clear picture of how UGC is performing compared to other content.
Turning UGC into a tool for customer loyalty and advocacy is the ultimate goal. Highlighting and appreciating user content builds trust and encourages others to join in. Creating loyalty programs that reward UGC contributions or featuring customers in your marketing materials can turn satisfied customers into brand advocates. This not only enhances brand loyalty but also helps in attracting new customers through authentic word-of-mouth marketing.
UGC Considerations
While User-Generated Content (UGC) offers numerous benefits, it also comes with its challenges. For example, maintaining quality and ensuring brand alignment. Not all user content will fit your brand’s image or messaging. Establishing clear guidelines for what kind of UGC you’re looking for and communicating these to your audience can help. It should also be established within your content marketing strategy; what to look for, what to ignore, etc. Feature only the content that aligns with your brand’s values and vision.
Handling negative UGC is another challenge. Not all customer feedback will be positive, but how you handle it can make a difference. Address negative content promptly and constructively, seeing it as an opportunity to improve and showcase your customer service. You also have the opportunity to be playful back, like the example below from Tesco Mobile. Plenty of brands do this, but there’s a fine line!
Finally, setting up a moderation system for UGC is crucial. This involves monitoring the content for appropriateness, relevance, and brand alignment. Depending on the volume of UGC, consider using automated tools or dedicated staff for moderation. The goal is to create a safe and positive environment for your community while maintaining brand standards.
Conclusion
Now you know how to leverage user-generated content and how it can be a powerful strategy for brand growth. It brings authenticity, enhances customer trust, and provides valuable insights into your audience’s preferences. UGC can transform your marketing strategy, making it more relatable and engaging for your audience.
If you haven’t yet incorporated UGC into your marketing efforts, now is the time to start. Begin by identifying sources of UGC, encouraging your audience to create content, and thinking creatively about how to integrate this content into your marketing channels. Remember, the key is to stay authentic, respect legal and ethical considerations, and align UGC with your brand values.
