In today’s digital world, user-generated content (UGC) is transforming the way brands market themselves. Tapping into your audience and leveraging content created by them can build trust, widen your reach, and foster authentic connections with potential clients and customers. But what exactly is UGC, and how can your brand use it effectively? In this guide, we’ll explore everything you need to know about UGC and how to incorporate it into your brands marketing strategy.
What is UGC?
User-generated content (UGC) refers to any form of content (such as images, videos, reviews, testimonials, or social media posts) created by individuals who are not officially connected to a brand or part of its marketing team. These individuals share content about the brand, its products, or services, or create content on the brand’s behalf. UGC can be leveraged across social media, websites, and for advertising purposes and can be customers, influencers or dedicated UGC creators who are excited about your brand and want to share their experiences with their followers or are paid to create content on your brands behalf.
Examples of UGC include:
- A customer posting a photo on Instagram of themselves wearing your brand’s clothing.
- A video review or unboxing shared on YouTube.
- A positive review left on your website or a third-party platform.
- A video of someone using your product on TikTok.
Why is UGC Important?
UGC is authentic, organic, and driven by genuine customer enthusiasm, making it a powerful marketing tool. It also offers several key benefits for brands, making it a vital component of modern marketing strategies:
1. Builds Trust and Authenticity
Because UGC content isn’t created by the brand themselves, which can be seen as biased, audiences tend to trust it more. Consumers trust content created by other customers more than traditional advertisements. UGC also serves as social proof, showing potential customers that others are using and enjoying your products. This authenticity builds trust and increases the likelihood of new customers engaging with and choosing your brand.
2. Enhances Engagement
UGC encourages interaction. When people see content shared by real customers, they are more likely to engage with it (liking, commenting, or sharing). This increased engagement not only builds community but also boosts your brand's reach and visibility on social media.
3. Cost-Effective Marketing
UGC provides a steady stream of content without the price tag of producing traditional marketing campaigns. Since customers are creating the content, it reduces the need for expensive professional shoots while still delivering high-quality, relatable material. As it’s effectively, outsourcing a service, it eases pressure on the marketing team and frees up their time.
4. Expands Reach and Exposure
When customers share their experiences with your brand, they expose your products to their own followers, who may not have encountered your brand before. This can significantly increase your brand’s visibility and help attract new customers organically.
5. Boosts Conversion Rates
UGC can directly influence purchasing decisions. Seeing real people use and recommend a product helps others feel confident in their purchase. This is why brands that use UGC often see higher conversion rates and lower cart abandonment.
How Do You Get UGC for Your Brand?
So, how can your brand start collecting and leveraging UGC? Here are some proven strategies to gain UGC and encourage your customers to share their experiences:
1. Create Hashtag Campaigns
A branded hashtag is one of the simplest ways to encourage UGC. Ask your customers to share their experiences using a specific hashtag when posting on social media. This makes it easy to track and collect UGC across platforms. Make sure to promote the hashtag in your marketing materials and social media bios to get the word out.
2. Source UGC Creators
Nowadays, there are dedicated UGC content creators who specialize in creating content for other brands for a fee. Use social media to search for content creators who work within your niche and reach out to them to start a conversation!
3. Encourage Reviews and Testimonials
Invite your customers to leave reviews or testimonials on your website, Google, or third-party platforms. Offering a small incentive, such as a discount or entry into a giveaway, can motivate more people to share their opinions. Positive reviews not only build trust but also provide valuable content for future marketing campaigns.
3. Host Contests and Giveaways
Running a contest or giveaway is an excellent way to generate excitement and encourage customers to share content. Ask participants to submit photos, videos, or stories featuring your products for a chance to win a prize. The excitement of a reward can drive a large volume of high-quality UGC.
4. Feature Customer Content
When customers see their content featured on your social media, website, or marketing materials, it encourages others to share their own experiences. Acknowledge and celebrate your customers by highlighting their content. This can create a cycle where more customers are eager to contribute.
5. Collaborate with Influencers
Influencers often have highly engaged followers and are therefore a valuable tool for brands to get the word out about their products and services. Partnering and collaborating with influencers on social media who are already fans of your brand can produce authentic UGC and give your products exposure to their dedicated fans and followers. Not sure how to go about partnering with influencers? Read out step-by-step guide here.
UGC Case Studies
Today, brands of all sizes—whether large or small—are leveraging the power of UGC marketing in various ways. By incorporating user-generated content into their strategies, these brands can connect with audiences in more authentic, creative and engaging ways. Here are two examples to inspire you and give you an idea of how UGC strategies can work in practice:
ASOS
ASOS have a section of their website called AS SEEN ON ME which links to images of ASOS customers wearing clothes purchased from its website. Customers can upload photos directly or share posts on Instagram using the hashtag #AsSeenOnMe or simply #Asos. This strategy works as shoppers get a sense of what the clothes look like on regular people not just on models. It also gives ASOS plenty of content they can use across their socials and website. This strategy encourages customers to become a part of their brand & community making every customer feel like and influencer & ASOS model.
Iconic London
Makeup brand Iconic London are a digital-first beauty brand who have effectively built their brand and loyal community by harnessing the power of UGC marketing. They even have a dedicated UGC programme, “Iconic Insiders” where creators are encouraged to share content featuring their brand with their audiences and earn a commission on any sales. Their social media cleverly utilises images and videos created by influencers, customers and UGC creators which enables shoppers to see real people (not just models on professional photoshoots) wearing and enjoying Iconic London’s makeup.
Say hello to EGC!
We’ve explored UGC, but there’s another emerging trend on social media - EGC! Employee-Generated Content (EGC) refers to content created by a company’s employees that showcases their unique perspectives. EGC is highly effective because it delivers more relatable and engaging material for audiences. By leveraging the authentic voices of employees, companies can enhance their brand image, boost employee morale, and foster a sense of community. EGC is often seen as more genuine and trustworthy than paid partnerships or influencer marketing, helping to humanize your brand and create deeper connections with both your audience and employees. Learn more about EGC and take a look at some examples for inspiration here.
Conclusion
UGC is an excellent strategy for turning customers into brand ambassadors while fostering an engaged and loyal community. This powerful approach allows brands to build trust, increase engagement, and reach new audiences through authentic, customer-driven marketing. By encouraging your audience to share their experiences, you not only gain valuable content but also cultivate a sense of community, making them feel connected to your brand. With a few simple strategies, you can start collecting UGC that will help your brand stand out in today’s crowded digital landscape.
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