What is user-generated content?

User-generated content, often called UGC, is simply any content about your brand or products that is created by everyday people, rather than by your company. Think about a customer sharing a photo of your product on Instagram, writing a review on your website, or making a video about their experience with your service. It's authentic content made by real users, sharing their genuine thoughts and interactions.

This type of content is incredibly powerful because it feels more trustworthy than traditional advertising. People often rely on the opinions and experiences of others, especially their peers, before making a purchase. When potential customers see content created by real users, it helps them connect with your brand on a deeper, more relatable level. It's like getting a personal recommendation from a friend, but on a larger scale.

UGC can take many forms, from written reviews and testimonials to candid photos, engaging videos, and even social media stories. It's a broad term that covers anything customers create to show their love, express their experience, or simply talk about a brand, product, or service.

Why user-generated content matters

UGC isn't just a nice-to-have; it's a vital part of a strong marketing strategy. It offers several key benefits that traditional marketing often struggles to achieve.

Builds trust and credibility

• People inherently trust other people more than they trust brands or advertisements. UGC acts like a personal recommendation, making your brand appear more reliable and authentic.
• It shows real experiences and outcomes, offering social proof that your products or services deliver on their promises, rather than just making marketing claims.

Increases engagement

• When customers create content, they often share it with their own networks, which naturally expands your brand's reach to new audiences.
• Other users are more likely to interact with content from peers because it feels more genuine and less like a sales pitch. This can lead to more likes, comments, and shares.

Cost-effective marketing

• UGC provides a constant stream of fresh, relevant content for your brand without the high costs associated with professional photoshoots, video productions, or agency fees.
• It leverages your existing customer base to become your brand advocates, reducing your overall content creation budget.

Boosts SEO and conversions

• Reviews and testimonials, especially when integrated into product pages, add fresh, keyword-rich content to your website, which search engines appreciate. This can improve your search engine rankings.
• The social proof provided by UGC can significantly influence hesitant buyers, helping to convert them into customers by alleviating doubts and building confidence.

Best practices for encouraging user-generated content

You don't just wait for UGC to happen; you can actively encourage it. Here are some effective ways to get your customers involved.

Ask for it directly

• Send automated emails asking for product reviews a few days after a purchase.
• Run contests or campaigns that specifically invite users to submit photos, videos, or stories related to your brand.

Create a unique hashtag

• Develop a simple, memorable, and unique hashtag for your brand or a specific campaign (e.g., #MyBrandStory).
• Promote this hashtag across all your marketing channels, including social media, website, and email, to make it easy for users to tag their content and for you to find it.

Feature and celebrate user content

• Regularly share customer photos, videos, and testimonials on your social media channels, website, and even in email newsletters.
• Always give proper credit to the original creators. This not only shows respect but also motivates other users to create content in hopes of being featured.

Make it easy to share

• Provide clear instructions on how users can submit or tag their content.
• Ensure your website has easy sharing buttons for product pages, allowing customers to quickly post their purchases on social media.

Key metrics to track for user-generated content

To understand the impact of your UGC efforts, it's important to monitor specific metrics.

• Engagement rate: Track how many likes, comments, and shares the UGC (both on your channels and user channels) receives. High engagement indicates that the content resonates with audiences.
• Conversion rate: Measure if web pages or ads featuring UGC lead to a higher rate of sales, sign-ups, or other desired actions compared to pages without UGC.
• Reach and impressions: Monitor how many people see the UGC, both directly from your brand's shares and from the original creators' posts.
• Sentiment analysis: Pay attention to the overall tone and emotion expressed in UGC. Is it positive, negative, or neutral? This helps you understand customer perception.
• Number of submissions: Keep track of how much UGC you are receiving over time. An increasing volume suggests your encouragement efforts are working.

User-generated content is a powerful, authentic tool for building trust, fostering community, and driving engagement for your brand. Start by simply asking your customers to share their experiences and make it as easy as possible for them to do so. Remember to always credit your users and celebrate their contributions. This approach can bring genuine voices to your marketing efforts and significantly strengthen your brand's reputation and reach.