User-Generated Content: What It Is and How It Works
User-Generated Content (UGC) is information about a brand that people create on their own and post in open sources. UGC comes in various formats: images, videos, reviews, testimonials, podcasts, etc.
Let's take a closer look at what UGC is and how it works.
Marc Jacobs encourages fans to post photos under the hashtag
Who creates such content
There are several main sources of UGC for promoting brands:
1. Regular customers
For example, unboxing videos on TikTok or enthusiastic posts on VK expressing gratitude for a quality product and fast delivery. Customers are the most frequent creators of UGC, and this happens for two reasons:
Customers are directly asked to share their experiences and are offered discounts, bonuses, or entries into prize draws in return.
Satisfied customers often want to share their positive experiences with the brand. These stories are particularly valuable because they show genuine enthusiasm and trust.
2. Fans
These people are your most valuable sources of UGC. They not only actively use your products or services but also eagerly share their experiences with others. Loyal customers have several advantages as UGC creators:
They are already emotionally attached to your brand, so their content will be more sincere and likely to resonate with the audience.
Reviews and recommendations from loyal customers are perceived by potential buyers as more convincing than traditional advertising.
3. Your team
Content created by company employees (Employee-Generated Content, EGC) is a unique way to showcase the "behind-the-scenes" of the brand and highlight the values at its core.
Here are a few examples of effective EGC:
Photos of employees at work. Let your customers see who is behind the product they love.
Videos about corporate culture. Show how cohesive and friendly your team is and why employees are proud to work at your company.
Live streams. Allow customers to see how your products are made.
EGC builds a positive brand image and demonstrates authenticity and humanity. This content is perfect for social media and advertising campaigns.
4. Those who make a living from it
Don't forget about professional content creators. These include bloggers, photographers, and videographers who collaborate with brands.
The materials appear convincing, as if created by regular users. However, unlike "organic" UGC, the brand pays the creator a certain fee.
Such UGC creators have several advantages:
Professional content quality. They know how to create visually appealing and informative materials that stand out.
Access to a large audience. Collaborate with bloggers who already have loyal followers interested in your brand's niche.
Why UGC is important
In modern marketing, user-generated content (UGC) is an effective tool that can elevate your brand to a new level. UGC promotes products without annoying users, engages the audience, increases brand awareness, and consequently boosts sales.
Here's why UGC is valuable:
In an era of impersonal advertising, people crave authenticity and human interaction. UGC allows them to become active participants in the brand's life rather than passive observers. By sharing their stories, photos, and videos featuring your products, they feel part of a community of like-minded individuals. This fosters customer loyalty and attachment to the company.
60% of marketers believe that authenticity and quality are equally important elements of good content.
Remember, recommendations from friends and acquaintances will always carry more weight than empty promises from brands. For example, the much-hyped Willie Wonka Experience event in Scotland billed itself as an "exciting and magical experience" but turned out to be a dud with an AI-generated script and terrible decorations—people have every reason not to trust advertising. UGC represents those valuable recommendations from real people, trusted far more than professional marketers. Reviews, unboxings, and testimonials created by your customers showcase the product's strengths with genuine sincerity, reinforcing trust in your brand.
Consumers carefully weigh every step before making a purchase, and UGC nudges them toward a buying decision. Seeing that others are satisfied with your product, potential customers are likely to trust their experience and choose your product.
Creating high-quality content requires significant financial investment. For instance, hiring an influencer with a large audience can be costly. In this regard, UGC is an excellent alternative. User-generated content is created for free by your customers, allowing you to effectively promote your product without substantial costs. Moreover, such content often has greater viral potential than traditional advertising.
UGC is not just about beautiful images but also a valuable source of information on how customers perceive your brand. By analyzing reviews and product overviews, you can identify not only the strengths but also the weaknesses of your product. The feedback received allows you to promptly respond to audience demands and improve.
When searching for information about a product, people often use phrases like "company, product, reviews." Thanks to reviews posted by users, potential customers can more easily find you online, leading to increased traffic and higher site rankings.
Polished commercials with perfect visuals no longer elicit the same excitement. On the contrary, live, unedited reviews and photos/videos from real people are perceived much more keenly. UGC makes your brand more "human" and relatable to the target audience. Customers see that behind the beautiful name is a community of people just like them.
UGC is a versatile tool used at all stages of the customer journey. Brands share user-generated content on social media, their websites, in email newsletters, and in advertising.
It is important to understand:
User-generated content is not a panacea but a tool that needs to be used wisely.
It is necessary to carefully monitor the quality of UGC and moderate it (if possible).
UGC should be organic and align with the brand's values.
Disadvantages of UGC
- The spread of false information. On the internet, UGC is often created without prior moderation. Negative reviews based on users' subjective experiences can damage the company's reputation.
A person didn't understand how to use an electric kettle, melted it on the stove and left a negative review
- Violation of copyright. Unethical users may post copyrighted materials or steal a product review from another blogger.
Types of user-generated content
There are many formats of UGC, each with its unique impact.
1. Feedback
Reviews are a common type of content. They are a form of "word-of-mouth" online, where people share their personal experiences with a product or service. Positive and honest feedback can convince potential customers to choose your brand. Many companies post reviews on their websites or in advertising materials to demonstrate the reliability and effectiveness of their products. Reviews left on specialized platforms (e.g., irecommend) are also user-generated content.
2. Photos and Videos
Visual content created by customers not only showcases the product but also inspires others to make a purchase. For example, a cosmetics company can post photos and videos of people demonstrating how they use the product.
La Roche Posay posted a video review from a customer on their account
3. Contests
A great way to encourage the creation of UGC is through themed challenges. Invite people to creatively use the product, capture the result in photos or videos, and share it on social media with a specific hashtag. Such contests not only increase audience engagement but also create positive associations with the brand.
Example: a store encourages customers to leave reviews and receive loyalty program bonuses.
4. Answers to questions
Users often reach out to brands with questions about products or services in comments, forums, or through feedback forms. These can also be considered UGC content.
Tip: A manufacturer of outdoor gear can collect user questions about how to choose the right tent, sleeping bag, or other equipment, and then publish detailed answers on their website or social media.
Examples of user-generated content
LuluLemon asked customers to post their photos with the brand's products using the hashtag #thesweatlife. This increased the company's reach and brand awareness. Additionally, they received a ton of free content for their account.
An example of unboxing – a customer on her blog talks about and shows the lipsticks, and does swatches.
Here, a customer shares her opinion about a product on social media, tagging the brand in the post.
Tips for creating UGC
1. Always ask for permission.
Before sharing customers' photos, videos, or texts, be sure to ask for their consent. People might use your brand's hashtags without realizing their connection to a UGC campaign. Reposting such content without permission is a surefire way to damage relationships with loyal customers. Asking for permission shows the creator that you value their work.
2. Credit the author.
Using user-generated content on social media means you should always credit the source. If you plan to share UGC on different platforms, ask the creator how they prefer to be credited.
3. Be specific in your requests.
People need to understand what types of content you want. Many brands don't provide clear guidelines for creating and posting UGC. Don't be afraid to be specific—it makes the task easier for your customers.
4. Develop a plan.
For user-generated content to be effective, you need to understand its role in your marketing strategy. Start by defining your goals. Do you want to increase brand awareness? Or boost audience engagement? Then analyze which type of UGC best fits your objectives.
5. Request UGC.
Encourage users to create content at every touchpoint with your brand.
In profile descriptions.
In comments on other UGC posts.
On your website:
On the homepage.
In the blog.
In the product description.
On packaging:
- Include a call to action. For example, for a cosmetics brand: "Share your photos with the hashtag #BeautyDays and receive a mascara as a gift."
Where to Find User-Generated Content
There are several ways to encourage the creation of UGC.
Track brand mentions online. Use services like Google Alerts to monitor social media and other online platforms. However, the collected material requires analysis, sorting, and selecting appropriate content, which can be time-consuming.
Ask for product feedback via email.
Material incentives work well too. Offer discounts, bonuses, or souvenirs in exchange for photos, video reviews, or detailed testimonials.
Create conditions for natural UGC generation. Set up attractive photo zones with logos, design branded GIFs, or social media filters.
Organize contests with prizes for the best photos, video reviews, or other relevant content. Use the collected materials for further brand promotion.
Blended Burger Contest
Conclusion
User-generated content is a powerful tool for building connections with your audience and promoting your brand. By implementing this strategy, you turn customers into true brand ambassadors, strengthen trust, and significantly enhance your online presence.
Remember, user-generated content is a two-way interaction. Actively engage with your audience and support their creative efforts.