As more consumers become creators, user-generated content is emerging as one of the most authentic forms of entertaining and effective content marketing a brand can leverage. Content plays a key role in a buyer’s journey, which makes it more imperative in creating high-quality content that aligns with your target audience. A trend in content marketing that has accounted for more than a quarter of global ad revenue is UGC, user-generated content. UGC is original content for a brand created by individuals, not by the brand itself. For example, a customer making a social media post of a shoe un-boxing or posting a video reviewing a new beauty product. It comes in many forms such as images, videos, reviews, testimonials, etc. and offers various advantages for your brand.
Although UGC is similar to influencer marketing, there are differences in their approach. UGC tends to be viewed as more authentic because users are sharing their experience without compensation. These users deliver a wide array of different perspectives. On the other hand, influencers are often paid individuals who have above-average reach or impact through word-of-mouth (e.g., celebrities), and have the power to affect purchase decisions.
User-generated content stems from your customers themselves - they can be first-time buyers, frequent purchasers, or brand loyalists (your most dedicated customers). No matter the type, UGC is a powerful tool to optimize your marketing strategy.
1) Build Credibility
Today’s customers want authenticity from brands they engage with. Real opinions and unfiltered content can be the catalyst to a conversion. Credibility can also help establish your brand in the market and build trust among consumers. Tap into this creative word-of-mouth by promoting UGC that highlights features about your brand.
2) Generate Cost-Effective Content
UGC is cost-effective in the sense that your brand can use what your customers are creating for free. Influencer marketing and agency teams can cost upwards of thousands of dollars. Not only does this result in reduced marketing expenses, but this also garners exposure through earned media.
3) Increase Engagement
Engagement emerges from positive experiences (the feelings and emotion) a consumer has with your brand. You can boost engagement by sharing UGC on your marketing channels and responding to comments. This helps to foster a connection with your audience and encourages interaction.
4) Humanize Your Brand
A study by Stackla found that consumers are 2.4x more likely to say UGC is most authentic. UGC essentially shows real people (not paid celebrities or influencers) behind your brand. In a crowded and virtual marketplace, authenticity wins.
5) Strengthen Your SEO
UGC creates a set of new content related to your brand by boosting SEO efforts for search engine rankings. Use the content as an opportunity to increase website traffic and build into your onsite and off-site tactics.
Utilizing and monitoring UGC offers insight into your brand from a customer lens though their preferences, behaviors and sentiments. Level-up your content strategy by tapping into UGC and its community of creators to attract and convert your audience.
