Remember when the only way to advertise your brand was through traditional media like television, radio, and print? What about the even less fun advertising methods? You know, door-to-door sales, banner ads, and don’t even get me started on cold calling.
Those were certainly “simpler” times, but we continue to move toward more personalized, authentic, and effective advertising—like user-generated content (UGC).
What is User-Generated Content?
User-generated content (UGC) refers to any social media content that is shared from accounts of individual people instead of brands and organizations. This includes brand-related content that is created by customers and brand advocates, as opposed to an employee or official representative of that brand.
At de Novo, we look at UGC as a compilation of all the great things your followers and consumers are already saying about you and combining that with strategy. It’s like the digital version of word-of-mouth.
UGC isn’t just a Gen Z trend; it’s been around and is here to stay. Now is the time to understand UGC, leverage it to grow your brand, and use it as a powerful tool to increase your authenticity and credibility. This new era of media not only saves money but also increases engagement. Businesses can now reach a broader audience more efficiently and interact with their customers in real-time, fostering stronger, longer relationships.
UGC Creators vs. Influencers
Enter the UGC creator—individuals whose greatest strength lies in making content for brands. They stay on top of trends and know the ins and outs of creating eye-catching content that gets people talking. Some are so good at their job that most people don’t even realize they’re promoting something. They understand their audience and what resonates with them, crafting high-quality, authentic material that feels natural, which isn’t always the case with traditional ads. UGC creators don’t need to be well-known or have a huge following, either.
Now, you might be thinking, isn’t that an influencer? Not exactly. While the concepts are similar, there’s a big difference. Influencers have a large following and use their platform to promote brands to their followers. They have the reach and clout to sway their audience’s opinions and purchasing decisions.
For a UGC creator, there is typically no formal agreement or required compensation, whereas an influencer may require higher fees based on their following, engagement rates, and the scope of the campaign.
UGC creators can enhance the audience’s perception of your brand and drive loyalty, where influencers can drive targeted campaigns. There can be overlap, and both strategies can be effective for brands. It’s about knowing your strategy, budget, and goals.
Different Types of UGC Across Different Platforms
UGC can be applied to any platform, but it’s important to understand which ones your audiences are using and how they engage with content on each platform. Learn more about some of the most popular platforms for UGC:
Instagram
Features like stories, reels, and posts make it easy to share quick snapshots, links, or videos that can tell followers a lot about a product, place, or person. In just a few clicks, you can comment, like, and share the things you find interesting, which spreads content around and helps brands cover even more ground.
Facebook
Facebook pages and groups incorporate the concept of community to Instagram’s list of convenient features. With over 2 billion users, Facebook holds the title for popularity. This means brands have the capacity to reach a much wider audience than on other platforms. Facebook also tends to welcome longer-form content, giving users more space, time, and characters to tell their story and promote the products they love.
YouTube
As the second-most-popular platform, YouTube is also home to a wide range of content. From kid-friendly songs and shows to interviews, how-to tutorials, product reviews, lifestyle vlogs, and more—creators are encouraged to experiment and be creative. Users can engage with content through likes, shares, and comments and videos can easily be shared or embedded in many other popular platforms.
TikTok
TikTok quickly became a leading platform for UGC, especially amongst younger audiences. Known initially for fun dance trends and challenges, it has grown to be a diverse platform with a focus on authenticity.
Relatable, user-created videos help connect brands to a broader audience, making their content more accessible and relevant to users on the platform.
Pinterest
Pinterest thrives on user-generated content, allowing individuals to share ideas on an endless number of topics through Pins. Users can upload and organize their own images and videos or “Pin” content to boards to collect inspiration in one convenient place.
Brands especially benefit from UGC on Pinterest when their products are linked within Pins. For instance, if someone has pinned a recipe that uses and links specific ingredients, then a spice brand could see conversions from users who are finding, pinning, and following those recipes.
LinkedIn
Brands can leverage UGC on LinkedIn to establish themselves as thought leaders while building credibility and fostering trust among professionals. When customers and clients share their authentic experiences, success stories, product reviews, and thought leadership articles, brands gain visibility in relevant networks while also appearing more humanized to other users.
Is My Business Large Enough to Leverage UGC?
Yes! One common misconception about UGC is that only brands with large followings (or large budgets) can benefit from UGC or actually apply it. This is far from the truth. Whether you’re a small business with 300 followers or a major company with 300,000 followers, UGC is a powerful tool for connecting with your customer base.
The truth is, once your product or service is out there, it only takes one user to talk about it to multiply your reach overnight.
How to Leverage UGC in Your Strategy
So, you’re ready to factor UGC into your strategy, but where do you begin?
Create shareable content.
First, make sure people can find you. And once they do, make sure they have something to share with others. Create posts that tell your story, showcase successes, and reinforce customer satisfaction. In other words, convey your purpose and make it easy for users to spread the word on your behalf.
Ask customers to do a review.
Sometimes it’s as simple as asking your existing customers to post from their personal account about their experience with your product or service. Many businesses will even offer incentives to get the ball rolling.
Engage with your audience.
If users are talking about your product or brand, engage them further by responding. Don’t fear the conversation. This strengthens consumer loyalty and humanizes a brand.
Drum up some buzz through influencer collaboration.
It’s no secret that the social media space is saturated. Consider partnering with an influencer to start the conversation.
The takeaway? UGC is here to stay as a crucial aspect of modern marketing that keeps it real for both brands and consumers.
Thinking of ways to implement UGC for your brand? Let’s talk!
