Contents
- What is UGC?
- Advantages of User-Generated Content
- Types of UGC
- How to Obtain UGC from Users
- How to Work with UGC
What is UGC?
User-generated content, known as UGC, refers to materials created by ordinary people and published publicly. This type of content can include reviews, photos, videos, and testimonials about a brand. An example of successful UGC application is the company GoPro, whose main content consists of photos taken by users sharing their experiences with the products.
Advantages of User-Generated Content
Companies actively use UGC in their marketing strategies as it provides numerous benefits, including:
- Increased Brand Loyalty: Users creating content become part of the community and feel a sense of belonging to the brand, which enhances their loyalty.
- Increased Trust: People are more likely to trust recommendations from other consumers, making UGC an important source of information when choosing a product.
- Enhanced Authenticity: Unlike traditional advertising, user-generated content is characterized by authenticity and naturalness, making it more appealing to the audience.
- Influence on Purchase Decisions: UGC serves as social proof, helping potential buyers make decisions.
- Marketing Budget Savings: Creating branded content requires significant expenses, while UGC is often published for free.
- Feedback Acquisition: Analyzing user reviews helps companies identify flaws and improve products.
- Increased Traffic: Users search for information about products using queries like “brand - product name - reviews,” which increases the brand's visibility online.
Types of UGC
User-generated content can be created by different categories of people, including customers, brand evangelists, ambassadors, and employees. The main types of UGC include:
Images
Photos showcasing products or the results of their use that users post publicly.
Videos
User-generated videos can demonstrate product packaging, usage processes, or emotions from using the product. Such videos often go viral and can lead to collaborations with brands for their creators.
Product Reviews
Detailed impressions about a product, where users share both positive and negative aspects, play an important role in the buying decision-making process.
Testimonials
Posted on e-commerce sites or on specialized platforms like review sites, they represent brief opinions about the product.
Live Streams
This includes “stories,” live broadcasts, and streams where users showcase branded products or mention them in real-time.
How to Obtain UGC from Users
One of the simplest ways to obtain user-generated content is through regular monitoring of the online space. However, to speed up the process, companies can encourage customers to create content through various methods:
- Motivation: Ask customers to share their opinions, respond to their comments, and thank them for their feedback.
- Creating Conditions: Establish enticing conditions for generating UGC, such as interesting posts or viral challenges.
- Contests: Organize contests to motivate users to create content for the brand.
How to Work with UGC
Effective work with UGC requires a clear understanding of its types and how to apply them in marketing strategies. Here are some recommendations:
- Identify the Needed Type of Content: Understand which content will be most beneficial for your brand.
- Inform Users: Let customers know what specific content you need so they can focus on that.
- Request Permission: Always obtain consent from authors to use their content.
- Cite the Author: Acknowledge authorship to express gratitude and increase trust in your brand.