Is it possible to generate content that will spread on social media by itself while its creation does not require large investments? Yes, it is possible. Viral content can be created by both an SMM specialist and your subscribers. In the first case, followers will pick up and repost already interesting content, and in the second case, they will create it themselves. This is UGC.

Imagine: your brand creates unusual jewelry. One of the customers shoots a creative video with your products, and it starts quickly spreading on social media. Initially, this video is just a customer review (UGC), but when it gathers hundreds of thousands of views, it becomes viral. Thus, one review or video review can generate interest in your business and increase sales. At the same time, the author of viral content is an ordinary user.

What is User-generated content

Photographer: Karolina Grabowska: https://www.pexels.com/ru-ru/photo/6333750/

UGC (User generated content, content created by users) is content related to your business that is created and shared by your clients. For example, someone buys a product from you and posts its photo on VK with a tag of your store, leaves a review on an aggregator site, or makes a review of your product in a personal blog. Such content is highly trusted by users.

According to Nielsen, 66% of users trust UGC 12 times more than brand-created content.

Why you need UGC

User content increases brand loyalty and saves resources, doing so as harmoniously as possible and with minimal cost.

For example, in 2019, Apple held a "Shot on iPhone" contest. The essence of the contest is simple: take a photo on iPhone, publish it on Twitter or another social network with the hashtag #ShotoniPhone. The jury chose the best shots, and Apple displayed them in a gallery on its website and social media. Later, they adorned billboards in various countries around the world. Thus, the company drew attention to its products, and users gladly shared photos, which were later seen by millions. And they enjoyed using an iPhone with a good camera.

So, let's look at the benefits of UGC content.

Increases loyalty

UGC helps strengthen the connection with customers. Videos, photos, or text descriptions of the product, its pros and cons from a client like yourself, motivate purchases. According to Salsify survey data, 13% of respondents would refuse an online purchase only due to the lack of user content.

UGC provides feedback

Positive feedback is wonderful: it means you're doing everything right. Negative feedback is also good. You can enhance your product and not lose a user. He didn't leave, just wants to be heard. Solving his problem shows hundreds and thousands of other users that you are open to dialogue and willing to change for the consumer.

UGC increases sales and saves money

Quality content requires substantial investment in its creation. Users create UGC content with a positive tone, often with a message, themselves. A study by EnTribe shows: 80% of users aged 18-29 share purchase impressions on social media. Moreover, they receive no reward for reviews and testimonials. Essentially, they advertise a service or product for free and convincing to other users. Thus, user content can stimulate sales and reduce marketing costs.

UGC improves SEO performance

User content includes keywords, phrases, tags, and brand mentions. This makes your company's site more visible to search engines.

UGC can become viral

User content becomes viral more often than ordinary content. For example, users can create a creative video or photo with your product. You post it on your account, citing the author. And then the content starts living its own life.

Disadvantages of UGC content

Of course, UGC content has many advantages: it is organic, requires minimal investment from the company, and often enhances the brand's reputation. However, there are also several drawbacks.

Not always accurate

Some users can manipulate facts or figures that are outdated or have no relation to reality. This can affect the brand's reputation.

Respect for copyright

Not all users are aware of copyright. They may use someone else's photos or videos without the author's permission.

Negative feedback

Users can leave negative reviews. Don't delete them, don't unsubscribe, but show care for the user and try to solve his problem. Then even negative content can work in your favor.

Dilution of brand identity

Too much UGC can dilute the brand's identity. Therefore, it's important to find a balance between user content and content from professional marketers.

Additionally, the brand should have a moderator who filters out spam, irrelevant, and inappropriate content. This helps maintain the brand's identity.

How to create viral content

People do not start writing reviews and shooting videos about the brand for no reason. The main condition for this is the personal desire of the content creator. There are several secrets that can encourage people to share content or create it themselves.

Launch hashtags

Attaching a hashtag often encourages followers to leave reviews or comments.

Be helpful

Posts that tell how to save money, quickly solve complex problems, take care of health and appearance, etc., often get many reviews and reposts.

Tell stories

Choose stories that inspire and create an emotional connection with your audience. For example, many users love stories in which the main character overcomes difficulties and finds a way out of seemingly hopeless situations. If the format of your social media posts allows, write such stories.

Give gifts

Often for UGC from clients, companies make nice gifts, discounts, bonuses, or otherwise thank the client. For example, you can launch a contest for the best video or photo with the product. As a prize — placement on a billboard.

By the way, according to the EnTribe service study, more than 55% of Gen Z representatives (aged 18 to 29) would like their images to appear on the brand's social networks.

Types of user content

User content can vary. The following types can be used in marketing campaigns.

Comments

Photographer: cottonbro studio: https://www.pexels.com/ru-ru/photo/5053765/

Users easily leave them on social networks because they want to debate, share their stories or opinion, ask the author a question.

Reviews

Photographer: Erik Mclean: https://www.pexels.com/ru-ru/photo/4249027/

Reviews largely influence the decision of potential clients to make a purchase or use a service.

Photos and videos

Photographer: Ron Lach: https://www.pexels.com/ru-ru/photo/7791108/

In photos and videos, users demonstrate the quality of the product in use, in online orders — the compliance of the declared qualities of the product with the actual ones. Visual content is very popular now and attracts interest from potential clients. According to Bazaarvoice research, 77% of consumers evaluate photos taken by others before making a purchasing decision.

Reviews

Photographer: Ron Lach: https://www.pexels.com/ru-ru/photo/7804614/

Also various "unboxings." 13% of users will definitely watch a review first, and only then make a decision about purchasing a product or service — such data is provided by Bazaarvoice.

Another example of this type of UGC is reviews on "Kinopoisk." It is the user film reviews and user ratings that have created the "expert" image of the site.

Answers to questions

Photographer: DS stories: https://www.pexels.com/ru-ru/photo/6991443/*

Some brands on social media answer questions about their products or services. Later, such questions and answers can be used to create an FAQ section.

How to start a UGC campaign

Suppose you decide to conduct a UGC campaign and encourage your followers to leave comments, take videos or photos, write a slogan, etc. How to do this?

Step 1

Define the goal, which or what business tasks should be solved by UGC. For example, you need to come up with a slogan or logo, or choose from existing options. It is appropriate to hold a contest in the first case and voting in the second. Goals can also include increasing sales, free content, increasing the number of subscribers due to viral content, increasing loyalty and shaping the image.

Step 2

Decide on a reward. As we have already mentioned, every user is interested either in gaining some fame, creative self-realization, or material benefit. Therefore, it is necessary to thank for UGC content!

Step 3

Choose a platform for posting UGC. It will depend on the content format. For example, photos and videos users can post on Instagram*, YouTube, or VKontakte, reviews — on the company's website or on specialized platforms.

Step 4

Ensure the quality of UGC content. Entrust a specialist who deals only with social media with the removal of spam and unnecessary links, checking the content's uniqueness. This specialist must constantly monitor various materials mentioning your brand and respond quickly. As for negative reviews, as already mentioned, they should not be deleted. Offer the user help to improve your product or service, and everyone will benefit.

Step 5

Summarize the results of the UGC campaign, analyze its effectiveness. For this purpose, statistics on new subscribers, leads, and sales can be used. Also, how your content becomes viral and starts living its own life not only in your social media account.