What Exactly Is User Generated Content?

Have you ever been curious about the meaning of the term “user-generated content” (UGC)?

It’s likely that you’ve been exposed to user-generated content campaigns on social media without even realizing it.

Think back to the product that your go-to influencer posted on Instagram and how you felt about it. Have you been tempted to take out your credit card and buy it as a result of what you saw?

This demonstrates the power of marketing with user-generated content.

In this piece, we will describe what user-generated content is and show you how you can include it into your digital marketing plan in order to achieve better results.

What Is User Generated Content (UGC) Marketing?



Consumer-generated content, also known as user-generated content (UGC), is defined as original content that is distinctive to a brand that is published by customers on social media platforms and other social networks. There is a wide variety of user-generated content (UGC), such as images and videos, reviews, testimonials, and many more.

Where Can You Get User Generated Content?


You can obtain content that was contributed by users from a variety of web sites. The following are some of the most common destinations for user-generated content:

  • Clients – The forms of user-generated content (UGC) that customers submit online include unboxing videos, shopping hauls, and postings packed with praise. A good number of clients will instinctively submit information of this kind, but you may also ask them to give their opinion once they have made a purchase.
  • Brand ambassadors, also known as loyalists, are your most devoted clients. They are the greatest people to ask for specific user-generated content from because they are willing to rave about your company to anyone who will listen.
  • Staff Members – Your workers are another source of user-generated content that can be used to demonstrate the value and story of your business. You may help build the identity of your brand across social media by posting films and material that goes behind the scenes of your business.

You are aware of what user-generated content (UGC) is and where it can be obtained, but why is it so crucial for your company? Let’s find out.

What Are the Benefits of User Generated Content?



The use of user-generated content (UGC) is an efficient marketing strategy that can engage prospective clients and enhance conversions at any step of the buyer journey. In addition, you can utilize this material that is centered on the client on social media as well as other channels such as landing pages, email marketing, and even the page that you use to complete a purchase.

Including content provided by users in your marketing materials has a number of other advantages, some of which are listed below.


1. Increases Authenticity


There is a lot of competition online, and many different brands are vying for the attention of the consumers who are most relevant to them. As a direct result of this, customers are exercising greater discrimination when it comes to the companies and brands they engage with and purchase from.

Sixty percent of marketers are of the opinion that authenticity and quality are essential components of compelling content. In addition, there is no other content that can compare to the authenticity of user-generated content.

Because, in the end, people trust other people more than companies or brands, you may think of user-generated content (UGC) as the updated version of word-of-mouth marketing. The more genuine your material is, the greater the likelihood that consumers will interact with it and, as a result, purchase one of your goods or services.


2. Improves Trustworthiness


The use of user-generated content is another fantastic technique to increase consumers’ trust in your company. In point of fact, according to 93% of marketers, consumers trust material provided by other customers more than content generated by the brand itself.

In light of the proliferation of fake news and the failure of mass marketing initiatives like the Fyre Festival, this makes perfect sense.

Customers essentially utilize user-generated content as a trust indicator in the same way that they would ask their friends and relatives for their opinion on a product. As a consequence of this, user-generated content has the potential to shine as exactly that: a personal suggestion.


3. Establishes Brand Loyalty



In addition to helping to build trust in your brand, user-generated content (UGC) gives customers the opportunity to participate in the expansion of your business rather than simply observe it. People have a strong desire to feel like they are a part of something bigger than themselves, and user-generated content gives them the opportunity to feel like they are a part of a community that is expanding.

UGC has the potential to initiate discussions between brands and their target audiences. You can build and grow an engaged community, cultivate audience and business partnerships, and generate more brand loyalty with this degree of participation.


4. Influences Purchase Decisions


User-generated content tends to have the most impact on the stages of the customer experience that come immediately before it. At this point, you should be working to convert your audience and get them to make a decision on whether or not to make a purchase.

Because user-generated content (UGC) functions as genuine social proof, it demonstrates that your product is valuable and should be purchased. For example, when your target audience sees other people who are similar to themselves using or wearing your product, it inspires them to purchase it for themselves.


5. Cheaper than Influencer Marketing



Did you realize that hiring an influencer can cost anything from a few hundred thousand dollars to several million? When compared, the cost of encouraging customers to publish postings on social media about how much they appreciate your items is virtually nonexistent.

The use of user-generated content (UGC) is an efficient and inexpensive method for expanding a business and implementing new marketing techniques. Additionally, you won’t need to spend money hiring a creative firm to generate brand assets and content for your campaigns. This will save you a significant amount of money.

Instead, all that is required of you is to connect with the people that are watching you. There are going to be a lot of happy clients and people who create content when their work is promoted on your channels.

The use of user-generated content (UGC) is far more affordable and convenient for smaller firms than investing in large-scale brand awareness initiatives.


6. Works with Social Media Shopping


The future of shopping will likely involve doing so through your preferred social media channels, and several networks, such as Instagram and TikTok, already contain eCommerce elements. The primary benefit of social media shopping, also known as social commerce, is that it enables customers to shop without ever having to leave the context of their social network app in order to complete a transaction.

For instance, you might be scrolling through the Instagram app when you come across a pair of shoes that really catches your eye. After tapping on the product for additional information, you will have the option to buy it and finish the transaction without leaving the app.

Due to the fact that UGC drives conversions, social shopping and user-generated content work wonderfully well together. In addition, about 80% of individuals claim that UGC influences their purchasing decisions, which further demonstrates how well user-generated content and social commerce complement one another.