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You see examples of user-generated content (commonly referred to as “UGC” by marketers) every day, but you may not be aware of just how many. Customer reviews are a clear example, but they are far from the only ones.  

There are compelling reasons why an increasing number of companies are embracing UGC as a marketing strategy. Namely, it yields highly desirable results when leveraged well: 

  • An impressive 79% of people report that UGC has a significant impact on their purchasing decisions. 
  • UGC can boost the traffic for an organic blog by 45%. 
  • Marketing campaigns that utilize UGC get 29% higher conversion rates than those that do not. 
  • Social media campaigns that incorporate UGC drive 50% more engagement than those that do not.  
  • 70% of brands feel that UGC helps them forge a stronger connection with their target audience on social media.  
  • UGC is 8.7 times more powerful than influencer content and 6.6 times more influential than branded content.  

Source: (1) 

Part of UGC’s power stems from consumers’ preference for content they view as more authentic. More than 90% of consumers say that authenticity plays a crucial role in their decision about which brands to support. (2) 

So what, exactly, is user-generated content? It is any marketing collateral produced by individuals outside of the business that promotes a brand or organization. Producers of UGC can include customers, brand ambassadors, and fans of the brand. And the list does not end there. Just about anyone can be considered a valid creator of UGC, as long as they do not work for the company as a full-time employee. 

EXAMPLES OF UGC PIECES 

User-generated content can take many different forms, with some more recognizable than others. This content tends to fall into one of two categories: organic and paid. The former is the most authentic and consists of collateral shared freely by people, such as happy customers. Those who produce the latter are, as the name implies, compensated for their work. That said, these content creators are still genuine fans of the brand or product they are promoting.  

There are many different examples of UGC, ranging from traditional to ultra-modern.  

Reviews 

Most people tend to read reviews before purchasing a product or service, eating at a restaurant, or engaging in an activity. It comes naturally to them. This is one reason why reviews are still considered an excellent marketing tactic.  

Testimonials 

From bite-sized accounts that top out at one or two sentences, to stories that fill up several pages, customer testimonials can be as short or long as you deem best. Regardless of length, they are an effective way to capture the attention of audiences and highlight the benefits of a product or service.  

Blogger Mentions 

People who are considered thought leaders in your industry have serious sway over your target audience. These professionals are trusted by your potential customer base, and, for this reason, people regard their recommendations as having great value. Getting these bloggers to dedicate an entire blog to your brand is ideal, but a shout-out on social media can prove just as beneficial.  

Social Media Mentions 

Speaking of social media, this channel offers a wealth of opportunities for user-generated content. There are nearly as many different platforms as there are marketing needs, and each one offers prime opportunities. A brand ambassador might take a picture of themselves alongside a beautiful new automobile from a particular automotive manufacturer and post about the luxurious interior, special features, and how driving it makes them feel.  A patient with a health issue may discuss how a medical treatment or pharmaceutical intervention had a positive impact on their quality of life. These are two examples of how social media mentions can give your marketing efforts significant momentum. 

WHEN TO USE UGC TO MAXIMIZE RESULTS 

One of the most significant advantages of user-generated content is the sense of authenticity and trust it inspires in potential buyers. It stands to reason, then, that USG is best leveraged for marketing campaigns that would benefit most from these advantages.  

For example, if your organization is launching a new product in an already crowded market with well-established competitors, earning the trust of your target audience could make your offering stand out from the crowd. If a thought leader – or multiple thought leaders – promote the product, it has the potential to edge out competitors.  

User-generated content can also help if your brand’s image has been tarnished or is at risk of damage. In this situation, engendering a sense of trust in consumers is paramount for winning them over. UGC was made for this type of high-pressure situation. 

BEST PRACTICES TO FOLLOW FOR UGC 

First and foremost, you must pursue user-generated content creators.  More often than not, you must be proactive to gain quality UGC.  

Customers may love your product or service, but they may not vocalize their appreciation unless you ask them to do so. As for paid UGC, many of the individuals who produce it are professionals who require a formal contract to ensure they receive the compensation they are due. 

Gaining organic UGC can be as simple as asking happy customers, via your social media accounts, to share their experiences. You might also send a survey to each customer, with automated settings that generate a positive review if they respond to the questions satisfactorily.  

Secondly, and this is a crucial best practice, always give recognition to your UGC creators. These relationships are key to your brand’s long-term success, so the last thing you want to do is alienate them. Make them feel appreciated, and they will be more likely to vouch for your company again.  

Thirdly, verify that there is a strong and crystal-clear connection between potential UGC producers and your brand, and that they influence your target audience. Without alignment in these areas, your efforts may fall flat.  

Finally, vet UGC creators to ensure they are above board and have a reputation for being dependable and knowledgeable. This is not the time to skip the discovery and review process. By doing your due diligence upfront, you can save your business from a possible public relations disaster down the line. 

THINK OUTSIDE OF THE BOX TO LEAD THE PACK 

User-generated content gives you a fantastic opportunity to be creative and expand your marketing efforts beyond the norm. At the same time, the potential benefits it delivers are proven, making UGC a great addition to your marketing strategy. When you think and act outside of the box, you may just find your company leading the pack. 

 For assistance in planning your next corporate marketing strategy meeting, reach out to Gavel International. 

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SOURCE(S):  

1 https://www.searchlogistics.com/learn/statistics/user-generated-content-statistics/ 

2 https://www.socialmediatoday.com/news/survey-reveals-how-consumers-really-judge-brand-authenticity-and-influence/549038/ 

Eloisa Mendez
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