We discussed the power of Employee-Generated Content (EGC) a few weeks ago—feel free to check it out! It’s an excellent read if we say so ourselves. But it all stems from User-Generated Content (UGC), and today we’re diving deep into why UGC is something your brand simply can’t ignore.
Consumers today want to connect with real people. In a world full of polished advertisements, the most authentic content is what gets noticed. People trust people, not marketers, and UGC provides the trust and authenticity that drives engagement and conversions. Let’s break it down!
Key Takeaways
- The definition of UGC
- Why it is so powerful
- The benefits it brings
What is User-Generated Content (UGC)?
User-generated content is a form of advertising where brands leverage content created by real people on social platforms. These posts blend seamlessly with everyday social media content, making them appear more genuine and relatable. It’s not just marketing; it’s users showing the product in action, in real-life situations.
To put it simply, UGC features real people, creating authentic content that consumers can relate to. Whether it’s a photo, video, review, or social media post, it’s made by users, not marketers. And remember, people buy from people. UGC opens up a gateway for authentic connections in the world of video and marketing.
We’re not claiming that UGC video is the only way forward, but it’s certainly a powerful strategy that brands should experiment with. If you’re new to UGC content, we offer a free seven-day email course to help you get started with creating engaging UGC videos.
As platforms like TikTok continue to grow and specialise in UGC, more brands will need to lean into this type of content to stay relevant.
Why is UGC so Powerful?
The power of UGC lies in its name: User. You’re handing over control to your users, allowing them to shape the narrative. This gives them the chance to show how your product or service is truly the real deal. By doing so, you build social proof—one of the most influential factors in the buyer’s decision-making process.
UGC builds consumer confidence because its content is created by people with no vested interest other than sharing their genuine experiences. As a result, it boosts trust and engagement more effectively than traditional ads.
The Benefits of UGC
- Increased Trust and Authenticity: Consumers trust other consumers more than they trust brands. UGC provides a layer of authenticity that traditional advertising simply can’t match.
- Cost-Effective: UGC saves you money on content creation. Your audience is generating content for you, often for free, which you can repurpose across multiple platforms.
- Boosts Engagement: People are more likely to engage with content created by others in their community. UGC encourages likes, comments, and shares, which boosts your brand’s visibility.
- Social Proof: UGC serves as real-world evidence that your product works. When potential buyers see other customers using and loving your product, they’re more likely to trust your brand.
- SEO Benefits: UGC can improve your SEO by adding fresh, unique content to your site. Search engines reward websites that are updated with relevant, user-focused content, giving you better rankings.
- Community Building: By featuring your customers and their content, you build a sense of community and loyalty around your brand. This fosters long-term relationships and keeps your audience engaged.
Case Study: GoPro and UGC
You might be thinking, “Does anyone benefit from UGC?” Well, one of the most notable examples is GoPro. They’ve taken UGC to the next level with their GoPro Awards, a programme where users are incentivised to submit their videos and photos for the chance to win cash and be featured in GoPro’s marketing.
This approach has produced several key benefits for GoPro:
- Brand Loyalty: By encouraging users to create content, GoPro has cultivated a highly engaged community of loyal customers.
- Organic Growth: The GoPro community continues to grow as users share their content, spreading awareness about the brand.
- Authentic Representation: GoPro doesn’t need to rely on polished ads. Their users create content that shows how GoPro cameras perform in real-world situations, making it much more relatable and convincing to new buyers.
UGC is the Future of Marketing
User-generated content isn’t just a trend; it’s here to stay. As consumers seek more authentic connections with brands, UGC offers a way to build trust, increase engagement, and grow your community—all while saving on content creation costs. Platforms like TikTok and Instagram are proof that UGC is becoming more essential to digital marketing strategies every day.
So, if you haven’t yet explored the power of UGC for your brand, now’s the time to dive in. If you need help getting started, don’t forget to check out our free seven-day email course to create your own UGC-driven content.