The world where ordinary people, filled with passion and affinity for a brand, promote its products on their own.
No contracts, no intrusive ads – they simply share their experiences and opinions. In an era where everyone is tired of “perfect” advertisements, UGC is a fresh breeze that grabs attention and works more effectively than traditional marketing. Why? Because it’s genuine, and people trust people.
What is user generated content?
User Generated Content (UGC), or less commonly Customer Generated Media (CGM), refers to any type of content created by users who are not affiliated with a brand. These individuals are not sponsored by the brand they discuss. They are ordinary people, often fans of the brand. The content they create can take various forms, such as blog posts, podcasts, or videos shared on YouTube or other social media platforms.
Brands frequently notice such content and might use it in their marketing strategies. For example, on a website selling products or services, you often find sections like “customer reviews” or “what people are saying about us.” These might link to blog posts, YouTube videos, or vlogs where users highlight the brand’s product in action. Such content, especially when it clearly showcases the brand or mentions the product name, can be significantly more effective than traditional marketing materials.
Types of user generated content
As mentioned earlier, UGC encompasses all types of user-created content. Here’s a closer look at some common forms:
1. Social media posts
This is the most popular form of UGC due to the widespread use of social media platforms. When individuals share private posts about their experiences with a product or service, it contributes to the brand’s visibility. For example, a fan of a brand might share a Facebook post about the company’s involvement in a charitable initiative, positively influencing its image.
2. Blog posts
Blog posts are another significant type of UGC. Bloggers might share their experiences and impressions of a product or service. For instance, a food blogger might write about a delightful ramen dish they accidentally tried after work. This can lead their audience to discover and patronize the restaurant.
3. Blog comments
Comments under blog posts also fall under UGC. They create a sense of community, encouraging discussions and exchanges of opinions, thus enhancing the blog’s quality and impact.
4. Forum posts
Forum discussions, where users and customers of a brand share their reflections, are another UGC type. These often natural conversations can positively influence potential customers. Forums are a go-to source for advice from experienced users.
5. Live streams
Live broadcasts have recently become a popular way for creators to engage with their communities. For example, a YouTuber might recommend a product during a live stream, making the interaction feel like a casual conversation among friends.
6. Photos
Photos shared on platforms like Instagram or Facebook are a hybrid of several UGC types. A picture showing someone wearing a brand’s clothing communicates trust and affinity for the product. Photos can also enhance blog posts or comments, making them more appealing.
7. Videos
Videos, including vlogs and gameplay content, offer creators immense potential. To qualify as UGC, these videos must feature the brand or its product or mention it during the narrative.
8. Graphics and infographics
Graphics, such as drawings, comics, or collages, can also serve as UGC if they feature a brand’s product or logo. Similarly, infographics presenting product comparisons can also contribute to UGC.
9. Wikipedia entries
Wikipedia, love it or hate it, also contains UGC. Articles on the platform can reference or discuss a brand, product, or individual, thus indirectly serving as user-generated content.
10. Reviews
Reviews are the linchpin of UGC. They are critical in influencing purchasing decisions and can take various forms, such as videos or live mentions. Whether planned or spontaneous, reviews center around evaluating a product or service based on specific criteria.
Pros and cons of UGC
Benefits of user generated content
- Building trust and authenticity
UGC created by unsponsored users inspires trust. Studies show that 60% of consumers find user-generated content more authentic than other marketing messages. People are more inclined to believe genuine experiences shared by other individuals than advertisements crafted by brands. - Increasing customer loyalty
By sharing their opinions, users transform from customers into brand ambassadors, which is highly beneficial for businesses. Social interactions play a vital role in building trust and loyalty. - Boosting sales
Research shows that 75% of consumers find UGC influential in their purchasing decisions. Seeing positive user experiences motivates others to try the brand’s products or services. - Driving engagement
Activities like blogging, posting, and video sharing increase user engagement with the brand. For example, fans discussing a new product release create buzz and enhance community involvement. - Reaching new audiences
UGC helps brands reach new groups beyond their target audience. Content shared by users extends the brand’s visibility to broader demographics. - Improving SEO
Fresh user-generated content improves SEO rankings. Reviews and discussions about a brand enhance its online visibility and organic traffic.
Drawbacks of user generated content
Reading the above text, one might conclude that UGC is the marketing equivalent of a “Holy Grail,” as it seemingly has no flaws or risks. However, this is not the case. In reality, nothing in the world is perfect, and everything has its downsides when examined more closely.
The first drawback of consumer-created content is its unpredictability. You can never be sure if the content published by users will resonate with the audience or simply go unnoticed. If it captures attention and sparks interest, that’s fantastic. However, if it doesn’t, you’ll need to rethink your approach.
Another risk lies in the fact that UGC is a double-edged sword. This stems primarily from how users perceive and review a brand’s product or service. User opinions must remain independent, which means you have no control over what will be said about you. On one hand, a brand may receive praise; on the other, it must be prepared for negative opinions or reviews.
Moreover, if a brand experiences a mishap, such as a reputational crisis, users have vast platforms, especially social media, to spread such information further. In such cases, the company must accept the criticism and strategize on how to rebuild its image.
Another challenge is the quality of content. Unfortunately, brands have no control over who creates content or how it is created. While user-generated texts are often natural and effective, some may view them as inappropriate or unrefined, which could negatively impact the brand’s image.
Additionally, a brand’s products or services might be promoted by individuals whose work deviates from commonly accepted social norms and could even be considered dangerous. In today’s world, it only takes a controversial person mentioning that they use a brand’s products for the brand to face ostracism. There is also the mistaken assumption that such individuals are sponsored by the brand.
Considering these factors, it’s clear that incorporating UGC into a marketing strategy is challenging, and predicting its outcomes is far from easy.
Encouraging users to create content
Brands often seek creative ways to encourage users to produce content. Successful strategies include:
- Hosting contests or challenges
- Offering incentives for reviews and testimonials
- Rewarding loyal customers with discounts
- Engaging through newsletters with interesting content
Conclusion
User Generated Content (UGC) is a powerful tool that enhances brand authenticity, builds trust, and influences purchasing decisions. Despite its unpredictability, UGC’s benefits far outweigh its challenges, making it an invaluable component of modern marketing strategies. By fostering creativity and community engagement, brands can turn users into ambassadors, boosting both loyalty and sales.
FAQ
What is User Generated Content (UGC)?
Answer: User Generated Content (UGC), also known as Customer Generated Media (CGM), refers to all types of content created by users who are not affiliated with a brand. They are not funded by the brand they talk about. These are ordinary people, often fans of the brand. The content they create can vary, including blog posts, podcasts, or videos uploaded to YouTube or other social media platforms.
What are the popular forms of UGC?
Answer: Popular forms include social media posts, blog entries, comments, photos, videos, reviews, and live streams.
What benefits does UGC bring to a brand?
Answer: UGC builds trust, increases customer loyalty, positively impacts sales, boosts user engagement, helps reach new target groups, and supports SEO.
What are the potential drawbacks of UGC?
Answer: Drawbacks include content unpredictability, the risk of negative opinions, low quality of some content, and potential reputational damage from unwanted associations with controversial creators.
Why does user-generated content increase engagement?
Answer: UGC engages the community around a brand through activities like forum discussions, social media posts, or video narratives, fostering interaction between users and the brand.
Why is UGC more authentic than traditional ads?
Answer: UGC comes from real people sharing their genuine experiences, making it perceived as more credible than content produced by brands.
How can brands encourage users to create content?
Answer: Brands can organize contests, promotional campaigns, offer rewards for reviews, introduce loyalty promotions, or engage users through newsletters.
Author: Paweł Rogiewicz
