Everything You Need To Know About UGC

Looking for new content to scale your campaigns? User-generated content is fast emerging as the medium of choice for brands wanting to boost sales and increase their authority amongst new audiences. Read on to learn everything you need to know about this burgeoning marketing strategy.

If the past three years have taught us anything as marketers, it’s that consumers are growing more and more aware – and sceptical – of our methods. Countless lockdowns saw a shift from the influencer marketing tactics of pre-Covid to a focus on organic, reputable user-generated content (UGC) from micro-influencers that audiences could relate to, and most importantly, trust.

So, what is UGC? How does it differ from regular Influencer content?

And how can you begin incorporating it into your marketing campaigns?

What is UGC?

UGC is a broad term for organic content that shares the benefits of a brand or product. This content can fall into two categories: organic and paid. Organic is generally created by customers or brand evangelists with the simple aim of sharing the benefits. Paid UGC usually involves a brand gifting content creators their products in exchange for a real-life review, which can then be used as marketing collateral.

That’s not to say Organic UGC can’t be used in your marketing strategy. eCommerce brands, restaurants, FMCG companies and many more have been known to invite their customers to share their experience on social media in exchange for incentives like discounts off their next shop, or the chance to be featured on the brand’s marketing channels.

Different Types of User-Generated Content

In terms of payment, there are two kinds of UGC: organic, created by and for the target audience and ads sponsored by the brand. Before we dive into the content itself, it’s important to note how these play out:

• Organic UGC is unpaid and unsolicited by the brand, usually includes testimonials, reviews, and honest opinions.
• Sponsored UGC is paid by the brand and is generally part of a broader social media marketing strategy that includes work with influencers (those that’ll post on their social media accounts), content creators (who may not necessarily post on their feeds). Payment for the content may be done via cash or gifted product (e.g., an influencer or PR kit that highlights specific products).

There is also different cast of characters involved in creating UGC, influencers and content creators. You’ll likely work with both of them in your UGC campaigns at some point and the line between them can blur at times.

Influencers use their reach to build a following and get paid by brands, but it can be hard to get ad usage from them. Meanwhile, content creators work with brands for the purpose of using their content in ads.

What content do they usually supply?

1. Images: This can be anything from selfies to flatlays including your product, all the way through to GIFs or memes.
2. Videos: Videos are the perfect way to tell your audience how well loved your product is – backing it up with real results makes it even more powerful.

While you may get the same content from an influencer, the important distinction lies within your rights to usage. Using influencer content may come at a higher price, but with that sometimes comes exclusivity rights (they can’t begin promoting one of your competitors at the same time) and the benefit of your product being seen by a broader range of people.

UGC by a content creator is yours to use as you please, and is generally only shared on your brand’s channels – whether that’s your organic feed or your paid ads platforms.

No matter what type of UGC you use, the important thing is that it’s authentic and engaging. Your audience can tell if something feels forced or disingenuous, so it’s best to let the content flow naturally.

How to Use UGC in Your Marketing Campaigns

There are several ways that you can use UGC in your marketing campaigns. The most important thing is to be strategic about it and to make sure that the content you’re using is high-quality and relevant to your audience. With that said, here are a few ideas to get you started:

• Across your paid channels: Customers are more likely to pay attention to an ad that features UGC than one that doesn’t, simply because they want to see your products in action, and hear how well they work. Video content is also a proven medium that performs consistently well, so video UGC should always be a part of your briefs for creators.
• As social proof: As we mentioned before, UGC is a great way to build trust with potential customers. If you can show that other people are happy with your product, they’ll be more likely to give it a try themselves.
• Feature UGC on your website or blog: This is a great way to show off your product in action and to give potential customers a closer look at what you have to offer. Website visitors can also take UGC as testimonials and success stories, and be influenced to place their order.
• On your organic social feeds: If you see some great UGC from your customers, don’t be afraid to share it! This is a great way to show your audience that you’re active on social media and that you’re always on the lookout for new content.

Get creative and experiment to see what works best for your brand. You might be surprised at how effective UGC can be.

User Generated Content for a User-Made Brand

What we’ve seen so far is that UGC can be a very powerful marketing tool, but it’s important to use it wisely. When done correctly, UGC can help you build trust with potential customers, increase brand awareness, and drive more sales. It’s also a great way to show off your product in action and to give new audiences a closer look at what you have to offer.

As UGC is owned by you, it’s also easier to directly track its impact. Influencer content might help you see a spike in visits, but it will be harder to attribute your revenue to the influencer’s output.

Determining whether a UGC or Influencer Marketing strategy is better suited to your brand comes down to your objective. If you know who your audience is and you want to nurture them to purchase, a UGC strategy might be the best choice.

If your goal is to get your brand seen by hoards of new, untapped, cold leads, working with an influencer to reach them is your best bet.

Do you need more help creating effective marketing content for your brand? Look no further—our team of experts are at your disposal. Get in touch with us today to craft the perfect influencer marketing campaign.