What is user-generated content anyway?User-Generated Content (UGC) is the content (text, images, videos, reviews, etc.) for your brand that wasn't created by your brand. It's content created by your users and buyers. Brands often share this content on their social accounts to highlight their users enjoying their products or services. UGC builds social proof and trust, and the best part is that you don't have to make or create any of the content!
How can you leverage user-generated content?UGC is excellent to promote authentic users enjoying your product or service. It comes across more genuine and more credible because it's not someone you paid to say good things or to pose in the product (or at least it usually is!). Most businesses employ a hashtag that their users can utilize when creating and sharing content. This makes it extremely easy for the brand to search the hashtag and find user-created content. Typically you still want to ask for permission to share this content and credit the original 'sharer' for it. It's polite and ensures you're not stealing anything.
Make it easy to know what to create!
- UGC creators want the brand to enjoy and share their content. So make sure to tell your users exactly what you're looking for. Do you want a shot of them using your product?
- Do you want a review/text that is talking about how good your product is?
Leverage user-generated content for credibilityUser-generated content (UGC) is content that is created and published by your users for free. The users are typically people who love your product(s) or service(s) and create content like images, videos, and text to highlight what they love about it. Brands are starting to lean towards this type of content because it's more authentic and trustworthy. After all, the users aren't being incentivized (unless its a contest?) to create the content.
Why does UGC work?Like mentioned, UGC is much more trustworthy as there isn't any incentive to create it in the first place. Businesses are starting to care more about customers and putting more focus on these users as audience trends change. Because of this, and a fast-paced digital world, brands are able to put the customer front and center. Social media platforms are making it so easy to create and share UGC. The use of hashtags makes it incredibly easy for a brand to come up with a catchy slogan, share it, and ask for users to make content.
Some examples of UGC
There's a new app out there that you may have heard of-TikTok. Formerly a lip-syncing video-sharing app called MusicLy, this social media platform is taking the world by storm. It replaced what Vine once was. One example of UGC here is actually in the music. Quite a few songs have been popularized by the app that otherwise may have not and have gone mainstream because of it. Old Town Road spent weeks on the Billboard Hot 100s because TikTok users created challenges using the audio. These little snippets of sound get stuck in your head, and then you download them and listen to them elsewhere, the radio starts playing them frequently, and then they become widely popular. Even old songs like Cannibal by Ke$ha have made a comeback because of TikTok, and it's dancing challenges.