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If you have been using social media, you’ll find plenty of influencers and non-influencers talking about a product or a brand in a very non-advertising way. Their authenticity and relatability resonate so much with their audience that it turns the simple mentions into genuine endorsements.
Many brands have used this power of UGC to create massive buzz. In fact, 93% of marketers using user-generated content say it works much better than traditional branded content. You, too, can utilize it, given that you know how to go about with it.
That is what this blog is going to help you with. Read it till the end to find top tips around UGC content creations for brands. Let’s get started.
UGC refers to any content—images, videos, text, reviews, or stories—created by consumers rather than the brand itself. Unlike traditional marketing materials, UGC showcases genuine experiences and opinions about a brand’s product or service.
For instance, when someone posts an Instagram photo of their morning coffee with your brand’s mug, that’s UGC. Or, when a micro-influencer shares an unboxing video of your skincare line, it’s another form of UGC that taps into their loyal audience.
Audiences are more likely to trust the words and visuals of real people over branded advertisements. Nielsen reports show that 92% of consumers trust UGC more than traditional advertising. This trust is what makes UGC a powerful tool for businesses.
Ever since UGC content made its way on social media, it has become a coveted way of advertising. The reasons? Keep reading to know:
Modern consumers are savvy. They can spot inauthentic, staged advertising from a mile away. UGC provides an unfiltered and authentic portrayal of your brand, creating a sense of trust. UGC videos feel highly personalized and authentic and offer a genuine insight into the product, which in turn attracts trust from viewers.
Take the example of Clothing brand Aerie.
It promotes inclusivity through unedited, body-positive UGC from customers. This approach resonates deeply with its audience, driving engagement and sales.
Video production and collaboration with celebrities means thousands of dollars. On the other hand, UGC videos with micro-influencers prove to be an affordable and effective alternative. This is why, many brands, especially those with limited budgets, tend to find micro-influencers with a knack for UGC videos to boost their presence.
Beauty brand Glossier thrives on UGC. Most of their Instagram feed is filled with happy customer posts, reducing their reliance on costly photoshoots.
People love seeing their content recognized by brands—it’s a form of acknowledgment that resonates deeply. When you reshare or celebrate UGC, you’re not just showcasing their creativity; you’re validating their voice and involvement with your brand. This simple gesture builds a sense of community and loyalty, making customers feel valued and heard.
Over time, it also creates a positive feedback loop where more people are inspired to engage with your brand, share their experiences, and produce content, knowing it might be highlighted.
Starbucks’ annual Red Cup Contest is an excellent example of that. The brand invites fans to post creative photos with their holiday cups, leading to millions of impressions every year.
Platforms like Instagram, TikTok, and Pinterest are built for visual storytelling, making them perfect for UGC campaigns. By launching a simple hashtag campaign, you can encourage your audience to create and share content. This not only boosts engagement but also generates a wave of organic content, amplifying your brand’s visibility and reach.
First things first, you need to make it easy for customers to share their experiences with your product. Start by offering clear guidelines and incentives, such as discounts, contests, or simple recognition, to inspire participation.
Example: Footwear brand Allbirds encouraged customers to share photos of themselves wearing their shoes with the hashtag #weareallbirds. In return, participants received shoutouts on the brand’s social media accounts.
Pro Tip: Add a branded hashtag to your campaigns. Not only does it encourage participation, but it also makes tracking UGC easier.
They can be the secret weapon for effective UGC. These influencers typically have a loyal, niche audience that values their recommendations—partner with them to make creative and authentic UGC videos that highlight your brand.
Example: CeraVe, a skincare brand, collaborates with micro-influencers to showcase their products in real-life skincare routines. The combination of relatable influencers and UGC builds credibility with their audience.
Pro Tip: Instead of just asking for reviews, involve micro-influencers in product launches or behind-the-scenes content to make their content more engaging.
Don’t limit UGC to your social media platforms. Feature it in your email newsletters, on your website, and even in ads. This omnichannel approach reinforces the authenticity of your brand.
Example: Travel company Airbnb highlights guest experiences and photos on its website. These UGC snippets not only enhance trust but also inspire potential travelers.
Pro Tip: Create a dedicated UGC section on your website, like a gallery of customer photos or reviews. It acts as social proof for new visitors.
UGC thrives on being genuine, not polished. While it’s tempting to edit customer photos or videos for consistency, resist the urge to over-curate. Try to use features in your video editor subtly to highlight, not alter, the authenticity of the content. Let the raw emotions and genuine experiences shine through.
Example: Outdoor brand Patagonia uses unedited photos and stories from customers showcasing their gear in extreme conditions. This not only feels authentic but also aligns with their brand values.
Pro Tip: Feature diverse voices and experiences to ensure your UGC resonates with a broad audience.
UGC is a two-way street. If someone takes the time to create content about your brand, acknowledge it. A simple comment, like, or repost can go a long way in building loyalty.
Example: Chipotle actively engages with fans who share creative videos or memes about their menu. Their humorous responses make fans feel valued, encouraging more content creation.
Pro Tip: Run regular UGC spotlights where you highlight the most creative or inspiring submissions.
UGC is more than just a trend—it’s a powerful marketing strategy that can transform the way your brand connects with its audience. From building trust to driving engagement, the benefits of UGC are undeniable.
To truly win the UGC game, remember to encourage participation, collaborate with micro-influencers, and celebrate authenticity. By leveraging these tips, your brand can foster a community of loyal customers who not only engage with your products but also advocate for them.
