User-generated content (UGC) is any content created by people, rather than brands, that is related to a brand. This content can include text, videos, images, reviews, and testimonials, and is published on social media or other channels. UGC acts as authentic social proof that a product is worthy of buying, as it shows people just like the audience wearing or using the product. UGC is a cost-effective option for businesses looking to promote their brands without spending thousands of dollars on promotions and TV commercials.
When consumers post about a brand on social media, they can influence their followers’ buying decisions. 85 percent of people say UGC is more influential than content made by brands directly. UGC allows consumers a more authentic buying experience, but it is important to remember not to fake user-generated posts or campaigns, as audiences can tell if a brand is being fake, which could seriously damage the brand reputation.
To incorporate UGC into marketing campaigns, it is essential to have a plan for collecting and using UGC. As many as 86% of marketers claim they’ve attempted to incorporate UGC into their campaigns, but only 27% say they had a strategy for doing so. Before launching a UGC campaign, it is important to determine the goal of the campaign. UGC can be used to humanize a brand and show the human side behind a product or service, making it more approachable, likable, and ultimately more sellable.
Overall, UGC is an important aspect of modern-day word-of-mouth marketing, as people ultimately trust other people more than celebrities or brands themselves.
