What is UGC content?
Have you ever found yourself watching someone you don’t know unboxing a blender on TikTok and then five minutes later, you have the blender added straight to your basket? This is known as UGC.
As consumers, we are craving a more genuine form of marketing and, in my opinion, big billboards and overly rehearsed commercials are no longer it. We want real people to give us real recommendations, because there is so much information out there and it can be so difficult to sift through all the noise.
So, whether you’re a small business owner or a marketing expert, knowing how UGC content works and why it’s so powerful is your next step in building genuine trust with your audience.
What is UGC Content, Exactly?
UGC content stands for User-Generated Content and is a form of content (online reviews, social media posts, podcasts or videos) that has been created by normal people every day, normal people rather than by your brand. It’s kind of like the digital, modern version of word-of-mouth marketing.
So, when a customer tags your product in a reel or a TikTok with an honest review, whether it be an unboxing clip, a photo that’s captioned ‘OOTD’ or a yapping reel, this is known as UGC content (and yes, I know it sounds weird when you unpick the acronym as user-generated content content, but that’s what the cool kids are saying, so we’re sticking with it).
How is UGC different from Influencer Marketing?
It’s easy to confuse the two, but there’s a big difference between the two.
Influencer marketing: Here, you’ll pay an influencer with a massive audience to promote your product/service to their followers. This is often scripted and their viewers will know that the post is sponsored.
UGC content: Here, the focus is on authenticity rather than the amount of followers the person has. The content is created by real shoppers or dedicated UGC creators that are hired to make organic-style videos. They’ll share their genuine experience, making the content feel like a recommendation from a friend.
Why UGC Content is Taking Over Modern Marketing
I don’t know about you, but I always skip ads as much as possible. Consumers have developed a built-in ad detector where 30-second YouTube ads are skipped and pop-ups are blocked. UGC content, on the other hand, cuts through all of this effortlessly.
It Builds Instant Trust: UGC content builds instant trust with consumers because they are getting real life recommendations from people who have actually used the product or service. People trust people and research shows that nearly 90% of shoppers say authentic user-created content influences their buying decisions far more than traditional ads.
It’s Incredibly Budget-Friendly: Hiring a professional film crew can cost a fortune. UCG content creators cost a fraction of the price and offer genuine feedback for your audience. Getting your existing community to post about your product or service is another great way to save money and drive authenticity.
It Skyrockets Conversion Rates: UGC content will help erase last-minute buyer hesitation. When your audience sees that normal people like them are using your product or service, they feel a lot more comfortable to buy.
4 Common Types of UGC Content Every Brand Should Use
There are different types of UGC content that your brand should be using, for example:
Unboxing videos: These are usually done on TikTok and Instagram as short-form videos and are great at capturing first impressions while highlighting product packaging.
Before and after photos: This type of UGC content is usually found on Pinterest, Instagram and product pages. It offers immediate visual proof of the product’s performance and is great for beauty, fitness or home tools.
Written reviews: These are commonly used on ecommerce websites and Google and help provide concrete social proof at the stage when consumers are making the decision to buy.
Community discussions: These are found on Reddit, forums and Facebook groups, delivering peer-to-peer recommendations.
How to Start Collecting UGC Content for Your Brand
Okay, so you now know how great UGC content is for your brand, but how exactly do you get started? Well, it’s actually easier than you think.
Create a branded hashtag: Make sure your customers have an easy way to share their purchase by encouraging them to use your brand hashtag on socials. You can then offer them a chance to be featured on your main channel.
Set up automated post-purchase emails: Always make sure you send a follow-up email a week or so after delivery asking theme or a photo or video review in exchange for a discount code on their next purchase.
Run a UGC contest: Host a giveaway where the entry requirement is posting a short video using or styling your product.
Friendly legal note: Always ask for permission before sharing anything your customer has created! Before re-posting a customer’s video or photo on your official social feeds or website, send a polite message asking for consent. Most customers are thrilled to be featured, so this shouldn't really be an issue, but you always want to make sure first.
So, the best thing about UGC content is that you don’t really need a massive marketing budget or fancy camera to get started. Your happy customers will do the talking and creating for you, helping build genuine trust with your audience, helping to create a great community around your brand, while bringing in those sales.
Are you looking for ways to create content for your brand? Get in touch with me today so we can talk words and get you started with your next content marketing strategy!
