You know when you’re scrolling through TikTok and a video pops up of someone raving about a new product? That’s user-generated content in action. It’s relatable, real and grabs your attention more than a traditional advert. The best part is that it’s creating buzz for the brand behind the product without the brand having to do anything!
In this article, we’ll find out what user-generated content is and why it’s becoming a powerhouse for social media strategies.
What is UGC?
User generated content is any kind of content such as photos, videos, reviews and blog posts made by people. It’s the content customers make and share on their social media platforms that feature your product, service or brand. This can be as simple as someone posting a picture of their new makeup purchases on Instagram or creating a TikTok on their recent visit to a restaurant. UGC feels more authentic than traditional marketing because it comes directly from everyday users.
Why is user-generated content important?
UGC is important because it adds a layer of trust and credibility to your brand. As consumers are constantly hit with marketing and adverts directly from a brand, they may disengage. This is where UGC becomes important. Consumers tend to trust opinions from real people, with 90% of shoppers saying that UGC influences their decisions to make purchases, making it an incredibly powerful tool in marketing. When someone sees a post from their favourite influencer or a friend, it feels more genuine.
Types of user-generated content
UGC comes in many different forms, offering many different ways for brands to engage with their audience.
Reviews
Online reviews on websites such as Trustpilot or Google count as a type of UGC. Brands can share positive reviews across their website and they can be made into graphics to post on their social media platforms as social proof.
Videos
This can be unboxing videos where someone opens up and showcases a new product for the first time on platforms such as YouTube or TikTok, or where someone posts a video of their shopping haul which may feature several brands in one video.
Photos
Photos are one of the most common types of UGC. This can be an image of a consumer showcasing a service and tagging the location or even a consumer showing the results of skincare products they’ve been using alongside the brand’s hashtag.
Blog posts
Long-form content – where users mention your brand in one of their blog posts – are a fantastic example of high-quality user generated content. This can be a swift mention in a blog on how to make a cake or a detailed article reviewing a product or service, often including personal stories or advice. Brands can share a quote from the blog to spread the word.
User-generated content in action
All brands big and small use user-generated content for marketing. This is to increase awareness, social engagements and conversions. Here are a few user-generated content examples.
GoPro
GoPro has mastered UGC by encouraging customers to share their adrenaline-packed action videos using GoPro cameras. With hashtags like #GoPro, customers submit videos of their surfing, skiing, skydiving, and other exciting moments. GoPro features these user videos on their social media channels and in marketing campaigns. The top three videos on their YouTube channel are filmed by customers and have over 400 million views combined!
Apple
Apple’s shot on an iphone campaign is another user-generated content success story. Starting in 2016, Apple launched a campaign to promote the Iphone 6s, encouraging customers to share photos taken with the device on platforms like Instagram and Twitter. The brand then advertised some of these photos in newspapers, on billboards and TV adverts. This campaign continued on to 2022 and not only highlighted the high-quality camera features of the iPhone but also fostered community engagement and trust in the product.
Maybelline
Maybelline’s Sky High Mascara campaign used UGC to amplify reach. By encouraging customers and influencers to share their personal experiences and dramatic before-and-after videos using hashtags like #SkyHighMascara, Maybelline created a vibrant community of brand advocates. With over 40k videos on TikTok, this flood of authentic, relatable content fueled the mascara’s popularity, turning everyday users into enthusiastic promoters and creating a buzz that traditional advertising could scarcely match.
Doritos
The Doritos Triangle Tryout Challenge is a great example of how UGC can drive brand engagement and viral marketing. To promote the launch of their “sweet and tangy BBQ” flavour, Doritos launched #DoritosTriangleTryout, which went viral on TikTok with over five billion views. Fans were tasked with re-creating their version of “the triangle-inspired dance” to the tune of the Doritos commercial song. The winner of the challenge got to star in the Doritos superbowl commercial! This campaign fostered a sense of community and excitement around the brand, driving engagement.
Benefits of user-generated content on your social media strategy
UGC can enhance your social media strategy in several impactful ways. It’s great! It’s like having an army of enthusiastic brand ambassadors, but without the hefty price tag.
Boosts trust
UGC provides social proof as potential customers are more likely to trust their favourite influencers and peers than traditional advertising. When real people share their opinions on a brand’s product, it feels more genuine and relatable which can build trust for the consumer.
Enhances engagement
Using challenges and hashtags and encouraging your audience to share content related to your brand can increase their interactions with your social media platforms. UGC often increases engagement rates as users are more likely to like, comment and share content that resonates with them personally.
Cost effective
Brands save costs and time associated with producing content as content is leveraged by customers. UGC provides a stream of fresh and diverse content that can be shared on to the brands social media feed, keeping platforms active and engaging without any extra expense.
Fosters community
When customers have their content highlighted and shared on to the brand’s social media platforms, it can enhance their sense of community and ultimately enhance brand loyalty. Sharing customer content shows appreciation and strengthens a connection between the brand and customer.
Increases reach
Your brand can be introduced to new potential customers through UGC. It can help expand your reach as users who create content about your brand are likely to share it with their own personal networks. Additionally, users are more likely to engage with content from people they know, making UGC a powerful tool for attracting new customers.
Think UGC might be a game changer for your brand?
By harnessing the creativity and enthusiasm of your customers, you can amplify your reach, build stronger connections and create a vibrant community.
Here at Milk & Tweed, we can help build you a marketing strategy that not only enhances your brand’s visibility, but drives meaningful engagement with your target audience. Get in contact with us today to see how we can help.
