The Value of User-Generated Content

Today, anybody who has a smartphone generally is a content material creator. And lately, many common Joes have began to money in on the courtesy of user-generated content material on social media.

What precisely is user-generated content material? How is it totally different from influencer content material? And most significantly, how are you going to leverage “UGC” in your social media advertising technique to spice up your organization’s model consciousness and, by extension, your backside line? Read on for solutions to all of your UGC FAQ’s.

What is UGC?

UGC is any content material that has the potential to ignite and/or drive an internet dialog—that was created by somebody who:

  • Has no official affiliation with the model that sources the content material
  • Created the content material voluntarily with none expectation of being compensated by the model in any capability

This compensation facet is what differentiates UGC from any sort of influencer and paid blogger, each of whom have preparations with main manufacturers that entail them endorsing the model in change for money funds or free merchandise.

What Are Some Common Examples of UGC?

UGC usually comes within the following varieties:

  • Photos 
  • Prerecorded or dwell streaming video
  • Engagement (likes, shares, feedback, and many others.) with social media posts
  • Consumer opinions
  • User boards (i.e. Reddit threads)
  • Augmented Reality lenses or any filters utilized to photographs or movies on social media

Regardless of what type it takes, all UGC falls into considered one of two classes:

  • Content Overtly Related to the Brand – e.g. a person writes a Yelp evaluation singing the praises of a Stout Burger location regardless of not being linked to Stout Burger in any approach.
  • Content Completely Unrelated to the Brand – e.g. a person takes a house video of their toddler taking her first steps, after which Apple sources that video as a part of their promoting marketing campaign for the most recent iPhone.

Why UGC is Currently All the Rage

Several developments amongst entrepreneurs and customers alike have developed in a approach that has opened the floodgates for UGC to shine. 

The most influential elements for UGC’s speedy ascension embody:

  • Ease of Use – “Everyone’s a critic” is an previous saying that utilized to each day life far earlier than the daybreak of social media. But at this time, with new, free social media platforms coming into the fold on what looks like a each day foundation, everybody’s a critic (or photographer. Or entertainer. Or just about something they’d wish to be) for a mass viewers. All you want is a smartphone and a pulse.
  • Banner Blindness – Americans spend a median of seven hours per day on the pc. One of the unintended effects of that is that we’ve turn into inundated with on-line adverts. In reality, we’re so sick of intrusive pop-up adverts and banners that we’ve educated our brains to disregard them completely, a phenomenon generally known as “banner blindness.” 

With the overwhelming majority of customers at this time not even registering on-line advert messages not to mention making buy selections impressed by them, advertisers have been pressured to search out new, inventive methods to achieve audiences. 

  • Craving for Authenticity – There’s all the time going to be part of us that’s inclined to purchase each ebook Oprah tells us to learn which implies that influencer advertising goes to maintain its permanence.

But the complete transparency that social media permits has uncovered the truth that the Kardashians and “hey, what’s up, guys?! Some 20-year-old right here to inform you concerning the swag {that a} model simply despatched me free of charge” of the world are far faraway from actuality. 

As a outcome, we’re starting to care a lot much less about what the wealthy and well-known must say and discover ourselves craving content material from regular middle-class folks like us that we will really relate to. In reality, a current research reveals that 60% of customers made a buying determination based mostly on content material despatched to them by a member of the family or shut good friend, whereas solely 23% had been impressed by superstar or influencer content material to make a purchase order.

  • We Love to Share – One factor’s for positive about UGC: there’s by no means going to be a scarcity of it. We merely like to share our experiences with others, and we particularly love to take action on public on-line boards. According to the aforementioned research, 63% of customers will publish about an expertise with a meals or beverage, whereas as many as 85% will do the identical for a journey expertise.


Why UGC Has Been Able to Capitalize on the Opportunity

The proverbial stars aligned for UGC to make a splash on this planet of social media advertising. And market analysis exhibits that it hasn’t simply made a splash—it’s initiated a tidal wave.

What makes UGC such a bankable promoting technique? Let us depend the methods:


Because UGC is created with out the person anticipating something in return, customers are far more keen to belief it. And apparently, when customers can belief that content material is genuine and freed from ulterior motives, it performs an unlimited function of their buying selections.

Just how massive of a job? Multiple research reveal the next mind-blowing statistics concerning the correlation between authenticity and customers’ buying conduct:

  • 86% of customers declare that authenticity performs an necessary function in deciding which manufacturers to buy from.
  • Consumers are 3x likelier to determine UGC as being genuine as in comparison with branded content material and are 73% likelier to go away a optimistic touch upon social media for an advert that includes UGC than for the standard advert.
  • Consumers belief UGC 50% greater than they belief different media.
  • 70% of customers will learn at the very least one UGC evaluation of a product earlier than deciding whether or not or to not pull the set off on buying it.

The social proof that UGC gives lends itself to not solely short-term buying selections but in addition long-term model loyalty. The inherent genuineness of UGC lets you give customers a refreshing look backstage at what your organization is all about, and the way you’ve succeeded in being the right answer for patrons’ ache factors.

Conversion Rates

It’s easy: the authenticity of UGC offers you a markedly higher likelihood of attracting customers’ consideration. And the mere feat of getting their consideration routinely places you in a greater place to make clients out of them and, extra importantly, compel them to speak about your model to their associates.

Multiple research present that UGC is simply as efficient at making a primary impression as it’s at sealing the deal. Check out these telling stats:

  • On social media, UGC posts have an engagement charge of 28% larger than their typical model counterparts.
  • Ads that includes UGC content material get pleasure from click-through charges 4 occasions larger than common, in addition to solely half the cost-per-click.
  • UGC movies see 10 occasions extra views on YouTube than branded content material movies do.
  • Websites that includes UGC witnessed a 20% enhance in return guests and a whopping 90% spike within the period of time folks spent testing the location.
  • Overall, UGC generates a 29% enhance in internet conversions.


In addition to producing exceptional outcomes, UGC can be extraordinarily cost-effective. When customers—none of whom are paid workers in your workers—create content material, they’re doing the lion’s share of the promoting legwork for you. For free.

The similar price of manufacturing an ordinary video commercial in-house can get you dozens, maybe even lots of of UGC adverts.

How to Incorporate UGC Into Your Social Media Advertising Campaign

Every day, advertisers are dreaming up recent new methods to capitalize on UGC. 

Here are three methods that regularly show to be winners:

User Reviews on Websites

Another current research indicated that 86% of customers think about testing opinions to be a necessary facet of the buying course of, and that accompanying product pages with opinions results in a rise of: 

  • 108% in visitors
  • 92% in gross sales
  • And the massive fish, 65% in conversions

Several manufacturers are benefiting from this super carry potential by showcasing person opinions on their web site touchdown pages.

Video Ads

Video advertising is an undefeated type of promoting, as movies ship messages to customers within the quickest approach attainable whereas telling a full, layered story in a approach that photographs and textual content merely can’t replicate. 

In the UGC enviornment, two forms of movies have separated themselves from the pack:

  • Crowdsourced Videos – These are the centerpiece of promoting campaigns through which manufacturers ship an open name out to customers, hoping they’ll submit a video of themselves that exemplifies the marketing campaign slogan. Oftentimes, you possibly can sweeten the pot for customers by making crowdsourced movies a part of a contest.
  • Viral Videos – These outcome from lightning-in-a-jar moments when a person stumbles into capturing an irresistible video comparable to a pet placing its arm round a kitten. Videos like this are a surefire approach of catching viewers’ consideration by invoking emotional responses. And as a result of they’re so watchable, they can be utilized to accommodate nearly any slogan.

Event Marketing

Highly anticipated occasions current a primary alternative for UGC advertising based mostly on the sheer incontrovertible fact that 1000’s of individuals attend them.

Initiating a profitable occasion advertising marketing campaign is an easy course of:

  • Step One – Set up store at a significant occasion (the Super Bowl, Comic Con, and many others.) with an attention-grabbing interactive advert that makes folks need to cease and test it out.
  • Step Two – Press file in your digicam, then sit again and see how folks react to your advert.


UGC presents advertisers with the final word win-win: it’s low cost to acquire and works like a allure. Follow the above pointers for a UGC-based promoting marketing campaign that earns customers’ consideration, belief, and most significantly, loyalty.


1) “User-Generated Content for Marketing and Advertising” by David Elkins and Clay Webster

2) “21 Stats That Prove Your Brand Needs More User-Generated Content” by Austen, contributing author for Social Toaster

3) User-Generated Content Marketing & Its Unavoidable Benefits” by Neeraj, contributing author for Taggbox

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