The Power of UGC

Simply put, user generated content (UGC) is content generated by users. Makes sense, right? 

UGC refers to any content that has been created by a brand’s audience that can be used to sell or promote products. We often see user generated content in the form of photos, videos, reviews and testimonials on social media. The beauty of UGC lies in the fact that it’s a great way to leverage your credibility angle — sharing all the nice things that others are saying about your brand!

And it’s a marketing strategy that yields great results and can do amazing things for your brand.

In fact, according to an AdWeek article, 93% of consumers turn to user generated content when making a purchasing decision.

Why is UGC Important?

Consumers are exposed to roughly 5,000 ads per day. So branded content can only be trustworthy up until a certain point. 

In an age where humanizing marketing is a high priority for brands, integrating UGC throughout the entire customer journey builds trust and creates connections. With millions of ads circulating users’ news feeds each day, it’s vital that your brand stands out with engaging, eye-catching content. That’s where UGC comes in.

What makes UGC Unique

On social media, people (ahem, me) spend countless hours scrolling through their feeds and we’ve gotten pretty good at spotting ads (and oftentimes, scrolling right past them). It’s different with UGC as these images look more natural — it’s all about blending in, not standing out.

Not only does user generated content open up conversations between a brand and consumer, it also works to develop and deepen audience/business relationships. This ultimately drives more brand loyalty and grows an engaged community. 

Higher CTR with UGC

Social ads that use user generated content have a 300% higher CTR (click through rate), according to Neil Patel. CTR is an important metric as it helps you understand your customers — it tells us what works (and what doesn’t work) when trying to reach your target audience. A low CTR could indicate that you’re targeting the wrong audience or that you’re not speaking their language persuasively enough to convince them to click.

And this is why UGC works so well. When real people (who look like or act like your target audience) are shown using or loving your products, it will be easier for others to jump on the bandwagon. It’s a fact — people buy from people! According to an article by The Guardian, a whopping 70% of consumers trust online reviews and recommendations more than professional content and copy. 

How to Run a UGC Campaign

First, do an audit of your current customer content. There’s a chance that some of your customers have already been posting about your products. To find them, search for your brand on Instagram using your brand’s hashtag. Understanding what kinds of photos people are already sharing will help you create your UGC campaign. 

Before launching your campaign — make sure you have a goal in mind. Is your goal to generate more website traffic so you can retarget users who have visited your site? Or is your plan to increase your product reviews that you can later use on your website or for future user generated content? 

After launching your UGC campaign, be sure to engage with your customers (or potential customers) — respond to comments, comment on their social accounts, etc. It’s all about building trust and deepening your relationship with people interested in your brand.

You found user generated content that you want to use in your campaign — yippee! But first, you must ALWAYS REQUEST PERMISSION. Consent to share content is mandatory. Always ask before republishing or using a customer’s content.

When you ask permission, you show the original poster that you appreciate their content and get them excited about sharing their post with your audience. You also keep yourself out of hot water regarding copyright concerns.

And always give credit where credit is due! When you share user generated content on your social media channels, make sure to give clear credit to the original creator by tagging them directly in the post. 

Ready to start using user generated content across your social channels? Get in touch with our team — we can help set goals, manage campaigns and help your brand use UGC to increase CTRs, build awareness and brand loyalty.