Consider your last online purchase: did you check out reviews or see what other people were saying before you purchased? Most people do. In fact, people more often “trust” people over advertisements from the brand — that’s where UGC (User-Generated Content) comes in.
In the realm of digital marketing, UGC is often the secret sauce that transforms happy customers into brand advocates and casual browsers into loyal buyers.
What is user-generated content (UGC)?
User-generated content includes any content created by your customers or followers—not your brand.
Examples of UGC include:
- Social media posts or stories that leverage your product
- Customer testimonials and reviews
- A YouTube video or TikTok video
- A mention in a blog
- A picture or video submitted by a customer
Essentially, UGC is real people sharing real experiences. That authenticity is its power.
Reasons why UGC generates trust
Today’s consumer is savvy.People can sniff out a “sales” pitch from a mile away.. However, when they see a real person share their experience of using a product or service, it isn’t contrived.
That’s why UGC works so well.
- Authenticity: 9 out of 10 consumers trust organic, user-generated content over branded advertising.
- Social proof: When consumers see others using your brand, it builds confidence and trust in their decision to purchase!
- Community building: UGC humanizes your brand and allows you to relate to your consumers.
- Affordable marketing: You don’t have to think about content creation — your audience creates content for you, saving you time and budget.
How to Promote User-Generated Content
You don’t always have to sit around waiting for clients to post about you — sometimes, you just need to give them a slight nudge, and a little encouragement goes a long way!
Here are a few ways to promote UGC:
1. Create a Custom Hashtag
Encourage users to document and share their experiences using your own branded hashtag.
2. Run A Contest or Giveaway
Encourage followers to share a photo or video of them using your product or service in exchange for a chance to win something small, yet valuable.
3. Share Your Clients
Share client UGC on your own pages (with their permission). This builds trust with your audiences and makes your clients feel appreciated while encouraging others to participate.
4. Ask For Reviews or Testimonials
After receiving great feedback, politely ask for a short testimonial after providing the service. People genuinely love to post positive feedback when they are asked.
How to Implement UGC into Your Marketing Strategy
After you have begun collecting UGC, make sure to make use of it effectively:
- On your website: Flaunt the reviews and photos on different landing pages.
- In social: Repost stories, shoutouts, and videos from customers.
- In your ads: Implement snippets of UGC in your Google ads or Meta ads, since they add additional trustworthiness and credibility.
- In email: Use actual customer reviews within the campaign – it will improve CTR.
UGC does make your marketing more relatable and believable since the content has been produced with the voice of real consumers and not just your brand.
Conclusion
In a digital world overflowing with ads, authenticity wins — and user-generated content delivers just that. By encouraging your audience to share their real stories, you’re not just building a brand — you’re building a community that people trust