User-generated content is one of the most effective ways to for marketers to raise brand awareness. It takes the power of creating content off the hands of creators into random social media users. The content can be created by advocates of the brand, customers, employees or other social media users. The fact that the content is created by someone else carries more weight than word-of-mouth promotion. Besides, user-generated content is usually positive, so you can use it to attract and influence new customers.
User-generated content is a great way to show people the human side of your brand and products or services. It makes to look more approachable, more likeable and easy to sell. The following article takes a deep dive into user-generated content, defining what it is and why it matters for your brand. We will also show you examples of some of the best UGC for inspiration.
What is User-Generated Content (UGC)?
User-generated content (UGC) refers to unsponsored or unpaid content that your customers create about your brand. The content can be in the form of reviews, videos, photos and social media posts. Unlike other types of content, UGC is genuine, authentic and priceless, thereby boosting the credibility of your brand.
Sharing and re-sharing user-generated content multiple times can significantly multiply the reach and content and grab more attention to your brand. According to a 2024 Consumer Research Report, more than 40% of shoppers say that user-generated content is extremely or very important when making purchasing decisions. That is more than product videos or product comparison charts.
The following is an example of how Nike calls out for UGC to attract and engage it online community. The brand regularly generated and shares UGC on its social media accounts with hashtags like #AirMaxMondays
Types of User-Generated Content
UGC is increasingly becoming an integral part of every marketing strategy today. And, it comes in diverse formats and styles so you can always find the right fit for your brand. Nonetheless, there are two main types of user-generated content including organic and paid UGC.
Organic UGC
Organic user-generated content refers to the content that your real-life customers and followers share freely. It is the most authentic type of UGC that most marketers and brands wish to see from their customers. A steady stream of organic UGC demonstrates the influencers’ loyalty and customer trust in the brand.
Photos
Customers’ photos of your brand or products build credibility and social proof. They can also go a long way in attracting potential customers who want to see your product in action. A good example is Gymshark’s Instagram feed, packed with fitness influencers posting high quality images of themselves wearing the brand’s active wear.
Customer reviews and testimonials
Online customer reviews and testimonials also count as types of user-generated content. Brands can share positive reviews and ratings across their websites and social media platforms for social proof. You can even turn positive testimonials into graphics to be shared on social media.
Videos
Videos serve as the digital word of mouth, giving your potential customers and followers a more vivid look at your brand or products. Unlike ordinary social posts or photos, videos are more elaborate and can tell so much about your brand or products in the shortest time. Remember, videos can even tell multiple stories at the same time, giving you more room to showcase your products and brands to the world.
The following is a good example of UGC videos. Benefit Cosmetics reposted this TikTok video from makeup artist, Colleen.
Blog posts
Bloggers can also mention your brand or product in their posts. It could be a standalone review or a quick mention in a long post. Nonetheless, you should share their quotes on your social platforms or website to raise brand awareness and drive social proof.
Paid UGC
Paid user-generated content is becoming quite popular, especially among newer brands looking to share content but lack enough customers to do that. It works almost like influencer marketing, whereby you pay creators to promote your brand. You can find UGC creators on platforms such as Upwork or Fiverr. After the creators have delivered content, you can share them on your social media channels and website as user generated content.
Why UGC Matters for Your Brand
Marketers and brands use UGC across all the stages of the buyer’s journey to help with influencing engagement and increasing conversions. This approach can be effective on social media and other platforms including landing pages, checkout pages or email. Here’s what user-generated content can do for your brand.
Authenticity
Today, brands have to fight to gain an online presence and the competition for audience attention is getting fierce by the minute. Consumers are more selective about the brands that they interact with and buy from.
User-generated content is the most authentic type of content, delivered by your customers. According to a study by EnTribe, 86% of consumers say they are more likely to trust a brand that shares UGC compared to 12% who are likely to buy a product promoted by influencers.
Tapping into real-time content real people gives the authenticity that consumers desire. UGC can help your brand to deepen its genuine connection with the audience.
However, you should be careful not to fake any UGC post or marketing campaigns. That is because audiences will quickly sniff out false sentiment, which could significantly harm your brand reputation. Instead, always make sure that your user-generated content comes from either customers, brand loyalists or employees.
Think of user-generated content as the modern day word of mouth. Remember, most people trust recommendations from their friends, family or acquaintances more than fancy adverts.
Brand loyalty and buying intent
People always want to be part of something bigger than themselves and, user-generated content allows them to part of the community of a brand. That can be effective in driving brand loyalty and intention to buy your products or services. Creating UGC allows people to feel like they really belong in your brand’s community.
Actively showcasing user content acknowledges and celebrates your customers. That validation makes them feel connected to your brand, like they are a part of something greater. Building relationships with them and acknowledging their efforts encourages them to invest more in your brand, with UGC or buying your products and services.
UGC also helps with opening up conversations about your brand and consumers, and that level of interaction helps with building and growing an engaged community. Sharing the content from your audience can also be effective in developing and deepening audience-business relationships, boosting brand loyalty.
Social proof
In the face of diminishing trust in the media, brands have to work extra hard to establish themselves as trustworthy. And, social proof gives you the ideal vehicle to do that. It is a psychological phenomenon that makes people want to do what others love. It taps into the ‘follow the herd’ instinct that people have. If others are buying this product or service, it must be good, right?
User generated content is a great example of that. Whenever people see your customers happy with your products, they are psychologically more likely to try it for themselves. It is as good as a recommendation from someone they know.
Brand awareness
User generated content puts your brand on the radar of existing and new audiences. Every mention, share and tag boosts your reach and spreads the message of your brand. Familiarity breeds trust; when people recognize your brand, they are more likely to consider it when they are ready to make a purchase.
Every user’s content is a personal shout out to your brand, and their followers are always on the lookout. It works like a network, whereby every post introduces your brand to a new audience. And, it is more likely to make a lasting impression because it is coming from someone they trust.
UGC is one of the most cost-effective ways to scale your business and diversify content. Unlike hiring expensive influencers or investing huge sums of money into flashy campaigns to boost your brand, user-generated content costs close to nothing. It is a much cheaper way to raise brand awareness and develop genuine connections with the most important people in your business.
Examples of User-Generated Content in Action
The following UGC examples show how brands are using customer content to drive awareness, boost engagement and increase conversions to build brand loyalty.
GoPro
The video equipment company, GoPro uses UGC to sustain their YouTube channel, with their top three videos all originally filmed by customers. As of march 2024, those three videos had attracted more than 400 million views combined. Besides, GoPro users generate an estimated 6,000 videos online every day.
Check out the following UGC video of a 5-year old trying out waterskiing for the first time.
User-generated content for GoPro has become so big that the brand now runs its own awards show and promote daily photo challenges to inspire their consumers to get creative.
Taylor Swift
Taylor swift is no doubt one of the most celebrated music, fashion and cultural icons on the planet. She is a master at making fans the heart of her brand. Her Instagram account, Taylor Nation, is part of the superstar’s PR and marketing muscle and, also serves as her official fan page. The account also breathes life into UGC campaigns that resonate quite well with fans.
For the much publicized Eras Tour, Taylor Nation asked fans to post their tour outfits using the #TSTheErasTour. Fans went all out, showcasing their swift-inspired looks with glitter and friendship bracelets.
Taylor Nation did not just stop there; they also reposted their favorite pictures, enabling fans to also be stars in every city that the tour went to. UGC is a detailed customer marketing strategy, showing how Taylor Swift and her team create a closely-knit community. Fans do not just buy tickets but, buy into a shared story and immersive experience like no other.
Lacroix
Sparkling water brand, LaCroix uses a hashtag #LiveLaCroix to mine for UGC on their social media platforms. Unlike most brands, they do not rely on brand loyalists and share content produced by any user, regardless of their follower count. That makes their content more relatable because audiences see themselves reflected in those photos instead of brand ambassadors or loyalists with huge followers.
The Bottom Line
The above examples clearly show user-generated content can help brands in almost all sectors to boost awareness, drive engagement and increase conversions. The key is to tap into how people use or feel about the brand and, encourage them to share content that expresses it. So, get your creative juices flowing and reach out to all areas of your business for ideas. You can never be sure of where a great idea will come from. The creative generation and use of UGC can also work great in enabling your brand to attract a significant following on social media. For more insights on how to attract and retain a huge following on social media, engage Superior Social Boost. We help brands to gain more followers and boost engagement on Facebook, Instagram, TikTok, X, YouTube and Google Business.