The benefits of User Generated Content (UGC)

(Screenshot from Social Media showing a request to use from Louisana Travel)

Are you constantly scrambling to create fresh, engaging content for your brand? Many marketers face this challenge daily. But what if there’s a way to lighten this load and boost your brand’s credibility and engagement?

Believe it or not, user-generated content (UGC) isn’t just a nice-to-have; it’s a game-changer. In fact, 79% of people say UGC highly impacts their purchasing decisions. That’s pretty powerful, right?

So why aren’t more brands leveraging UGC? Is it because they underestimate its potential or don’t know where to start? Keep reading to discover how UGC can transform your content strategy and why it’s essential for your brand’s success.

Benefit #1 - The Power of Authenticity

User-generated content (UGC) is a powerhouse when it comes to authenticity. In a landscape where consumers are bombarded with polished ads and curated content, UGC stands out. It’s real, raw, and relatable (mostly).

According to a study, 60% of consumers believe UGC is the most authentic form of content. This authenticity translates into trust, which is crucial for any brand.

Encourage your customers to share their experiences by creating a branded hashtag and featuring their content on your social media. This will not only build trust but also show appreciation for your audience.

(Screenshot of social media post for QueenstownNZ)

Benefit #2 - Boosting Engagement

UGC doesn’t just build trust; it also drives engagement. Content created by users tends to get more likes, shares, and comments than brand-generated content. UGC is 9.8 times more impactful than influencer content. When your audience sees real people using and talking about your products, they are more likely to engage with your brand.

Running contests and giveaways can significantly increase engagement, and responding to UGC by liking, commenting, and sharing posts can further boost interaction.

Benefit #3 - Enhancing Credibility

When potential customers see others vouching for your brand, it enhances your credibility. A staggering 92% of consumers find UGC helpful when purchasing. This is because UGC provides social proof, showing that real people are satisfied with your products or services. It’s like getting a recommendation from a friend.

Showcase testimonials and reviews prominently on your website and product pages. Create a dedicated UGC gallery where visitors can see all the content related to your brand.

Benefit #4 - Cost-Effective Marketing

Creating high-quality content can be expensive, but with UGC, your customers do the heavy lifting. According to 85% of marketers, visual UGC is more cost-effective than professional photos or influencer content. This not only saves money but also provides a steady stream of fresh content for your marketing campaigns.

Repurpose customer photos and videos in your ads, emails, and social media posts. Offering incentives like discounts or rewards can encourage more customers to create and share content about your brand.

Benefit #5 - Increasing Conversion Rates

UGC can significantly boost your conversion rates. This is because UGC helps potential customers visualise how a product fits into their lives, making them more confident in their purchasing decisions.

Integrate UGC into your product pages by showing customer photos and videos alongside product descriptions. Highlighting UGC in your email marketing can also increase click-through rates and conversions.

Benefit #6 - Building a Community

UGC fosters a sense of community among your customers. When people see their content featured by a brand, it creates a connection and encourages loyalty. In fact, 60% of consumers say they would be more loyal to a brand that invites them to join a customer advocacy community.

Create a community platform where customers can share their experiences, ask questions, and connect with each other. Hosting events and meetups can also bring your community together, allowing them to share their stories and create content.

Benefit #7 - Improving SEO

UGC can also boost your search engine optimisation (SEO) efforts. Fresh, relevant content created by users can help improve your website’s search rankings. Search engines favour websites that are regularly updated with new content. In fact, forums and discussions dedicated to specific brands or products can boost website traffic by 15%.

Encourage your customers to leave reviews and comments on your website to keep the content flowing and improve your SEO.

Benefit #8 - Gaining Insights

UGC provides valuable insights into your customers’ preferences and behaviours. By analysing the content your customers create, you can gain a better understanding of what they like and dislike. This information can help you tailor your products and marketing strategies to better meet their needs. Nearly 90% of consumers have shared a brand or product experience on social media, offering a wealth of data to analyse.

Benefit #9 - Increasing Social Proof

Social proof is a powerful psychological phenomenon where people assume the actions of others in an attempt to reflect correct behaviour. UGC serves as social proof, showing potential customers that others are using and enjoying your products. This can significantly influence their purchasing decisions. Products with five or more reviews are 270% more likely to be bought than those with no reviews.

Display UGC prominently on your website and social media to leverage this effect.

Benefit #10 - Enhancing Brand Loyalty

When customers see their content featured by a brand, they feel proud and loyal. They feel valued and appreciated, which can lead to increased brand loyalty. Encourage your customers to share their stories and experiences with your brand, and acknowledge and celebrate their contributions.

However beware - UGC can be corrupted and is not always authentic!

UGC and Influencers can be influenced.

Much has been said about the rise of Influencers and celebrity endorsers, and the fall of Brands.

Influencers are some of the most prolific creators of UGC.

Yes Influencers can make a huge difference in the popularity of certain products or services. However when an influencer is paid to endorse/promote something on social media, can you really trust that influencer’s opinion.

How many hotel stays can be “the ultimate best place I’ve ever stayed” when the influencer wrote that post in return for a free bed for the night?

Conclusion

User-generated content (UGC) is a powerful tool for your brand’s marketing strategy by enhancing authenticity, engagement, and credibility. By leveraging UGC, you can build a loyal community, improve SEO, and drive higher conversion rates. Plus, who doesn’t love getting a little help?

Beware of corrupting UGC with paid Influencers and make sure you stay authentic.

User-generated content (UGC) is more than just a marketing trend—it’s a powerful tool for your brand’s presence. By embracing UGC, you can boost authenticity, enhance engagement, and increase conversions without breaking the bank. It’s time to start leveraging the content your customers are already creating.

Happy branding :)