The Vital Role of User-Generated Content for Your Brand
Wait, what’s UGC? Don’t worry, ladies, UGC stands for User Generated Content. It’s all about original brand-specific content created by customers and shared on social media or other platforms. Think images, videos, reviews, testimonials, or even podcasts.
Consumer habits these days are all about speed and directness, mostly thanks to the influence of social media. As Sarah Landrum pointed out in 2021, the rise of apps and smartphones making online transactions easier has made consumer behaviors increasingly effortless (Kaplan & Haenlein, 2010, 2012).
But where does UGC fit into all of this?
There’s been a clear shift in content creation, especially since the start of the pandemic. During lockdown, social media underwent a significant transformation. TikTok, in particular, saw a surge in popularity. According to market intelligence firm Sensor Tower, global downloads of the app surged from 200 million in late 2019 to over 300 million in the first few months of 2020, as consumers spent more time on their mobile devices than ever before. This forced other platforms like Facebook and Instagram to adapt, rolling out features tailored to the trend of video content creation. By late 2020, Meta even announced that Instagram would pivot to become more video-focused, in a clear attempt to compete with TikTok.
It’s no surprise that UGC has become so popular since Covid-19 and its ensuing lockdown. If anything, the pandemic has accelerated its dominance as content production limitations remain in place for companies, brands, and agencies. Combined with the ubiquity of smartphones and the “pics or it didn’t happen” mindset, anyone can become a content creator. Statista reports show that the number of videos uploaded every 60 seconds grew by 40% between 2014 and 2019 alone.
UGC is particularly well-suited to times of crisis. People are looking for inspiring, uplifting, and relatable content that acknowledges the situation we all find ourselves in. Acting as a bridge between brands and their audience, UGC brings communities closer together and fosters a sense of belonging and unity.
Why is User-Generated Content Important?
UGC influences engagement and increases conversions across all stages of the buyer’s journey. This customer-centric content can be leveraged on social media and other channels, such as email, landing pages, or checkout pages. According to Louisa Warwick, “UGC creates brand authenticity, builds trust in the product or service, and fosters community loyalty.” Brands used to seek influencer partnerships, but now there’s a surge in demand for UGC.
In today’s competitive online landscape, brands must fight for attention. Buyers are selective, especially Gen-Z. Authentic content is key, with 60% of marketers agreeing that authenticity and quality are crucial for successful content. There’s no content more authentic than UGC from your customers.
Don’t fake your user-generated posts or campaign. Audiences can spot the false sentiment, damaging your brand reputation. Ensure your UGC comes from your customers, brand loyalists, or employees.
People trust people, so think of UGC as modern-day word of mouth. With consumers 2.4 times more likely to view user-generated content as authentic compared to content created by brands, investing in an authenticity-driven social marketing strategy is vital.
The Value of User-Generated Content
The real value of user-generated content lies in its authenticity. Two reports highlight its importance for forward-thinking brands. Peer influencers are more effective than any other marketing method. Incorporate the authenticity of user-generated content into your marketing strategy to build trust with your audience.
According to Kunsman in 2023, 92% of consumers turn to people they know for referrals above any other source. Ninety percent of consumers say authenticity is important when deciding which brands they like and support (up from 86% in 2017) (Stackla). Eighty-four percent of consumers trust peer recommendations above all other sources of advertising.
Should My Brand Create UGC?
Absolutely! We always encourage our clients to produce UGC or connect them with UGC creators. As industry experts, we believe that creating humanized content with less commercial appeal is essential for educating the audience about your product in a relatable way. Producing UGC not only facilitates but also strengthens the bond between you and your audience.
What are you waiting for? Want to see your brand shine with UGCs? We can help you. Schedule a call below and get an exclusive pitch for your brand.
