The Power of User-Generated Content in Marketing

August 16, 2024

We see close more than a hundred each day. Whether we are on YouTube, Instagram, or Pinterest, ads have found a way to disrupt the experience. But how many of them do we click on? If we were to buy a laptop, instead of going to different brand sites to compare, we prefer to go on social media and check customer reviews instead. We watch brand comparison videos to figure out what we want. This is because we know a brand will always claim to be the best among its competitors, but is it the best choice for us? And when we see someone like us having used it and approve of it, we have confidence in the product’s capabilities. That is the power of user generated content. Let us dive deeper into this topic.

Contents

What is user generated content?

User generated content is exactly what the name suggests. It is published content that an unpaid contributor provides to the company website. It is text, videos, images, reviews, etc. created by people instead of the brands.

The importance of user-generated content in content marketing

User generated content is becoming a crucial element of content marketing strategies. With the integration of social media in the marketing picture, UGC can be performed in many styles and formats across the platforms. UGC helps influence engagement and increase conversions. In this digital era when every brand is on the internet, brands might struggle to come out on top. UGCs can vouch for a brand’s quality and authenticity without spending any money on this promotion. According to research, 86% of consumers are more likely to trust a brand that shares UGC compared to 12% who are likely to purchase a product promoted by influencers.

UGCs can come from three cohorts: your customers, brand loyalists, or employees. UGC also helps build brand loyalty. UGCs create an opportunity for interaction between brand and consumer while developing audience/business relationships. UGCs act like word of mouth. They are more authentic and rarely contrary to the claim being made. It acts as social proof. The proof that someone has already used a product and been satisfied with the result makes more people want to invest in it, as the risk of buying something lackluster is reduced. The biggest benefit of UGC is reaped by the company, as it is quite cost-effective. Hiring an influencer is generally quite expensive.

Types of user-generated content

UGC is mainly divided into two major types: paid UGC and organic UGC.

Paid UGC: Paid user generated content is content that influences and content creators share with you by paying them. This is just as authentic as Organic UGC, just that you are paying for this. This kind of content marketing is especially helpful for newer emerging brands that don’t have enough customers sharing organic content yet. You can either contact the creators or your own or accept their offer to promote you.

Organic UGC: Organic user generated content is content that your real customers share of their own accord. This is the most authentic type of content that can contribute to the content marketing of your brand. Reviews, ratings, and testimonials are some of the most commonly generated organic UGC. A positive rating on Google can imply a brand’s authenticity to interested consumers. Many brands take positive testimonials to showcase them on their website. Another common form of UGC is photos. This is when a customer

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