Why UGC has outperformed production

UGC content is any type of content created and shared by users on the Internet, including videos, photos, GIFs, memes, blog posts, and audio.

In this article, we’ll show you how this tool can be a real game changer for your business and how UGC can be a valuable marketing tool for building trust, engaging your audience, and enhancing your brand reputation.

What is the effectiveness of UGC content

User-generated content includes everything your audience posts online related to the brand: reviews, product photos, before-and-after videos, etc. User-generated content covers various forms of content, such as text, photos, videos, and audio, created and shared by Internet users.

But why is UGC so successful if there are photographers, videographers, motion designers, and other professionals who create professional, high-quality content?

The secret is simple: naturalness. People tend to trust live recommendations and are tired of the abundance of professional advertising they see every day on the Internet and beyond.

Modern marketing has reached such a level that the audience has developed “banner blindness” – the ability to ignore advertising. We are used to the fact that advertising often exaggerates or even misleads. To see this, just look at a few photos from the #AdsAndReality trend on social media.

Benefits of UGC content for your business

User-generated content has many benefits that go beyond just increasing sales. It is any content created and published by Internet users, not professional authors, journalists, or marketers. How else can user-generated content be useful for your business?

• First of all, user-generated content increases audience loyalty. With the help of UGC, consumers can be involved in shaping the brand image. Customers gather into communities that grow organically, with little or no involvement from you.
  
• Secondly, the benefits of UGC are effective from an SEO perspective. User-generated content on web pages has a positive impact on search rankings, increases reach and engagement.
  
• Thirdly, UGC is a universal tool. It can be used not only on social networks but also in email marketing, outdoor advertising, or as a website element. The possibilities of UGC are endless, because wherever you use it, it will always resonate with the audience.

Finally, UGC significantly reduces costs. Launching a contest on social media or using other methods of engaging users in content creation will be much cheaper than a full-fledged advertising campaign involving media personalities and large traffic channels.

The effectiveness of user-generated content is backed by numbers: according to a studyby Stackla, professional brand content does not resonate with 51% of consumers, while 92% of marketers consider it to be targeted. Consumers prove that UGC is almost 10 times more effective than content with influencers.

How can a brand create UGC content

1. Create conditions for users. To encourage customers to create UGC, it is important to create attractive conditions: beautiful presentation of dishes, proper lighting, cozy interior, insta-zones, etc. For example, Starbucks is actively working with UGC, signing cups, organizing contests, releasing merchandise, and creating thematic content.
   
2. Create hashtags. For effective UGC content creation, users should be able to easily find a brand by hashtags. For example, Apple uses the hashtag #ShotoniPhone to post photos taken on their devices and the #NightmodeChallenge flashmob for night shots.
   
3. Personalize. Personalization adds uniqueness. Coca-Cola’s #ShareaCoke campaign, which featured names on the cans, was successful due to its individualized approach. Consumers bought drinks for friends and posted photos on social media, which increased subscribers and sales.

How to motivate users to create UGC? Use different methods, such as organizing contests, offering discounts or gifts, and collaborating with influencers.

1. Encourage leaving reviews. Reviews are an important part of UGC. 91% of young people trust them as personal recommendations. Place reviews in a convenient place, as Rozetka does, and offer discounts for reviews left.
   
2. Hold contests. Contests remind you of the brand and increase the volume of UGC. It is important that the reward is attractive and the conditions are simple. For example, Libby’s organized a #Cansgiving contest with a $350 prize, and the Ukrainian brand Katsurina organized a down jacket giveaway, encouraging the creativity of participants.

UGC content trends in 2024

In 2024, UGC content continues to gain popularity, and new trends are emerging that are changing the way we create and use UGC. Here are a few key trends:

1. The growing role of UGC creators: Professional UGC creators are becoming an integral part of brand marketing strategies. They create authentic and relevant content that resonates with the audience and increases brand trust.
2. Interactive campaigns: Interactive UGC content such as polls, voting, quizzes, and contests engage the audience and encourage them to actively interact. This helps brands not only attract attention but also collect valuable consumer insights.
   
3. Video dominance: Short videos on platforms such as TikTok and Instagram Reels are becoming the main format for UGC content. Brands are encouraging users to create video reviews, product unboxings, and challenges, which increases visibility and engagement.
   
4. Personalization and authenticity: Consumers want to see real reviews and experiences of other people. Brands are focusing on personalized UGC content that looks natural and honest. This helps build trust and loyalty.
   
5. UGC in augmented reality (AR): Using AR to create interactive and immersive UGC content is becoming a new trend. Brands are launching AR filters and effects, encouraging users to share their experiences on social media.
6. Eco-friendly and socially responsible content: In 2024, consumers will increasingly value brands that support environmental and social initiatives. UGC content that reflects these values is becoming more popular and influencing consumer choices.

Brands that actively implement these UGC content trends will be able to interact with their audience more effectively, increasing engagement and loyalty.

Conclusion

UGC content is a powerful tool of modern marketing that allows brands to interact with their audience effectively. Due to its naturalness and authenticity, UGC content inspires consumer trust, increases loyalty and engagement. It not only contributes to the organic growth of the brand’s community, but also has a positive impact on SEO, improving search rankings and reach.