If you’re a social media user, creator or manager, the chances are you’ve heard “UGC” mentioned before. We aren’t gatekeepers and we know digital marketing is full of confusing acronyms (we have a guide to ALL the marketing acronyms here if you need). So let’s clear this one up!
Picture scrolling through your social media feed and stumbling upon a post shared by a brand featuring a photo or video created by one of its customers. Voila! That's UGC in action! Essentially, it encompasses any content—be it photos, videos, reviews, testimonials, or tweets—that's crafted and shared by consumers about a brand or its offerings.
Now, you might ponder, "Why should UGC matter to me?" Well, hold onto your Birkenstocks because here's where the magic happens. UGC is akin to the Holy Grail of marketing, and here's why: authenticity.
In a world saturated with ads and AI-generated content, authenticity stands out. Consumers trust recommendations from their peers more than polished advertisements, and that's where UGC shines. When potential customers see real people endorsing a product or sharing genuine experiences, it fosters trust and credibility organically.
We’re not just giving opinions here. We’re talking facts. Campaigns that utilise UGC convert on average 29% more than campaigns that don’t.
Now that you know how great UCG is, you might be wondering how you get hold of some for your brand. Some brands already have an engaged community that will naturally create UGC in support of your brand. However, if you don’t have a natural source of UGC there are still options!
1. Consider creating some faux UGC. You could create this in house with your team using a simple i-phone setup or you could consider working with some influencers or UGC creators. Just ensure they fit your target audience demographic and give them a brief!
2. Set a challenge for your audience/customers! You could entice them to enter a giveaway with a really epic prize - all they have to do to enter is post a piece of content featuring your brand and tag your account!
UGC is a game-changer. Harnessing the voices and creativity of your customers can elevate your campaigns to unprecedented heights. After all, in the realm of marketing, authenticity reigns supreme, and UGC could be your secret sauce.
Until next time, happy marketing!
Sasha McLeod
Head of Social Media
