A Helpful Guide to User-generated Content

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 Updated: 
April 27, 2020
 / 3 minutes

A Helpful Guide to User-generated Content

User-generated content is a marketing technique that establishes and grows your brand and generates conversions. It works by word of mouth, where consumers spread information across various platforms, from catalogs to social media to website pages.

UGC is essential for any business as it educates and influences consumers in both e-commerce and brick and mortar stores. Here is a guide that can help you leverage user-generated content properly to increase sales, visibility, and build trust.

What is user-generated content?
Consumers don’t trust ads as much as they used to because they flood their timelines and are often too salesy. Furthermore, most of them take actions to block and spam ads completely. Not to mention, advertising is quite pricy, especially when leveraged ineffectively.

Therefore, instead of spending a lot of money on content creation and advertising, you can use the content your customers are creating for marketing.

User-generated content is the equivalent of a personal referral. It’s any type of brand content that a consumer generates. Using content created by customers has become a common marketing technique as it’s affordable when compared to content creation and ads.

Types of user-generated content
Some common types of user-generated content include:

• Customer videos
• Reviews
• Tweets
• Photos
• Testimonials
• Blog posts
• Facebook posts

For videos, you can search for a video moderation service to accurately and quickly moderate your videos in real-time.


Why you should use user-generated content
User-generated content is a powerful marketing tool since you can use it on virtually any marketing channel with minimal cost and effort. Besides, it can be free of charge in the form of reviews, posts, likes, comments, and videos.

In a recent survey, 71% of people across various demographics said they want to see more social proof from brands they use. Hence, user-generated content is something consumers want, and brands should satisfy this demand.

This marketing strategy not only works for both large and small companies but also startups and retailers. Moreover, this type of content builds trust with potential consumers, increases brand visibility and sales, and shows brand loyalty.

Additionally, it’s more reliable in reaching Millennial’s as they rely heavily on feedback when making buying decisions.

Why user-generated content works
Real-life experiences make a powerful marketing tool since consumers prefer honest content from real people. They can relate to such content even when they don’t know the people personally, building trust and credibility for a brand.

Consumers are also more prone to believe feedback from their peers than feedback from ads. By reposting reviews, embracing consumers who provide information, and highlighting their comments and posts for public use, you are increasing your engagement.

Thus, touching people on a more personal and emotional level and reinforcing a positive brand perception among your users.

Successful user-generated content marketing
First, set goals to identify what you want to accomplish from your user-generated content. Second, select a viable channel for your UGC, e.g., email, website, or social media pages. Third, communicate to your audience what you’d like, and it can be videos only, reviews, or comments on your posts. But, ensure you get permission for using your consumer’s content.

Lastly, test your content and recognize consumers for it.

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