Everything you should know about user-generated content (UGC)

Users are paying more and more attention to the experiences shared by the rest of their community, i.e. user-generated content or UGC. 

User-Generated Content can help your brand increase sales, reach or engagement on your social networks, and even build customer loyalty.

In this article we want to talk about the importance of including this type of content in your marketing strategies and the benefits it will bring to your brand.

TABLE OF CONTENTS

• What is User Generated Content
• Benefits of UGC
• How to use User-Generated Content to increase online sales

• UGC strategies at different stages of the customer journey

• Tips to succeed in your UGC strategy
• How to manage privacy issues with UGC
  

• Current trends and new UGC formats

• Combining UGC with Adsmurai's Micro-Influencer Marketing Service

What is User Generated Content

User-Generated Content (UGC) is content created and published by users online, such as comments on blogs, videos and images, and opinions in online stores and social networks, among other things. This type of content is authentic and reflects consumers' experience with a brand's product or service, making it a valuable tool for better understanding customers and adjusting product or service offerings accordingly.

UGC can also help build consumer trust toward a brand, as authentic and positive content generated by other consumers can be more compelling than traditional advertising or brand recommendations. In addition, it can be used by advertisers to increase reach, engagement and sales by acting as a real demonstration and generating brand awareness.

In addition to being more authentic and valuable to consumers, UGC can also save brands time and resources by eliminating the need to invest in expensive photo shoots and production equipment. By showcasing other users' experiences with a brand's products or services, potential customers can feel more confident in making a purchase decision, building trust and credibility among them.

UGC can also provide valuable insights into customers' pain and delight points, which in turn can help brands improve their products and services. In short, UGC is a great way to create authentic and valuable content for consumers, while saving valuable time and resources for brands.

It takes the shopper on an emotional journey to the idea that what they are seeing is something they must have, allowing them to imagine themselves using the product. Consumers are more likely to engage with content from real people, which can lead to emotional investment in a product or brand.

Creating content takes time and one of the great advantages of using UGC is that much of the work is already done. User-generated content can increase reach and engagement on social networks, as customers can promote the product or brand on their networks. Ultimately, it is an effective way to build an authentic and trusting relationship with customers, while gaining valuable insights into their needs and preferences.

4 Benefits of UGC 

• The user creates unique content for your brand

As social media users, we continuously generate content about the brands we like on our social profiles. When a product satisfies us, we share it with our community (friends, family, team...) and become ambassadors. This allows brands to get a lot of unique and exclusive content about their products, as well as data about the audience concerning their products, which in turn allows them to find potential customers.

• Credibility and authenticity

User-generated content establishes greater trust between the customer and the brand. It is real and honest content that the potential customer can trust, as it is not the brand's content but is based on the experience that other users have had with the products.

• Feedback

Because of the way we integrate UGC into marketing strategies, it is a new way to attract users to your brand. When a user spreads content about the brand on social networks and you, as a brand, promote that content by including it in your strategy or interacting with the user, you are indirectly motivating the rest of your community to do the same. Therefore, a feedback process is generated that increases the visibility of your brand.

• More traffic and conversions

Traffic is a very important KPI for marketers, but there needs to be a conversion for that traffic to be effective. Earlier we highlighted authenticity as a benefit of UGC, and this is precisely the type of content that serves as "social proof" for potential consumers. In other words, user-generated content speeds up the buying process, thus increasing your brand's conversions.

How to use User-Generated Content to increase online sales

Improving the user experience is key to increasing the likelihood of a sale. In this sense, user-generated content becomes a valuable tool. Images that show people authentically using the product have greater conversion power than those that only feature the product itself. To be truly authentic, you need to show real people rather than perfectly Photoshopped models.

Studies indicate that 64% of consumers look for reviews before making a purchase, reflecting a clear demand for opinions and recommendations on social media. In this sense, User-Generated Content acquires a special value as it provides certainty. As it is content created by real users who have bought, used, and desired the product, it conveys a message of quality and reliability that is essential for marketing and sales professionals.

User-generated content acts as a visual review of the product, providing authenticity and credibility for consumers. In short, User-Generated Content is a key tool for adding awareness and trustworthiness, two of the biggest challenges facing marketers and sales professionals.

 

1. Discovery
   In this phase, consumers are just getting to know the brand. Here, UGC serves to build recognition and capture the attention of a broad audience. Some recommended content types and strategies for this stage are:

• • User posts on social media: Brands can encourage users to share photos or videos with brand hashtags. This generates visibility by showcasing real experiences and promotes organic reach.

  • Collaboration with micro-influencers: These collaborations help to engage a specific audience and generate authentic content. Showing micro-influencers using or recommending the product helps new users trust the brand.
    
    
    

2. Consideration
   In this phase, the consumer evaluates his or her options and begins to research more about the products or services. UGC acts as a ‘social proof’ that confirms the quality and value of the product. Effective strategies at this stage include:

• • Reviews and testimonials on the web: Showing user reviews on the product page or even on Google can help potential customers make a more informed decision.

  • Unboxing videos and tutorials: By watching other users using and reviewing the product in detail, consumers can clarify doubts and learn more about the product.

3. Purchase decision
   Here the potential customer is ready to buy, but needs that ‘final push’ to complete the purchase. At this stage, UGC can play a key role in reducing indecision:

• • Content on the product page: Images of real customers using the product, accompanied by testimonials, reinforce trust.

  • Instagram gallery or featured stories: Including an Instagram gallery or ‘Stories’ section on the product page that showcases satisfied customers can make the shopper imagine themselves using the product, which strengthens the emotional connection.

4. Post-purchase
   In the post-purchase stage, UGC is fundamental to building loyalty and encouraging future purchases. Brands can encourage customers to share their experience, contributing to an active brand community:

• • Thank you campaigns and reposting: Brands can repost or highlight content from users who have purchased the product, thanking them publicly and encouraging other customers to share their experiences.

  • Content contests: Organising contests where users share their content to win prizes is an effective way to generate engagement.

5. Loyalty and advocacy
   At this stage, satisfied consumers become brand advocates. Encouraging the UGC of these customers promotes organic reach and strengthens the community:

• • Loyalty or brand ambassador programmes: Offering loyal customers the opportunity to be brand ambassadors encourages others to follow suit.

  • Featured content and recurring partnerships: Selecting active customers to collaborate with on a recurring basis allows you to maintain a constant and organic presence in your networks.

Tips to succeed in your UGC strategy

In this article, we explain some essential tips and recommendations to move from ideas to results.

1. Stop looking at statistics about how well it works, you have to take action. According to studies, brands' websites are the second most trusted advertising format after shopper recommendations.  Shopper recommendations on the branded website are relevant to sales. The advantage of a UGC solution is that it is quickly actionable, i.e. if done today it will help the numbers today. 

2. Make a list of touchpoints and KPIs where it would add value. Some suggestions:

• Aspirational images on the home page to improve engagement and time on page.

• Images of people carrying your product on the PDP (product page) to improve both Conversion Rate and Average Order Value.

• Images of the last event in your blog to improve loyalty and stickiness.

• Attractive images in your newsletter to improve open rate and CTR.

• Images in your inbound campaign to improve lead acquisition and lower cost per acquisition.

• Images in topic pages to lower bounce rate.

• Images in your presentations to improve insights value.

• Images in ad campaigns to improve reach or performance.

• Or all at once to improve Customer Lifetime Value...

3. Focus on the objective: engagement, sales, or both. Do a simple search: followers and volume of mentions on each social network.

• If the volume is low, take the opportunity to grow by impacting with a gallery of the best aspirational photos.

• If the volume is high, get the most out of them with galleries showing people enjoying your product and launch them on PDP. And if you want to do both, you can make several galleries of each. 

4. Focus where it's relevant. Currently, Instagram is the leading social network for photo sharing by far, and TikTok for videos.

5. Be aware that you need solutions, not tools.

How to manage privacy issues with UGC

Managing User-Generated Content privacy issues can be a challenge for any organization that collects, stores, and uses personal data from its users. Here are some steps you can take to properly manage UGC-related privacy issues:

1. Obtaining user consent is quite important before collecting, processing, and storing their data. You can require users to agree to terms and conditions before creating an account or by including a private statement on your website or platform, clearly explaining what information is collected, how it is used, and how it is protected.

2. You must protect the user's personal information by taking measures. This includes appropriate technical and organizational security measures to prevent unauthorized access, disclosure, or modification of personal data. Some of these measures you can implement are data encryption, user authenticity, and secure password management.

3. It is important to monitor user-generated content to detect any content that is inappropriate or violates the privacy of other users. You can do this through the use of content moderation tools that automatically filter out content that may be offensive or violate privacy rules.

4. Respond to users' privacy requests. Users have the right to access, correct, and delete their data at any time. You should establish a clear process for users to submit privacy requests and respond to them within a reasonable time.

Managing privacy issues related to UGC requires a sound privacy strategy and a proactive approach. When we obtain user consent, we must protect their personal information and ensure that we are complying with privacy standards.

Current trends and new UGC formats

1. Short videos and micro-content: TikTok, Instagram Reels, YouTube Shorts
   The popularity of short videos has transformed the way users interact with branded content. Platforms such as TikTok, Instagram Reels and YouTube Shorts are designed to capture attention quickly, making UGC in these formats highly effective in engaging audiences from the get-go. These short videos offer an ideal space for dynamic, natural and entertaining content.

• • Leverage viral trends: Brands can encourage users to create content around popular challenges or ‘trends’ on short-form video platforms. This increases brand visibility and allows users to interact with the brand in creative ways.

  • Real-time consumer-generated content: The format allows users to share their experiences instantly, bringing authenticity and strengthening the connection with the brand.

2. Interactive content in stories and lives
   Stories on Instagram, Facebook, and Lives on Instagram or TikTok have become a key tool for UGC, as they allow for more direct interaction with the audience. Live and ephemeral content is very attractive to users, who value spontaneity and authenticity in interactions.

• • Polls, question stickers and answers: Brands can encourage users to interact through polls and question stickers in their own Stories, generating participatory content and answering other users' questions.

  • Collaborative Lives: Brands can organise live sessions with customers or micro-influencers, allowing users to interact and submit questions in real time. This fosters a relationship of closeness and transparency.

3. Augmented reality (AR) content
   Augmented reality is transforming UGC, allowing users to interact with products in new ways. Brands can create AR filters on Instagram or Snapchat that users can use and share, generating entertaining and visually engaging content that can go viral.

• • Product filters and virtual experiences: Creating filters that allow users to virtually try a product (such as make-up or glasses) facilitates the generation of UGC without the need for the physical product.

  • Calls to action to share experiences: Brands can incentivise users to share their ‘virtual trials’ on their social networks, increasing brand visibility and capturing the curiosity of other users.

4. Carousel product reviews and slideshows
   Carousel reviews (carrousels) or slideshows have become popular on platforms such as Instagram and LinkedIn, where users can tell a story or show products step-by-step. This type of UGC is ideal for creating a visual narrative that captures the interest of users.

• • Carousel posts with steps or tutorials: Brands can invite users to share their experiences or step-by-step tutorials on how they use their products.

  • Visual comparisons: Showing ‘before and after’ results or product comparisons in a carousel allows users to visually see product benefits or features.

5. Cross-platform collaborations and challenges
   The UGC strategy is amplified when brands combine different platforms and types of content, encouraging users to share their experience across multiple social networks. For example, a ‘challenge’ can start on TikTok and then be integrated into Instagram to continue to grow.

• • Cross-platform challenges: Starting a challenge on one platform and motivating users to expand it to other platforms amplifies reach and captures the attention of different types of audiences.

  • Cross-platform incentives: Brands can offer rewards or discounts to those who share content on multiple platforms, increasing the visibility of the campaign and ensuring the generation of content in different formats.

Combining UGC with Adsmurai's Micro-Influencer Marketing Service

In the world of digital marketing, the combination of User Generated Content (UGC) and Micro-Influencer Marketing can boost your brand presence and establish authentic connections with your community. Integrating these strategies allows you to build a strong narrative and ensure long-term results. Find out how to connect with your audience and optimise your online presence.

1. Build a strong brand with micro-influencers

Micro-influencer marketing focuses on authentic partnerships. Adsmurai carefully identifies micro-influencers whose followers align with your ideal customer profile. We analyse interaction rates, authenticity, audience demographics and previous collaborations to ensure effective partnerships.

2. Creating genuine connections with your community

Connect your brand with micro-influencers that truly engage your audience. Adsmurai strives to create natural and relatable brand experiences. These connections not only increase brand loyalty, but also drive conversions and foster long-term relationships with your community.

3. Strategic activations with micro-influencers

We work closely with you to establish clear guidelines, messaging and desired outcomes for each influencer engagement. Our guidelines and content calendars provide micro-influencers with the direction they need to authentically integrate your brand into their content. This ensures seamless and impactful campaigns that resonate with your audience.

4. Reporting for effective campaign management

Get a complete overview of your influencer marketing campaigns thanks to Adsmurai's tracking and reporting system. We monitor influencer posts, manage sponsored content, product placements and ambassador programmes to ensure effective campaign management.

Connect with your community, boost authenticity and ensure long-term results through the strategic combination of User Generated Content and Micro-Influencer marketing. Click to get started now and build a strong and lasting brand!