User-generated content, or UGC, refers to any content that is created by consumers or users of a product or service, rather than by the brand itself. Examples of UGC include social media posts, reviews, photos, and videos. UGC is important in marketing because it can help to establish trust and credibility with potential customers, as well as increase brand awareness and engagement. In this blog post, we will explore the concept of UGC in more detail and provide tips on how to get it for your brand.

Below are the topics we'll cover in this post:

Understanding UGC (user-generated content)
The importance and benefits of UGC in marketing
Strategies for encouraging UGC from your audience
Best practices for curating and effectively using UGC in your marketing campaigns.

What is UGC (user-generated content)?

User-generated content (UGC) is essentially online word-of-mouth marketing. It refers to content created by customers, influencers, or individuals who enjoy trying new products and sharing their experiences. Unlike branded content, UGC is considered more authentic and trustworthy since it comes from real people who have used your product or service.

There are several types of user-generated content (UGC), including:

Reviews and ratings: Customers leaving feedback on your products or services.
Social media posts: Customers sharing their experiences with your brand on social media platforms.
Blogs and articles: Customers creating their own content about your brand or industry.
Photos and videos: Customers sharing visual content featuring your products or services.
Testimonials: Customers providing a written or video testimonial about their experience with your brand.
Q&A and discussion forums: Customers asking and answering questions about your brand or industry.
Polls and surveys: Customers providing feedback through polls and surveys.

What are the benefits of UGC?

SEO Benefits: In addition to the marketing benefits of user-generated content, it can also have a positive impact on your website's search engine optimization (SEO) efforts. Research has shown that having positive customer reviews and UGC can improve your SEO rankings, with some of the world's top brands having up to 25% of their search results linking to user-generated content, according to Kissmetrics. By incorporating UGC into your website and social media, you can increase the likelihood of appearing in search results and drive more organic traffic to your site.

Gain Audience Insights: By analyzing user-generated content, businesses can gain valuable insights into their audience's preferences, opinions, and feedback. This data can be used to inform product development, marketing strategies, and customer service improvements. User-generated content is a gold mine of information that can help businesses stay ahead of the curve and provide the best possible experience for their customers.

Relatability: UGC helps potential customers visualize how they can use the product in their everyday lives, making it more relatable and enticing to purchase. Unlike highly stylized studio visuals, UGC showcases real-life scenarios that customers can connect with.

Uniqueness: UGC allows brands to see how customers style and use their products in their own unique ways. By not over-briefing content creators, brands can tap into the creativity of their customers and produce beautiful, authentic content that resonates with their audience.

Credibility: UGC establishes greater trust between the customer and the brand. By featuring real people in ads and social media, brands can showcase real-life scenarios and experiences, rather than overly branded and staged content.

Drive traffic and conversion: UGC serves as social proof, attracting potential customers to click through to the site and ultimately convert. When customers see other users enjoying and endorsing a product, they are more likely to trust and make a purchase.

Examples of brands that have successfully leveraged UGC

Starbucks

Warby Parker

Wayfair

Stanley Brand

Pop & Bottle

How to Encourage UGC

Now that you understand the importance of user-generated content (UGC) in marketing, it's time to learn how to encourage your customers to create and share it. By providing incentives, creating a branded hashtag, and featuring UGC on your website and social media channels, you can tap into the power of UGC to boost engagement and sales. Here are some tips and best practices to help you get started.

5 Ways to Encourage UGC:

Offer incentives: Providing incentives such as discounts or giveaways can motivate customers to share their experiences and content with your brand.
Create a branded hashtag: A branded hashtag can help you easily find and curate UGC from your customers. Make sure to promote the hashtag on your social media channels and encourage your followers to use it.
Feature UGC: Showcasing UGC on your website and social media channels not only encourages others to share their own content but also helps to build a sense of community around your brand.
Provide clear guidelines: When encouraging UGC, make sure to provide clear guidelines and rules to ensure that the content aligns with your brand values and guidelines.
Engage with users: Engaging with users who create and share UGC can help build stronger relationships with your customers and further encourage them to continue sharing their experiences with your brand.

How to Curate UGC

Below are five simple suggestions for curating UGC that you can begin implementing in your marketing campaigns today. These tips will help you effectively collect, manage, and utilize user-generated content to enhance your brand's online presence and connect with your audience on a deeper level.

Monitor your brand's social media accounts: Keep an eye on all social media platforms where your brand is active and search for relevant hashtags or mentions of your brand. This will help you find UGC that your customers are already creating.
Use a social media monitoring tool: There are many tools available that can help you track brand mentions and keywords across multiple social media channels. These tools can make it easier to find UGC and respond to it in a timely manner.
Reach out to customers: Consider reaching out to customers who have left positive reviews or feedback about your brand and ask them if you can use their content in your marketing materials. Make sure to ask for permission and give credit where it's due.
Run UGC campaigns: Create campaigns specifically designed to encourage customers to create and share UGC. This could include contests, giveaways, or other incentives.
Use UGC platforms: There are also platforms available that specialize in curating and managing UGC, such as Olapic or TINT. These platforms can help streamline the process of finding and using UGC in your marketing efforts.

How to pick a UGC platform?

When it comes to generating user-generated content (UGC), there are numerous platforms available in the market. But with so many options, how do you choose the right one for your brand? In this guide, we'll provide some tips on how to select the best UGC platform for your needs. We'll discuss factors to consider, such as the platform's industry focus, success rate, client roster, content creator variety, and process timeline. By following these tips, you can ensure that you're partnering with a platform that aligns with your brand values and goals.

Top 4 UGC platforms we’d recommend:

MiniSocial

Their services offer flexible options for one-time campaigns or ongoing monthly or quarterly partnerships, accommodating various budgets and needs. Each campaign involves collaborating with at least 20 content creators, with the option to choose the desired format of content, such as photos, videos, or both.

Their streamlined process begins with setting up a brief, followed by receiving a list of potential creators, selecting those that align best with the brand's image and values, and shipping the products. The content turnaround time is typically fast, making it a convenient solution for time-sensitive projects.

Their impressive list of clients includes reputable brands like Doordash, Native, Olipop, Hum, and more.

For more info, click here.

Billo

Billo is a fantastic option for brands looking to create high-quality UGC, testimonial videos, how-to videos, ads, and more. The company's content creators possess excellent video editing skills, high energy levels, and a deep understanding of what makes a great video asset. In my experience, video ads created by Billo consistently outperformed all other ads in my meta campaigns.

What's even better is that there are no long-term contracts, and the sign-up process is simple and straightforward. After filling out a brief, Billo will send you a list of creators that they believe would be the best fit for your brand. The platform is also easy to navigate, and Billo understands that video needs vary by industry, which is critical for businesses in the CPG sector. Billo has worked with clients such as Harry's, Warby Parker, Adore Me, and many more.

Give them a try, click here.

Message from Alma: Hey there! I just wanted to let you know that I recently signed up for the Billo affiliate marketing program. So, if you click on any of the links I've shared and end up signing up with them, I'll earn a commission for the referral. Just wanted to be transparent about it!

#paid

Although we have yet to use this platform, we have spoken with many marketers who highly recommend it. The platform boasts several trust marks on their site, such as being a Meta Business Partner, TikTok Partner, and Shopify Partner, which make it an attractive option for working with them.

The platform offers quick campaign launches, the ability to match with creators that align with your business, and most importantly, the option to license creator content for use in owned and paid channels. Notable clients of this platform include Coca-Cola, Ikea, Sephora, Unilever, and Volvo.

Click here to learn more.

Cohley

Cohley is a great option for UGC needs as it provides a variety of benefits such as access to a large community of content creators, customizable campaign options, and the ability to license content for use across all channels. Cohley's platform also allows for easy communication with creators and provides quick turnaround times for content creation. Additionally, Cohley has a strong reputation, with trust marks such as being a Meta Business Partner, TikTok Partner, and Shopify Partner, and has worked with notable clients such as Coca-Cola, Ikea, Sephora, and Unilever. Overall, using Cohley can lead to high-quality UGC that can enhance a brand's marketing efforts and improve customer engagement.

We have used Cohley in the past for generating reviews and the process was straightforward and easy. We would definitely recommend this platform.

User-generated content (UGC) is a powerful tool that brands can leverage to build trust, drive traffic, and increase sales. By showcasing content created by real customers, brands can establish authenticity and relatability, and gain valuable insights into what their customers love about their products and services. This blog post has provided an overview of what UGC is, its benefits, and how brands can encourage, curate, and use it effectively. By following the tips and best practices outlined here, brands can tap into the power of UGC and take their marketing efforts to the next level.

What Is UGC And How To Get It