By Intern Sophie D’Errico

What is User-Generated Content (UGC)?

UGC refers to images, videos, reviews, or social media posts created by your customers or audience, showcasing their real-life experiences with your brand. This content is not created based on any sort of sponsorship or partnership with a business, making it highly authentic and relatable, and thus a powerful tool to build trust and engagement.

Benefits of UGC

Increases Authenticity and Trust 

UGC enhances brand credibility by showcasing genuine customer experiences. Brand credibility is increased when a brand is able to showcase authentic experiences from real customers. When potential customers see others documenting positive experiences with your brand it encourages other users to engage with the brand as well. UGC is especially effective for testimonials, as it highlights the real-life satisfaction of your audience.  

Diverse Perspectives and Valuable Insights

UGC allows audiences to see the diverse perspectives on your brand, such as unique ways to use a product or service that they may not have considered. It also offers valuable feedback, giving your brand insight into areas for improvement. 

Offers More Content 

Sharing UGC reduces the workload of creating original content. By featuring UGC, your brand can maintain a steady flow of content while saving time and effort. 

Improves Search-Engine Optimization (SEO)

UGC can enhance a brand’s SEO meaning that their content, expanding the brand’s reach as their search engine ranking is higher and their content is put closer to the top of user’s search results and reach more potential customers. 

Ways to Foster UGC

Create a branded hashtag

A simple, memorable hashtag will allow users to post content related to your brand in one convenient place. This makes it easier for users to discover content related to your brand and gives them inspiration for creating their own. 

Run Contests

Hosting contests is a fun way to incentivize UGC. Encourage followers to share a relevant photo related to your brand– perhaps a photo of them engaging with a product or service– and post it with your hashtag and a tag to your account for a chance to win prizes like discounts or free items. 

For example, you could run a “Day in the Life” contest where users share their experience using your product throughout their day and the best entries win a prize. 

Highlight Consumer Content

Reward your followers’ efforts in posting about your brand by reposting it to show your appreciation and give them a spotlight. This will encourage others to post who wish to be featured as well. Customers will be more inclined to create content if they know it could be part of a larger feature on your platform.

Host memorable events 

Events such as product launches or exclusive in-store promotions create opportunities for attendees to post about their experiences. Even simple gestures like providing discounts and refreshments to select guests, provide lots of opportunity for those attendees to share these moments online through UGC.

Branded hashtags, contests, highlighting consumer content, and hosting events, all give your audience opportunities to demonstrate their engagement and loyalty through UGC.