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What is User Generated Content (UGC)? What are the top 5 benefits of UGC?

What is User Generated Content (UGC)? What are the top 5 benefits of UGC?

User Generated Content 101 - What is it? Why is it good?

Oliver Sotirios Bourne
September 15, 2023

It’s 2023, and we are overwhelmed with a deluge of daily content on social media, much of which is, of course, promotional in nature. One term has risen above the rest in the marketing world: UGC, or User-Generated Content.

But what exactly is UGC, and why has it become such a buzzword among brands? More importantly, why should your brand consider integrating it into its marketing strategy? Let's dive in.

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Defining UGC

At its core, User-Generated Content (UGC) refers to any form of content, be it images, videos, text, that has been created and/or shared by consumers of a brand.

For example, think of a customer who posts a video of their latest sneaker purchase on Instagram and tags the brand, a customer who writes a detailed review of their favourite skincare product on a beauty forum.

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Why is UGC powerful?

It doesn't look like an ad. Short version for ya 😉

One of the main reasons UGC has become a dominant force in the marketing landscape is its authenticity. Consumers are constantly bombarded with shallow promotional messages in the form of both highly produced ad content and oftentimes inauthentic influencer content, as such there's a growing desire for genuine content made by real customers.

UGC simply doesn't look or feel like an ad. It feels like a friend talking to you and doesn't illicit that ‘ad detected, auto skip’ action.

Also, when consumers create and share UGC to their personal accounts through Friendfluencing, study after study shows that friends and family as the highest trusted form of brand advocacy with 93% of consumers reporting as such. Friendfluencing also has been shown to drive 5x more sales than paid media.

This is directly reflected in our results at WYSPR where we achieve 10x higher engagement rates than traditional influencers.

Benefits of UGC

So quick fire, what are the benefits of UGC?

Trust and Credibility: UGC offers authenticity, which in turn fosters trust. In an age where trust is a valuable commodity, displaying real user experiences can set your brand apart.

Enhanced SEO: Search engines love fresh and unique content. UGC provides a constant stream of this, especially if you're encouraging and showcasing reviews on your product pages. And as socials become search engines themselves with Gen Z using TikTok as a search

Higher Engagement: Content created by users tends to receive more likes, shares, and comments than brand-created content. This not only boosts your brand's online visibility but also enhances community building.

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Cost-Effective: Encouraging UGC is significantly cheaper than producing professional ad campaigns. While there might be costs associated with incentivizing UGC, it's typically more budget-friendly than other marketing endeavours. At WYSPR we find we produce 100x more UGC than avg. influencer costs.

Valuable Consumer Insights: By analysing the UGC related to your brand, you can gain invaluable insights into what your customers love, what they don't, and what they desire in the future.

In Conclusion

UGC isn't just a fleeting trend; it's a testament to the evolving relationship between brands and their audiences. It captures the essence of modern-day marketing, where consumers play an active role in brand storytelling.

If your brand hasn't tapped into the power of user-generated content yet, now is the time. Embrace the authentic voices of your customers, and you'll not only see enhanced engagement but a genuine bond forming between your brand and its community.

If you’re looking for a way to find which of your consumers can create UGC, how to build a consumer advocacy programme and create UGC at scale then book a call with a WYSPR team member here.

Oliver Sotirios Bourne

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