The power of user-generated content (UGC)

In this article, we’ll dive deeper into the benefits of user-generated content (UGC) and discuss how you can incorporate it into your marketing mix to grow your brand.

When was the last time you made a purchase based solely on an advertisement or marketing campaign? Chances are, the people around you influenced you. In fact, more than 50% of millennials rely on recommendations from friends and family when making purchasing decisions, according to Adweek. This is where user-generated content (UGC) comes into play.

What is user-generated content (UGC)?

User-generated content (UGC) refers to any type of content created by individuals not necessarily affiliated with a brand. This can include reviews, photos, videos, and much more. 

By leveraging UGC, brands can repost photos or videos created by customers. This can include hauls, unboxing videos and testimonials of your product or service that showcase the benefits and generate excitement among potential customers.

It is a common understanding that consumers tend to trust other consumers more than the brand itself, making UGC a powerful tool to build trust, credibility and engagement (Beveridge, 2022). 

User-Generated Content | (Salukov, 2022)

Incorporating user-generated content (UGC) into your campaigns? 

Incorporating UGC into your campaign can increase engagement, generate buzz and foster a sense of community around your brand. 

According to ComScore, exposure to videos and branded content has been shown to increase brand engagement by an average of 28%. This can be achieved by organising giveaways, competitions or events that incentivise customers to create and share content featuring your brand. 

A great example is of GoPro’s recent competition #GoProMillionDollarChallange, which received over 25,000 customer submissions of their best GoPro footage. The best footage was used to create a stunning video showcasing the power of GoPro’s product, which can now be used across various marketing channels. 

GoPro Competition (Million dollar challenge: Gopro Awards 2022).

UGC is the most genuine form of content available and is considered the most cost-effective way to create content for your brand, making it a valuable tool for businesses of all sizes.

The future

According to Statista, social media users have reached 4.64 billion, making it a dominant advertising platform. Therefore, UGC is becoming increasingly essential in marketing campaigns on social media. Due to this audience, business owners and marketers must keep up with the latest trends and developments and explore new ways to incorporate them into their marketing strategy.

By tapping into this creative power of digital marketing, you can take advantage of the trust and authenticity that UGC brings to the table and stay ahead of the competition.

So what are you waiting for? Start exploring the world of UGC today and take your marketing efforts to the next level! 

This article was written by Lily Turton, reviewed and edited by Kara de Schot

Download Your Digital Asset Register

Fill in the form below to get immediate access to Pixel Co’s Digital Asset Register.

You will receive an email to your inbox (check your junk too!) with the link to access the editable PDF worksheet, which you can use in your business immediately!