Can UGC be Bad for a Brand?

User-generated content (UGC) is any type of content that is created by the consumer. With TikTok taking over, brands are now using UGC more than ever before as a promotional tool. But why UGC?

In a branding context, UGC is the most authentic, trustworthy and reliable source of promotion. It allows the creation of relatable content for consumers, allows brands to showcase their products through real people and helps build a community of both brands and consumers. The fact is, people trust people – not brands.

 In 2014, Marc Jacobs launched the #CastMeMarc campaign. This was to encourage consumers to submit videos and photos for the chance to feature in his AW14 campaign. The campaign received over 70,000 entries, including 15,000 in the first twelve hours. Nine of those people appeared in the final advertisement, shot by photographer David Sims. The innovative approach has since inspired multiple fashion companies to follow suit. Fashion brand Nasty Gal launched a similar campaign last week. The brand encouraged Instagram users to post a picture of themselves to be in with the chance of becoming the face of the brand, in addition to winning a modelling contract as well as a year's supply of Nasty Gal clothing.

But how far is too far with UGC? It’s almost guaranteed that UGC eventually leads to some negative perceptions of a company appearing online. The brand can also be tarnished by enforcing UGC – with no real control on what users post, who these users are or what these users are going to do next, how far should a brand go in using UGC?

Words by Content Assistant Amy Hardy