What UGC Is and Why Your Business Needs It

UGC, or User Generated Content, is really popular these days. It’s being used by huge brands as well as by small businesses in their ads and on their websites/landing pages. It looks like entertaining content but works as social proof. And what’s more important, it can sell.

So let’s find out what it really is, why you need it, and where you find it.??

Generally, user generated content includes all kinds of content from the net that was generated by users (not brands). But today, it is often used by businesses for promotional purposes. Why do businesses like it so much?

First of all, it’s authentic. One of the main tasks of every marketer is to understand what kind of content would be the most relevant to their audience, and would not only make them purchase but also raise trust to a brand. What’s more, along with building trust, it also helps to cultivate loyalty to a brand. That’s why content that users produce themselves is so valuable.

Secondly, ads with UGC have higher engagement rate because on a subconscious level we all are prone to be interested in other people’s lives and choices and we like to look at people more than at products. And as you all know, higher engagement rate raises ad’s relevance score and so makes CPM cheaper. CTRs are also higher for such kinds of ads.

85% of consumers aged 25-35 take the final decision to purchase after checking feedbacks or UGC. It works as a credible social proof and makes potential customers feel more confident that they’re making the right choice.?

Another interesting fact is that millenials find UGC to be 35% more interesting and memorable than other types of content. It means that even if a user sees your ad and doesn’t click, he/she will most likely remember it and probably convert later. What’s more, when people remember your brand and messaging, it’s easier to influence them through retargeting.

UGC is a great tool to set up a basic human connection between your brand and your customers. When people share the UGC you used, comment on it, and like it, it’s not just an ad anymore, it’s much bigger. With the help of UGC, you facilitate the sense of community and fulfill the innate desire to belong every human being has.

After all, this type of content is really cost-effective. 56% of users say they would give a business permission to use their images or video for marketing purposes. So there’s no need for super-expensive photo shootings or filming, but the effectiveness of UGC is, as we already know, sometimes even higher than that of professionally made content.?

Where can you get UGC for your brand?

The easiest way is to ask your customers to tag you on their social media when they post images or videos with your products. Of course, you can’t use this content without their permission, so don’t forget to ask for it. Another way is to encourage people to get creative. For example, you can start a challenge or a contest (e.g. someone who creates the funniest meme about your product/brand gets a gift from you, etc.), ask them to share their experience or interesting stories connected with your brand. In the long term, it would be great to develop a creators community so that you could communicate with them directly and encourage them to produce more content. It will also help you to form a better understanding of your audience and have a deeper connection with it.

UGC seems to be a perfect kind of content, but it also has drawbacks. Although modern gadgets have good cameras, not all user generated content is of high quality. So sometimes it either can’t be used for ads at all or requires some edits.

Anyway, everyone understands how important it is to use UGC as with its help you create personalized content experience and get closer with your customers.?

If you don’t want to waste time until you find the best UGC for your business, drop us a line and our team of experts will do it fast for you!