The phrase user-generated content refers to content that is created by a brand’s customers. On the web, all text, video, and photos with brand mentions created by people rather than companies can be called consumer-generated or user-generated content (UGC). That is, every Story, Reel, tweet, TripAdvisor review, or Facebook post not generated by your employees or brand affiliates is UGC.
According to a TurnTo Networks study, 90% of consumers say that UGC has more influence on their purchasing decisions than promotional emails and even search engine results. Another Stackla report states that UGC has a major impact on the purchasing decisions of 79% of people.
This is because UGC is apparently unbiased, free, authentic, and honest. Therefore, consumers who share their experience with a brand through social networks or other channels can have a great influence on their followers. Sometimes the authenticity and human feel of the content is more important and conveys better than a formal tone.
Traditional advertising can seem biased or exaggerated to customers since it is brand-created content. The value of user-generated content feels more authentic and believable because they are created by real people and therefore resonate more with your audience.
UGC is a win-win situation as it puts a company’s customers front and center of its brand. UGC gives consumers a platform to voice their opinions and essentially allows brands to market to them, not on them. This provides audiences with not only social proof of why the brand is worth talking about, but also participation in a community.
Brands that feature user-generated content to their consumers actually build deeper connections with them. Doing so makes them feel seen and heard, and encourages more people to share their stories, too. This level of interaction helps deepen relationships and grow an engaging community.
Everyone knows that people are more likely to trust recommendations from their friends and family than brand ads. Consumers want to see why a brand is worth buying from people like them. They are humans talking to humans.
It is important that brands establish themselves as credible and trustworthy. Audiences turn to the people they know for personal recommendations on products and services, which is why UGC is called the new word-of-mouth.
Let’s be honest: consumers don’t trust marketers. Content marketing strategy should put customers front and center to build trust with them. Their voices are the most important and must be heard in your marketing initiatives.
Building relationships with target consumers is challenging. Today, we are all bombarded with messages from countless brands. If you can’t connect with consumers in an honest and genuine way, you probably won’t build a lasting relationship.
The UGC helps to do just that. Businesses can add authenticity and a compelling personal touch to marketing efforts. This content allows customers to make better decisions that improve their shopping experience.
Do you want to be part of the conversation? UGC could be the next step in turning your customers into brand partners. When done right, it’s profitable and effective; it is potentially the key to differentiating a brand in a saturated market. It is proven to increase brand awareness and establish credibility through user-to-user marketing, reducing bias created through marketing efforts.