User Generated Content (UGC) is a form of original content, it can be in any form such as photos, videos, testimonials, and customer reviews. This type of content involves the participation of the end user, the person who is using the product or service.
This helps in promoting our product with genuine client reviews and experiences, not by any false or misleading statements. And it creates more engagement with the content.
The market of UGC content is growing rapidly as it was $4.4 billion in 2022 and it is estimated to grow with a CAGR of 29.4% from 2023 to 2030.
So Why User Generated Content?
As with the growing technology, the market is also growing at a rapid speed and all the businesses and companies are promoting themselves with lots of advertising to bring and retain customers and also spending a huge amount on marketing.
Customers are now flooded with different types of advertising and they often ignore them.
They even use the block ads feature on their devices. Due to this the need for User Generated Content increases, as people interact with each other and feel a sense of trust if someone recommends a product or service.
UGC can be used to boost engagement, increase conversion rates, and as a cost-effective marketing method. Involvement of UGC content helps in success and sustainability.
The importance of User Generated Content can be understood by the following points –
Increases trust
User Generated Content helps in building trust as it provides a real-time user experience and there are more chances that the potential user will trust the existing user experience over the other marketing tactics and this also helps in creating brand value and image of the business.
Boost engagement
UGC focuses on the participation of the user while making content, as they contribute to the content they feel a sense of ownership. Other people also relate with them and are more involved in the content.
Companies use many User Generated Content forms to engage audiences such as product photos and video sharing, testimonials, and reviews.
Cost-effective technique
Rather than investing huge amounts in advertising and marketing, businesses can only rely on User Generated Content as it can help in more conversions and engagement. It also reduces the marketing cost which can be a relief to businesses.
Broader reach
User Generated Content is shared across all the platforms by businesses and even users which increases the reach to the audience and helps users to take immediate action.
This process improves visibility and creates brand awareness.
More conversion rate
Most people use to buy when others recommend or they see others enjoying the product or services which can be done by testimonials or reviews. UGC helps in showing the value and quality of the product or services.
Authenticity
User Generated Content is more reliable and authentic as compared to other forms of content, as people are more conscious about what they buy so rather than going with any brand they try to go with an authentic brand.
Types of User-Generated Content
There are certain ways of making User Generated Content, and it can be designed according to our target audience. It can be in the form of written reviews or ratings, testimonials, photos, and video sharing.
Reviews or Rating
This type of UGC is shared by users on third-party websites. It provides useful information about the product through the user. They share their experience after consuming any product or service, reviews can be either positive or negative.
Testimonials
They are generally long format User Generated Content and they are shared directly by consumers to the company. Generally, most of the testimonials are positive and with the experiences of the user.
Videos
User Generated Content can be also in the form of long detailed videos or vlogs, users sharing their experiences, and tutorials in the form of videos. Video content visually attracts potential users and forms a connection between the user and the brand.
Images
Images are the type of user content, in which the user shares the product or its benefits they got from the product. This adds a sense of trust and authenticity to the product, people often use hashtags of the brand.
Blog post
Many bloggers review or mention the products in their blogs. Sometimes they also make detailed tutorial blogs on their website and it creates a positive impact and helps in boosting engagement.
Paid UGC
This type of User Generated Content is becoming popular nowadays for new businesses or small businesses, as they don’t have a large customer base to make content or have their testimonials.
In this case, they generally connect with UGC creators to review their products, they are mainly influencers who have some popularity and a fan base.
They endorsed the product through which the company got more reach and audience.
Best practices for UGC
There are certain things to consider while making content. Proper UGC strategies should be followed for making User Generated Content that suits the brand goals, and values and helps in grabbing the benefits from UGC.
Always seek Permission.
Permission is important for sharing the content, without the consent of the user can impact the brand value and can directly impact conversions.
Provide them with the exact content that you are going to share on different platforms.
Give credit
Always give credit to the original creator of the content whether it is video content or review content. It can be by tagging them in posts or mentioning their name and this will show that the company respects the content and the content creator. This will encourage them to make more similar content.
Be clear about the type of content you needed
While working with the UGC creators, they ask us about what type of content we want from them. Convey your choice of content you need from them rather than creating confusion.
Determine your strategies and goals.
Think wisely about what you want from UGC’s, as this can have a positive impact on the business whether you want to drive more conversions or more brand awareness.
Make a proper strategy that aligns with your goal.
Don’t wait to start!!
UGC can help you to gain more audience and reach, and also increase the trust and authenticity of the brand which will directly impact the conversions and adds value to the brand. The demand for UGC will never diminish.
Also read How AI in Digital Marketing Transforms Marketing Strategy.