Remember when Oreo launched the #stayhomestayplayful campaign during the pandemic? People were provided with ideas for entertaining activities to make the lockdown more bearable. Videos and photos with that hashtag were posted and reposted by thousands of people, allowing Oreo to share content quickly and increase customer engagement. This is a great example of UGC (user-generated content)!
This quick guide will give you an overview of UGC, including benefits, facts, best practices and a few ideas to convert customers into brand advocates.
UGC is an organic form of content created by actual individuals who interact with or support a brand. Unlike traditional marketing materials, UGC comes directly from customers, fans, ambassadors, or even employees.
It can be any form such as photos, videos, reviews, blog posts, podcasts, and every other content that promotes the brand. Since UGC content is all created ny real people is much more authentic compared to branded content and help brands build community, raise awareness, and gain customer trust.
User-generated content (UGC) started with simple, amateur contributions like quick snapshots or unpolished videos. Even though these were basic, they felt real and connected with people better than polished ads. This is because UGC, like word-of-mouth recommendations, feels personal and trustworthy.
Over time, UGC has changed a lot. With better technology and higher expectations, people now create high-quality content. You see sharp photos, engaging videos, and well-crafted stories that match a brand’s image. The change isn’t just about better tools but also about audiences wanting good quality while keeping things authentic.
UGC is still a big part of marketing because it’s real and influential. Even though the content is now more polished, its power comes from connecting with people on a personal level. As brands use this evolving content, they build communities of storytellers, with every user becoming a part of their brand’s story.
There are many advantages related to UGC. It's not a surprise that many brands already implemented user-generated content in their digital marketing strategies, but like any strategy, it comes with a few disadvantages. Here’s a breakdown of pros and cons of user generated content:
The benefits mentioned above are supported by facts. Here are 5 main statistics about UGC:
Now let’s dive into the most popular UGC use cases.
Visual are the most common type of UGC, and the most engaging, too. Visuals include photos, videos and graphics and are the easiest type of UGC to create (customers just need a phone to shoot a photo or a video). It is a very common practice for customers to share a photo or video on their social media accounts, showing how they use and interact with a certain brand.
They are a great inspiration for potential customers to identify themselves and get inspiration. Brands can use customer reviews in their website, in blogs or on social media.
Recommendations in tweets and social media groups are also a common practice. People ask similar-minded people to share recommendations when it comes to purchasing a product.
These are one of the best UGC types and are usually left on product pages or business listings. Brands have to create a clear process to manage online reputation which includes managing, responding, and showcasing customer reviews.
When creating a user generated content campaign the most important task is to clearly define the main goals. Ensure that UGC supports your overall marketing objectives. For example, if you’re an ecommerce brand launching a new product, focus on generating reviews or product demos from users. Here are some of the goals that user-generated content can help to achieve.
UGC can boost conversion rates by providing authentic content made by users and customer reviews which make potential customers more comfortable purchasing a product.
When consumers create content on their own, they are more likely to share it with friends which will result in increased traffic for the brand's website! This means that if someone likes something about your business then they'll probably tell their friends about it too.
Most consumers need to be educated about a brand before they make a purchase. Brands can track popular questions and concerns about their products on social media and provide a direct response.
UGC is the best way to build credibility and trust with an audience. That's why brands need to track keywords, comments and reviews connected with their products.
Once you have defined their goals, next step is coming up with a serious strategy for a successful campaign. Here are some of the best practices used by the largest brands:
You want your campaign to go viral, and millions of new customers start using their products, right? Well, before you expect users to start promoting and sharing content about your product, you should think about what makes their product distinctive and how to facilitate the user experience.
You should understand what is your audience's demographics, interests, and behavior to create content that resonates with them. Research audience preferences to know what your customers like, their lifestyle, and what kind of content they enjoy sharing (photos, videos, reviews, etc.). Look at which posts or campaigns have gotten the most engagement in the past. Pay attention to the type of content your audience has already created or interacted with.
Identify where your audience is most active. Focus your UGC strategy on platforms where your target audience is already engaging. Whether it’s Instagram, TikTok, or Facebook, choose the social media channels that best match your audience’s habits. For example, if you are a DTC food brand selling candies and snacks and your target audience are mostly Gen Zs, you should probably consider TikTok as your main platform for the campaign.
Ensure that UGC campaigns are optimized for each platform. For example, Instagram Stories are great for quick polls, while YouTube might be ideal for longer-form product reviews or tutorials.
Identifying the right UGC creators is crucial for the success of your campaign, as they bring authenticity and align with your target audience's values. To find the perfect fit, analyze their content style, engagement rates and reach statistics, and past work.
Provide easy-to-follow instructions and make it simple for users to participate by giving clear guidelines on what type of content you’re looking for and how to submit it. Include details on themes, hashtags, formats, or any technical requirements.
Create and promote a unique branded hashtag that users can include in their posts. This makes it easy to track content and creates a sense of community around your brand.
Run contests or giveaways, offering rewards such as free products, discounts, or shout-outs for the best user submissions. Contests create excitement and encourage more users to contribute.
It's also good to feature users’ content. Showcase the best UGC on your website, social media pages, or newsletters. People love being recognized, and this encourages more participation. You can also create a “customer of the month” or “top UGC creator” feature.
It's always a good idea to ask for permission before resharing some users' content. Not asking the author's permission can irritate even the most ardent supporters. This can be done by asking users to agree to terms or by directly seeking their approval.
Ensure that your UGC campaign adheres to local regulations regarding intellectual property and privacy. Make sure your guidelines clearly state how the content will be used and give credit to creators when appropriate.
UGC campaign's performance are a great source of customer research and can help brands understand how consumers are using their products. Data should be used to optimize the marketing strategy and improve future campaigns.
Monitor how much UGC your campaign generates and track engagement metrics such as likes, shares, and comments to evaluate its effectiveness. If your goal is to drive sales, track how UGC contributes to conversions. This could be through referral links, promo codes, or product-specific UGC.
Repurpose the best user-generated video content in your ads, product pages, or email marketing campaigns. UGC can make your promotional content more relatable and trustworthy!
Brands should consistently engage with their audience and analyze the content they share. This interaction not only enhances customer relationships but also provides valuable insights that can inform product development and marketing strategies.
For instance, branded hashtags offer a goldmine of information. If you're in the beauty industry, searching for your product names on social media can reveal what your audience desires. Are they asking for a broader spectrum of shades or eco-friendly packaging? Such insights can be crucial for aligning your products with consumer expectations.
Additionally, customer reviews and ratings are rich with feedback. If you notice recurring themes in reviews, like sizing issues or feature requests, it's a signal to reevaluate your offerings. Taking action based on these insights, similar to how some brands have successfully adjusted their product lines, can lead to increased customer satisfaction and improved ratings.
By integrating feedback from UGC into your business operations, you not only meet consumer demands but also foster a loyal customer base eager to engage with and promote your brand.
User-generated content campaigns have proven to be powerful tools for boosting engagement and connecting with audiences. Here are some standout examples:
Starbucks invited customers to doodle on their white cups and share their creations on social media with the hashtag #WhiteCupContest. The winning designs were featured as limited edition reusable cups. This contest not only sparked creativity but also resulted in over 4,000 submissions, generating significant buzz on platforms like Twitter and Instagram.
By encouraging guests to share their vacation photos with the hashtag #myHGV, Hilton Grand Vacations tapped into the authentic experiences of their customers. These genuine images were not only showcased on Hilton's Instagram feed but also inspired potential travelers to book their own stays.
Aerie promoted body positivity with its #AerieREAL campaign, inviting women to post unedited photos of themselves in Aerie swimwear. This initiative celebrated authenticity and empowered women, enhancing Aerie’s brand image and fostering a community of loyal advocates.
Before launching a new smartphone model, Samsung teamed up with influencers to create the #danceAwesome challenge. The campaign centered around a catchy dance that highlighted the phone's features, resulting in an impressive 4.7 million user-generated videos and 16 billion views.
Users share step-by-step morning skincare routines using your beauty products, highlighting their benefits, textures, and visible results. Videos could focus on the simplicity of incorporating the products into daily life.
Invite travelers to share their favorite hidden spots, restaurants, or activities they discovered during their trips. Compile the best entries into a user-curated guide for future travelers looking for unique experiences.
Invite customers to create their own unique recipes using your food or beverage products as the key ingredient. Encourage them to share photos or videos of their creations with a branded hashtag, and reward the most creative or delicious entries with a free product or feature on your social media.
Encourage customers to share before-and-after photos or videos showing how workout routines or exercises transformed their body. You can offer a monthly prize for the best transformation to boost participation. Read about how Jeanne won Orangetheory Fitness Transformation challenge!
Encourage customers to share before-and-after photos or videos of their home improvement projects, using your home products or decor items. Offer to feature the most impressive transformations on your website or social media, inspiring others to upgrade their spaces.
Invite users to share their best money-saving tips, budgeting hacks, or investment strategies. Feature the most practical or creative ideas in a blog post or newsletter, and offer a financial consultation or prize to the top submissions.
User-generated content (UGC) is a powerful tool for brands looking to engage with their audience and build a loyal community. By encouraging users to create and share content, brands can tap into the creativity and authenticity of their audience, resulting in more meaningful connections and increased brand awareness.
Learn how to start and scale user generated content marketing for your brand by joining Movig for free or schedule a demo so we can answer any questions and to show you how our platform works.
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