Last updated - November 17, 2023
As the name suggests, UGC or user-generated content can be defined as content that is generated by users. The content can be anything, from images to text, audio, videos, and testimonials. UGC is usually unpaid or unsponsored and includes things like shares on social media involving certain products or services.
Why should you care about UGC? It’s because UGC results in higher conversion rates when compared to other marketing campaigns that don’t use user-generated content.
Also, most brands agree that UGC performs better on social media when connecting potential customers with new products/services. But what is UGC exactly in social media?
What is User-generated Content in Social Media?
Lifestyle content, how-to content, unboxing videos, hashtag/branded campaigns, customer reviews/testimonials, shares, reposting, and case studies are typical examples of UGC on social media today.
For a more definitive example, unpaid/unsponsored social media posts that people share across social media platforms about products and services qualify as UGC. Another example would be a Twitter user tweeting about a great experience in a hotel or safari.
Even reposts on social media channels like Instagram can qualify as UGC if it is a brand reposting a customer’s Instagram stories involving that brand i.e., an event they attended. Other classic examples would be someone making TikTok video content about their best makeup products.
It’s worth noting that UGC doesn’t have to involve your products or services. Examples of this kind of UGC in social media include content that highlights the value or lifestyle overlapping with another brand or audience. For instance, Nike retailers repost videos of sports figures, artists, and anyone else who uses Nike shoes or apparel.
UGC Benefits
In case you are wondering why marketers bother with UGC, the top benefits of UGC in social media marketing include; creating trust, boosting user engagement rates, boosting brand advocacy, and increasing conversions and revenue.
How to Use User-generated Content for Marketing?
Since it’s now clear as to what UGC is and its benefits, let’s shift the focus to how to use it!
It’s worth noting that there are both effective and ineffective ways of using user-generated content. For instance, some methods may be deemed spammy and intrusive, eroding important UGC brand benefits like trust. So, how should you use UGC for marketing?
Choose Social Media Platforms Wisely
While UGC will work with all kinds of social media platforms, the performance varies on different platforms. The focus should be on platforms where a brand has the most influence. For instance, Instagram and TikTok are perfect for sharing visual content.
Your decision should be guided by the platform that most of your target audience use. Considering that users are more likely to trust brands they follow on social media, it helps to consider the social media channels with the most following first.
What’s more, it also helps to consider where there is the most customer engagement. For instance, if TikTok, Instagram, and Facebook have the most engagement, these social media platforms should be in the top three in ranking.
Understand What Works for Each Social Media Platform
For UGC to work for marketing on social media, it also helps to know what makes different social networks stand out from the others and the type of UGC that performs best.
For instance, Facebook is perfect for sharing stories and full-video brand content. Compelling and authentic content will do well on Facebook. What’s more, using user-generated content for Facebook ads will also work.
TikTok is an excellent platform for discoverability and viral content. The algorithm favors small brands with authentic videos. Most importantly, the social content doesn’t have to be professional to go viral.
Instagram is perfect for video and image sharing. Hashtags, story mentions, and reposting content also work well for brands keen on generating new followers.
Lastly, Twitter is perfect for UGC-like images and hashtags. Twitter will also work perfectly for real-time UGC and shares (retweets). Understanding the above information is key to matching or creating UGC perfect for every platform.
Have Specific UGC Goals
Like any other content marketing strategy on social media, UGC must be backed by clear goals. While it’s possible to enjoy great results by treating UGC casually, brands keen on enjoying maximum returns must have specific goals.
For instance, campaigns can be specified as advocacy, showcasing a product/service in a specific manner, seeking higher engagement, influencing purchasing decisions, boosting conversion rates, building brand trust, educating users, etc. Knowing exactly what you want with UGC will inform many important things, including the platform and marketing strategies to use.
Inform your Audience
Consumers love knowing the type of social media content they should be creating and sharing. If you need consumers to take part in UGC, they need to know how. For instance, you should ask for hashtags or inform them of social media contests. Marketers can also give clear-cut instructions i.e., repost and comment.
Nike is a perfect example with hashtags like #PlayNewonTikTok, which lets users in on sharing personal stories about trying new things. Informing your audience helps them see and know the UGC you want.
Get the Necessary Permissions
As mentioned above, there are bad ways of using UGC. The importance of exercising caution can’t be overemphasized. You may be required to reach out and seek permission or UGC consent in some cases before sharing. Brands can expose themselves to legal issues for using UGC without crediting the creator or having the necessary agreements with content creators.
Brands should therefore be in the habit of reaching out and seeking permission/consent before sharing UGC. Besides avoiding legal issues, this tip is also critical for building trust and establishing mutually beneficial relationships with consumers. All in all, it helps to have a legal team establish the need for agreements/consent when crafting and implementing UGC strategies.
Measure UGC Content Performance
Lastly, UGC marketing campaigns must involve metrics to measure marketing performance. You must measure the outcome against your goals. Assuming you wanted to generate new followers or boost conversions, do you have metrics that tell you if you have achieved this or not?
You must consider using social analytics tools to track your UGC campaign metrics like engagement and have detailed reports on the performance of different efforts on various social media channels. Also, don’t forget to consider powerful tools that leverage social data to offer clarity on conversations and content about your brand.
This may call for contextualizing hashtags, keywords, and customer experiences to find new opportunities for sourcing and sharing UGC.
Conclusion
In summary, user-generated content marketing is an effective but commonly overlooked social media strategy. Those that are already using UGC on social media aren’t doing it correctly. The above information presents all there is to know about the best user-generated content platforms for different UGC and valuable information on how marketers and brands should use UGC successfully on social media.
