User-Generated Content (UGC) is one of the most influential methods of social media marketing or social commerce. Any content that is created by customers or individuals who are not working for brands, and published on social media is classified as User-Generated Content. UGC can be images, videos, and other social media content. It could also be reviews and testimonials regarding a product. The content created by the customer is then made use of by the brand, making it a part of their marketing strategy.

Brands like GoPro and Apple have used UGC effectively in their social media pages like YouTube and Instagram. The video equipment company shared videos created by its customers using their equipment on YouTube, successfully gaining lots of attention and views. Apple introduced the “Shot on iPhone” campaign some years back, encouraging users to share great photos they captured with the latest model of the iPhone. The best photos were shared by Apple not just on social media, but even on billboards and posters of their Ads outside.

Sites like Amazon and Tripadvisor have also used UGC for a long time, getting customers to post public reviews of a product or service online. These companies try to engage with customers, communicating politely and addressing their reviews and grievances. Such testimonials help build customer trust and give the brand a positive image.

How does UGC help a Brand?

Contributes Authenticity:

There is a greater chance of people believing everyday people who are relatable than a brand about a product. So, when they see a common man recommending a product, they consider it more authentic than brand-created content.

Provides Brand Loyalty:

Involving consumers in the brand’s growth is a great way of deepening the connection between brand and consumer. The customer now feels like they are part of the brand’s community. An engaged community helps build brand loyalty.

Holds People’s Attention:

UGC has turned out to be very efficient in grabbing people’s attention. In most cases, it is even considered more catchy than traditional advertising.

Influences Purchasing Decisions:

When people get to see actual social proof that a particular product is useful and worth buying, it greatly influences their final purchasing decisions. It is seen to be even more impactful than products advertised by celebrities or influencers. UGC also helps increase conversion rates of the audience into potential new customers of the company.

Cost-effective:

UGC is very cost-effective as the brand can rely on the customers for useful content. They do not have to worry about spending money on professionals, studios and equipment. The brand only needs to maintain a healthy relationship with its customers to get positive content for free and without being asked.