UGC content creation has become a powerful tool for brands and businesses to engage their audience in recent years. It’s no secret that UGC has grown rapidly, with TikTok telling anyone with a smartphone and an internet connection to become a creator.
However, with the growing popularity of UGC, it’s easy to wonder: is it too late to become a UGC content creator?
There’s no denying the market is now more saturated, making it more difficult for new creators to break through, but have you missed the boat entirely?
Let’s find out.
- WHAT IS UGC CONTENT CREATION?
- CHALLENGES IN UGC
- OPPORTUNITIES IN UGC
- WHY IT’S NEVER TOO LATE TO START
What Is UGC Content Creation?
In a world where consumers are increasingly skeptical of traditional advertising and marketing, user-generated content (UGC) offers a more authentic and relatable way for brands to connect with their target audience. UGC is content that looks native to a user’s feed. Rather than being an obvious ad from a brand, it looks like every other post they scroll by.
When people see their peers using and enjoying a product or service, they’re more likely to trust and engage with the brand. Because of this, brands are paying UGC creators to create this content.
Challenges in UGC
As with any industry, the UGC content creation world offers both opportunities and challenges for aspiring creators. On the one hand, the rise of social media and content sharing platforms has made it easier than ever to create and share content with a global audience.
On the other hand, the growing popularity of UGC content creation has also led to increased competition. With millions of creators vying for attention on platforms like Instagram, TikTok, and YouTube, it can be challenging for new creators to break through and build a following. If you’re looking to start UGC now, you’re going to face a number of challenges:
❌ Backlash from brands
Brands are receiving hundreds (if not thousands) of emails every single month with the same cookie-cutter email pitches from new creators with the same Canva portfolio templates. This makes the industry look amateur, and brands have been known to react badly on social media.
❌ Saturated markets
During the pandemic, people were looking for a way to make a quick buck at home. One of these ways was UGC, and like many things during the pandemic — TikTok, banana bread, savage love — it got popular very very quickly. This meant that the UGC market quickly became saturated with UGC creators. That’s not to say it’s too saturated, but there is without a doubt more competition than there was at the start.
❌ Creators looking to take advantage of you
The UGC on TikTok is like the wild wild west. You’re either getting scammed from dodgy agencies and brands, or from ‘creators’ looking to sell you a $150 guide or 60 minute 1-to-1. Can I say it now once and for all? You do not need to pay for UGC guidance. You need to use the internet, get on Google, and study up. All of the information is out there in the public domain, you just need to be willing to put in the time to learn it.
Opportunities in UGC
With that being said, with the bad comes the good. An industry that is growing rapidly brings opportunity, and there is no denying that the UGC industry is full of them.
According to a recent survey, 86% of consumers say that authenticity is a key factor in deciding which brands they like and support. This has led to an increase in the use of UGC by brands, with 56% of marketers saying that user-generated content is a key part of their marketing strategy.
✅ Changing brand budgets
Once upon a time, brands had significant budgets available for influencers. Big budgets. Now, following years of disruption and now amidst a period of economic downturn, brands are reassessing how and where they spend their budgets to get the biggest return on investment. Influencers are out, UGC content is in. UGC content when done well is significantly cheaper for brands, and can increase their ROAS tenfold.
✅ Untapped markets
Yes, fashion, beauty and lifestyle markets are saturated. Everyone and their dog is creating UGC content for skincare brands. I mean, at this point, who hasn’t done a Pixi gifted collab? But what about the other markets? Travel insurance, gaming, subscription boxes, dog food? Think of the less sexy industries, and make a name for yourself. The UGC industry is still very new, and that means it will take time to reach the industries that are slow at uptaking modern marketing. These present opportunities.
✅ Low competition for educated & experienced creators
While markets may seem saturated, they are saturated with new creators that don’t have a lot of experience. These creators don’t often last long enough to get their first job and feedback from brands, and this is where you can stand out. Focus on providing the best possible content for a brand and getting tangible results that you can use as evidence of your skills as a marketing professional. That alone can put you heads and tails above the rest.
🚀 It’s Never Too Late to Start UGC
It’s never too late to start creating UGC content. In fact, there has never been a better time to become a UGC content creator.
UGC content creation has become a powerful tool for brands and businesses to engage with their audience. With the rise of social media platforms and the increasing demand for high-quality content, UGC has become an essential component of any successful marketing strategy. In today’s world, consumers are more likely to trust UGC content created by real people rather than traditional advertising.