How to Use UGC in Digital Marketing as a Creator
Today, we’ll peek behind the curtain and see why brands need the UGC you’re creating.
Because let’s face it–if you understand how the content you’re creating fits into the bigger picture, you will make better content. Understand it well enough, and you could even do some consulting as a UGC specialist or digital marketing strategist.
I’m not saying that this post alone will be enough to allow you to consult on the strategy side of things, but hopefully, it’ll be a great start. By the end of this post, you’ll learn how to leverage UGC to enhance your marketing efforts as a creator. We’ll explore real-world examples and best practices to help you integrate UGC into digital marketing plans. Whether you’re new to UGC or looking to refine your strategy, this guide will provide you with the insights needed to make the most of the user-generated content you’re creating.
What is User-Generated Content?
User-generated content is any form of content—text, videos, images, reviews—created by users rather than brands. This type of content is often more authentic and trustworthy than brand-generated content because it comes from real customers who have experienced a product or service firsthand.
For example, when a customer posts a photo using a product on social media, that’s UGC. It can also include blog posts, testimonials, and videos created by users showcasing how they use your product. Often, the UGC content you’ll be making as a creator will be videos or photos.
The Benefits of UGC
Leveraging UGC in a digital marketing strategy has numerous benefits.
First, it builds trust with potential customers. When people see real users enjoying a product or service, they’re more likely to feel comfortable buying it for themselves.
Second, UGC provides fresh content for a brand’s marketing channels without requiring significant resources from an in-house team. This can be especially beneficial for small businesses with limited budgets.
Finally, UGC can improve SEO rankings by providing diverse and relevant content that search engines favor.
How to Encourage UGC
In addition to hiring creators to make UGC for ads, brands will often also want to get organic UGC. But, as you can probably guess, UGC doesn’t tend to happen regularly. So, if they want organic UGC, they need to do things to encourage their customers to create UGC for them.
One effective method is to run contests or giveaways where participants post about a product on social media to enter. Another approach is to create branded hashtags that users can include in their posts to be featured on the brand’s official channels. Offering incentives like discounts or exclusive access can also motivate users to generate content.
No matter what tactic they use, brands must ensure they’ve communicated what kind of content they want and how it should be tagged or submitted.
Encouraging existing customers to create UGC–and then sifting through all of those contributions for good-quality ones–is very time-consuming. Plus, results can vary. That’s why brands will often either hire UGC creators for 100% of their UGC or do a mix of both. When people hire you to create UGC, they pay because they can rely on you to make high-quality UGC.
Integrating UGC into a Marketing Strategy
Once brands have a steady stream of UGC–which they can get from hiring creators and/or using the strategies we just outlined above–the next step is integrating it into their marketing strategy.
The main places brands can make more money using UGC? Paid ads.
By putting UGC videos and photos in ads, they’re creating some of the most compelling social media ads out there. So when you’re creating content (unless you’ve been expressly told that it’s NOT for an ad), think about how it might perform as in an ad.
Beyond ads, companies can do a lot with UGC, sharing user-generated photos and videos on their social media platforms. Not only does this provide them with content, but it also encourages more users to share their experiences, creating a content cycle that takes much less effort to sustain than most other social media management strategies.
They can also incorporate UGC into email marketing campaigns by featuring customer testimonials or reviews.
Some brands will even create a dedicated section for user-generated content on their website to showcase real-life usage of their products or services.
Real-World Examples of Successful UGC Campaigns
Many brands have successfully leveraged UGC to boost their marketing efforts. For example, GoPro encourages its users to share adventure videos shot with their cameras using the hashtag #GoProAwards. This not only provides GoPro with high-quality content but also engages their community of users.
Another great example is Starbucks’ White Cup Contest, in which customers were invited to doodle on their Starbucks cups and share photos on social media. Starbucks then used the winning designs as limited-edition cup designs.
Here are some other brands that have used UGC to great advantage:
- Coca-Cola: Share a Coke campaign featuring personalized bottles.
- Dove: Real Beauty campaign showcasing real women’s stories.
- Lego: Lego Ideas platform allowing fans to submit new set ideas.
Best Practices for Managing UGC
Managing organic user-generated content campaigns requires a strategic approach. If brands want to find a few gold nuggets when they run a contest or giveaway, they need to follow these steps:
- Seek permission before using user-generated content.
- Give proper credit to the original creators.
- Use social media monitoring tools to track mentions.
- Engage with creators by liking and commenting on their posts.
- Create guidelines for submitting user-generated content.
Again, you won’t have to worry about this too much when brands pay you to create content for them—everything about usage rights and licensing should be included in your contract with the brand, making it simple and easy for everyone.
The Role of Influencers in Amplifying UGC
Influencers can play a crucial role in amplifying user-generated content for brands. When companies collaborate with influencers who align with their brand values, they can reach a broader audience and encourage more users to create content about their products or services. I
nfluencers can also help set trends that inspire their followers to generate similar content. For instance, an influencer might start a challenge involving using a product, prompting their followers to participate and share their experiences on social media.
If you’re starting to grow a following on social media, promoting UGC on your own channel can be great supplementary source of income–it’s definitely worth mentioning when you’re talking with brands!
The Impact of Authenticity in UGC
User-generated content’s authenticity sets it apart from traditional advertising. Authenticity resonates with audiences because people are tired of brands putting spins on everything–they want the real deal from actual users of the products.
Avoid overly editing or altering your footage to maintain authenticity in your UGC videos and photos. Instead, celebrate the raw and real aspects of your content. Authenticity builds trust and credibility, making potential customers more likely to engage with and purchase from brands.
This doesn’t mean that you should not obsess over the quality of your footage—in fact, quite the opposite! Make sure your videos are crisp, the audio is clear, and you look super comfortable in front of the camera. Just don’t go for overly-edited or fake-seeming dialog.
The Future of User-Generated Content in Digital Marketing
User-generated content (UGC) is here to stay, and its role in digital marketing will continue growing. As technologies evolve and audience preferences shift, how brands harness UGC will also adapt. Virtual reality, augmented reality, and interactive experiences are some emerging trends that will shape the future of UGC. By staying ahead of these trends and continuously innovating your strategy, you can ensure that your content remains relevant and helpful for your clients.