User-generated content (UGC) is an effective way for marketers to increase brand awareness and show the human side of their brand. The benefit in UGC is that it’s created by someone else, such as a customer, advocate, employee or social media follower, so it bears more weight than other types of marketing.
Even though UGC is mostly positive, it does pave the way for negative content to creep in. This is why it’s important to keep on top of what people are saying about your brand so that you can use UGC to attract and convert new customers, while also building stronger relationships with your existing customers.
What is User-Generated Content and Why is it Important?
User-generated content is content created by someone else. The content talks about your brand or is somehow related to it. Sometimes, the content will tag your brand, but other times, it will not. This is why it’s important to keep an eye out for content that could be useful, even if your brand isn’t tagged.
The reasons why user-generated content is important are as follows:
- Build brand awareness
- Establish credibility
- Boost social media reach
- Support lead generation
- Improve SEO
- Gain audience insights
- Find unique content
Examples of User-Generated Content
There are many different types of user-generated content that someone might use to promote your brand. Keep in mind that UGC is unique from influencer marketing in that it is NOT sponsored content that has been pre-arranged between you and the influencer. UGC happens organically with no charge to promote your brand.
Here are some types of UGC that others may create:
- Social posts or sharing
- Webinars or podcasts
- Customer reviews
- Case studies
- Community forums
Where to Get User-Generated Content
Some of your best sources of UGC are customers, employees and brand advocates. Customer-generated content is the most effective form of UGC because customers speak their truth and are not incentivized. This makes their content more authentic and genuine – look for it on social media! People love to post their opinions here.
Employee-generated content is also effective, as it gives a ‘face’ to your brand. If you have employees sharing positive news about your company, people will be more likely to choose you. And then there’s brand advocate content. For this content, you must find an advocate and ask them if they’d like to create content for your brand.
UGC Campaigns that Work
User-generated content happens naturally, though you’ll need to be listening if you want to find this content and use it to your advantage. WSI Star Web Solutions can help you cover the key platforms like Facebook and Instagram, while also utilizing social content, social apps, social customer service and more. Contact our marketing team today to chat!