User Generated Content, let’s talk about it because everyone on the internet is. User-generated content (UGC or consumer-generated content) is original, brand-specific content created by users and published on social media or other channels. UGC comes in many forms, including images, videos, reviews, a testimonial, or even a podcast.
So why is UGC gaining so much popularity?
Brands are realizing a greater return when everyday people authentically post about their products. Think about it, how many times have you seen someone post their favorite Starbucks order? And how many times have you then screenshot that post to order that same drink the next time you’re in the drive-thru? It’s like a review and referral in one! A review of a product they used and referring you to buy it! The heavy lifting of inbound leads is done for you through content on the internet! This is especially true for CPG brands in the food and beverage space and restaurants, wineries, breweries. One thing people love to share is food, it’s a love language. So, we see UGC almost daily for the brands we work with in this space.
Companies are seeing that the more traditional way of marketing isn’t making as great of an impact as someone giving their honest opinion about the product. After all, word of mouth has long been considered the best form of marketing, and is this not just a modern-day, technology-enabled version of that? And as an added bonus, it also gives the company a better chance to be seen by a larger audience in the social media space with the way that algorithms for personalized feeds are designed today.
If you are wanting to reach a larger audience in your niche, we suggest hiring content creators that create UGC. Plus, the relationship with your content creator could turn into a mutually beneficial and profitable long-term relationship! Just make sure to ask for permission and to get some sort of contract in place with creators. Also, unless it is in writing, please do not use UGC without permission in paid ads!
Want to learn more about UGC and see if we think it might benefit your brand? Shoot us an email and we would love to help you out!