There are many different tools and techniques that are used to market a brand or product, engage with audiences and drive sales - one that’s being used more regularly by brands is User Generated Content (UGC).

UGC is content that has been created by the consumer about a brand or product, rather than paid for or created by the brand itself. Not only is it useful for understanding your consumer’s behaviour (check out our blog on how UGC provides consumer insights here), but there are many other benefits to implementing the use of UGC as part of your marketing strategy. Below are our Top 6 Benefits:

Benefits of User Generated Content

Showcases Customers Content

By using content that is created by your customer, you’re providing a platform for their voice to be heard, not only by those who work for your brand but by your current and potential customers as well.

It creates an opportunity to speak with, not at, your customer. This type of marketing showcases your brand as one that listens and values your customers’ opinions.

Solves Customer Issues

Interacting with your customer on social media, including commenting on their posts, allows other consumers to see how your brand is responsive and solution-focused. It also allows you to solve your customers’ queries and concerns quickly, resulting in happier customers, increasing your brand perception and brand affinity.

Creates Authentic Content

Sometimes consumers create how-to content or unique ways to use the product that goes beyond its intended use. By using their content, you can showcase how your product is versatile (adding value to money), whilst providing brand awareness to a whole new audience.

With permission from the customer, including crediting the owner, you then have fresh and creative content to share on your social platforms.

Creates Customer Trust

People tend to trust what customers are saying about a product over what the brand is telling them. In fact, 70% of consumers trust reviews and recommendations from customers, highlighting the importance of UGC for a brand.

Content created by customers is authentic and unbiased. They are reviewed and rated fairly, based on the customer experience, not because they’ve been paid. This is making UGC more prevalent in the buying process than influencer marketing.

Cost Effective Tool

Marketing budgets can often be tight, especially if you’re working for a start-up who are yet to have the resources for big marketing campaigns. A key benefit of using UGC in marketing is that it is usually free, with a potentially global reach.

Alongside this, you are provided with a wealth of content that can be used in different ways across all your channels, creating a holistic omnichannel marketing strategy.

Helps with SEO

The more positive user generated content you have, particularly from reviews left on your website, the higher your SEO rank will be. 25% of search results for the world’s 20 largest brands are links to user generated content (Source: CrowdRiff). In addition, customer reviews can increase page views by 10% within 2 days.

Example of a brand who has successfully used UGC

One brand embracing UGC and successfully implementing it as part of their strategy is Gymshark, who not only actively encourage their customers to tag them in posts and use specific hashtags, but actively interact with this content giving their customers a platform.

By taking this approach, the business is able to create a community of customers who all share their content freely and empower one another, speaking for the brand directly and showing potential consumers what it stands for. As a result, Gymshark have created a huge following across their social channels and are one of the most successful sportswear brands in the UK.

Quick tips for using User Generated Content

If you are looking to incorporate UGC into your marketing strategy, here are some quick tips to remember:

Always request permission from the original content owner, this shows appreciation for their efforts and support of your brand. It’ll keep your customer happy and loyal to your brand.
Make sure to credit the owner by tagging them in the post and saying what you have repurposed, e.g. the image, video or words.
Be strategic about what UGC you use, ensuring it fits with your wider marketing plan and helps reach your KPIs. You don’t want to repost lots of random content without a clear plan in mind.

Remember: UGC is a great way to create long-lasting relationships with your customers and engage with a new audience you may not have been able to reach. It provides fresh and interesting content that will keep your brand up-to-date and front-of-mind with consumers.

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