What is User-Generated Content (UGC)?
Any form of specific content (images, videos, text, and audio) that has been posted by users on online platforms.
Deep Dive
UGC acts as powerful social proof. Potential buyers trust the raw, unpolished word of their peers far more than branded messaging.
Common examples include reviews, unboxing videos on TikTok, and Instagram posts using a branded hashtag.
Key Takeaways
- Builds trust and authenticity.
- Cost-effective content scaling.
- Can be repurposed for high-performing ads.
- Requires moderation to manage brand reputation.
Why This Matters Now
We live in the era of 'De-influencing'. People are skeptical of polished studio ads. They trust a shaky iPhone video of a real person using the product.
UGC is scalable word-of-mouth. Brands that curate UGC effectively (like GoPro or Airbnb) effectively get their customers to work as their marketing team for free.
Common Myths & Misconceptions
UGC is free.
Reality:Organic UGC is free. But 'Paid UGC' (hiring creators to make 'authentic-looking' content) is a huge industry. Real viral UGC often requires seeding.
It only works for B2C.
Reality:B2B has UGC too! It's called 'Case Studies', 'G2 Reviews', and 'LinkedIn Shoutouts'. The format changes, the principle remains.
Real-World Use Cases
Ad Creative: Running a Facebook Ad using a customer usage testimonial video instead of a graphic design.
Product Pages: displaying an Instagram feed of customers wearing the clothes at the bottom of the product page.
Frequently Asked Questions
Do I need permission to repost?
Yes! Always ask for permission (comment: 'Can we feature this?') before using someone's content in your ads.
How do I get more UGC?
Run a contest. Create a hashtag. Or simply ask. 'Tag us to be featured' is a powerful motivator.
We Can Help With
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