What is User-Generated Content? A Guide to UGC

In the world of digital marketing, content and loyalty make or break your brand as creator. The use of user-generated content (UGC) can be what sets your social media apart. With the rise of TikTok and the easy accessibility to join in on trends, more and more users are posting their own content recreationally. 

It’s become easier than ever for creators and brands to leverage the content made by their followers on their own platforms to continue pushing out content while building loyalty by creating a stronger sense of community and recognition amongst their fans. User-generated content allows creators to monetize their personal brand, generate authentic content, and build trust within their audience.

What is User-Generated Content (UGC)?

User-generated content, as the name suggests, is content created by whoever is the user. In the context of traditional digital marketing, it refers to the content produced by customers of a brand. This can include product reviews, testimonials, how-to’s, blog posts, photos and videos, social media posts, and more.

User-generated content has quickly become an opportunity for monetization for creators looking to leverage their audience and creativity. In the past, influencers relied on partnerships with brands to earn money through sponsored posts and public partnerships. Now, UGC is considered an opportunity to earn money and maintain authenticity with their followers.

UGC vs. Influencer Marketing

While influencer marketing focuses on the promotion of a brand or product by an individual with a large following, user-generated content is created by the individual's fans and followers. UGC is an opportunity for brands to have a more significant impact on the community, leverage the trust of the creators and generate authentic content more efficiently. 

Types of User-Generated Content

There are various types of user-generated content, here are some general types to help get a sense of what UGC is:

• Product Reviews: These are reviews of products that consumers have purchased and used, which they upload on the brand's website or other social media channels. 
• YouTube videos: YouTube has been a popular platform for UGC, where content creators get engaged in creating content that has their audiences engaged and entertained.
• Live Streaming: Platforms like Twitch and Instagram Live are being used by creators to stream and engage fans through their content.
• Social Media Posts: A post, image, or video that is shared on the user's social media networks that mention or tag a brand or creator’s content.
• Blog Posts: Bloggers can create blog posts where they review a product or discuss any brand or creator and their content.
• Testimonials: Testimonials are a great way for users to show their support for a brand or creator. Consider offering a follow-up survey for your followers to fill out once receiving your merch in the mail- that way they can provide honest feedback and vouch for your product or efficient customer service.

Why Is User-Generated Content Important for Brands?

There are various reasons why user-generated content is crucial to brands, including creator brands. Here are a few of the benefits:

• Boost conversion rates: UGC can effectively influence consumer purchasing decisions. Seeing real people using and endorsing products can quickly persuade potential customers into being loyal or making a purchase. 
• Build brand trust and loyalty: UGC helps build trust and loyalty through the authenticity it brings. Seeing an actual follower or fan of a brand or creator with genuine experiences helps build trust.
• Cost-effective: User-generated content costs nothing to create and leverage.
• Increases engagement and brand awareness: UGC is actively shared with social media followers, resulting in promotion of the brand and increasing its awareness. 
• Builds a community: User-generated content helps build a community of supporters around a brand and the people involved with it.  
• Valuable feedback: UGC can help identify the pain points associated with a brand or its products and help the brand provide tailored solutions.

As a creator, UGC is an opportunity to generate revenue through your content while maintaining authenticity and building trust with your audience. It is an opportunity for creators to involve their audience and followers in their content creation process. By using UGC, creators can continue to genuinely build a community while promoting their brand.

Great User-Generated Content Examples

Here are a few examples that illustrate how brands and creators have successfully used UGC to connect with their audiences and promote their products and services.

1. Adeline Morin’s Merch Brand - Girls Supporting Girls: This YouTuber does a great job of making her merch line into its own brand by making wearable designs with a meaning that resonates with her target audience. The merch line has its own branded social media pages that are nearly completely consisting of UGC from fans. 

2. GoPro: GoPro has been at the forefront of UGC campaigns. They encourage their audience of adventurous individuals to share their content with them, which they then showcase on their website, social media, and on display in public spaces around the world. This has allowed the brand to generate massive amounts of content at a low cost, while allowing users to showcase their passion and the quality of their products in action.

3. La Croix: La Croix has set themselves apart from other seltzer brands by creating a unique branded hashtag, #LiveLaCroix, encouraging their consumers to show how they live with La Croix. They’ve been able to collect and reshare posts from vacations, social gatherings, and even cheeky TikTok content from their gen z consumers.

Best Practices for using User-Generated Content

1. Encourage customers/supporters to leave reviews and share photos and videos of the product they purchased.
2. Create a custom hashtag for customers to use when sharing UGC related to your brand.
3. Repost high-quality customer photos on your website or social media channels to build a relationship with followers.
4. Consider offering incentives such as discounts or featured spots on your website or membership platform to customers whose content is featured.
5. Be sure to tag the users whose content you are using, this will encourage them and others to continue posting by validating that their posts are noticed and appreciated by you.

Wrapping Up!

The rise of user-generated content has opened up doors for creators with brands and helped them reach their full potential, allowing them to monetize their content, engage their fan base, and build their brand.

At Fourthwall, we believe in empowering creators to build their e-commerce platform, turning their passion into a successful online business. We handle product creation, checkout, customer service, and more, so you can focus on connecting with your supporters and creating valuable content. Join Fourthwall today to jumpstart your monetization journey.