What is user-generated content?
User-generated content (UGC) is any content created by your customers or fans, not by your brand. It includes images, videos, text and audio shared on social media and other platforms. Examples are product reviews, social media updates, photos, videos and blog entries.
People have become sceptical of advertising. They tend to trust what other customers say over polished brand promotion. That is why UGC has gained ground in content marketing.
What are the types of user-generated content?
- Customer reviews. Reviews act as social proof and can sway buying decisions. Encourage customers to leave them on your website, Google Business Profile or industry-specific sites.
- Social media posts. Ask customers to share their experiences with a specific hashtag, and engage with them through comments and direct messages.
- Images and videos. Unboxing videos, product demonstrations and customer photos are strong marketing assets.
- Blog posts and articles. Enthusiastic customers may write at length about their experience. This suits B2B businesses that need credibility. You can also work with influencers who publish about your business.
What are the benefits of user-generated content?
- Builds trust and authenticity. UGC shows that real people enjoy your products or services.
- Increases interaction. Customers whose content you share feel acknowledged, which can build awareness, loyalty and repeat purchases.
- Provides useful insights. It shows how customers use your products, what they like and where you can improve.
- Costs less. Encouraging UGC is usually cheaper than producing all your marketing material from scratch.
How do you encourage user-generated content?
- Create a branded hashtag. Promote it across social and marketing channels so customers have one place to share.
- Run contests or challenges. Ask customers to post photos or videos with your products, with prizes that suit your audience.
- Show UGC on your website and social media. This shows you value contributions and encourages others to take part.
- Ask for reviews. Ask satisfied customers for testimonials or a social shout-out, with incentives where they fit.
- Follow up. Send emails with clear instructions on how to leave a review and why it helps other shoppers.
How can Tussle Digital help?
Tussle Digital can help with curating social media content and writing blog posts. See social media marketing or contact us.
Questions we get asked
What is user-generated content?
User-generated content (UGC) is any content created by your customers or fans rather than your brand. It includes product reviews, social media posts, photos, videos, audio and blog entries shared on social media and other online platforms. Brands use it as social proof to build trust with prospective customers.
Why is user-generated content good for a brand?
It builds trust because it shows real people enjoy your products or services. It increases interaction, since customers whose content you share feel acknowledged. It gives you insight into how products are used, and it is usually cheaper than producing all of your marketing material from scratch.
How do I get customers to share content about my brand?
Create a branded hashtag and promote it across your channels, run contests or challenges with prizes your audience values, and display UGC on your website and social media. Ask satisfied customers for reviews, and send follow-up emails with clear instructions on how to leave one.
