What’s Consumer-Generated Content material? And Why is it Necessary?

Obtained some cool new garments that you simply’re prepared to point out off to the world? Chances are high you’ll snap a pic and put up it in your social profiles. Or possibly you’ve acquired a flowery new product, and also you put up an unboxing video to your YouTube channel? Whether or not you realize it or not, each of those examples are user-generated content material (UGC).

Not clued in simply but? Don’t fear, we’ve received you coated.

On this article, you’ll study what user-generated content material is, plus just a few different issues:

  • perceive the advantages of utilizing UGC in your campaigns,
  • see how large and small manufacturers execute UGC,
  • Get actionable ideas to assist rework your user-generated content material into extra engagement and conversions to your model.


What is user-generated content?

User-generated content (also known as UGC or consumer-generated content) is original, brand-specific content created by customers and published on social media or other channels. UGC comes in many forms, including images, videos, reviews, a testimonial, or even a podcast.

An example of user-generated content from Calvin Klein.

Where does UGC content come from?


Think unboxing videos shared on TikTok or praise-filled posts on Instagram. Your customers are usually the most prominent cohort you’ll look to gain UGC from, either because you’ve asked for it or because they’ve organically decided to share content about your brand.

Brand loyalists

Loyalists, advocates, or fans. However you label your most dedicated customers, they’re typically the group that’s most enthusiastic about your business. Since loyalists are so passionate about worshiping at the alter of the brand, this audience segment is ripe to reach out to and ask for specific UGC content.


Employee-generated content (EGC) shows the value and story behind your brand. For example, photos of employees packing or making up orders or a video of your team talking about why they love working for your company. This behind-the-scenes content helps establish brand identity and works across social and ads to showcase authenticity.

Why is user-generated content important?

UGC is used across all stages of the buyer’s journey to help influence engagement and increase conversions. The customer-centric content can be used on social media and other channels, such as email, landing pages, or checkout pages.

Takes authenticity to the next level

Nowadays, brands have to fight to be seen online, and competition is fierce for audience attention. As a result, buyers are more selective about the brands they interact with and purchase from, especially the notoriously fickle Gen-Z.

And it’s not simply customers who’re enthusiastic about genuine content material. 60% of marketers agree that authenticity and high quality are equally essential parts of profitable content material. And there’s no different content material sort that’s extra genuine than UGC out of your prospects.

Don’t be tempted to pretend your user-generated posts or marketing campaign. Audiences will rapidly sniff out the false sentiment, which might significantly injury your model repute. As an alternative, all the time be sure that your UGC comes from one among three cohorts: your prospects, model loyalists, or staff.

Individuals in the end belief different individuals, so it’s important to consider UGC because the modern-day phrase of mouth.

And with customers 2.4 times more likely to view user-generated content material as genuine in comparison with content material created by manufacturers, the time to spend money on an authenticity-driven social advertising technique is now.

Supply: Enterprise Wire

Helps set up model loyalty and grows group

UGC offers prospects a singular alternative to take part in a model’s progress as an alternative of being a spectator. This influences model loyalty and affinity in a giant method as a result of individuals thrive off being a part of one thing larger than themselves, and creating UGC permits them to be a part of a model’s group.

UGC additionally opens up conversations between a model and client, and this degree of brand name interplay helps construct and develop an engaged group.

Sharing viewers content material additionally works to develop and deepen viewers/enterprise relationships, driving extra model loyalty.

Acts as a belief sign

Keep in mind when Fyre Competition was marketed as an “immersive music festival over two transformative weekends,” however the occasion was really rain-soaked tents in a area with no electrical energy or meals? Because of this individuals don’t belief entrepreneurs or advertisers.

In reality, solely 9% of Americans belief mass media “an amazing deal,” which isn’t any shock given the influx of fake news because the 2020 international pandemic.

Manufacturers have to work tougher than ever to ascertain themselves as reliable. And with 93% of marketers agreeing that buyers belief content material created by prospects greater than content material created by manufacturers, this alerts that UGC is the proper format for companies to degree up their belief rating.

Audiences flip to UGC as a belief sign in the identical method they’d ask their buddies, household, or skilled community for an opinion. Over 50% of millennials base their choice to purchase a product on suggestions from their household and buddies, so that is the place UGC can shine since it’s exactly that: a private suggestion.

Improve conversions and affect buying choices

Consumer-generated content material is extremely influential within the remaining phases of the buyer’s journey, the place you’re trying to convert your viewers and affect them into making a purchase order.

UGC acts as genuine social proof that your product is worthy of shopping for. For instance, your viewers sees individuals similar to them sporting or utilizing your product, which influences them to resolve to purchase.

You’ll be able to even present your non-human prospects utilizing your product, as Casper does on this UGC put up of Dean the Beagle.

Adaptable and versatile

UGC can be utilized off social in different advertising campaigns, making the technique an omnichannel method.

For instance, you would add UGC pictures in an abandon cart e-mail to assist nudge the potential purchaser to make a purchase order or add user-generated content material to key touchdown pages to assist enhance conversion charges.

Calvin Klein even created a landing page only for UGC content material. By displaying actual examples of shoppers styling their Calvins, consumers see different customers endorsing the model and showcasing how the merchandise look on precise people as an alternative of overly styled fashions.

More cost effective than influencer advertising

The common value of hiring an influencer can run into hundreds of thousands of {dollars}. The common value of asking your prospects to share posts of them having fun with your product? Subsequent to nothing.

UGC is an economical option to scale your corporation and introduce a brand new advertising technique to the combo. There’s additionally no want to speculate {dollars} in hiring a flashy artistic company to provide model property or content material to your campaigns.

Merely join with a very powerful individuals in your corporation: your viewers. Most can be excited to be featured in your channel.

For smaller manufacturers or these simply beginning out, UGC is cheaper and simpler to handle than investing in larger-scale model consciousness campaigns.

Works in concord with social commerce

The way forward for on-line procuring is social commerce, a.okay.a procuring straight in your favourite social channels. The principle draw of social commerce is that it permits audiences to transform natively inside a social media app, moderately than going off-network to finish a purchase order.

Let’s say you’re scrolling by Instagram and pause on a cute new bathrobe. You faucet to study extra in regards to the product, resolve to buy, and full the transaction within the app. That’s social commerce in motion.

UGC and social commerce work effectively collectively as a result of UGC is influential in driving conversions. Practically 80% of people say that UGC impacts their choice to buy, making user-generated content material and social commerce a match made in heaven.

Varieties of user-generated content material

Consumer-generated content material is that this season’s must-have technique for social media entrepreneurs, and it is available in many kinds and codecs that will help you discover the fitting match to your model.

  • Photographs
  • Movies
  • Social media content material (e.g., a Tweet about your model)
  • Testimonials
  • Product critiques
  • Dwell streams
  • Weblog posts
  • YouTube content material

Greatest user-generated content material examples

Irrespective of their measurement, manufacturers use user-generated content material to drive consciousness, enhance conversions and social engagement, broaden their attain, and cost-effectively develop their enterprise.


Video gear firm GoPro makes use of UGC to maintain its YouTube channel, with its top three videos all initially filmed by prospects. As of December 2021, these three movies have racked up over 400 million views mixed.

Not dangerous for content material that value GoPro nothing to provide.

In reality, UGC for the corporate received so large, they now run their very own awards show and promote daily photo challenges to encourage their customers to get artistic.


Video UGC content material for the GoPro YouTube channel.


To not be confused with multi-level advertising firm LuLaRoe, the Canadian athleisure model LuluLemon is primarily identified for its costly leggings and yoga clothes. To extend firm attain throughout social media, they requested followers and model loyalists to share pictures of themselves in LuluLemon clothes utilizing the #thesweatlife.

Not solely did this end in a treasure-trove of simply searchable UGC content material for LuLuLemon to repurpose, nevertheless it additionally organically expanded the corporate’s model consciousness and attain throughout social media as they shared content material from model ambassadors.

La Croix

In an analogous technique to LuluLemon, glowing water model La Croix additionally makes use of a hashtag (#LiveLaCroix) to mine for UGC on their social media channels. However, La Croix depends much less on model loyalists and shares content material produced by anybody, irrespective of their follower depend.

This makes their user-generated content material hyper-relatable as a result of audiences will see themselves mirrored in these pictures, moderately than model ambassadors or loyalists with larger follower counts.

Properly Traveled

UGC isn’t only for bigger, well-established manufacturers. Smaller firms additionally use UGC of their social campaigns. Well Traveled is a community-driven journey model that makes use of member-generated content material to focus on the perks of membership, the standard of property companions, and different unique choices from model companions.

Properly Traveled’s Director of Partnerships & Model Advertising, Laura DeGomez, says, “as a service in such a visible business, the “proof” offered by member content material is immeasurable. The attractive journeys found, deliberate, and booked on Properly Traveled are an outstanding advertising and retention instrument.”

DeGomez makes use of UGC to not solely visually have interaction members or potential members, but additionally to extend model consciousness, broaden attain, and construct group.

She goes on to say, “nobody tells our story higher than our members. The Properly Traveled group is the important thing right here, each time we will let their experiences shine, we do.”


Consumer-generated content material isn’t restricted to Instagram. Soccer media firm Copa90 used UGC throughout Snapchat to boost consciousness in regards to the 2018 FIFA World Cup held in Russia.

To attach with youthful soccer followers, the corporate related straight with them on Snapchat by sharing related and thrilling story-driven UGC that made the viewers really feel they have been current in Russia. In addition they inspired their viewers to “swipe up,” which drove site visitors from Snapchat to different channels.

Copa90’s UGC Snapchat campaign

The consequence? A large 31 million distinctive customers over the area of 45 days, with 40% of viewers swiping as much as view extra.

Consumer-generated content material ideas

All the time request permission

Consent to share content material is obligatory. All the time ask earlier than republishing or utilizing a buyer’s content material.

Individuals could use your branded hashtags with out essentially realizing you’ve tied them to a user-generated content material marketing campaign. Sadly, re-sharing that content material with out express permission is a surefire option to kill goodwill and annoy a few of your greatest model advocates.

If you ask permission, you present the unique poster that you simply admire their content material and get them enthusiastic about sharing their put up together with your viewers. You additionally maintain your self out of sizzling water concerning copyright issues.

Credit score the unique creator

If you share user-generated content material in your social media channels, be sure that to provide clear credit score to the unique creator. This contains tagging them straight within the put up and indicating whether or not you’re utilizing their visuals, phrases, or each. All the time give credit score the place credit score is due.

London style model Lazy Oaf crediting the unique poster of the picture.

For those who plan to share user-generated content material throughout social media platforms, verify for the way the creator desires to be credited on the varied channels. For instance, if you wish to share a photograph from Instagram in your Fb web page, ask the unique creator if they’ve a Fb web page you would tag.

Offering correct credit score is a crucial option to acknowledge the work of content material creators and helps be sure that they keep enthusiastic about utilizing and posting about your model.

It has the additional benefit of constructing it straightforward for followers and followers to confirm that the content material really was created by somebody exterior of your agency.

Be clear about what sort of content material you’re in search of

UGC creators need you to share their content material. Meaning they need you to inform them what sort of content material you’re more than likely to share.

Solely 16%t of manufacturers supply clear pointers on what sort of user-generated content material they need followers to create and share, however greater than half of customers need manufacturers to inform them precisely what to do in relation to UGC. So don’t be afraid to get particular and make it straightforward for individuals to share content material that matches your wants.

Be strategic and set objectives

How will you realize what sort of UGC content material to ask for for those who don’t know the way it suits in together with your marketing campaign technique? Certain, it’s good when individuals tag you in fairly footage, however how are you going to use that content material to help your advertising objectives?

Firstly, sit down together with your social media strategy doc and search for methods UGC aligns together with your current advertising objectives. Then, create a easy assertion primarily based on that info that tells customers particularly what sort of content material you’re more than likely to function.

After you have a transparent UGC ask, share it wherever individuals are prone to work together together with your model:

  • your social channels bios,
  • in different user-generated content material social media posts,
  • in your web site,
  • in your bodily location,
  • and even in your product packaging.

UGC technique goes past understanding the forms of content material you want out of your prospects. You additionally have to align your UGC marketing campaign with broader social media objectives.

For instance, are you trying to enhance model consciousness or drive extra conversions (or each?)

Measure the success of your campaigns utilizing a instrument like Hootsuite Analytics or a social listening instrument comparable to Hootsuite Insights to grasp model sentiment and belief.

The brief video under exhibits how Hootsuite Insights can present you your model sentiment, amongst different beneficial metrics.

Get a Free Demo

For those who’re severe about scaling UGC, spend money on a UGC administration platform comparable to TINT to assist uncover related user-generated content material and insights to your campaigns.

Consumer-generated content material instruments

On the lookout for extra instruments that will help you craft genuine and compelling user-generated content material? Right here’s our choose of the bunch:

  1. Hootsuite Streams
  2. TINT
  3. Chute

Prepared to begin displaying genuine user-generated content material throughout your social channels? Use Hootsuite to assist handle your campaigns with our superior Streams, Analytics, Insights, and integrations with TINT and Chute.

Get Started

Simply handle all of your social media in a single place and save time with Hootsuite.

Source link

Your Mama Hustler