Trying to create brand awareness and authenticity in an ever-crowded digital marketplace is certainly not easy.
But by leveraging user-generated content (UGC), you can achieve all of this and more while spending a fraction of the cost of a paid marketing strategy.
My agencies, The Social CliQ and The Content CliQ, help founders find, plan, and execute UGC to grow their brands. I’ve seen it time and time again: When utilized correctly, UGC can be a massive driver for a business.
However, working alongside these founders has taught me that adapting UGC as a marketing tool is not always easy, especially if you’re just starting out. In this article, I will help you understand how important UGC is for your brand and how you can maximize its benefits with my proven strategies.
What Is User-Generated Content (UGC)?
First off, let’s take a look at what UGC actually is. Despite what some people think, UGC is not content generated for you by influencers or content creators.
Instead, the term refers to any form of content, such as photos, videos, reviews, testimonials, or social media posts, that is created and shared by consumers or users of a particular product, service, or brand.
UGC is voluntarily generated by individuals who are customers or fans of a brand, and it reflects their authentic experiences and perspectives. While it may not always look quite as “professional,” that certainly doesn’t diminish its value to brands.
Why is UGC so important for brand growth?
UGC is a critical element for any brand, as it acts as social proof, showing other potential customers that your brand has real customers who love your product or service.
Social proof is crucial for any brand’s online presence, as many potential customers will be wary of trying a new brand without knowing others have done so before.
As a result, when potential customers see brands that have testimonials and people independently posting about how much they love the product, they can’t help but trust the brand.
After all, it’s human nature to jump on the bandwagon, and our behavior online is no different.
Potential customers also see UGC as a sign of authenticity, relatability, and transparency. Not to mention, it costs nothing to create, as it’s all made for you.
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4 Best Practices For Getting the Most Out of UGC Content
To ensure you are maximizing the potential of the UGC content you are creating, it’s crucial to follow these steps.
1. Post UGC on social
While it’s lovely and heartwarming to receive UGC via direct messages on social media or email, it will have little benefit until you are able to show it to your audience.
After all, you already know how great your brand is; it’s the potential customers that you need to convince, so you need to get the content in front of them.
One easy way to do this is by posting the content on your social channels. Not only will this get your UGC in front of potential customers, but it may also inspire other loyal customers to create UGC for your brand once they see you’re engaging with it.
Remember to always ask permission before using a person’s content on your own channel. There shouldn’t be any issues, but it’s always best to check anyway.
2. Amplify UGC with ads
Rather than simply promoting your UGC to your existing audience, you can repurpose it into social media ads, amplifying its reach through paid ads such as carousels or video content.
This is a great way to get your UGC in front of your target audience that doesn’t already follow you on social channels and help build brand awareness and reputation with content that doesn’t feel “salesy.”
For example, we ran ads for a client, Matcha Maiden, and our ad with UGC earned 6.14 return on ad spend (ROAS) versus a traditionally made ad that only earned 0.58 ROAS.
3. Ask the user to post UGC and tag you
Another option is to ask the user to share the content on their public platforms and tag your brand. That way, you can repost it on your channels, and there is an additional layer of authenticity, as the content has originally come from a user’s channel.
This also allows you to reach a larger audience, with the content being seen by users who may not currently be aware of your brand.
4. Litter your brand with UGC
Of course, social media isn’t the only place that UGC can thrive. It is also extremely effective as part of landing pages, customer testimonial pages, and even email marketing.
Having UGC on your website shows that your brand is interested in generating a community and a direct line of conversation with your audience, which customers respond to.
It will show potential customers that you care and listen to your audience if they see UGC on the company website and may eradicate any buying fears at the point of purchase. For example, my clients, Pretty Privilege and Matcha Maiden, showcase a mixture of customer reviews and UGC social posts on their home pages.
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