UGC - User Generated Content
This is why User Generated Content is important for your marketing mix!
UGC stands for User Generated Content and, as the name suggests, refers to content created by users themselves. UGC can be any kind of contribution where users showcase brands or pitch products.
Although contributions like letters to the editor or Wikipedia articles also count as UGC, it is now most commonly used online, both in online marketing and by young social media brands that use it to directly address Generation Z as their target group on social media.
So why should you spend your limited budget on expensive actors or influencers who may not have a real connection to your brand or products? Your own customers are the best brand ambassadors you can have because they have already tried your products, love them, and can therefore talk about them much more authentically and convincingly.
It is also not necessary – and in many cases even less effective – to produce videos in a highly professional way. A smartphone camera and a natural environment can often deliver the most honest and convincing content.
That’s why UGC does not require professional video production skills, as users today are also able to create high-quality (not necessarily professional) content with simple tools and apps.
Users who create UGC often share their personal experiences and opinions about your products. They are authentic, credible, and trustworthy. When this content is positively rated or commented on by other users, it creates positive interaction that strengthens your brand image and increases trust in your products.
Positive reviews, comments, and other types of UGC play an important role in improving SEO rankings, as search engines like Google like to include such user interactions in their ranking factors. With a lot of good UGC, it is therefore more likely that your brand will be ranked higher in search results. A better ranking leads to more visibility, which in turn drives more traffic to your website.
The second step focuses on the product. It is shown, explained how it works, and then presented in use. The various advantages are also highlighted, so you get a good overview of the entire product, its features, and USPs (Unique Selling Points).
The video always ends with a call to action, prompting your customers to take action. There are various possibilities for this:
Copyrighted works may not be used without the consent of the author. This also applies to UGC, where the content is created by users. As an advertiser, you must therefore obtain the necessary permission to use UGC.
1. Examples of UGC:
- Social Media Posts: Photos, videos, tweets – social media posts are probably the most common form of UGC, highlighting a product or sharing personal experiences
- Interaction: Reviews of products or services, whether positive or negative
- Blog posts: Opinions, experiences, and helpful information in more detailed blog articles
- Videos: Product reviews, tutorials, unboxings, and much more
- Podcasts and interviews: Some users create podcasts or conduct interviews where they share their experiences or opinions about brands and products
- Contests: Users can be encouraged on social media to share a photo of themselves with the product
Although contributions like letters to the editor or Wikipedia articles also count as UGC, it is now most commonly used online, both in online marketing and by young social media brands that use it to directly address Generation Z as their target group on social media.
2. Advantages of UGC
1. Authenticity
Trust is a valuable asset – especially in the digital world. Brands that maintain an authentic image and can gain the trust of their customers often have a decisive advantage over their competitors. UGC is perfect for this.So why should you spend your limited budget on expensive actors or influencers who may not have a real connection to your brand or products? Your own customers are the best brand ambassadors you can have because they have already tried your products, love them, and can therefore talk about them much more authentically and convincingly.
2. Cost
UGC is in demand! Many companies are desperately looking for good video contributions but only have a certain budget available. Many traditional marketing methods often have high production costs and require extensive resources, whereas UGC is much more cost-effective.It is also not necessary – and in many cases even less effective – to produce videos in a highly professional way. A smartphone camera and a natural environment can often deliver the most honest and convincing content.
That’s why UGC does not require professional video production skills, as users today are also able to create high-quality (not necessarily professional) content with simple tools and apps.
3. Community Building
Get to know your target audience. A key advantage of User Generated Content is its ability to promote community building. In the digital age, connections and relationships with customers are more crucial than ever, so an engaged and interactive community can significantly increase the value of your brand.Users who create UGC often share their personal experiences and opinions about your products. They are authentic, credible, and trustworthy. When this content is positively rated or commented on by other users, it creates positive interaction that strengthens your brand image and increases trust in your products.
4. Reach
UGC makes you big! In the digital world, visibility plays a crucial role. With UGC, you have a powerful tool to put your company in the spotlight and increase your presence both on social media platforms and in search engines.Positive reviews, comments, and other types of UGC play an important role in improving SEO rankings, as search engines like Google like to include such user interactions in their ranking factors. With a lot of good UGC, it is therefore more likely that your brand will be ranked higher in search results. A better ranking leads to more visibility, which in turn drives more traffic to your website.
3. How do you structure a UGC video?
Hook. Product. Call to Action. The classic structure of a UGC video is always similar. At the beginning, the hook addresses a problem to grab the target group's attention and get them to watch your video.The second step focuses on the product. It is shown, explained how it works, and then presented in use. The various advantages are also highlighted, so you get a good overview of the entire product, its features, and USPs (Unique Selling Points).
The video always ends with a call to action, prompting your customers to take action. There are various possibilities for this:
- here’s the link to the website
- get the product now
- secure 10% off your first order, etc.
4. Legal aspects of UGC
User Generated Content is an excellent way to promote engagement and interaction on your platform. However, it is important to consider the legal aspects. UGC touches on several legal areas, above all copyright law, but also personality/data protection law and, of course, trademark law.Copyrighted works may not be used without the consent of the author. This also applies to UGC, where the content is created by users. As an advertiser, you must therefore obtain the necessary permission to use UGC.