Bzzz bzzz — yep, that’s the sound of another marketing buzzword!

User-generated content is the newest kid on the block and it’s not hard to see why… In our digitally driven world, consumers are more empowered than ever before with social media and well, the entire internet, at their fingertips. And they love nothing more than sharing their thoughts and experiences online.

*By the way, it’s worth noting that in true marketing fashion, user-generated content has also been abbreviated to an acronym too, so you can go ahead and add UGC to your ever-growing glossary of those!

For some, the thought of anyone having free reign to create and share content about your brand can sound a bit worrying. But as a business, you can actually leverage the popularity and power of UGC. Tap into that enthusiasm and leverage it to build your brand!

But first:

What exactly is UGC?

UGC refers to any content that has been created by consumers, rather than by the brand itself.

This content could cover a variety of content types, from customer reviews and social media posts to photos, videos, and blog articles.

What sets UGC apart from other forms of marketing and content creation is that it is created by people who have genuinely already used your products or services, or interacted with your brand in some way. Think videos on YouTube or social media of someone unboxing your product, or photos of your products in use.

What are the benefits of UCG?

There are many benefits to using UGC in your marketing mix. Firstly, it's a great way to build trust and credibility with your audience. When people see that others like them are enjoying your products or services, they are more likely to feel confident in making a purchase themselves.

Secondly, UGC can help to humanise your brand and make it more relatable to your audience. By showcasing real people using and interacting with your products, you can create a more authentic and emotional connection with your customers.

Research backs up the positives around UGC too, with almost 80% of respondents in one survey indicating that UGC highly impacts their purchasing decisions.

Will UGC work for your business?

The level of success you will find using UGC will come down to a few factors. For example, do you already have a social media following? How does your target market use social media? What is the nature of your product or service?

To optimise the potential outcomes of jumping on the UGC bandwagon, you will ideally have a pre-existing social media presence that you’ve been nurturing. Actively engaging with your followers will lend itself to encouraging them to share their own experiences with your business.

Keep in mind that you’ll need to be prepared to moderate your content too. For the most part, UGC is likely to be positive but as with any public content that is being created by customers, it’s always worth being on the look out for any negative comments or content out there. Have a plan in place to deal with those situations so you can get on to it quickly and strategically.

How to harness UGC for your brand

So, how can you incorporate UGC into your marketing efforts? Here are a few ideas to help you get you started:

• Run a competition on social media asking your followers to submit photos or videos of themselves using or showcasing your products.

• Encourage your customers to leave reviews on your website or social media pages.

• Share your customer testimonials or success stories on your website or in your marketing materials.

• Create a hashtag that your customers can use to encourage them to share their experiences with your brand on social media.

All in all, if you’re looking at new ways to enhance your marketing efforts and build your brand, UGC is a powerful and effective tool. When done well, UGC help you gain a whole bunch of valuable content around your offering that can underpin an authentic and engaging marketing strategy.

If you’re keen to give UGC a try but don’t know where to start, a chat with the AJ Marketing team is always a reliable first stop.