UGC is the answer if you're looking for a way to create content at scale. Trust in recommendations outweighs advertising, with many consumers influenced by peer experiences. It's the kind of thing that can make or break your business, and it's something we're all dealing with today. From status updates and tweets to reviews and comments, there's a whole world of user-generated brand content out there waiting to be seen.
This guide will explain how UGC works and why it's essential for every type of business—from small businesses to large corporations like yours! We'll talk about how you can use this information to help your company succeed from day one.
So let's get started!
What is user-generated content?
UGC are unpaid or unsponsored social posts and internet content that people across every network share when they're using or raving about a product, service, or business.
Consumer-generated content is a staple of the internet. It's what makes up half of the internet, after all. And it's also an essential part of your business, no matter what type of business you're in. The more brand-related user-generated content you have, the more likely you will have success—and you don't even have to do anything special to get there!
Where does UGC come from?
User-generated content makes up most of social media platforms, and they come from these audiences:
Customers
This is where most of the content is coming from. Real customers are constantly asking questions and posting on social media channels, so it's not a surprise that they generate most of the content. It's also natural that they're more invested in your brand than non-customers, so they're more likely to seek opportunities to share their experience with others.
Brand loyalists
These audience have been following your brand online for a long time and may have gotten involved in your community over time. They're also likely to be interested in the latest trends and news about your products, which can lead them to be more open to share user generated content with others on social media platforms.
Employees
Employee-generated content demonstrates the brand's worth and story. It speaks to your values and shows your employees' commitment to those values. If you're not using employee-generated content, you're missing out on a golden opportunity to engage with your customers meaningfully, build credibility with them, and attract more business.
Forms of UGC
User-generated content can be a great way to add value to your business and engage with customers in a way that's more personal than traditional advertising. Here are the different authentic forms of UGC:
- Images
- Videos
- Status updates/tweets
- Customer testimonials
- Customer reviews
- Product reviews
- Comments
- Blog posts
- Social media posts
- Live streams
- YouTube content
Why is it important in Digital Marketing?
UGC promotes your brand, your company, and yourself as an expert in your field. It's also a great way to build relationships with influencers within your industry who can help spread the word with their social media followers about what you're doing and how they can help.
The idea behind it is that UGC creators can contribute to the greater good by sharing their own experiences with other users. Sharing authentic content like this helps other people connect and learn more about topics they might otherwise miss out on.
If used wisely and authentically, UGC can help your brand and increase trust, engagement, and traffic to your website or social media channels. It also helps the customers feel like they are essential to the conversation.
Provides social proof
UGC provides social proof, which helps create a sense of trust between businesses and prospective customers. Authentic and relatable content boost your company's reputation, especially if it has been well-received by your audience.
It promotes authenticity
92% of consumers prefer the authenticity of UGC over ads. When you get feedback from customers that they like the product or service you provide, you know it's something real people want and need. This tells you how reliable and valuable your product or service is.
It strengthens brand loyalty.
People who use user-generated content feel more connected to their products and services, making them more likely to recommend them to others.
It shows you value your customers.
Brand advocates posting relevant content show how much you care about your customers' experience, which tells them that you're committed to something more than just making money.
6 Tips on how to Utilize UGC Effectively
Look no further if you're looking for advice on using UGC authentically. We've got six tips for you!
1. Repost
Regularly post images, photos, or videos from happy customers to encourage engagement and motivate other users to contribute their own UGC.
For example, beauty brand Glossier drives customer engagement with its social content by encouraging customers to get vulnerable and share their selfies by reposting customers' photos using their products.
2. Reviews
Leverage online reviews by posting them on your site or social media stories and letting others know what people think about your business. Due to the very nature of a review, they tend to be the most authentic and considered a form of UGC.
This is a great way to build trust with your customers because they'll be able to see firsthand what other regular people have said about you—and if you're doing a good job.
3. Determine your Platform
It is essential to determine which platform fits best for your potential customers. Don't be afraid to experiment with different media.
Here are the five major platforms and their audience expectations:
• TikTok: videos
• Facebook: videos and curated content
• Instagram: high-resolution photos, quotes, stories
• Twitter: news, blog posts, GIFs
• LinkedIn: Jobs, company news, and professional content
• Pinterest: Infographics and step-by-step photo guides
4. Blogs
Keep a look out for blogs and articles about your product or service. They are suitable for S.E.O. backlinking and invaluable as pieces of content to post on LinkedIn, Facebook, and Twitter.
It shows that you support your loyal customer's content and only reinforces others to write more. Everybody wins.
5. Contest
Giveaways and discounts are two of the best ways to encourage users to create more UGC., and they're a great way to engage your audience while they're already involved with your brand.
It's also a great way to build excitement around a new product or service, which will help draw more consumers into the fold and make them more likely to purchase down the road.
6. Q&A/Forums
Users look for authenticity and will respond to you if you're genuine.
It's important to remember that your users are looking for more than just a social post; they want to engage with you, the brand, and other users in a meaningful way.
You need to be able to do this effectively on social media and forums by responding quickly, clearly, and thoughtfully to questions and criticisms that your users may have.
FAQs
Is UGC more effective than ads?
In many cases, yes — but they serve different purposes. Traditional ads are great for controlled messaging and broad awareness. UGC is generally more budget-friendly than typical marketing materials. UGC is often more effective for building genuine trust and driving conversions, because people find authentic customer content more relatable and credible than polished advertising. The strongest approach is to use both: let ads introduce your brand, and let UGC help close the sale.
How to use UGC in marketing?
Incorporate UGC strategy in your marketing efforts across the customer journey. Add customer photos to product pages to provide social proof. Repurpose high-performing UGC in your paid ad campaigns — real content often yields better engagement. Include UGC in emails to add authenticity, and create a branded hashtag to encourage and collect more content. Always obtain permission before using someone’s content.
What are the best UGC platforms?
The best platform depends on where social media users is most active. TikTok is ideal for short, authentic video content. Instagram works well for high-quality visuals and Reels. Facebook supports community-building and contests, while YouTube is better for longer reviews and tutorials. Pinterest can also be effective for haul shares and project ideas.
How much does a UGC ad cost?
This typically refers to the cost of hiring a creator to make content. Prices vary based on follower count and engagement. Nano-creators (1k–10k followers) may charge $50–$250 per video. Micro-creators (10k–50k followers) often range from $250–$1,000. Mid-tier creators (50k–500k followers) can charge $1,000–$5,000 or more. Factors like exclusivity and usage rights can also affect the price.
How much does it cost to advertise on UGC?
This refers to the ad spend to promote UGC content once you have it. Costs depend on your target audience, campaign goals, and platform. On average, cost-per-click ranges from $0.50 to $2.00 on major platforms. Because UGC tends to be more engaging, it can often lead to lower costs and better return on ad spend compared to traditional ads.
User-Generated Content Marketing Might be your Key
For your content campaign to succeed, you must be willing to try new things and experiment with different creative efforts. We also know that there's no one-size-fits-all approach to content marketing campaigns—you have to find what works for you, but that doesn't mean you can't get any help along the way.
You can use UGCs for many things in your business—and we're just getting started here! UGC allows you to connect with your actual customers personally and build a relationship that will last forever. If you want to know more about UGC campaign in your marketing strategy best, connect with Evolv today!
