What is User-Generated Content and Why You Should Use It

From Instagram stories to five-star reviews, there are endless ways for your brand to demonstrate how satisfied your clients are with your business, service, or product! But are you taking advantage of them all? Don’t fret, at Digital Storyteller, we’re here to help! In this article, we will discuss User-Generated Content (UGC) and why you should use it!

What is User-Generated Content?

User-Generated Content, also known as UGC, is simply that. As its name suggests, UGC, according to Hootsuite, is “any content—text, videos, images, reviews, etc.—created by people, rather than brands.”

“Billions of images are shared on social media every day,” says Damien Mahoney, CEO and Co-Founder of Stackla. “Buried within them are the most authentic and relevant brand experiences that people crave and brands can’t manufacture.” In fact, when surveyed, we learned that 70% of the time, clients could detect whether or not an image was created by a user or a brand.

Smartphones that you can take everywhere contribute to the huge influx of UGC, which first was recognized as early as 2005. Because of the massive level of UGC being produced, companies all around the world today are using it to their advantage—sharing this content “on their own social media accounts, website, and other marketing channels,” according to Hootsuite.

Mahoney continued, “This [UGC] presents marketers with an unprecedented opportunity to usher in a new era where brands market with people, instead of marketing at them.”

Why Should You Use UGC?

There are many reasons why you need to take advantage of user-generated content now. Here are six reasons to start. (You’re welcome!)

User-Generated Content is Authentic

Did you know that 56% of consumers said they want to see UGC as opposed to brand-created content? People are more likely to trust the opinion or recommendation of a real person than the brand itself.

User-Generated Content Creates a Content Library

You’re sure to have seen brands encouraging clients to share photos of them engaging with their product or service. For example, Starbucks’s famous #RedCupContest, #BMWRepost, or even the popular hashtag #WayfairAtHome. This provides a massive content library that brands can pull from and repost.

Increases Brand Desire

Simply put: people want what others have. When prospective clients see a real person with a product or service they’re already intrigued by, they’re more likely to pull the trigger themselves.

Is Memorable

Trend reminds us of “Coca-Cola’s ‘Share A Coke’ campaign [that] first hit Australia in 2011. The strategy was simple: print 150 of Australia’s most popular names on Coke bottles. They printed the CTA, ‘Share A Coke With…,’ alongside the name.

Needless to say, this campaign spread like hot gossip.” You’d have to live under a rock if you don’t remember it!

Is Scalable and Cost-Effective

Let’s be honest. It’s hard to always have fresh and new content for your brand or business. UGC is a great way to keep up while integrating fun, engaging, and high-quality content.

In fact, research tells us that over 56% of consumers would grant permission for a company to use their post in its marketing efforts. “Moreover, 51% said they’d be more likely to engage with and/or purchase from a brand if it shared its social posts in its marketing.”

Increases Conversion Rates

The same study from above explains that 79% of users admit that their decisions to invest in a product or service are highly influenced by UGC. “In comparison, only 8 percent of people say that celebrity or social media influencer content highly impacts their purchasing decisions—making UGC 9.8x more influential than social influencers.”

Don’t Be Shy!

If you are looking for a team of specialists to help you develop your digital marketing and social media strategy, contact our team at Digital Storyteller today! Our unique, in-house team utilizes a holistic approach to assist financial service companies to broaden their reach. We make sure your brand voice is distinct and heard through and through. Get in touch to schedule your Brand Storytelling session today!