"A lot of us grew up in a digital world and are used to most types of marketing, no matter how persuasive the pitch. Sometimes it's just not enough to just tell people your product or service is great, nowadays we want to associate with brands that are authentic and relevant to our lives. That's where User Generated Content comes in, it allows your customers to step in and explain to others why they love your products and services."
"UGC organically formed from users creating online posts, such as videos, texts and images about products and services they love (and hate!). Savvy brands started to use this content as marketing to benefit their business. And why wouldn't they, as this approach allows your customers to authentically build your brand for you! Why would we let them build our brand for us, I hear you ask? Because your target audience is more likely to engage with content that includes people they actually relate to"
"There's also a sense of FOMO with UGC, if everyone that looks like you is posting about a specific face cream, it makes you want to try it too! Equally UGC can be aspirational, as we often follow people we want to emulate on social media, seeing the products and services they use can influence you to feel you need these too to upgrade your lifestyle."
User Generated Content (UGC) consists of videos, texts and images created organically by users about products and services they like or dislike. Savvy brands repurpose UGC as marketing because it enables authentic customer voices to build brand credibility and relevance. UGC increases engagement by featuring relatable people, creating FOMO, and acting as aspirational signals when admired social accounts showcase products. Consumers tend to trust organic UGC more than traditional advertising, with 92% indicating greater trust. UGC differs from influencer marketing, which involves collaborating with creators who have influence over target markets, though overlap exists.
Read at The Drum
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