Table of Contents
Why is UGC so important for brands to utilise?
How do I obtain authentic UGC?
How can I utilise UGC?
Conclusion
FAQs
Key takeaways:
1. What is UGC? User-generated content (UGC) is content created by individuals, such as videos, photos, and reviews, rather than by brands, offering an authentic perspective.
2. Consumer Trust: UGC fosters authenticity and trust, with 60% of consumers viewing it as the most genuine marketing content and 92% trusting recommendations from others over traditional advertising.
3. Impact on Sales: UGC significantly influences purchasing decisions, with 77% of shoppers more likely to buy a product after discovering it through UGC.
4. Utilization: UGC can be leveraged across various channels, including paid ads, social media, websites, and email marketing, to enhance engagement and conversion rates.
5. Proven Effectiveness: UGC content on social networks has a 28% higher engagement rate than branded content and user-generated videos about a brand are viewed 10 times more than official brand videos on YouTube.
So, what is UGC and what is all the hype about? UGC, a.k.a ‘user-generated content’, refers to content that is created by people, not brands. Whether it’s videos, photos, text posts, reviews, or other forms of content, UGC is a powerful tool for businesses and brands to engage with their audience, build community, and gain valuable insights into customer preferences and behaviours.
Using UGC as a part of your digital marketing efforts can have a truly outstanding impact on the way you are perceived, and the way your marketing efforts perform.
The power of UGC is becoming more & more evident, with 87% of businesses now using UGC in one way or another to bolster their online success. The graph below illustrates the ever-growing number of Australian Google searches for ‘UGC’, with interest currently at an all-time high!
Why is UGC so important for brands to utilise?
One of the most crucial benefits of UGC comes down to it’s ability to foster authenticity. With 90% of consumers stating authenticity is important when deciding which brands they like, authentic content has the proven ability to influence consumer thoughts, feelings and, ultimately, purchase behaviour.
Beyond authenticity, UGC is important for brands because it also enhances customer engagement, boosts trust, and provides relatable and diverse perspectives, influencing purchasing decisions and strengthening brand loyalty.
While we could talk to you all day about why you should be considering UGC for your brand, we’ll sit back and let the stats speak for themselves!
- 60% of consumers believe UGC is the most authentic marketing content
- Consumers are 2.5x more likely to view UGC as authentic compared to brand-created content
- 92% of consumers trust recommendations from others over other sources
- Over 90% of consumers are influenced by positive reviews when shopping for a product or service
- 77% of shoppers are more likely to buy a product they found through UGC
- 93% of brands report acquiring a new customer because of video content on social media
- UGC content on social networks has a 28% higher engagement rate than branded content
- User-generated videos about a brand are viewed 10 times more than official brand videos on YouTube
These statistics highlight the significant impact of UGC on consumer behaviour, trust, engagement, and purchasing decisions, making it a valuable asset for brands in their marketing strategies.
Video content is typically a go-to when it comes to UGC. It's highly engaging and effective in storytelling, leading to remarkable results (as you can see from the above stats!). While photo content has its uses, the compelling nature and proven effectiveness of video content make it a superior choice for impactful brand marketing.
How do I obtain authentic UGC?
Unless you are a huge brand with a loyal, engaged customer-base, there are two ways you can obtain UGC - the easy way and the hard way.
The hard way involves putting in a lot of time and effort through tactics such as campaigns, outreach, surveys, incentives and gifting, with no guaranteed results. The easy way? Well, I’m glad you asked.
UGC Day: The affordable, easy way to get UGC for your brand
At Born Social, we offer a day in our stunning Port Melbourne studio dedicated purely to capturing UGC video content alongside our database of skilled content creators, all managed by our team of qualified marketers.
By dedicating a day in our studio, we ensure we can deliver quick, quality-controlled UGC video content from multiple creators in the most affordable way possible.
Our studio can be manipulated into a variety of locations and styled to truly portray your brand in the most compelling way possible. Whether you need your content captured in a cosy or lavish bedroom, a trendy or everyday bathroom - or an alien spaceship - our team can make it work! Here’s our Christmas set-up from last shoot:
All you need to do is decide how much content you’re wanting (we’ve bundled together 3 simplified options), shoot through a brief so we know just what you’re wanting to achieve, send us your product - we do the rest!
The result? Up to 12, authentic final videos optimised to grab and retain attention to help you achieve your marketing goals.
Does UGC really work?
In our experience, yes! Content filmed and used in paid Meta advertising for one of our e-commerce clients at our last UGC day is achieving a monthly average return on ad spend of $6.43 per $1 spent. That’s to a cold audience, too!
We also see consistently above-average results for other marketing goals, including awareness and engagement compared to non-UGC content.
Want to make UGC a consistent part of your marketing strategy?
We offer tailored, ongoing UGC style content packages for those who really want to ingrain UGC into their strategies. With ongoing packages, brands ensure they always have fresh, relevant content available for use across their entire marketing mix. Reach out to us today for a quote!
How can I utilise UGC?
So, now you understand what UGC is and know how to get it, you’re probably wondering where you can use it to garner the most benefits.
Here are some key areas we recommend using UGC content to achieve your marketing goals:
Paid Ads: UGC in paid advertising can improve the performance of your ads. Ads featuring UGC often have higher click-through rates and are perceived as more authentic than traditional ads.Organic Social Media Channels: Sharing UGC on platforms like Instagram, Facebook, and TikTok can boost engagement and authenticity. It helps in building a community around your brand and encourages more customers to share their experiences.Website: Incorporating UGC on your website, especially on product pages, can significantly increase trust and conversion rates. Customer reviews, photos, and videos provide social proof and help potential customers in their decision-making process.Email Marketing: Including UGC in email campaigns can make your messages more engaging and relatable. It can also increase click-through rates and conversions.
Conclusion
Ultimately, the answer to ‘what is UGC’ is that at it’s very roots, UGC is a cornerstone for brand success in today's marketing landscape. UGC fosters authenticity, builds trust, and significantly influences consumer behavior and purchasing decisions. By effectively leveraging UGC across various platforms, such as social media, websites, and paid ads, brands can enhance engagement, credibility, and conversion rates. The role of content creators in generating compelling UGC underscores the synergy between brand strategy and customer participation. In essence, harnessing the power of UGC is indispensable for brands seeking to establish a strong, relatable presence and achieve lasting success in the digital marketing arena.
FAQs
What is a UGC creator?
A content creator is an individual who produces engaging material like videos, blogs, social media posts, and photos across various digital platforms for entertainment, education, or marketing purposes. They do not necessarily have a large following or influence on social media.
What is the difference between UGC and Influencer Content?
UGC is content created by regular customers or fans of the brand who are not necessarily famous or influential. It includes photos, videos, reviews, testimonials, social media posts, and more, shared voluntarily by users. Influencers are individuals with a significant following on social media or other digital platforms. They often have a degree of celebrity or authority in a specific niche or industry, their ability to influence making them a valuable opportunity for brands.