A recommendation from another customer has always felt more genuine than a polished advertisement. With UGC (user-generated content), more brands realize the value of letting their buyers do the talking.

Whether you are a small business owner or part of a larger company, UGC has the power to help your brand grow. However, it is essential to understand this marketing tactic to use hacks that expand your audience and foster lasting loyalty.

What Is UGC?

User-generated content is when consumers create material relevant to an enterprise and its products. It can provide an authentic viewpoint for potential shoppers, as 90.6% always use reviews to make a purchase decision and 75.5% trust them.

Customers can post UGC in various formats, including:

• Social media posts: These are the most common and impactful forms of UGC. Customers may post about their favorite products on platforms like Instagram and TikTok to show off the product.
• Reviews and testimonials: Customers can share feedback on e-commerce sites, Google (News - Alert) and review platforms.
• Videos and live streams: Video content can range from unboxing videos to how-to tutorials and live streams that provide product reviews.
• Blogs and articles: Some users go beyond simple posts and write more detailed articles based on their experiences. These can provide in-depth insights, tips, and tricks for your products or services.
• Question and answer sessions: Platforms like Quora allow users to ask and answer questions based on their experiences.

The Benefits of UGC for Brands

Each type of UGC offers different benefits that help organizations enhance their marketing strategies and build trust. The following advantages are why small businesses take the time to invest in it.

Valuable and Authentic Content Creation

In a recent survey, 22% of respondents parted ways with enterprises, citing a lack of value in the content provided. UGC addresses this gap beautifully by offering insights from real users. Unlike traditional digital advertising, it highlights real experiences and opinions.

The thoughts actual customers share from their perspective can be incredibly valuable. They can make a brand look more credible, catering to consumers prioritizing trust and business transparency.

Increased Engagement

Naturally, UGC builds higher levels of engagement compared to corporate-driven advertising. Customers feel more inclined to interact with this content because it comes from people like them — users sharing unfiltered experiences.

Peer-generated content feels more relatable, encouraging others to share their stories and opinions. As a result, UGC can heighten engagement rates because people feel motivated to participate, comment and share. The more engagement a brand has, the more it helps them build a community of enthusiasm and trust.

Cost-Effectiveness

Traditional marketing campaigns often involve hefty production, talent and media expenses. However, UGC capitalizes on what customers create and share, allowing businesses to save costs while spreading awareness for free.

UGC is beneficial in this way since it allows companies to redirect resources to other strategic areas, such as improving customer service or developing new products. By relying on the authentic voices of their user base, they also gain more impactful, sustained engagement at a fraction of the cost.

The Power of UGC in Building Brand Advocates

2024 is the year of UGC because organizations have an opportunity to connect with target audiences instantly and create this cycle of advocacy. When customers are satisfied with a product, others want to join in. It is a way for consumers to feel closer to brands, helping them feel like part of a community and further motivating them to promote the company.

For example, when a customer posts a photo of themselves using a product and tags the enterprise, it typically reposts this content. As such, it gives the original poster recognition and exposure.

Acknowledgment rewards users, but it also encourages them and others to continue sharing their experiences. In fact, 91% of consumers are likelier to leave feedback because of the sense of belonging it creates. This cycle reinforces the loyalty and turns them into brand advocates. Social validation and the desire to help others become powerful drivers that turn regular shoppers into vocal supporters.

Strategies to Encourage UCG and Brand Advocacy

Maximize the impact of user-generated content by adopting several strategies that boost UGC creation and brand loyalty:

• Create a hashtag campaign: Launch a branded hashtag to invite users to share content. This is beneficial for organizing material under a searchable banner and creates a community among users. For instance, a fitness brand could use a hashtag like #FitWithUs for customers to post workout videos using their products.
• Encourage reviews and feedback: Continuously ask for reviews and feedback after purchases. You can do this through follow-up emails or social media prompts. Make sure the process is as easy as possible and consider offering incentives for those who leave a review.
• Acknowledge and engage customers who create relevant content: Show appreciation for customer contributions. Engaging with UGC encourages users to continue posting and shows others they have the potential to be recognized.
• Feature UGC on your platforms: Dedicate space to customer-related content on your website and social media channels. Showcasing real-life uses of your product can make people feel celebrated. For example, a beauty brand could feature makeup tutorials or before-and-after photos on their Instagram stories while crediting the original creator.

Increase Brand Awareness With UGC

UGC is a marketing strategy that works to build stronger, more authentic connections with your audience. Use it to amplify your buyers' voices and turn casual buyers into loyal advocates. When integrating UGC into your marketing strategy, you can watch your brand build a community of engaged and connected individuals.