What is user-generated content?

User-generated content (UGC) is anything people create and post online on their own (e.g., photos, videos, tweets, and reviews), rather than content made by companies. Brands sometimes encourage their customers to create content by offering rewards or running competitions.

How does user-generated content work?

UGC works by leveraging the power of social proof. When consumers see other people using and enjoying a product or service, they are more likely to be interested in trying it themselves. UGC can also help to build trust and credibility with potential customers.

Types of user-generated content:

• Social media posts: This can include photos, videos, text posts, and live streams.
• Product reviews: These can be posted on the brand’s website, on third-party review sites, or on social media.
• Customer testimonials: These are typically written statements from customers about their positive experiences with a product or service.
• Unboxing videos: These videos show customers opening and reviewing a product for the first time.
• Fan art and videos: This is creative content created by fans of a brand, such as drawings, paintings, songs, and videos.

How to measure user-generated content:

UGC can be measured in a variety of ways, depending on the specific goals of the marketing campaign. Some common metrics include:

• Volume: The number of pieces of UGC created and shared within a given timeframe.
• Reach: The number of people who saw or interacted with a piece of UGC.
• Engagement: The number of people who liked, commented, or shared a piece of UGC.
• Sentiment: The overall tone and sentiment of UGC, which can be positive, negative, or neutral.

Why is user-generated content important to marketers?

UGC is important to marketers for a number of reasons:

• It is authentic and credible. Consumers are more likely to trust UGC than traditional branded content, which can be seen as biased or self-promotional.
• It is engaging. UGC is often more visually appealing and interactive than traditional branded content.
• It is affordable. UGC is often created and shared for free by users, which can save marketers a significant amount of money on content production.

Who needs to know what user-generated content is:

• Performance marketers
• Content marketers
• Social media marketers
• Digital marketers
• Brand managers
• Marketing directors
• CEOs

Use user-generated content in a sentence: “The ‘Creator Economy’ has been around for a while, but it’s thriving now more than ever as amateurs have spent the past twenty years producing videos, podcasts, and other forms of user-generated content to attract advertising dollars.”