User Generated Content (UGC) is a killer marketing tool that, if used to its potential, can send your brand and monetary sales rocketing.
You may be wondering why UGC is such a successful tool, or you might be thinking, “what is UGC”? Not to panic. We’ve got you covered.
With a year-on-year +190 million increase in social media users and an average daily use of two hours 28 minutes (0.7% year-on-year change), time spent on social media is increasing.
So, because social media is where consumers are 3x more likely to engage with brands, the more optimisation the better, right?
Why does UGC work so well for brands?
UGC refers to the process of unpaid content that a brand’s social followers, brand advocates and consumers create. Recent statistics show that 64% of consumers are more likely to share content about a brand when a brand re-shares content by its customers. This research highlights the importance placed on brand perceptions and how this can be altered through something as simple as optimising a customer’s positive experience with a brand.
Authenticity is key
After challenges due to the pandemic’s negative impacts, recent financial uncertainty, and ongoing global crisis, people’s mental health and livelihoods have been significantly impacted. Although online shopping habits have increased since the pandemic, 62% of adults recently said they had reduced spending on non-essential items due to the cost-of-living crisis.
As a result of these knockbacks, it’s now even more imperative that brands are stripping it back and creating content that their target audience can relate to. Brands must showcase unique authenticity and honesty to stand out from competitors and allow consumers to trust their brand.
In such a crowded market where multiple brands compete for the same audiences, you’d be surprised at how much consumers are influenced by genuine product recommendations. With this in mind, recent studies show that 72% of consumers agree customer reviews and testimonials are more credible than the brand talking about their products.
From company leadership, happy users and diverse voices, UGC is the epitome of authentic customer reviews; therefore, it’s not shocking news that many brands are jumping on the UGC bandwagon for the best part of their social content.
Builds brand community
What’s more valuable than growing a loyal fan base? Nothing.
Your brand’s community and customers are essentially your brand advocates, so keep them close and keep them happy! Recent statistics showed that 6 in 10 marketers felt that their audience engages more with UGC as opposed to a sales pitch. Likewise, through UGC, a brand can create a strong sense of community, giving your customers the unique power to become a part of your growth, as opposed to being a spectator.
Creators could mention and showcase a brand’s product via reels, videos, TikTok, photo tagging, text, stories, customer reviews, testimonials, live streams and even YouTube videos. Most brand followers would be super excited to land themselves on a brand’s social page, so why not make their day and implement a powerful and authentic marketing strategy at the same time? Win, win.
- Low-cost content creation
Another significant benefit of UGC is that it can be a very low-cost marketing tool. Instead of spending money on influencer marketing, which 6 in 10 people state they do not trust, it may be worth rethinking your marketing strategy to include aspects of UGC. This essentially allows a brand to connect with its audience on an interactive level for next to nothing!
- Encourages brand trust
Consumers are more informed than ever and are increasingly beginning to distrust paid ads and influencers. However, customers trust customers. It’s a simple fact. If your brand can use positive customer reviews as part of your marketing stream, you’re on to a winner.
According to research, 76% of consumers have purchased a product because of someone else’s recommendation. So just like you would probably listen to a friend’s recommendation or a family member’s experience, this is where UGC takes centre stage and allows consumers to trust a brand based on others’ experiences and opinions.
- Humanises brands
UGC humanises brands on social media. Integrating a relatable communication style helps brands connect with their target audience, encouraging customers to trust the brand and allowing marketers to build an emotional connection with the audience.
Hence why consumers find this type of content more relatable than an anonymous sales pitch.
Here at Wild PR, we can support you with all your social media, PR and digital marketing needs. To find out more about our work, please visit: https://wild-pr.co.uk/portfolio/
Sources:
- All research and insights taken from:
Digital Marketing 2022 October Report
State of User Generated Content 2022 Report
ONS Report 2022: How our spending has changed since the end of coronavirus (COVID-19) restrictions