What is User-Generated Content (UGC)?
User-generated content (UGC) is anything that is content—text, photo, video, review, or testimonial—produced by a customer, not the company. The content is shared on social media, websites, or other digital media and is word-of-mouth marketing for companies.
Why is UGC Important?
User-generated content is perhaps the most effective means for brands to connect with their audience, establish trust, and become credible. People trust content produced by other consumers more than they trust conventional commercials, and that is why UGC is such an effective means of driving brand awareness and conversions.
Types of User-Generated Content
There are numerous types of UGC that followers or customers can produce to promote a brand, such as:
Customer reviews – Genuine reviews that sway potential buyers.
Referrals – Your clients reselling your product or service.
Social media posts or sharing – Your clients talk about your brand online.
Case studies – Detailed success stories with actual results.
Community forums – Q&A sites and discussion boards generating interest.
Testimonials – Simple feedback by happy customers.
Webinars or podcasts – Customer or expert interviews marketing your brand.
Conferences – Partners and customers attend sessions endorsing your brand.
Take a look at four efficient UGC examples, which have largely revolutionized their respective brands:
1. Airbnb’s Guest Stories
Airbnb uses storytelling through real comments from guests and images of guests’ personal visits. Rather than ads, they provide real travelers with an opportunity to share experiences, thus rendering the message closer to people, personal, and genuine. Through this, Airbnb has managed so much success.
2. Coca-Cola’s “Share a Coke” Campaign
Coca-Cola used UGC in the best possible way with their “Share a Coke” campaign. They replaced their logo with popular names and asked individuals to get a bottle in their name, snap a photo, and post it on social media. It was a very straightforward but effective campaign that created enormous global activity and made customer engagement more robust.
3. GoPro’s Customer Videos
GoPro provides their users an opportunity to become the brand promoters by sharing exciting adventure clips captured with GoPro cameras. Surfing, downhill biking, or skydiving are some of the things that make the user-generated content exciting and lead to more purchases of the product. GoPro features the most interesting user clips on their social media channels periodically, giving their users a platform to share their talent.
4. Starbucks’ Red Cup Contest
Each holiday season, Starbucks puts out the Red Cup Contest, where they encourage customers to personalize their cups and share photos on social media. This does more than promote social media, though. It also increases customer loyalty. It’s an entertaining, interactive way for Starbucks to engage with its customers and become more involved in the brand space.
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