User-generated content (UGC) is any video, image or text content created by users. It is the most influential kind of marketing, like a recommendation from a good friend.

What is UGC (User-generated content)?

User-generated content (UGC) is any type of content created by unpaid contributors that promotes your brand or products. The content can be written reviews, photos, videos or links that your customers create and share across their social media platforms and in digital environments.

User-generated content presents your brand in an authentic, user-oriented manner. The users’ trust in your products is strengthened and the probability of a purchase decision is increased.

Why User-generated Content is so effective

The use of user-generated content has a number of advantages:

  • More trust: Consumers trust the opinions of close friends and acquaintances more than advertising. In addition, trust in advertising in the digital age is falling almost as steadily as organic reach. And this is exactly where user-generated content comes in through fresh content.
  • More reach: The organic reach of companies on social media platforms is steadily decreasing. One of the few efficient ways to buck this trend is to get happy customers to post content related to your brand. In addition to the reach, this also has a positive effect on the interaction rate.
  • More conversions: Even purchasing decisions can be positively influenced by user-generated content, which in turn has a lot to do with the trust it inspires. Low costs: Like any strategy, the integration of user-generated content involves effort. But unlike in influencer marketing, you don’t have to pay a salary to users who voluntarily provide you with an Instagram picture. This keeps financial expenses within limits.
  • Low costs: Like any strategy, the integration of user-generated content involves effort. But unlike in influencer marketing, you don’t have to pay a salary to users who voluntarily provide you with an image and video material. This keeps financial expenses within limits.