The Ultimate Guide to User-Generated Content
Let’s face it: the way we consume content has completely shifted in the last few years. Social media is constantly evolving, and with the rise of TikTok, we can now see engaging and relatable content from everyday people instead of just the “picture perfect” feeds that we used to see. With this shift toward short-form videos and authentic storytelling comes the need for user-generated content, or UGC. User-generated content has begun to take center stage over traditional influencer marketing, so let’s explore the world of UGC and how it can transform your social media presence.
But first, what is user-generated content?
UGC is content that is created by users, consumers or individuals rather than by a brand or professional influencer. It’s a genuine, unfiltered expression of personal experiences, opinions and creativity made by the users themselves. Think product reviews, tutorials and lifestyle snapshots that share a person’s experiences with other social media users. Unlike a more community-driven influencer who takes time to cultivate their audience and build a content strategy, a user-generated content creator develops their content voluntarily for the sake of creativity and storytelling.
Why is UGC important for brands?
From a social media perspective, the TikTok and Instagram Reels algorithms prioritize content discovery. Users can easily discover and engage with content that aligns with their interests, so user-generated content that shares real experiences and opinions will ultimately make your brand more discoverable.
But more importantly, consumers support brands they trust. With the current economic climate, consumers are much more conscious of how they spend their money. They will support brands they trust — but stale social media ads and scripted influencer campaigns aren’t the best way to inspire trust. User-generated content is often perceived as more authentic and trustworthy compared to professionally curated content. Real experiences shared by real people carry a level of authenticity that resonates with others.
UGC also fosters a sense of community and connection. Whether it’s through shared interests, experiences or challenges, users can start on-going conversations that foster engagement and interaction with your brand. When you create a space for like-minded individuals to connect, your brand and your digital community will thrive.
How do brands get user-generated content?
There are several ways to secure user-generated content for your digital channels.
Partner with UGC content creators that align with your brand. UGC content creators are incredibly valuable, and their recommendations often carry more weight than traditional advertising because they come from real experiences. So do your research and identify content creators within your niche. UGC content collaborations go beyond sponsorships; they involve creators in the brand’s narrative and co-create content that you can utilize for social media and advertising.
Build a community campaign to get a diverse range of content. Create a campaign that involves your customers and encourages them to share their experiences with your brand/products. For example, you could create a branded challenge on TikTok or jump on a recent Instagram trend that aligns with your brand and community. One great example of this is the #ShareACoke campaign by Coca-Cola; the brand encourages users to share photos of personalized Coke bottles, thus turning their customers into brand ambassadors and creating a massive wave of user-generated content.
Turn your team into brand ambassadors. No one knows your brand like your employees do — so why not leverage their knowledge for social media? Many brands have begun turning the camera onto their teams to show the behind-the-scenes of the business and even jump onto social media trends. For example, the sustainable fashion brand Everlane often taps its store employees for content, having them share their favorite new product arrivals and showcase how they style the pieces. This is a great way to promote their new products as well as connect with users who may share that employee’s sense of style.
Important caveats
User-generated content can offer a fresh and authentic perspective on your products and brand. But you must obtain UGC in an ethical way. When partnering with content creators or your team members, make sure you are properly compensating them for their time, creativity and usage of their content. For example, if you are collaborating with a UGC content creator, create a contract that outlines what your expectations, deliverables and payment will look like so that both parties are protected. If you are reusing content from customers and community campaigns, always make sure you receive their permission before reposting or repurposing their content for your brand’s marketing initiatives. It’s better to be overly cautious than to burn a bridge with someone who genuinely supports your brand.
Our final thoughts
User-generated content creators are more than a trend; they represent a shift in how brands and consumers connect on social media. Brands that embrace this shift and foster meaningful collaborations will thrive in a time where the voice of your community holds immense power. A more genuine and engaging online presence will strengthen your digital community and lead to more genuine connections between brands, content creators and customers.
About Rani Public Relations
We are Rani Public Relations, a strategic PR and marketing agency that helps female-led businesses reach their ideal audience. Our mission is to empower, elevate and advocate for underrepresented brands in the ever-changing media landscape. With our creative expertise and passion for brand storytelling, we will help your business get the recognition it deserves.
