User generated content (UGC) also known as User created content (UCC),is any format or content put out on social networking sites by the unpaid contributors, the followers! It is essentially the act of followers promoting the brand more than the brand itself for a given period.
Many companies are seen using the power of UGC lately. Be it posting pictures with products or any other contests that are run on social media platforms. This way the companies get a chance to grab attention of the public which was never sure with the contemporary styles of advertising.
UGC varies from tweets, blog posts, instagram uploads, pinterest uploads etc. All of these fall in either one of the categories mentioned below –
Type of UGC
Certain number of entertainment media publications give their users the freedom to make their own clips and send it to them to be posted on their page, giving them credits as well. Sites posting content for the engaged readers have user generated comment sections.
Harmony between the brand the user is another popular use of UGC. For example, an advertising agency promoting a certain esteemed brand on their page posts a picture of a viral easy catchy challenge, by the end of the day its all over the internet on almost all social media platforms.
Another example of UGC are blog posts. Blogs are an important source of UGC. They add credibility to your post and engages the readers thus leading to a personal connection. Also, it side by side empowers those about whom your blog is about.
Use in Marketing
The effectiveness of UGC in the terms of marketing has proven to be significant. They can influence the purchase decisions the users on online sites, as they believe the word of their peers more than that of the professionals. There are a number ways UGC can help your brand –
It reassures more interaction with the users, thus doubling the chance of the content being shared
It allows better brand – consumer relationship, as a larger part of buyers believe UGC over the information provided by the professionals.
It increases SEO value of the brand, as more content is linked to the website an traffic is significantly increased as well.
It assures the increase of followers count on social media platforms.
Here are some UGC inspired marketing strategies of famous brands:
Dating back to 2014, starbucks initiated a new trend of inviting their customers to decorate a white plastic coffee cup of theirs and upload it on social networking platforms with the hashtag #Whitecupcontest. This definitely attained them a lot of publicity
Dortios, a chips producing company launched their new product, spicy tortilla chips. Knowing this was a gable they took the aid of UGC, and invited its consumers to post their #burnselfie on social networking platforms as they ate one of these spicy chips.
UGC enables the brand to stay in touch with their customers, thus giving them a clear view of the market. The power of UGC is highly significant and it will grow furthermore as the years pass by as the brands learn to use the power of their audience.