Consumers are also becoming creators and brands can use this to their advantage.

What is User Generated Content?

First of all, it is important to establish what is meant by User-Generated Content (UGC). UGC refers to any unpaid and unsponsored content that has been created, published or submitted by users of a brand, product or service.

It’s content made by customers for customers, and is the latest form of word of mouth marketing, which has always played a vital role in influencing consumer buying decisions.

From simple product reviews to tutorials and unboxing video content, it generates an extended level of brand awareness by placing your brand in front of, and on the radar of new audiences who don’t already follow your account. It is arguably a more trustworthy source as it is free from any brand bias.

Social Proof

UGC provides social proof that your product or service is worth purchasing and increases customer confidence. When consumers see people using and enjoying the product or service, they are more like to trust the brand and make a purchase.

By sharing content produced and published by ‘real people’ on your platforms you are more likely to convert audiences into real time customers as they see the product through a consumer’s eyes rather than from a brands perspective.

Increasing Use of UGC on TikTok

TikTok has become one of the leading and best performing platforms of its time, engaging billions of users every single day, who are not only watching content but publishing it themselves too.

Because it is made up of digital video placed amongst a ‘for you’ algorithm, meant to personalise each individual user’s experience with content based on their interests and likes, TikTok is now becoming known as a place where people can learn about new services, brands or products.

UGC for Paid Advertising

When it comes to paid ads, people have become accustomed to seeing a static post or carousel of a product that now they’re more relating to, and more willing to make a purchase, if they see someone reviewing the product and actually physically using it.

The idea is to be less overt and engage your audience by blending in with the platform’s native style and surrounding organic content.

Not only does incorporating UGC into your paid strategy prove to be more effective in converting customers, avoiding over-filtered, high-production ads is a simple way in which you can maximise the effectiveness of your paid ads spend without compromising your marketing efforts or budget. Even if your business has a pretty sizeable marketing budget, a higher spend doesn’t always mean more success.

The Best Practices: Asking Permission

Always ask for permission to use someone’s content even if it’s talking about your brand. There’s nothing worse than sharing some great feedback about your brand or product but then being asked to take it down – that is just not a good look. The majority of people won’t say no, and will be excited to see their content re-shared by you. If they do however, there may be a compromise to be had and you may be able to politely ask for them to write a positive review about the experience they had.

The Best Practices: Giving Credit

Give credit to/mention the creator and never edit it without their permission. They have taken the time to create this content about you, and the whole point of UGC is that it is authentic and showcasing the exact journey and experience that a particular customer had using your brand.

Your target audience can best relate to other customers who are like them and have a similar lifestyle. Whilst it might not be ‘polished and perfect’ it’s one that your customers are going to relate to, which is why it needs to be as authentic as possible and in its native form to be effective.

The Best Practices: Responding To Customers

It important to respond to the customers that are sharing the content about your brand. You want them to know how you are happy that they have had such a great experience with you. As we touched  upon in the influencer marketing blog post (available to read here) making consumers and audiences on these platforms feel recognised and heard, is one of the most powerful ways to breed that customer loyalty for your brand. It’s important not to dismiss or neglect this whilst trying to reach new customers.

Particularly if it’s a results based outcome following use of your product or service, it’s important to acknowledge and celebrate this with them rather than just taking the content for your own gain, particularly if you want to utilise further content from this particular creator who has made it clear that they are an advocate of your brand.

The Takeaway, Here’s why you should use UGC in your online strategy

UGC is a powerful tool for businesses when it comes to marketing their brand in an authentic and non fabricated way.

Utilising UGC is an extremely effective way for a brand to influence it’s audience and convert them into customers, while also encouraging community building, which can result in increased loyalty and advocacy.