What is User Generated Content: Complete Guide to UGC - JustKapture

In the present moment, the world is constantly witnessing an upsurge of user-generated content on social media - be it through celebrity endorsements, micro-influencers, or customer advocacy. Well, that should not surprise the user at all.

In some research that has been taken place revealed that 93% of social media users claimed that their buying decision generally gets influenced by user-generated content via search engine results and emails. However, since there is a competition hiding around to reach a new skyscraping height, it becomes pretty challenging for brands, including over-the-top expensive to target the right audience. Hence, how would they score homey with their marketing attempts?

The answer is quite simple - through the ascendancy of user-generated content involving in their marketing and promotional campaigns.

If you are too curious about exploring more regarding user-generated content and how you can put this lucrative tool to your optimal use, continue reading to dig deep through this topic. We have assembled all-in-one bits of user-generated content and capture them together into a frame to make you understand how you can hold leverage on this concept.

Before we jump into the pool of information, let us first seize the concept of user-generated content and its context.

Topics Covered

  1. What is User-Generated Content?
  2. What are different types of user-generated content?
  3. Why is User-Generated Content so successful?
  4. Top Examples of successful UGC Marketing campaigns
  5. UGC vs Traditional Marketing
  6. How can you generate user-generated content for your business?
  7. How can you take advantage of user-generated content?
  8. Best practices for user-generated content marketing

What is User-Generated Content?

UGC or User-generated content falls under any category of content - be it video, pictures, blogs, texts, testimonials or reviews, etc. User-generated content is, in general, created by people instead of brands. But, brands usually share these UGC content on their own website, social media handles, or/and other promotional channels.

However, for several brands, Instagram is basically the central platform for their UGC. On Instagram, users create and publish their posts featuring any particular brand, presenting the products yet services offered by that brand to their targetted audience. So, being the responsible brand, you can too share that selective content on your social media profiles to your own audiences boosting your credibility in the process.

User-generated content or UGC seems to dominate the marketing trends these days since people produce and publish this customize content willingly on several social media and online platforms, making it more creative, authentic, accurate, and honest content that you see online.

Due to the user-generated content, brands these days no longer promoting much their products and services. Instead, it is users who are performing it in place of brands and promoting them. Therefore, every bit of content you regularly see online- be it the images, videos, feedback, testimonials, blog, social media content, or others, is a part of users' build-up content.

Notwithstanding, only 16% of brands could actually ascertain this UGC system efficiently in their marketing drift.

Now that you know what user-generated content means- let us discuss the types of UGC in short.

Type of UGC

Since you understand and acknowledge the drift where UGC comes from and exactly where UGC drapes into your marketing strategy, it is a noble time to string upon the type of UGC available. There are four types of content a brand would want to converge on in terms of promoting brand sales and awareness.

  1. Reviews and Testimonials:
  2. Reviews and testimonials are, in general, a popular type of user-generated content that comes post-purchase after a buyer receives the product and experiences the benefit of the product. Both content advocates for the brand and product, plus they also create hype for the product through word-of-mouth marketing.

    Considering the statistics, almost 92% of online purchasers drop through reviews or comments given by existing or authentic brand users before buying the product. Hence, brands prefer showcasing reviews and testimonials to create trustworthiness in the minds of buyers and allow them to concede the deliverables of the brand without touring the physical store.

    Along with the primary reviews on the brand's website, several third-party reviews via Facebook, Google, Instagram, etc., are also very effective. Since these are an organic form of feedback for a brand, these can encourage the brand to build its presence online and grow. Besides, the reviews system offers a limited period to the customers to yield their opinion and appraisals regarding that particular brand that can help a brand improve their products and sell those products more liked by users. JustKapture has officially tied up with facebook, instagram, twitter and google to collect UGC from these platform.

  3. Photo on Social Media:
  4. Social media platforms are remarkably influential as they can navigate the decision of a user efficiently. Each and every content composed, posted and shared on social media platforms. These have the dynamism to influence the mindset of users effortlessly. Believe it or not, almost 58.11% of the earth's population utilizes social media platforms creatively

    An overabundance of content gets created and shared on social media platforms every single day by millions of users. Among these, any content posted by the user is promotional UGC content for your brand.

    Besides this, the users' behavior has experienced a cumbersome shift. Users are predominantly active in their behavior to discover inspiration for products to introduce online. In this place, deliberately placing user-generated content should be your first choice to attract users actively.

    Social media platforms such as YouTube, Facebook, Instagram, Twitter, etc., let brands generate ample content posted by the buyers, which helps brands release marketing layers while heightening the audiences' engagement.

  5. Video content:
  6. Presently the most aesthetically pleasing visual platforms are Pinterest, Facebook, and Instagram. It is because visually compelling content daily gets created and posted on those platforms. And that content highly motivates the social media users to explore the sites more and more to consume offbeat content everyday. Surprisingly, nearly 93% of marketers alleged to have perched upon a new consumer due to video content posted on social media.

    They are highlighting creative made User-generated video content available on social media such as in-depth product reviews, product unboxing videos, etc., which can fetch tremendous attention of views and approaches in favor of brand awareness.

    Additionally, videos are better content as it provides better visual insights about the product plus brand and essentially perceived by the audience. And it further stimulates the consumers to explore more about the product and brand.

  7. Hashtag campaigns:
  8. Another revolutionary marketing tactic is the hashtag campaign for some robust reasons. Hashtag campaigns are very instrumental in fetching user participation, engagement. It also exponentially increases brand reach and builds brand awareness. In almost every social media platform, especially on Instagram and Facebook, brands exclusively use hashtags to inspire their patrons to drive into content creation and targeting more excelling leads and conversions. At justkpature we have helped many brands to create successful hashtag campaigns.

    Through hashtag campaigns, both existing and potential users tend to create content for the brand. Brands additionally utilize the content to intensify their marketing endeavors through transversely disparate touchpoints.

Why is UGC so successful?

Here are some vital aspects that user-generated content can be a golden key in a marketing strategy.

  1. UGC is authentic -
  2. Customers or patrons are more likely to see user-generated content as essentially a relatively authentic product of a brand than other content created by the brand. UGC offers every entitled brand an inherent reliability advancement because a majority of people claim less than half of brands produce genuine content.

  3. Generate trust-
  4. Modern users always seek to know what exactly they are conforming to receive before they even order - no matter if it is a service or product or even an experience. Let's take an instance. According to research, 30% of millennials would not prefer going to a restaurant if the restaurant location isn't enlisted on Instagram. People these days simply don't believe that experience would be similar to what they are looking for.

    Eventually, those diners also check the restaurant's profile and the content associated with the restaurant from other customers. So, it is all about creating trust, which UGC can do better than other content.

    Similarly, if you are selling online courses on your website and you don't have enough UGC or social proof about your courses, students are not going to sign up for your courses. At JustKapture we help you add social proof on your website and social media within minutes.

  5. Influences purchase decision-
  6. All of the above privileges of user-generated content positively anticipate this one: the influence on buying decisions. Surprisingly, almost 80% of users say user-generated content has a vast monopoly on their shopping decisions agreeably.

    Remember those Instagram stories shared by your idols or role models? Those are user-generated content specially designed to drive shoppers. Brands nowadays are capturing the power of highlights on Instagram and fusing it with the immediacy of stories and creating a long-lasting album. It allows dormant consumers to continue watching for as long as they desire to feel comfortable heading to the brand's website to buy.

  7. It's cost-effective-
  8. Imagine yourself having your brand established without investing enormous bulk of money in developing a creative unit or driving marketing approaches that fetch a fortune and engendering brand content? Would not it be very cost-effective for your brand?

    UGC is available in a bounty of sums, and fortunately, brands don't require to tour around wildly looking for it. Users compose content via using exclusive hashtags of the brand as well as mentions, etc. The brand itself can accumulate and repurpose those content for marketing without provoking a single penny.

  9. Evokes emotions-
  10. Generally, consumers cast around for brands that display their social side and have an account. They can relate better with that brand and become firm to them. When aggressive sales could do the trick are the days that are history now. In the present circumstances, being artistic, unique, and adding some emotion sprinkled in what twists buyers' now.

    Shoppers now share their experiences with people that spark their consciousness. It as well as make them aspire to be a member of the brand's campaign too. Thus, brands can improve their social standing with ease.

    Top examples of successful campaigns

    1. Coke - #ShareACoke by Coca-Cola
    2. Coca-Cola started a buzzing hashtag campaign that drove a killing number of sales for the brand. And the most exciting part is the social media frenzy that this campaign produced. The event was about all personalized Coca-Cola bottles designed and stamped individual names on them. This event by Coca-Cola created a whizz across the world as people were obsessed with finding bottle namesake that they could share with friends and family.

      Millions of people posted about #ShareACokem content on social media platforms who wanted to share a photo of bottles with their names tagged or their friend's name within.

      For Coke, this hashtag campaign generated over 18.3 Lakh media impressions with 870% increasing traffic on Facebook and the website. Plus, Coke successfully developed a fan base on Facebook by 39%. Moreover, people shared nearly 76,000 virtual cokes online, and over 3, 78,000 cans got printed in total. This hashtag campaign stood out to be a positive approach in creating the image for the Coca-Cola brand.

    3. Apple - #ShotOniPhone
    4. Millennials these days photograph their lives almost for everything, which ended in the meteoric acceleration of Instagram content. Apple sensed plus grab this opportunity to promote the awareness of their quality product - the iPhone camera, and launched the #ShotOniPhone campaign.

      Apple wasn't only intrinsically attached to their output, but also their interactivity chased their hashtag campaign to stand out so popularly. Apple eventually asked its users to share the photos that Apply gloriously posted on their official Instagram account. Within months of creating this UGC, Apple started to see a rise in its brand name after the initial campaign concluded. The brand got almost 10M posts with their hashtag within and over thousands of likes in their every post.

    5. Calvin Klein - #mykalvin by Calvin Klein
    6. One of the successful social media hashtag campaigns is #mykalvin. It got a roaring victory on social media sites. The company launched this hashtag campaign with users posting pictures in Calvin Klein undergarments mentioning the hashtag #MyCalvins.

      When users tagged their photos with this hashtag, the engagement went rapidly as 4.5 million within four months with influencers, celebrities, and brand-posted content.

      Since Calvin Klein launched this campaign, their Facebook following went up by 2.2 million, Twitter by 1 million, and Instagram by 1.8 million with 23.5 million fan engagement.

    7. Amazon - #MomBeAGirlAgain by Amazon
    8. Amazon once propelled a campaign on the Mother's Day event. The brand focused on the theme of empowering mothers to relive their childhood memories. On that campaign, Amazon featured two different women on two distinctive videos from different ages. That campaign was so successful that it received global appreciation, and thus, Amazon gained enormous views.

      Along with video content, Amazon also collaborated with 'Terribly Tiny Tales' to recreate their stories as a narrative-based campaign on social media platforms. The campaign received humungous recognition from audiences, and within this campaign period, the brand got millions of interactions and followers.

      There are many other examples here.

      "9 Successful Hashtag Campaigns or Social Media Campaigns"

      UGC v/s Traditional marketing

      In reality, marketing planners use combining both UGC and traditional content. Before you pitch a strategy for your team - let us articulate the difference between UGC and traditional marketing and how you can benefit from them.

      Benefits of UGC
      1. Cost:
      2. User-generated content is generally free of charge or sometimes less expensive to generate since you don't need to spend much money and time on composition and research. You can repurpose the user-generated content created by the consumer with less effort than creating something from scratch.

      3. Quantity:
      4. When you experiment with content, volume matters! You can produce UGC and calibrate it out crosswise versatile channels more hastily, especially as opposed to more labor-intensive traditional content.

      5. Diversification:
      6. When you crowd-source the content, you will get ideas in bulk that you have never thought of. After all, a couple of heads are better than one! With UGC, you will get a wide range of content to select from and combine without composing or devising all those ideas yourself.

      7. Trust and Credibility:
      8. User-generated content accommodates an insight into real-world authenticity, which is indispensable for straining out to users in a period of extensive distrust of advertising. Further, it shows genuine people valuing your products and your brand that cares about those people enough to feature them.

      Benefits of Traditional Content

      1. Quality Control:
      2. Generally, creative professionals generate traditional content by understanding how the content for your brand should look. Since these people are well-trained and groomed, they come with level quality.

      3. Project Management:
      4. t's easy to maintain the workflow rather than changing it. If you already create traditional content, you must be aware of its ROI, cost, time, and effort it takes.

      5. Research:
      6. With traditional content, brands know the type of research and opinion it takes. Besides, you can also control the research and information involved with the content and how accurate the information is.

      7. Brand Voice:
      8. Traditional content enables more space to weave in your brand voice, value, and perspective as nobody knows your brand better than you do! Hence, you can control the presentation and language of your brand product well.

      Now, if you ask which one is better, it absolutely depends on your brand goals. However, traditionally sourced content comes with expensive procedures and techniques, whereas user-generated content is greatly cost-effective and often cost-free. Besides, traditional content production requires time, plus you need to hire a team of creatives which can be extremely costly.

      Additionally, users may not feel relevancy or intimacy with your traditional content as it's not created for or by the users.

      How can you generate UGC for your business?

      1. Design brand obsession :
      2. By nature, all humans are a bunch of aspiring souls. Hence, sharing exceptional UGC can light a magnificent spark for your business. Especially for fashion or travel brands, it's remarkably compelling yet influential in displaying your goal through a visitor's lens.

        For instance, in British Columbia, the brand employs user-generated content on its Instagram handle to display magical schenes from all provinces is a pattern that feels convenient to the daily traveler. The type of UGC they shared helped the brand rack up thousands of likes as well as inspired followers to visit those provinces that they have never toured or heard before.

      3. Exhibit brand loyalty & inspire people
      4. As a brand, you have to create a desire in the mind of people regarding your brand. So they aspire to experience your brand or product for the first time. In that case, building brand loyalty for your potential consumers is significant. It cultivates a long-term relationship that results in multiple sales over time.

        Users creating, posting, and sharing UGC are more likely to be amongst your greatest fans. Hence, if they made even a single purchase from your brand, it's although meaningful one. In each contrast, user-generated content allows brands to secure that brand excitement plus encourage a sense of continuous commitment in users who are less accustomed to your brand.

      5. Create a content library
      6. Any brand may feel it quite challenging to create constant fresh, new, and great content for social media handles. UGC is a great approach that encourages brands to design a content library. So, you get the relevant source of material to share.

        For example, the brand Whole Foods that uses and inaugurated their hashtag campaign #WholeFoodsHaul. They started this campaign to inspire shoppers to create, post, and share photos of their shopping cart and what's inside. This campaign became a great source of content for the brand, which is visually aligned and consistent with the brand's Instagram look.

      How can you take advantage of UGC?

      Generating UGC undividedly is not sufficient. Certainly, to maximize the marketing efforts as well as realize the goals concerning UGC, every brand needs to do something more. Besides, social media platforms brag more increased than 3.96 Billion active users. Hence, being a colossal figure, it is connotative of immense measures of UGC that are designed.

      Here we assembled few ways in which you can generate UGC for your business.

      1. Display It On Your Website
      2. Unique, trustworthy, vibrating, and diverse User-generated content can potentially remodel the influence that your website produces. This type of UGC advocates for the brand and boosts user engagement, trustworthiness, and brand awareness. Meanwhile, it also raises the website's ranking indirectly in search engine results. Yet, social media sites promote unending content creation. Hence, it can become tricky to operate through each post and pick some specific ones to embed on the website.

        If you employ an aggregator tool, it can mitigate your exercise since it effortlessly accumulates and filters your feed. Plus, it enables your website to assemble exceptional displays. Besides, the website of a brand plays a contributory role in terms of creating an impression in the visitor's mind. Hence, if you embed your feed, it can work as your brand's advocate. Also, it can be your front-runner as well.

      3. Address It Shoppable
      4. When you address your UGC shoppable, your brand can enhance the users' experience by halting prostrate their shopping venture within some simplistic steps. This has become the need of the hour for brands as shoppers’ lookout for a more efficient and faster process to buy. And by offering them a two-step check-out procedure, your brand can stand a higher likelihood to amplify its sales.

        Moreover, the evolution of social trade has continued to influence millennials excessively to explore more exceeding products, which they can incorporate into their lives. Hence, by making UGC shoppable, your brand can convert shoppers' means of attraction into trades with ease.

      5. Virtual Events / Publicize it Live
      6. Meanwhile, coming to fetch the audiences' attention in a virtual or live event, there is nothing like user-created content. With virtual events, you can motivate your users to participate on the vent by creating and posting content on social media mentioning or tagging the experience to get featured on the digital screens. This will naturally attract your audiences and retain them hooked with your event, while simultaneously working on your brand awareness and reach.

      7. Unite It At Digital Signage Displays
      8. Since the digital signage industry is evolving rapidly, more and more businesses, regardless of their niche, are also opening up to install it on their basis. This helps brands to bridge the communication gap with consumers and gain their trust. It also serves to enhance onlookers' care, engagement, and transformation.

        Besides, digital signage displays have also become a dominant approach to achieve a stand-out place in the run for brands. Hence, if you consolidate UGC on digital signage displays, it can assuredly excite and motivate your viewers like a lucky charm.

      9. Repost UGC From Official Social Accounts
      10. You can make your audiences feel valued by reposting their content or contributions on your social handles while also intensifying interest and reliability. UGC has always been a fundamental part of social media marketing tactics leveraged by various brands like Samsung, GoPro, National Geographic, IKEA, River Island, etc.

        However, you need to give the original creator credit for their content to use the UGC. Besides, you have to ask for permission before you can use the content in any form.

      UGC Best practices

      1. Always ask for permission
      2. There always some authorities involved with repurposing UGC. If you have never considered UGC yet, the possibility for you to get into unnecessary legal trouble is high. Besides, since hashtag campaigns are an incredible way to motivate people to participate, you can involve them to do so without them knowing of being tied to your brand's UGC campaign.

        Additionally, if you desire that users will advocate for your brand, you have to gain the rights of reusing those content produced by users to your support. Therefore, before you jump out to use or reshare their photos or posts, your accountability comes here to ask them for their permission to do so. Otherwise, you may end up destroying the goodwill of your brand and tossing out some of your trustworthy advocates.

      3. Always give credit
      4. Whenever you share user-generated content, make sure you give proper credit to users. It's a vital step to make your consumers excited clearly to apply and express your brand via those generated content. What else? Well, it gives a reliable face to your potential consumers who verify your brand. Additionally, proffering credits is a quintessential practice as your consumers will be satisfied by knowing that their works are getting appreciation.

      5. Engage with content creators
      6. Social media posts, which comprise UGC, significantly, push more engagement relative to other content. Henceforth, if you encourage people to participate more in your content, your brand can get a chance to attract potential consumers more. Remember, any kind of visual UGC is more impactful than brand-generated content.

        Besides, you can concurrently ask people to review and give testimonials in the frame of organic UGC, which can be a great technique to drive people into participation and engagement.

      7. Learn from negative UGC but showcase the positive UGC
      8. User-generated content creators always want brands to share their content or stories, which means they want the brand to let them know their content preferences. However, barely 16% of brands offer precise UGC guidelines they want users to create and share. Still, half of the users require brands to specify what to create in UGC. So, you have to make it easy for creators to produce content that fits your need.

        Park yourself with your social media tactic report and quest after possible ways that UGC aligns with your present marketing goals. Afterward, create a positive narrative depending upon that report that will tell your consumers what type of content you are looking for.

      9. Use social media aggregator to streamline your search for UGC
      10. On social media platforms, daily, never-ending content gets created by billions of users. Hence, it's challenging to streamline your search for appropriate UGC. But, users crosswise the world not only practice brand-generated hashtags to share content yet also mention and tag the brand's social media handles.

        Moreover, a manual moderation process can apparently make anyone feel irritated. Using social media aggregator tools, you can effortlessly yet affordably assist your brand in optimizing its UGC.

      How can JustKapture help?

      JustKapture is a leading User-generated content platform patronized by several brands and businesses across the industry in order to switch their marketing attempts to a new leaf. JustKapture is best in their duties and responsibilities, and hence, it can drive conceivably better reach, leads, engagements, and conversions.

      This platform aggregates content produced through several sources across almost every social media platform within a moment. It also facilitates brands to strain out content to arrange those content with the tenacity of its invention through its strong moderation panel that can also be automated.

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