UGC is a huge buzzword in the wonderful world of digital marketing, but what the hell is all the fuss about, and is there much point in adding it to your marketing strategy? Or, is it another trend that’s soon to blow over? 

Let’s discuss… 

First of all, what is UGC?

UGC (User-Generated Content) is content produced by an individual who is separated from the business - often a consumer, or a target consumer. The individual will take images or videos of the product the business is selling, and this content will often be used to advocate for the product's benefits and demonstrate the product’s functionality. 

UGC is often ‘low-production’ sometimes referred to as ‘scrappy’ content, meaning that it is shot through a phone lens, in a home setting. This is often favourable as it creates an authentic style of content that acts as the new ‘word-of-mouth’ advertising. It is as if consumers can get a glimpse into what the product actually looks like, how it works, and how it can improve their lives, without any fancy editing or production by the business which sometimes appears false or staged. 

What Are The Benefits of UGC?  

Now we’re comfortable with what UGC is… it’s time to ask “What’s the point?” 

Here are three reasons why UGC might benefit your business… 

Builds authenticity and trust

As we discussed in our recent 2024 Trends blog, the ‘authentic revolution’ is set to continue into 2024, and UGC is the perfect way to appeal to the masses. Advertising is starting to feel more like a conversation with a mate (one you trust and know well) rather than a stuffy sales pitch. 

That said, 70% of consumers trust UGC over traditional brand advertisements. UGC appears as the perfect solution for brands who wish to obtain great content that feels more conversational and authentic - leading to more sales. 

Increases clickthrough rates and conversion rates 

As a result of appearing more trustworthy, UGC ads are more likely to convert new and existing customers. Adweek reported that UGC results in 29% higher web conversions than other campaigns, and Shopify states that UGC-based ads get 4x higher click-through rates  as well as a 50% drop in cost-per-click than average. 

After looking at the data surrounding UGC, it tells us that ignoring it may just be losing your business valuable money and a bunch of new customers. 

Builds Community 

Hootsuite explains how “UGC gives customers a unique opportunity to participate in a brand’s growth instead of being a spectator”. Forbes also expands on this, noting how “this influences brand loyalty and affinity in a big way because people thrive off being part of something greater than themselves, and creating UGC allows them to be part of a brand’s community.”

UGC also allows audiences to resonate with content more easily, as they may see similarities between the creator and themselves. If these similarities are drawn, and the creator is of a similar background to the consumer, they may also feel like this product is a staple in their community - and, they must have it, too. 

The drawbacks 

Is UGC the perfect solution? The answer is - it can be if done correctly. However, some nuances with UGC must be considered. 

For instance, quality control is essential. Naturally, UGC is created in an environment that is separated from the business, and so some control over the content is lost. As a result, the brief that is given to creators must be robust and feedback must be given to creators if necessary.

This can be a trial-and-error process. However, once you have found creators who understand your brand, what you are trying to achieve, and consistently execute on briefs - you’re onto a winner. 

5 Examples of UGC

UGC encompasses video and imagery content that can come in many different forms, including reviews, unboxing content, and lifestyle content (such as incorporating the product into a daily routine).  

Here are 5 UGC angles that are working for brands right now… ‍

Style tips/ways to style 

The styling angle works due to its heavily organic, inspirational nature. Rather than selling a specific product, it shows the customer the final look they’ll achieve which is great for inspiring individuality. 

On TikTok, the hook ‘Style Tip’ or ‘Style Hack’ encourages a strong thumb-stop ratio, of up to 40% in some cases for our clients, from enticing viewers to continue watching to see the tip. This style could be adapted for Meta through UGC, collages, or lookbooks.

Demos and Tutorials

‍This style is key for social proof, as it shows real-life results that wouldn’t be seen in typical ad campaigns. 

Having a creator or model apply the product shows the final finish in a trustworthy and authentic manner can bring around 3x more click-rate than a more packaging-focused approach.

Testimonials

This is a strong tactic to stand out from the market. Not only does it bring the social proof of a tutorial with a creator using and loving the product, but also provides personal context or experience, posing the product as a real solution to a problem. 

It’s also a subtle way of incorporating an us vs. them approach, highlighting how the product stands out in a crowded market and is the key to solving a customer’s specific pain point.

Mashups/Collages

Pulling together different pieces of UGC and reviews into one GIF or TikTok video takes social proof to the next level, showing a vast number of people to have had a positive experience with the product and highlighting its popularity and virality.

Reasons Why

Lifestyle content generally brings a strong thumb-stop ratio and watch time. The reasons why angle takes this to a more explicit level, clearly outlining multiple USPs and solutions brought with the product to bring strong purchase intent through text overlay. 

This works great for products in more competitive markets to capitalise on aspects of the product unique to them, but it is also a strong approach for more unusual products by posing them as something the customer didn’t know they needed.

Need more inspiration? Click here for a Foreplay board full of examples. 

3 Top Tips for Collecting UGC 

So, you’re sold on the idea of UGC, you have an inspiration board full of examples, and you’re ready to change the world and prepare for total world domination armed with UGC. 

But, what next? How do you begin? 

Here are some easy ways you can gather UGC… 

Make your brand sharable 

This is a ‘cheat code’ for collecting UGC, and it is often rooted in an aesthetic product or shopping experience. We recently spoke about how Glossier managed to achieve this focusing on their product packaging, store experience, and general aesthetic - you can read more about it here. 

Branded hashtags are also a great way to inspire more people to share images of your products, and they also create an organised shared space to be able to view and repurpose UGC. For example, the clothing brand ‘Lucy and Yak’ states in their Instagram bio “tag #InMyYaks' to feature.” This hashtag tactic will motivate users to share content in return for free exposure, creating a mutually beneficial partnership. 

Reward creators 

This leads me nicely to the next point - reward creators who advocate for your brand. If you have a large platform, tag the creator and hype up their content to help them gain exposure, and you might even want to send the creator some free products to thank them. 

However, it is important to always request permission to share photos. When requesting permission, it also might be a good idea to ask the creator to send the images directly to you so that you can receive the highest-quality versions of the content. 

Work with an agency 

While the above tactics are proven to work and be effective, there is no guarantee that you will receive high-quality images or images that correspond with your current campaigns that you can use across your marketing materials. When working with an agency, your brand will be able to access UGC creators who produce high-quality images and who can work to a brief, so that you can be in control of the content that is produced and the overall messaging of the content. For You Advertising is a leading TikTok agency in the UK, reach out to them if you are looking for UGC creative at scale for your brand!

And Finally… How to Get The Most Out of Your UGC

Once you have collected UGC for your brand, it’s time to make the most of it. 

Social media (organic and paid) 

UGC naturally fits in as part of an organic and paid social media strategy to build social proof and harness the power of community. As stated by Statista, 45% of shoppers conduct research online before making a purchase. So, it is important that when shoppers head to your social channels, they are assured, and UGC content plays a huge part in this. 

Websites/ landing pages

UGC builds social proof, tells a story, and gets people emotionally connected. It helps to educate a customer on why they NEED your product and gets them emotionally invested in your brand. If done right, the reader gains all the right information to make a purchase - so, it makes sense that it is a part of your website and/ or landing page. 

Email marketing 

UGC can bridge the gap between social and email marketing - helping to convert your email subscribers to followers. It also injects authenticity and personality into your emails, which is vital for building an engaged subscriber base. It’s an important reminder that your brand exists as a tangible community, and it is not just a platform for selling products. 

To Sum Up 

It doesn’t look like UGC is going anywhere anytime soon, and given the data, it’s worth adding to your marketing strategy. It is predicted that by that by 2030, 30% of all advertisements will be UGC-based. With the industry in a rapid growth phase, now is the time to start. 

If you run an e-commerce brand and are looking for a digital marketing partner to take your business to the next level, please book a call with one of our team here.

Written by Jody Lynch - Content Marketing Executive