What is UGC?
As a result of the increasing impact of technology on our lives and the widespread use of websites, user-generated content for brands, also known as UGC, has begun to gain importance. This type of user-generated content is becoming more and more important in marketing activities compared to the content created by the brand.
With the impact of changes in social media platforms and web usage, each user began to position themselves as a new content producer. They have also moved from passivity to becoming a source for brands and a focal point for interaction. As the dynamics of the digital world began to change in a user-oriented way, brands focused on campaigns that would adapt to this process.
User-generated content (UGC) is content that users create and publish at no cost. This content can be created on social media or on your website, and it can be a tweet about your brand or an Instagram post.
What are the benefits of UGC?
Reliability
One of the most valuable benefits that can be gained from using user content is the trust of users. When you respect and value people's interests, feelings, attention and thoughts, you will create trust in your brand among users.
Reach new users
Once your users have trust in you, other users will notice it, and this will be a great opportunity for them to take an interest in your company. According to a study by Nielsen, 92% of users believe that the impact of content shared by friends and relatives is greater than the impact of what is shared by the brand. Because outsiders' opinions about a particular product are often more important, thus, you can significantly expand your audience with them. So, UGC not only strengthens relationships with existing customers, but also allows you to reach new users.
It attracts attention naturally
Attention is a natural result of a great UGC campaign created by users, as brands can touch on different moments and emotions that they have not noticed before. For example, using the shoes of any brand, walking along the path with a magnificent view and sharing it creates a natural interest in your audience.
Let's look at examples of UGC:
GoPro's YouTube channel
Some time ago, GoPro helped launch the UGC movement by incorporating UGC shares into its marketing strategy. This is evidenced by the fact that in 2013, 6,000 GoPro videos were uploaded to YouTube in one day. Thus, GoPro has become one of the leaders in the development of UGC marketing. Today, a GoPro search on YouTube yields 40,000,000 results and is one of the most popular brands on YouTube, with approximately 5,000,000 subscribers.
Apple #ShotOnIphone
Apple's #ShotOnIphone campaign is still very popular. After consumers complained that the brand was not very happy with the iPhone's camera, so, Apple introduced a new device and decided to solve this problem by encouraging consumers to share photos with the hashtag #ShotOniPhone. The campaign is a huge success for Apple, as Apple has not only responded to consumer complaints, but also created a successful UGC campaign that has been going on for years.
Coca Cola "Share a Cola"
The Coca-Cola "Share a Cola" campaign is one of the most successful campaigns created by users. In 2012, the brand launched a limited number of Coke bottles printed under popular names. Soon, customers were encouraged to buy Coke bottles with their names, the names of friends and family members. After the success of this company, the audience took a picture with those Coke bottles and posted it on the Internet with the hashtag #ShareACoke.
