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What is UGC and how can it help your business?

Marketing

UGC

User generated content

User generated content (UGC), also referred to as consumer generated content, comprises unique, brand centric material crafted by consumers and shared across social media platforms or various channels. But how can it help drive traffic to your website and improve your conversion rate, we’ll tell you how.

What are UGC creators

A UGC creator is someone who creates content (often sponsored) that appears authentic but is designed to showcase a specific service or product. There are several types of creators depending on the angle you would like the testimonial or review to be driven from, such as Loyal Customers, influencers, Employees or Focus groups.

What type of content do UGC creators use?

Creators can leverage a variety of content formats to showcase their reviews seamlessly. Among these, the most common approach involves creating videos shared on social media platforms. In these videos, individuals who have used an organisation’s service or product provide reviews or carry out a demo, aiming to captivate the audience and influence their decision making towards making a conversion, whether it be a purchase or subscription. However, there exists a spectrum of UGC beyond videos, including blog posts, testimonial collections, podcasts, tutorials, live streams, and more. Many companies incentivise content creators through affiliate schemes, encouraging them to promote their products within the market.

Why use UGC?

Brands face a constant battle to capture the attention of their target audience. This struggle is particularly pronounced when targeting the notoriously discerning Gen-Z demographic. As consumers become increasingly selective about the brands they engage with and purchase from, authenticity emerges as a crucial factor influencing their decisions.

Marketers are keenly aware of this trend, with 60% acknowledging that authenticity and quality are paramount for successful content creation. Among the most authentic forms of content is UGC sourced directly from customers. However, attempting to fabricate or manipulate UGC can backfire, as audiences are adept at detecting insincerity, posing a significant risk to a brand’s reputation.

To harness the power of UGC effectively, it’s imperative to ensure that content originates from one of three key sources: genuine customers, brand enthusiasts, or employees. Recognising that people inherently trust recommendations from their peers, UGC serves as the contemporary equivalent of traditional word of mouth marketing.

The impact of UGC on consumer trust is undeniable, with statistics indicating that consumers are 2.4 times more likely to perceive user generated content as authentic compared to branded content. C

Why is UGC important for your website?

Enhanced Trust and Credibility: UGC is perceived as more authentic and trustworthy because it comes directly from users who have experienced a product or service. This authenticity helps build credibility for the website and the brand it represents.

Increased Engagement: UGC encourages interaction and engagement among users. When visitors see content generated by their peers, they are more likely to engage with it by commenting, sharing, or even creating their own content in response. This increased engagement can lead to longer time spent on the website and higher levels of interaction.

Improved SEO Performance: UGC can positively impact a website’s SEO efforts. Fresh, relevant content generated by users can help improve organic search rankings by providing search engines with more keywords, links, and user generated reviews or testimonials.

Cost Effective Content Creation: User generated content serves as a valuable source of content for websites without requiring significant investment in time or resources. Instead of creating content from scratch, website owners can leverage the content generated by their users, saving both time and money.

Community Building: UGC fosters a sense of community among users who contribute content and engage with one another. This sense of belonging can lead to increased loyalty and advocacy for the website and its brand.

Social Proof and Influence: UGC serves as social proof of a product or service’s value and quality. When potential customers see positive reviews, testimonials, or user generated photos and videos, they are more likely to be influenced positively and make a purchase decision.

Continuous Content Creation: User generated content provides a steady stream of fresh content for websites. As long as users continue to engage and contribute, the website will have a consistent flow of new material to keep visitors interested and coming back for more.

Overall, user generated content plays a vital role in enhancing trust, engagement, and credibility for websites while also providing valuable benefits for SEO. By adding UGC to your marketing strategy you can drive traffic to your website therefore driving conversions (sales) but you can also include UGC on your website to help solidify your audience’s decision.

Now you know what UGC is, how will you incorporate it into your marketing?

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