In today’s digital landscape, quality content is essential. User generated content (UGC) allows marketers to tap into a powerful resource that can transform their social media efforts – their audience.
From short TikTok videos to detailed YouTube videos, UGC is reshaping the way businesses large and small tell their stories and connect with their customers. In this post, we'll dive into what UGC really is, explore why it's become an indispensable tool for marketers, and highlight a few keys to unlocking UGS’s full potential.
What is User Generated Content?
UGC is content created by contributors that aren’t a part of your business, such as fans, customers, and influencers. This content can either come organically from people who are sharing it on their own or be paid partnerships where creators create something on a brand’s behalf.
Whether it’s paid or unpaid, UGC can take several different forms. Common examples of UGC include:
- Social media posts featuring products or services
- Customer reviews and ratings
- Testimonials
- Blog posts or articles written by customers
- Unboxing videos
- Memes or GIFs
- Podcasts or vlogs mentioning the brand
- User-created tutorials or how-to guides
- User-submitted tips and tricks
- Social media challenges or trends involving the brand
- User-curated lists or collections featuring the product
- Customer-designed products or artwork
Simply put, people love sharing their thoughts – and brands eventually learned how to use it to their advantage. and enjoys several notable benefits.
The Evolution of User Generated Content
UGC may be a popular marketing topic these days, but the practice has been around long before the days of social media influencers. One of the earliest known examples of UGC is how people provided definitions for the Oxford English Dictionary. UGC gained prominence when the BBC became the first mainstream media company to adopt the practice in 2005.
These days, UGC has been adopted by both B2C and B2B businesses. The UGC market was valued at $770 million in 2020 and has grown to $5.36 billion in 2024. That market is only expected to grow, with an estimated value of $32.6 billion by 2030.
The Benefits of User Generated Content
Research and statistics have shown that UGC resonates with consumers, but those same numbers don’t always explain why this is the case. The power of UGC really comes down to a couple of key reasons.
UGC builds trust
Trust is critical for any relationship, and that includes the connections you build with consumers. People want to spend money on brands they believe in, and they’ve proven that with their wallets. 46% of consumers made more purchases with brands they trust, and 28% of them paid a premium.
UGC makes it easier for businesses to show proof of trust instead of just talking about themselves. Businesses can showcase how real people had positive experiences with their brand, whether it’s a fun meme or an in-depth review. Incorporating these real experiences has yielded some notable results for social-savvy businesses.
UGC feels authentic
A major reason why consumers trust UGC so much is because it feels more genuine than branded content. 90% of consumers say authenticity is important when deciding which brands they like and support.
UGC allows businesses to provide social proof that taps into that desire for authenticity. Outside creators give consumers a real face with real thoughts instead of another message from the company that wants their money. In turn, people can see that the brand is listening to what people say about them online and encouraging a community of consumers to share stories about their experiences.
4 Considerations for Brands Interested in User Generate Content
Utilizing UGC is a popular tactic for understandable reasons, but it does take some work to properly implement it into your social media strategy. Make sure you keep the following tips in mind if you’re interested in leveraging UGC for your brand.
- Keep UGC relevant to your brand. Any UGC your brand shares should make sense on your platforms. It’s not worth sharing something that would feel out of place with your other content, so be judicious and stick with UGC that works with your goals and voice.
- Ask for permission. You can’t just go and take content. Always make sure to ask for permission from the creator before repurposing content and be careful with copyrighted content. You should also have contact language ready if you want to partner with influencers for paid UGC.
- Don’t edit other people’s content. Permission doesn’t mean that brands can do whatever they want with UGC. Don’t edit content to make it fit your posts and ads. Editing content can hurt its authenticity and upset the original creator.
- Know your comfort level. There are plenty of opportunities to promote UGC, but that doesn’t mean you need to focus on all of them. Pursue what works for you and grow from there if it works.
Enhance Your Social Media Strategy with Authentic Content
UGC is a powerful tool that can help your brand build a social community that consumers can trust. At Aztek, we help businesses leverage UGC and other social media strategies that help them create genuine connections with their audience that drive their business forward. Reach out to Aztek today to learn how we can support your business’ digital marketing efforts.
