How User-Generated Content is Revolutionizing Brand Engagement

Jul

2024

In 2005, the BBC implemented a user-generated content platform for its websites. In 2006, TIME Magazine named “You” their Person of The Year due to the rapid increase in user-generated content (UGC) online. With the rise of social media, UGC has become an even more powerful tool for brands, revolutionizing how they connect with their audience.

This content, created and shared by consumers rather than the brands themselves, has become an authentic and relatable way to engage with potential customers. Here’s why UGC is excellent for boosting brand engagement and some effective strategies for leveraging it.

Key Benefits of UGC

While any brand can market itself as “the best,” UGC allows consumers to decide how they feel about a brand and share their experiences. This adds authenticity, as real users with real-life experience provide an unbiased opinion that creates an emotional connection with other consumers. Studies show that 90% of consumers value authenticity when deciding which brands to support, so the impact of UGC on purchasing power is clear.

Seeing real people use and endorse a product also builds trust. Potential customers are more likely to believe in the product’s quality and effectiveness when they see it in the hands of other consumers rather than in a slick advert.

Additionally, UGC is often far more relatable and resonates more with consumers. They are also more likely to engage with this type of content and like, comment on, and share it. This leads to increased visibility and helps to foster a sense of community and loyalty as customers feel more connected to the brand.

Effective Strategies to Encourage and Leverage UGC

Brands of all sizes and sectors can leverage UGC in numerous ways, and these are just some of the most effective strategies for increasing engagement.

Hashtag Campaigns

Encourage customers to share their experiences on social media using a specific hashtag to create a sense of participation and community. Coca-Cola’s #ShareACoke campaign, for example, encouraged people to share photos with personalized Coke bottles.

Feature UGC on Brand Channels

Share user-generated content regularly on your brand’s social media accounts, website, and other marketing channels. Starbucks frequently features customers’ photos of their drinks on Instagram, highlighting the best ones on its official account.

Create a Community Platform

Develop a platform where customers can share their stories, photos, and videos. This can be a dedicated section on your website or a forum where users interact and share their experiences. Airbnb’s community stories, where hosts and guests share their unique experiences, are an excellent example of getting this right.

Host Giveaways

Run competitions that require participants to create and share content related to your brand and offer attractive prizes to incentivize participation. GoPro did this to great effect with their photo and video contests that showcase users’ adventures and experiences with their cameras.

Collaborate with Influencers

Partner with influencers who can create and promote UGC. These influencers can amplify your message and encourage their followers to contribute their own content. You can follow the lead of Asos, which has partnered with influencers like Holly H, Loren Gray, and Noah Becks to promote its brand.

Use a self-service UGC platform

An all-in-one UGC platform like SHOUT gives you access to content on demand, where you can brief, hire creators, and get videos in a few simple steps. Whether you need how-to, unboxing, testimonial, or TikTok trend videos, you can unlock the power of collaborative content creation in just a few short days.