Importance of User-generated Content in Content Creation Services
Posted by Oodlesmarketing1111 on July 22nd, 2020
Also See: User Generated, Generated Content, Social Media, Creation Services, User, Ugc, Generated
User-generated content is not a new concept for content creation services. BBC piloted the concept in 2005 to cover the London bombings and the Buncefield fire incident. Today, more than 86% of companies are making user-generated content as a part of their marketing strategy.
What is User-Generated Content?User-generated content (UGC) refers to the content produced by users or consumers. It is more commonly known as user-created content (UCC). UGC includes anything that hasn’t been engineered by a brand or content marketers. Brands obtain it from consumers who willingly post pictures to document their product experience.
It includes images, videos, comments, testimonials, blogs, video logs, audio, and much more.
Consumers have always treasured the idea of referral and recommendation. UGC is its evolved version. As customers log their product and service experiences over social media, it works like word-of-mouth marketing for brands.UGC acts as a social media vehicle to speak for a brand through its customers. Around 93% of consumers refer to user-generated content before making a purchase.
Benefits of UGC in Content Creation ServicesUGC offers immense benefits to brands across different channels. Here are few of them-
It is AuthenticUser-generated content follows a democratic system of content marketing. It is of the people, for the people, and by the people. It is original and genuine. UGC boosts a brand’s credibility as 64 percent of online consumers consider UGC reviews before buying a product.
UGC is not a sales pitch or branded content.It changes the dynamics of marketing as a customer becomes the marketer for a brand. It serves as a proof for a brand’s product or service.
Establishes TrustUser-generated content is influential and compelling. Millennials find UGC content to be 20 percent more influential. Also, 70 percent of online customers highly trust online reviews and recommendations. People do not care if the reviews are coming from their peers or strangers. It is the integrity that draws them in.
A notable example is of a natural personal care brand, Burt’s bees. It shares testimonials about their products along with UGC on their Instagram handle. This boosts the followers’ trust in products and the brand.
Drives Purchase IntentAround 80 percent of consumers agree that UGC has a high impact on their purchasing decisions. UGC opens up conversations with customers and establishes a stronger relationship. Customers feel heard with UGC content marketing.
It cuts through banner noise (Banner blinding), which in turn, improves the effectiveness of an ad.
A user-generated feed can drive potential user engagement on an E-Commerce website. UGC posts embedded with shopping links add more value. It merges the point of sale with the point of discovery.
Saves time and effortUGC is real content created by real users. Also, it is cost-effective and readily available. Brands find it difficult to always come up with fresh and innovative content for every digital channel. User-generated content campaigns make it easy to build a content library as relevant material is always available.
How can businesses use it strategically?Brands using UGC campaigns can boost their social media metrics by improving engagement. It ultimately boils down to higher revenue. Some of the ways are-
Create desirabilityBrands and marketers can share exceptional user-generated content. Aesthetic pleasure is a great way to ignite brand desire. Social media is all about looks. Posting high-quality user content can establish the status of a brand and the line of customers it caters to. The nature of posts also decides the experience for a brand’s audience.
User Permission and CreditsIt might be exciting for users to be featured on someone else’s feed. But some users may find it offensive. They may see it as a breach of privacy and piracy of their data. Brands re-sharing content without explicit permission can kill goodwill and lose some good brand advocates. Also, when brands stamp their content with their hashtag it creates a possibility for the original creator to be lost to an influential brand. People may start using branded hashtags without knowing it’s tied with a user-generated content campaign.
Providing proper credit is another important aspect. Brands must provide recognition for the work of content providers. It adds verification for a social media post as a genuine review.
Add valueSocial media contests are a great way to bring in a substantial amount of UGC. Usually for content creators, rewards hardly matter as they strive for recognition.
According to a survey by BusinessWire, 60 percent of users admitted that they shared content to get more likes or to get their content featured by a major brand.
Search Streams for User-Generated ContentBrands may lose a lot of potential content if their focus remains on collecting UGC with their own branded hashtag. Seeking new content from different channels makes users aware of the brand and spreads awareness. Likewise, it enables brands to capture new markets.
ConclusionCareful and smart usage of UGC can bring loads of benefits to a business. A seasoned digital marketing agency dealing with content creation services can shed some light on the utilitarian concept of UGC. Employing User-generated content can be tricky for businesses on their own. Illicit usage may give rise to copyright issues among other challenges. It is better to consult an experienced online marketing agency providing custom content creation services.
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