User-Generated Content: (Actually) Putting Customers First

Let’s be honest: consumers don’t trust marketers.

Building relationships with target consumers is challenging. Today, we are all bombarded with messaging from countless brands. If you can't connect with consumers honestly and genuinely, you probably won't build a lasting relationship.

Your content marketing strategy needs to put customers front and center to truly build trust with them. Their voices matter the most and should be heard in your marketing efforts. 

User-generated content (UGC) helps you do just that. Businesses can add authenticity and a compelling personal touch to marketing efforts with user-generated content software. It's free, easy to create, and allows you to put the customer in the driver's seat. 

In other words, UGC is any free promotion of your product done by your fans.

Most businesses think of user-generated content (UGC) as a marketing tactic that social media users can only use. But you can use UGC for so much more than just your social media strategy. UGC can help you create better marketing content, boost your SEO and lead generation efforts, and elevate your brand.

What gives the medium its potency is how businesses use that multitude of user-generated material. Despite its spontaneous nature, sharing and re-sharing UGC can significantly impact companies and customers.

UGC isn't necessarily material that specifically mentions your product. It can also draw attention to lifestyles or ideals similar to your brand's ethos and target demographic.

Where does user-generated content come from?

User-generated content was limited by the "user" part of the equation in the past. People were always at the center of the content creation process, but their efforts were limited by what technology allowed them to do.

Today, we have access to an incredibly diverse array of platforms and applications that people use to create content, generating more volume and variety than ever before.

• Customers: Consider unboxing videos on TikTok or praise-filled Instagram posts. Customers are probably the most notable group from whom you'll seek UGC, either because you've asked for it or because they've opted to share material about your business on their own.
• Brand enthusiasts: Loyalists, supporters, or admirers. Whatever you name your most devoted consumers, they are usually the most excited about your product. As brand devotees are so dedicated to some business, this audience category is excellent for reaching out to and requesting special UGC material.
• Employees: Employee-generated content (EGC) demonstrates the value and passion behind your business. For example, photos showing staff packing or a video of a recent team meetup. This behind-the-scenes footage contributes to brand identification and demonstrates authenticity across social and advertising platforms.

Why is user-generated content so important?

User-generated content is effective for several reasons, the most prominent being that it's a version of social proof. It shows potential new consumers that current customers are happy with your product or service. And if you're happy, chances are they will be too. Endorsements (even from total strangers) matter to us as consumers.

Websites and platforms dedicated solely to user reviews are becoming more popular. Nearly 95 percent of buyers are reading online reviews before making a purchase. Customers are looking to Yelp for local reviews, Amazon for consumer product reviews, and G2 for software and service reviews to help all types of businesses attract more user-generated content.

Why is that? Think about it like this – similar people shop at similar stores. You have the same interests, wants, and needs, whether a new pair of jeans or an innovative software solution. It's why marketers build out user personas and adapt their strategies to match.

Types of UGC

User-generated content can be a great idea, especially if you find the right user-submitted content. Good user-generated content usually brings certain advantages over other types of content. It can engage your audience more intensely and give you access to valuable feedback that generally wouldn't be possible. The trick with UGC is finding the right type for your business or brand.

Below are the different types of UGC.

Visual UGC

The most prevalent and engaging sort of UGC is visual content. For example, Chipotle celebrated Cinco de Mayo with a TikTok challenge called #ChipotleSponsorMe. This produced a lot of social media interaction and graphic material when they encouraged their customers to submit TikTok videos expressing why they should sponsor their customers.

When consumers post a photo or video of their new purchase on social media, they generate visual UGC. Similarly, when a visitor snaps a shot of the sunset from the hotel's pool, that's visual content or visual UGC.

Testimonials and comments UGC

Testimonials and comments are more likely to appear once a consumer has got their product or experienced the product benefits. For example, software providers will want to collect as many UGC videos or written comments of satisfied customers to continue to market their product.

Source: G2.com

Users that have satisfied consumers on comment-friendly sites (such as Twitter or Facebook) can include customer feedback into their marketing materials. The key to using testimonies is to make sure you're gathering the most helpful information for your potential consumers.

Reviews UGC

Reviews left on product or business sites play a significant role in product success. User reviews are vital for product teams, salespeople, marketers, and potential customers alike. Reviews assist in highlighting your service while also building trust between your product and the customer.

92% of B2B buyers are more likely to purchase after reading a trusted review. Reviews drive purchases, helps you gain visibility, and offer unique information to potential buyers. Reviews are best kept below the products on their product pages, so people at the bottom of the funnel can read them and feel informed and ready to buy.

Benefits of UGC

Aside from the obvious benefits of saving time and money on content creation, there are deeper, more meaningful reasons that user-generated content should be important to you and your brand.

It builds trust

The most significant purpose and benefit to UGC is that it builds trust between your brand and your audience, both with your current customers and potential ones. Today's savvy consumer sees right through the shiny marketing tactics.

They want (and prefer) authentic stories from real people, and that connection is crucial. We're spending more time in front of our computers than ever before, and it's becoming increasingly normal to look to online communities for advice and even inspiration.

It creates community

You create a community by inviting buyers to be involved in your brand, resulting in trust. There's nothing better than a brand responding to your Instagram story that mentions their product, right? You become part of the family, making you feel a genuine connection to the brand itself and other customers.

Encourages engagement

When others see that sense of community shaped by UGC, it will encourage them to engage further with your brand. And we all know that more engagement means more eyeballs means more sales. It’s by far the best metric to gauge the effectiveness of UGC campaigns. 

Gathers insight

With great engagement comes a wealth of knowledge from your customers. Even when feedback is seemingly bad, you're better off for knowing it. User-generated content presents an invaluable source of real, honest opinions.

How to use UGC in your marketing efforts

So, now that you're fully on board with UGC, what it is, and why you need it, you may be asking, "How do I use user-generated content?"

You’re in luck! Here are a few best practices for using UGC:

• Pick the right medium: The best place to run a UGC campaign varies from brand to brand. Where are your current and ideal customers spending most of their time? Is it social media or review sites? It’s important to get this right the first time as it will affect your entire content marketing strategy and execution.
• Be clear in your ask: Regardless of the mediums you decide on, your question must be clear and concise. Ambiguity can kill your initial hype and engagement. Choose the specific type of user-generated content you want to collect. If your ask is too lofty or confusing, people will move on to the next brand.
• Stay on top of it: You have to be involved to get engagement. This two-way conversation is what makes inbound marketing more effective than outbound marketing. Remember that monitoring your engagement will look different depending on the medium.
• Don’t be afraid to pivot: If your campaign isn’t working, it might just not be the right time or place – maybe both! Take a step back and reevaluate your strategy. When in doubt, reach out to your customers to get their feedback; it never hurts to hear straight from the source.

Examples of user-generated content in B2C

Let's look at how some brands are incorporating user-generated content into their campaigns. These efforts result in a different variation of UGC in hopes of sparking your imagination to start thinking about content in a totally new way.

Go Pro

GoPro helped spark the UGC revolution some years ago by using consumer content in their promotional campaign. GoPro is a video equipment manufacturer that leverages user-generated content to fuel its YouTube channel. Its top three clips are all shot by users and garner more than 400 million views.

Source: GoPro official youtube account

The company's use of UGC has become so enormous that they now host their own awards ceremony and promote daily photography competitions to encourage its users to be creative. The organization has its own channel on Virgin America and the Xbox console, where fans can watch world-class skiers descend slopes, base jumpers leap from tall landmarks, and pelicans fly.

Morphe and #MorpheBabes

Morphe is a makeup giant well-liked by influencers and makeup artists. Morphe focuses on digital direct sales of beauty and personal care items through collaborations with social media influencers and nurtures a flourishing community of #MorpheBabes.

Source: Morphe.com

Morphe saw the chance to use their community to promote their brand, primarily through user-generated content. Morphe reported a 2X boost in conversion when employing UGC imagery in emails than emails that did not include UGC.

Mapiful and increased return visitors

Mapiful, a brand dedicated to helping customers design reminders of their most cherished stories through custom posters, saw that visitors were 115% more likely to repeat visits with UGC on the site. This data helps provide insight into the wants and needs of the community. Customers interact best with content that is authentic, relatable, and relevant. 

Source: Mapiful.com

Use UGC to keep content consistently fresh and dynamic. By frequently updating galleries to reflect new UGC, you're able to provide an emotional experience for everyone visiting the site every time they visit.

Examples of user-generated content in B2B

Business-to-business (B2B) UGC can also succeed with the proper execution. A word to the wise: remember your audience.

G2 Gives X Girls Who Code booths

Another way to encourage engagement is by tying your campaign to a greater purpose. Through the G2 Gives initiative, G2 hosts review booths at various trade shows where every review raises money for Girls Who Code. Girls Who Code’s mission is simple: to close the gender gap in STEM-related fields.

Source: G2.com

Users leave a review for a software product or service they currently use or have used in the past. Buyers can then find software reviews when looking at a new software solution on the G2 platform. Plus, companies can then use those same reviews in various ways in their content.

Adobe social campaigns

Adobe figured out that the best way to get people to try their products wasn't to show them the features but to show how people use them. The brand's entire Instagram feed is UGC. 

Source: @adobe

They run various campaigns at any given time, but the B2B use case is truly a stroke of genius. Adobe asks people that use Photoshop, Illustrator, Lightroom, and other Adobe software programs in their jobs to share their work. This is the end use for this user-generated content, and it makes such a visual impact.

Best user-generated content (UGC) software

User-generated content software help organizations in gathering visual product or company references from social networks and other sources for repurposing in marketing campaigns. Marketing departments can employ UGC as "social proof" to generate interest in products or services. Businesses can deploy relevant user photographs and videos across numerous product sites, live displays, and social advertisements.

A solution must meet the following criteria to be considered for inclusion in the UGC software category:

• Gather graphic assets connected to the brand from consumers on social media and other prominent networks
• Provide tools or support in obtaining media rights from suitable users
• Help with the collection and management of this material for resharing as needed
• Integrate with tools such as e-commerce solutions or digital signage to distribute suitable content

*Below are the five leading UGC platforms based on G2 data collected on January 18, 2022. Some reviews may be edited for clarity.

1. Later

Later is a UGC platform to visually plan, schedule, and analyze posts for social media websites such as Instagram, Facebook, Pinterest, and Twitter. It allows users to optimize and schedule their posts from a single dashboard.

What users like:

"I love the month layout. It allows me to preview our posts for the month visually, that's clear and helpful. I also like that you can preview your grid from the platform to see how all your posts will look lined up on your profile.

The media library section is also helpful as you can tag photos with specific labels (used or unused) and even add notes to the pictures."

-  Later Review, Rachel D.

What users dislike:

"Scheduling your stories is not the easiest. It doesn't integrate with Shopify or Etsy, so if I want to tag a product, I have to schedule the post to manually post it and then copy and paste, tag the product and save. A small problem but time-consuming."

-  Later Review, Adriana (Adri) L.

2. Bazaarvoice

Bazaarvoice is a consumer interaction platform that allows businesses complete control over collecting, displaying, and sharing UGC globally. This includes ratings, reviews, Q&As, visual and social content.

Brands and retailers rely on Bazaarvoice technology and expertise to increase sales, broaden reach, receive actionable data, and build devoted advocates.

What users like:

"I love the insights and ease-of-use that Bazaarvoice offers. This service makes it easier to track reviews, customer sentiment, and how we stack up vs. our competitors. Their Customer Success team is also incredible - I've never been confused for long thanks to their prompt responses and bi-weekly calls they have with my team!"

-  Bazaarvoice Review, Keenan H.

What users dislike:

"The multi-retailer syndication service is great but not easily affordable for a small brand. I wish there were a graduated service that allows smaller brands to have some reviews across multiple platforms."

-  Bazaarvoice Review, Jasmin E.

3. Dash Hudson

Dash Hudson is a visual marketing tool that serves as a one-stop-shop for companies, helping them analyze patterns, accelerate growth, and increase engagement levels. The platform can help teams get more customers by providing accessible, relevant, and accurate insights. 

What users like:

"I've used a lot of different platforms over the years, but nothing beats Dash Hudson. Not only is the customer service impeccable, but the tool itself also makes finding quality UGC so much easier. It utilizes a reporting feature that takes much of the hard work out of proving ROI."

-  Dash Hudson Review, Alison A.

What users dislike:

"I dislike the ability to see analytics on Reels posts, and sometimes we can't look at the reporting with certain date windows, which can be frustrating."

-  Dash Hudson Review, Samantha L.

4. Yotpo

Yotpo is an eCommerce marketing tool that assists businesses in accelerating direct-to-consumer sales. The platform provides data-driven solutions for ratings, membership, SMS marketing, and other user-generated content. Yotpo enables brands to develop smarter, higher-converting experiences that ignite and sustain customer connections.

What users like:

"We are loving all of the specific audience targeting that we're able to do with Yotpo's SMSBump. Being able to target portions of our audience that we know like certain products, or will be especially receptive to certain messages, really makes our SMS program thrive."

-  Yotpo Review, Nicole L.

What users dislike:

"Sometimes the platform can be a little slow but has gotten better over time."

-  Yotpo Review, Julie S.

5. PowerReviews

PowerReviews is a software platform that enables brands and retailers to gather, display, and evaluate various types of UGC on their e-commerce websites. The platform's capabilities include product ratings and reviews, Q&A, product sampling, image, video, and social material, and various analytics tools to assess the impact of user-generated content and benchmark product performance.

What users like:

"The team at PowerReviews has made themselves an extension of our small but mighty in-house team. They are constantly monitoring ways to perform better and improve our site and product pages. I am excited to test out some of the backend sentiment and analytic tools they have rolled out.

I highly recommend having a review functionality on any site, and Power Reviews is one of the best options out there."

-  PowerReviews Review, Nicole B.

What users dislike:

"The reviews can sometimes be slow to load in the site, but improvements have been made to help with the load speed."

-  PowerReviews Review, Julie H.

People talk

Don’t you want to be part of the conversation? User-generated content could be the next step in turning your customers into advocates. When done right, this cost-effective (and just plain effective) type of content creation is potentially the key to differentiating your brand in a crowded market.

Working with your customers to build trust – sounds like a win-win to me.

Hungry for more? Discover how to assess your review collection strategy.