Why Should You Choose UGC Over Stock-Standard Content?

March 14, 2024

In the fast-paced world of digital marketing, authenticity is the currency of trust, and engagement is the ultimate goal. Amidst the noise of branded content and polished advertisements, user-generated content (UGC) has emerged as a beacon of authenticity, transforming the way brands connect with their audiences. 

In this article, we’ll explore why UGC stands out in a sea of stock content, delving into its unrivaled impact on audience perception and brand resonance.

Why user-generated content reigns supreme

Authenticity advantage

At the heart of user-generated content lies an authenticity that simply cannot be manufactured, no matter how amazing the marketer may be. 

Unlike traditional marketing materials, which can sometimes come across as scripted and sales-driven, UGC is raw, unfiltered, and genuine. Whether it’s a customer review, a social media post, or a user-generated video, UGC carries with it the weight of a customer’s real experiences and authentic opinions. As a result, consumers are more inclined to trust and engage with content that comes from their peers rather than from brands themselves.

 

UGC drives genuine engagement

One of the most compelling aspects of UGC is its ability to spark meaningful interactions and foster trust in a brand amongst consumers. When individuals see their peers sharing authentic experiences and opinions, it instills a sense of credibility and reliability in the brand’s offerings. 

The authenticity of UGC encourages people to trust the brand and feel comfortable engaging with it, as they appear more approachable and open to interacting with consumers. These interactions can range from liking, messaging, commenting, or sharing content, all strengthening brand-consumer relationships whilst also increasing the likelihood of converting passive followers into active participants. In essence, UGC serves as a powerful tool for brands to build trust and encourage authentic engagement with their audience.

Creating an opportunity to learn from customers 

An added bonus of embracing user-generated content is the invaluable insights brands can glean from observing their customers in action. By paying close attention to how consumers interact with their products or services, brands can uncover new use cases and unexpected benefits that may have never been considered. 

Whether it’s discovering innovative ways to use a product or uncovering niche markets that were previously overlooked, user-generated content serves as a rich source of inspiration and learning for brands. By actively listening to their audience and incorporating their feedback into product development and marketing strategies, brands can stay ahead of the curve and ensure that their offerings remain relevant and impactful in an ever-evolving market landscape.

So, what are the different types of UGC? 

User-generated content takes various forms, each offering unique opportunities for brands to connect with their audience authentically. 

From heartfelt customer testimonials and captivating user-generated photos to engaging videos that showcase real-life product experiences, the potential for diverse UGC is vast. To effectively leverage UGC, it’s essential to identify the content formats and platforms that resonate most with your target audience. 

Conducting audience research and analysing past engagement metrics can help pinpoint the types of UGC that are most impactful for your brand. By strategically curating and amplifying these content formats, brands can craft a compelling brand narrative that speaks directly to their audience’s preferences and interests.

 

How can we generate genuine engagement using UGC?

Encouraging authenticity

So, how can brands encourage the creation of authentic user-generated content? The key lies in empowering and incentivising their audience to share their experiences organically. 

This can be achieved in several ways, such as running UGC contests or challenges, rewarding user reviews and testimonials, or simply inviting followers to share their stories using branded hashtags. Tagging of this type of content not only helps consumers easily locate information relevant to the brand, but it also enables the company to easily find and potentially use or promote this content in the future.

How to generate a continuous stream of user-generated content

As social media users observe brands acknowledging and amplifying user-generated content, they are inspired to contribute their own stories and perspectives, to attain similar recognition. 

This cycle of validation and participation can fuel a continuous stream of user-generated content, enriching the brand’s online community and deepening connections with its audience. Through this reciprocal exchange, brands cultivate environments where customers’ voices are heard and valued by the company and consumers, driving sustained engagement and fostering enduring brand loyalty.

 

What to do when UGC is unavailable?

Leveraging stock content effectively

While user-generated content is undeniably powerful, there may be times when it’s not readily available or appropriate for your brand. In such cases, leveraging stock content can be a viable alternative, provided it’s used strategically and authentically. 

When selecting stock images or videos, opt for visuals that align with your brand’s aesthetic and messaging. Avoid generic or overly staged content that feels disconnected from your brand identity.

When it comes to stock content, play it safe and stick with trusted platforms like Adobe Stock, Envato, and Canva. These reputable sources offer a wide array of high-quality visuals that align with your brand’s aesthetic.They’ve got the goods you need without the copyright headaches.

 

Ultimately, in the dynamic world of digital marketing, authenticity stands as the cornerstone of trust and engagement. UGC has emerged as a transformative force, reshaping the traditional dynamics of brand-consumer relationships. By embracing the raw and unfiltered nature of user-generated content, brands not only extend their reach and influence but also create environments where every customer voice is valued and heard. From driving authentic engagement to uncovering invaluable insights, the impact of UGC is undeniable. As brands navigate the evolving digital landscape, leveraging the authenticity and power of user-generated content will undoubtedly be essential in fostering enduring connections and driving success in the digital era.