What It Is and How one can Use It

In 2021, TikTok consumer Trinidad Sandoval made a video exhibiting the results of a watch cream by skincare model Peter Thomas Roth that went viral on TikTok and Twitter. The virality of a easy video exhibiting Trinidad’s morning routine brought on the product to promote out. The retailer mentioned, “The quantity that offered inside lower than every week is equal to what would usually promote in six months offered out.” That is maybe probably the greatest examples of the probabilities of user-generated content material.

@trinidad1967 ♬ authentic sound – user3761092853451

Person-generated content material (also referred to as UGC or consumer-generated content material) is authentic, brand-specific content material created by clients (for gratis to you) and printed on social media or different channels. It is available in many kinds, together with pictures, movies, evaluations, and testimonials.

When customers put up a couple of model on social media, they’ll affect their followers’ shopping for selections. 85 p.c of individuals say UGC is extra influential than content material made by manufacturers instantly, in line with Adweek.

Crucial factor about user-generated content material isn’t that it exists — individuals will all the time speak about merchandise they like. It’s the way you determine to leverage it in your model that issues. For instance, the model talked about earlier acknowledged the creator and despatched her free merchandise to specific their gratitude for the word-of-mouth advertising.

This text will dive into the advantages of user-generated content material for manufacturers and how one can get began connecting together with your viewers by way of UGC.

The worth of user-generated content material

The actual worth of user-generated content material lies in its authenticity, and the statistics agree. Two studies, specifically, spotlight the significance of user-generated content material for forward-thinking manufacturers.

  • The 2021 State of UGC report by Tintup discovered that “93% of entrepreneurs agree that buyers belief content material created by clients greater than content material created by manufacturers. Folks belief individuals.”
  • And a report by Nosto discovered that “79% of individuals say UGC extremely impacts their buying selections.” and “Shoppers discover UGC 9.8x extra impactful than influencer content material when making a buying choice.”

Each entrepreneurs and customers agree that peer-influencers are more practical than every other advertising technique. To construct a trusting relationship together with your viewers and group of customers, incorporate the authenticity of user-generated content material into your advertising technique.

It’s value noting that user-generated content material and sponsored posts are very various things. Sponsorships indicate that there’s been a transaction and normally should be clearly disclosed. You will have seen these Instagram posts with a hashtag stating the creator is a accomplice or simply plain ‘Paid partnership’ on the prime. These are usually sponsored monetarily or by manufacturers sending them merchandise to indicate off on their platforms.

An influencer’s sponsored Instagram put up

Nevertheless, the traces between influencer-created content material and paid user-generated content material are blurry. The primary distinguishing components are normally viewers dimension and the place the posts are printed. The wave of creators who solely concentrate on creating content material for manufacturers’ social platforms additionally reveals the worth and evolution of user-generated content material.

Aptly referred to as ‘UGC creators,’ these of us are paid to indicate off a model’s merchandise while not having the big following of an influencer. Sabra of @100daysofmarketing explains it greatest within the video beneath:


UGC earnings and every little thing you must learn about including it to your content material creator enterprise

♬ authentic sound – Sabra | Digital Advertising and marketing

Sabra shares that creators with a small following don’t need to be restricted by their platform dimension. They will provide product evaluations, unboxing movies, and images, amongst different issues, on to manufacturers as a method so as to add one other stream of earnings.

There are alternative ways customers’ present model affinity and the content material that comes from that relationship may also help manufacturers thrive. Within the subsequent part, we’ll take a look at how user-generated content material impacts manufacturers.

Case research of user-generated content material in motion

There are numerous situations of user-generated content material in motion. For instance, in line with Vox, Maybelline, The Pink Stuff, and Aerie have one thing in widespread aside from their standing as shopper merchandise – a product of theirs has gone viral on TikTok because of a consumer’s video. These manufacturers have reported promoting out at one level or different because of their virality, and this effort is replicated throughout a number of platforms. The next examples are nice case research of manufacturers that benefited from user-generated content material.


After skincare influencer Hyram began speaking concerning the CeraVe model on his platforms, the merchandise began promoting out. This was earlier than the model and influencer constructed a enterprise relationship — the creator was solely sharing his expertise with the model as a shopper. Even Google Traits corroborates his affect.

what is user generated content
Hyram’s first video mentioning CeraVe
user generated content
Cerave Google Traits searches

Though we are able to’t instantly hyperlink the creator’s movies to this uptick in searches for the model, Hyram began sharing content material about his desire for CeraVe in 2020, which is similar 12 months the searches began rising.

Based on WWD, CeraVe’s earned media worth is up 128 p.c 12 months over 12 months and had over 2,300 influencers speaking about CeraVe merchandise. Marc Toulemonde, president of L’Oreal’s North America Energetic Cosmetics division, has even advised CNN the social media affect “completely boosted gross sales.”


One other nice instance of the ability of UGC comes from in-house at Buffer. Andy Yates, a Workers Engineer right here, has labored on many software program tasks, however none have seen the success of his app, Alpenglow.

The app permits customers to test dawn and sundown forecasts for the right gentle high quality for capturing pictures, and in 2021, it went viral on TikTok – in Spain – because of a consumer’s video exhibiting how the app works.


Espero no ser la unica mega friki de los atardecer así que pls no me ignoreis #sundown #atardecer #españa #spain #lentejas

♬ Into Your Arms (feat. Ava Max) – Witt Lowry

Andy additionally kindly allowed us to share some statistics concerning the effectiveness of the UGC by way of a graph that reveals important spikes round when the consumer first printed the video in July of 2021.

user generated content
Alpenglow noticed a big rise in visits in July 2021

The app additionally elevated in month-to-month recurring income (MRR) across the time of the video going viral in July. The graph beneath reveals that someday in that month, income rose sharply to only over $1,200, up from $200 earlier that 12 months.

user generated content
The Alpenglow app noticed a pointy rise in MRR in July 2021

Since then, the TikTok hashtag for Alpenglow has grown to 2.7 million views, with extra individuals creating movies that includes the app as effectively.

Alpenglow was a facet mission for Andy, however that one consumer’s video helped the app develop considerably. So if your corporation is your important mission, UGC has the potential to ship much more worth in your model.

How one can benefit from user-generated content material

When pondering of tips on how to use UGC in your advertising, it’s vital to border it as modern-day word-of-mouth advertising. Folks finally belief different individuals greater than celebrities or manufacturers themselves, so your content material should come from actual advocates.

On that observe, one thing to recollect earlier than we dive into this part: Don’t be tempted to faux your user-generated posts or marketing campaign. Audiences can inform when you’re being faux, which may severely injury your model popularity.

Right here’s tips on how to benefit from your user-generated content material:

1: Actively immediate clients to share

Based on Tintup, 50% of customers want manufacturers would information them in creating content material. Some methods to immediate clients embrace:

  • Beginning a pattern, problem, or contest: ELF Cosmetics labored with iLLWayno to create a music referred to as ‘Eyes. Lips. Face’ that took off on TikTok and reportedly led to over 5 million user-generated movies. You might not have the ability to create an entire new music, however including gamification by way of a contest or problem is a good way to get your viewers to take part. There’s nothing fairly just like the spirit of competitors.

maleficent is shaking 😌✨ #foryou #foryoupage #eyeslipsface

♬ Eyes. Lips. Face. (e.l.f.) – iLL Wayno & Holla FyeSixWun

  • Making a hashtag and periodically reminding clients that it exists: City Outfitters shares customer-generated content material by way of their  #UOCommunity hashtag, particularly in style on Instagram. The model additionally creates content material with its customers and shares it on its devoted group weblog.
user generated content
#UOCommunity on Instagram
  • Together with requests for UGC inside your web site or app: Pulling from our earlier instance, Andy shared that there’s an energetic UGC element inside the Alpenglow app as effectively. Customers are given the choice to submit a ‘Area Report,’ a photograph and rating that lets Andy know if the forecast was proper or mistaken.

Somewhat than ready for patrons to indicate off your merchandise on their social platforms, inform them precisely what sort of content material you’re searching for and watch their creativity flourish.

2: Reward clients for sharing

The chance to get featured on a model’s social media is a superb incentive in itself, however a rewards system can speed up participation in creating UGC. Some manufacturers don’t have to do a lot to get customers – for instance, Aritzia receives a whole lot of user-generated content material because of its standing as a model for a selected archetype.

For different manufacturers, nevertheless, extra effort is perhaps required to get a consumer to share them on their social media. The reply: incentives, that’s, implementing a rewards system to encourage extra customers to share. There are numerous methods to reward clients, from 50 percent-off low cost codes to free live performance tickets. Consider sustainable ways that may work in your viewers, model, and price range.

For instance, Fenty Magnificence did a giveaway for his or her Fenty Parfum fragrance line, encouraging contributors to make use of a TikTok sound to create a video to win the product.

3: Let all of your workers in on the enjoyable

Person-generated content material can transcend exhibiting your services or products in use or highlighting an incredible evaluation. In case your objective is to be extra real to your viewers, don’t draw back from having your workers take part in creating UGC. In spite of everything, nobody is aware of the product higher than the individuals who work instantly with it day-after-day.

Weber Shandwick discovered that “33% of workers will put up messages, footage, or movies about their employer with none encouragement from their firm – and that quantity elevated to 50% with direct firm encouragement.”

There are alternative ways to have workers organically create content material that includes your model and product(s), together with content material about their workday or behind the scenes appears into what goes on within the product creation course of.


Right here’s slightly vlog of what i do at work #booktok #fyp #barnesandnoble #bookstore #bookrecommendations #newadult #romancebooks #booklovers #bookrecs #bookstan #slowburn #kirsten_reads #enemiestolovers #studying #bookclub #bookish #bookworm #booktoker

♬ Love Grows (The place My Rosemary Goes) – Edison Lighthouse

@kirsten_reads shares her workday at Barnes & Noble.

4: Search for and implement user-generated content material in additional methods than simply social sharing.

As a substitute of solely retweeting or reposting buyer content material, take it a step additional by asking for his or her permission to reuse and repurpose their content material in your advertising efforts. Some methods to reuse UGC embrace:

  • Advertisements: Use buyer content material to make your promoting extra genuine and relatable, whether or not you’re creating adverts for social, net, or every other format. You might not all the time want an image or video – generally, a buyer’s tweet praising your model is sufficient proof.
  • In your web site: Take your buyer pictures outdoors social media by together with them in your web site in gallery format. Additionally, think about using buyer content material in product pictures, as a strategy to present how the product appears when in use by a “actual” individual.
  • E mail campaigns: The emails you share can present one other alternative to function user-generated content material and interact your subscribers. Kai Collective periodically sends out an electronic mail exhibiting clients’ UGC.
what is user generated content
Considered one of Kai Collective’s electronic mail campaigns

Person-generated content material additionally is available in extra kinds than pictures, movies, and even tweets – product evaluations and testimonials additionally depend. Search for methods to implement these various codecs as UGC. For instance, Large Barker Canine Beds contains evaluations from totally different platforms proper on its web site.

user generated content
Large Barker Canine Beds evaluation web page

5: Implement greatest practices for working with UGC

Whereas user-generated content material could be helpful in your model to interact together with your viewers, it will possibly additionally trigger you to alienate them when you don’t observe some vital greatest practices.

  • Keep in mind to ask for permission earlier than utilizing your clients’ content material. Even when they shared it on their platform, they won’t be open to having it on yours. Earlier than posting one thing from a consumer, attain out to them of their feedback, direct messages, or by electronic mail – that is as a way to have a file of a dialog with their approval in case any points come up sooner or later.
  • As a follow-up to asking permission, all the time credit score the unique poster. It reveals that you just respect them and indicators to others that they may have the identical courtesy in the event that they approve your use of their work.
  • You want a correct technique in place. It’s not sufficient to retweet or repost consumer content material. In case you have all kinds, it will possibly change into overwhelming to take care of the big content material quantity. For extra steerage, try this text on creating a correct technique for user-generated content material.
  • Suppose by way of range deliberately. Greater than sharing content material out of your customers, you also needs to be certain that the content material you’re reposting contains and options individuals from all walks of life.

Lastly, user-generated content material is a superb type of social listening. You’ll not solely perceive how clients view and use your merchandise, however you may as well watch what the social tendencies amongst your viewers are and how one can sustain with them.

Provide worth to get your clients speaking

The case research that we shared are clear examples of helpful merchandise. These manufacturers didn’t have to succeed in out to the consumer to get them to create content material about their product – the product was so good that the consumer felt compelled to share it with their viewers.

If you happen to put the work in to create helpful merchandise in your viewers and market accordingly, clients will be ok with recommending your model to different individuals. Whenever you create and implement your technique for user-generated content material, keep in mind to schedule it so that you by no means miss a chance to share! So get began scheduling with Buffer right this moment 😉.