First things first, what IS User Generated Content (UGC)? 

UGC is images or videos that are taken by users or customers, which the brand has been permitted to use. 

How does it work? 

A User Generated Content policy would need to be created and uploaded to the website. When an account gets tagged in a picture or video that they’d like to use, the brand then comments on the picture, saying that you’d like to use it and ask for permission by sharing a link to the policy. Usually, you get permission to use the picture when the owner comments back with a specified hashtag (e.g. #YesBlackCrowe). When I worked in a marketing agency, I worked on brands that almost exclusively used UGC. You can use UGC platforms which will automate the process for you. My preferred UGC platforms are Crowdriff and Olapic.

Why use User Generated Content? 

• Embraces authenticity – Proves that the food or product always looks that good and is not just staged for photoshoots.
  • 60% of consumers say user generated content is the most authentic form of content, while 86% of consumers say authenticity is important when deciding what brands they like and support.
  • Customers are 2.4 times more likely to view UGC as authentic compared to content created by brands. 
  • Consumers find UGC 9.8x more impactful than influencer content.
  • 43% of millennials rank authenticity above the content itself when consuming news.
  • Nearly 80% of people say user generated content has a high impact on their purchasing decisions.
• Customers often find a different angle to take pictures, which you wouldn’t think to take when you have a professional team in. 
• It’s a low-cost way of getting more content – It can be a challenge (and expensive) to create new, fresh, great-looking content. UGC can help you build a library of content, so you always have relevant content to share. 
• Rewards customers and boosts their egos when their picture is used
• It inspires brand loyalty – People who create and share UGC are likely to be among your biggest fans. They have probably bought from you more than once. Or if they have only made one purchase, it was probably a meaningful one. 

Top Two Tips

• ALWAYS ask permission – As I mentioned above, a branded (and specific) hashtag is a great way to collect user generated content. However, if a post already contains that hashtag, it is still a good idea to ask for permission 
• Give credit where credit is due – When your share UGC on your social media channels, make sure to give clear credit to the original creator. Tag them directly in the post. It can be as simple as 📷 @blackcrowemarketing at the end of your caption.

If you’d like help building a UGC strategy, then get in touch today!