Alex Okell

What is User Generated Content (UGC)?

What is UGC?

User-generated content, known as UGC, is brand-specific content published by brands online. UGC may include videos, static posts, reviews, testimonials or podcasts.

Where does UGC come from?

UGC comes from customers (i.e. loyal fans!) sharing their experience of your service, product or site online, which you then repurpose on your website, social media and advertising campaigns (with the correct accreditation and rumination).

Brands who recognise the importance of UGC can also hire freelance UGC creators to create authentic, engaging and trustworthy content for their brands. This content can then be reposted on your website, social media sites and used in advertising.

Why is UGC important?

UGC increases engagement and influences conversions at all stages of the customer journey. People are needing more touch points with brands before investing in their products or services, and UGC should be part of this process. Consumers are 2.4 times more likely to consider UGC as authentic so bringing UGC into your marketing strategy is essential.

UGC is more authentic than the usual marketing content created by brands, and inspires trust, community and authenticity to your audience and community. UGC acts as social proof that your product or service can be part of their lifestyle, by seeing it being used by similar people to them.

With video content popularity being on the rise, user-generated video content that reflects your brand’s aesthetic and values that is aligned to current trends, is a great way to grow your audience and convert sales.

How do I find a UGC content creator for my brand or business?

UGC creators can be found on websites like Fiverr and Upwork, as well as on social media apps like TikTok or Instagram. Established UGC creators may have their own website or online portfolio, which can be found via Google search. LinkedIn may also be a good place to find UGC creators.

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