User Generated Content, or UGC as we often call it, is content that people create and share themselves on the internet. Think of simple texts and photos, but also videos and reviews. What makes UGC so special is that it comes from real users, not from professional marketers or companies. In the online marketing world, User Generated Content is extremely important. It gives brands the opportunity to make genuine contact with their target audience.
A major advantage of User Generated Content is that it is credible. Because the content comes from real people, others trust it more than content created by brands. This can increase consumer trust in a brand and leads to more engagement. Moreover, UGC is an inexpensive way to create content. Instead of expensive productions, companies can ask their customers to create and share content. This provides lots of content without high costs. With our Vormats platform, organizations can easily invite their employees to create valuable video content, making their online marketing strategy even stronger.
There are many successful UGC campaigns that show how powerful User Generated Content can be. Take Coca-Cola’s #ShareACoke campaign. Consumers were asked to share photos of their personalized Coca-Cola bottles. This created lots of online visibility and engagement. Or think about the GoPro videos that are created and shared by users all over the world. These videos show how versatile GoPro cameras are and give users the chance to shine.
Encouraging users to create content can be challenging, but with the right approach it can work. One way is to offer rewards or incentives. This can range from discounts to participation in contests with attractive prizes. It’s also important to provide an easy platform where users can share their content. By creating a user-friendly environment, such as a platform for video creation, companies can encourage their users (and/or employees) to actively participate. This makes it easier for employees to create and share their own content.
Social media are extremely important for the distribution of User Generated Content in marketing. Platforms like Instagram, Facebook and TikTok give users the opportunity to easily share their creations with a large audience. This not only increases the visibility of the content, but also the engagement of other users. For companies, it’s essential to be actively present on these platforms and encourage users to share their content. By using these social media, organizations can make their brand more visible and build a strong online community.
While User Generated Content has many benefits, there are also challenges and risks. One of the biggest challenges is monitoring whether the content is of good quality and relevant. Not all content that users create fits with the brand or message that a company wants to convey.
Curious about what User Generated (Video) Content in the business environment and created by your own employees can mean for your organization? Then read more about Employee Generated Video.
