Thinking
Authenticity belongs in the feed: UGC is more than a trend
With the average person spending nearly seven hours a day consuming online content, brands are constantly battling to stand out. But here’s the thing: People don’t want to just be marketed to … they want to connect.
That’s where user-generated content (UGC) comes in. UGC is organic content like photos, videos and testimonials created by individuals about a brand.
It’s also social marketing GOLD. Resharing UGC fosters authenticity, builds credibility and sparks conversations. When users tag you in their content, they’re not just engaging with your brand – they’re inviting their followers to join the conversation, too.
Trust on another level
UGC isn’t just about engagement – it’s a window into how people truly experience your brand. People tend to trust content that comes from their peers more than they trust branded content. As Hootsuite puts it: “When potential customers see existing customers happy with your product, they’re psychologically more likely to try it for themselves.”
When customers share content, they’re not just giving a shoutout; they’re providing raw, unfiltered feedback. Are people enjoying a specific feature of your product? Is there a common pain point you didn’t realize existed? UGC helps brands celebrate what’s working and uncover opportunities to enhance the buyer’s experience.
Whether it’s sharing a picture on an Instagram feed, unboxing brand swag or showing off a fun adventure, these forms of UGC can influence the consumer journey. Sharing the stories of your passionate brand advocates is social proof of your brand’s credibility – complete with a real person’s stamp of approval.
Hunting and gathering social media gold
You know there are people who love your products and services, but how do you find them? Here are a few ways:
- Ask for the content: It can be that simple. Prompt your audience to share and tag you in their content through a clear call-to-action on your post. Don’t forget to show some love by liking or commenting on the user’s content once they’ve posted.
- Incentivize: People love to be recognized. Offering discounts, sending a PR package or tagging the user on your platforms can encourage them and others to share more experiences with your brand.
- Create a branded hashtag: A unique hashtag makes it easy for users to tag your brand (and makes it easy for your social media team to find them!).
Engaging with users’ content shows you’re not just observing – you’re also interacting and building relationships with the audience. This could also encourage others to share their own experiences.
The folks at Boxed Water feature a lot of UGC content in their feed. Why? They have pinned a post on Instagram encouraging people to use their hashtag (#BetterPlanet) on posts featuring Boxed Water products in exchange for planting a tree and the chance to be featured on the feed. This creates a rewarding way to collect organic content while fulfilling your brand values.
Time to take action
Once you’ve collected the UGC, the next step is putting it to good use. Highlighting real users makes your brand feel more approachable, honest and relatable. Feature this content on your own social media feed, website or next email newsletter.
Before sharing, however, you should make sure your bases are covered on the legal side. Ask for permission before reposting through a simple DM or comment. You’ll also want to do a little social sleuthing to check whether the user and their content align with your brand values. It doesn’t hurt to be selective and protective to maintain brand integrity.
Integrating UGC into your social media strategy is a fun way to build trust, encourage engagement with your brand and create connections with your audience. With people spending hours consuming online content daily, UGC ensures your brand isn’t just seen – it’s trusted.
Start scrolling, start engaging and start collecting – some of your best brand content already exists.
Contact us to get started!
