User-Generated Content for Brands
If you’ve spent time on TikTok or Instagram over the past months, you may have noticed a growing trend of creators talking about UGC or creating user-generated content for brands.
A UGC creator is a content creator who specializes in creating content for brands that looks user-generated. It’s sponsored and paid for by the brand but isn’t shared on the social media feed of the creator. Essentially, UGC is original content created by a brand’s customers, which is then published on their social media or other online channels. It can be in the form of a video or photo explaining the features of a product, a review, or simply including the product in their day-to-day routine.
So what makes UGC creators different from influencers?
The main difference between UGC creators and influencers is that UGC creators create and deliver content to brands without the obligation to post it on their channels. With influencers, the brand usually pays for both content and exposure to the influencer’s audiences. Influencers are getting paid to “influence” their community and their purchasing decisions to buy that product.
With UGC creators, brands are looking for the authentic look and feel of an influencer’s content without tying it to the reach of a creator. UGC is trending in 2023 because TikTok and Instagram’s algorithms have prioritized more personality-based, lo-fi videos, so brands are looking to incorporate more ‘real’ content for their social feeds.
Why is it so beneficial for brands?
It’s beneficial because UGC feels authentic and provides social proof, showing that real people are buying and using your brands. UGC is the social media equivalent of word-of-mouth because it is created by customers for customers. It has an organic feel, distinguished by how it’s filmed and edited, compared to content or ads created in-house by brands. It’s also faster for brands to secure UGC from creators when a brief is sent to multiple creators to develop content in various formats by a specific deadline.
What about the cost?
Typically, UGC is cheaper than influencer content. If a brand is working with influencers, they will need to pay for not only the content but the posts on the influencer’s channels, the frequency of posting, and access to that influencer’s reach and engagement. With UGC creators, brands only need to pay them for the content they create, making it a cost-effective exchange.
The beauty of UGC is that the more authentic and natural the content is, the better it will perform. Anyone with a high-quality smartphone or camera can become a UGC creator. There’s no need to have followers or professional editing skills because the content needs to look native to the platform.
Although we are seeing a resurgence of UGC booming thanks to TikTok and Instagram Reels, short-form video isn’t the only type of user-generated content. UGC can take on different formats. Here are a few common types of UGC:
Organic social media content: This is the content that a person creates and shares when they purchase a product or visit a restaurant on their own, then they make it when they are loving the specific product or experience. Brands can work with creators to repost the UGC on their social media feeds or pay for usage.
Reviews and testimonials: Brands often send products to creators and ask them to write five-star reviews on platforms like Influenster or Amazon. Then the brands will feature the reviews on their website or social media.
Long-form video content: Content creators will film authentic product review videos that brands can use to enhance their marketing strategy.
What gives these formats their strength is how companies find and utilize that content. Sharing and re-sharing organic user-generated content can reach many companies and entice loyal customers.
As more brands and companies leverage the power of social media to connect with customers, it’s time your business caught up with these evolving trends and made the plunge into UGC. If you’re interested in how to dive into UGC, contact us, and we’ll connect you with the right user-generated content creators and social strategy.
Are you a UGC creator? Learn more by joining The Studio.