How to Harness User-generated Content (UGC) to Boost Brand Loyalty

Did you know that 79% of consumers said that user-generated content highly impacts their purchasing decisions? Or that 50% of consumers wish brands would tell them what kind of social media content to create?

Well. Those are just a few statistics about how important user-generated content (UGC) is for businesses, in all sectors. However, if you’ve never heard of it before, we’re here to help.

In this article, we’re going to explore what UGC is, why it’s so important, the advantages, and also give you some examples of UGC. Let’s begin.

What is User-Generated Content?

Put simply, UGC is a piece of content, in any form, that is created by a user of a product or service, and released online for other customers, or their social media followers, to view.

UGC could be (but isn’t limited to) images, videos, podcasts, blogs, articles, newsletters, or even posts on forums.

This content is shared on a voluntary basis, and (unless you are working influencers, more to come on that later in the article), is done for free. They’re sharing their thoughts, their review, their opinions or their engagement with a specific product, service, or experience.

For example, if you’ve ever given a restaurant a review on Google, you are uploading UGC. The restaurant can then use this in their future marketing campaigns.

Why is User-Generated Content So Important?

User-generated content is a goldmine for brands looking to build authentic connections with their audience.

Why? Because it shifts the focus from polished brand messaging to real-life customer experiences. But more importantly, because people trust people. This authenticity translates into higher levels of trust, which is crucial for building long-term brand loyalty.

Beyond trust, UGC also creates a two-way conversation between brands and their customers.

When customers share their experiences, they feel heard and valued, which deepens their relationship with the brand. Over time, this sense of connection can turn casual shoppers into lifelong fans.

What are Some Examples of User-Generated Content?

Social Media Posts

Think of posts or stories where customers tag your brand or showcase how they use your products. From an Instagram photo of someone sipping your coffee brand’s latte, to a TikTok of them unboxing your product, social media posts are a powerful form of UGC that can reach thousands (or millions) of potential customers.

Reviews and Ratings

Customer reviews on Google, Trustpilot, or Amazon provide insight into your products or services. They’re one of the most trusted forms of UGC, with 91% of people reading reviews before making a purchase.

Videos (Long and Short Form)

UGC videos can range from in-depth YouTube reviews to quick TikTok demonstrations. These videos offer an unfiltered perspective, which resonates with audiences. Short-form content, like Instagram Reels or TikToks, is particularly impactful for grabbing attention quickly.

Blog Articles and Case Studies

Some customers go above and beyond by writing detailed blog posts or case studies about their experience with a product or service. These long-form pieces offer a deep dive into how your brand adds value to their lives.

Influencer Content

Although technically user-generated, influencer content is often a hybrid of UGC and paid partnerships. It brings an extra level of reach and credibility, especially when the influencer aligns with your brand values and audience.

What Are the Advantages of Using User-Generated Content?

Create a Sense of Community Around the Brand

When people see others sharing their experiences with your brand, it fosters a feeling of inclusion and belonging. This sense of community keeps your brand at the forefront of people’s minds and encourages others to engage as well.

Empowers Customers to Become Brand Ambassadors

UGC transforms customers into advocates. By sharing their experiences, they indirectly promote your brand to their networks, helping you reach potential customers organically.

Increases the Trust Your Customers Place in Your Business

UGC is inherently authentic and unbiased, making it more trustworthy than brand-created content. Customers are far more likely to believe the word of a fellow shopper over traditional advertising.

Humanises Your Brand

Polished marketing campaigns are great, but UGC adds a personal touch. Seeing real people use and enjoy your products reminds potential customers that there are real humans behind the brand.

How Can You Encourage User-Generated Content?

Create Shareable Experiences, Products, and Services

Deliver experiences that customers want to share. Whether it’s packaging that’s Instagram-worthy or a service that exceeds expectations, focus on creating moments worth capturing.

Decide on a Specific Hashtag for Users to Use

A catchy, memorable hashtag can encourage customers to tag your brand and share their content. Think of Coca-Cola’s #ShareACoke campaign, which became a global phenomenon.

Showcase Existing Customer Experiences Through Images and Videos

Spotlight the UGC you already have. By featuring customer photos or testimonials on your website or social media, you show appreciation and encourage others to join in.

Ask for Honest Feedback and Reviews

Sometimes, it’s as simple as asking. Encourage customers to leave reviews or share their thoughts on social media. People are often happy to oblige, especially if they’ve had a positive experience.

Collaborate With Relevant Influencers

Partner with influencers who align with your brand to kickstart UGC creation. Their content can inspire others to engage and contribute their own experiences.

Run Contests and Challenges

Create campaigns that motivate customers to participate. For example, ask customers to share photos using your product for a chance to win a prize. Gamifying the process adds excitement and amplifies engagement.

By leveraging UGC, brands can build deeper connections with their customers, fostering trust, loyalty, and long-term success. It’s about celebrating the people who already love your brand and inviting others to join the conversation.

To summarise

As you can see, including UGC in your content marketing strategy is a great way to boost customer engagement, increase your reach and gain a real understanding into the buying habits of your consumers.

Marketing is becoming more and more customer-focused, so it’s important for businesses to be able to use UGC authentically, and effectively.

 

If you still need help, or would like to discuss how you can adapt your content marketing to include UGC, simply drop us a message using the contact form below, or you can email us directly.

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