User-generated content (UGC) is essential for marketers, as consumers are much more likely to trust authentic recommendations from real customers over branded messages from the company itself. This form of digital word-of-mouth serves as social proof for consumers looking for genuine opinions about a product or service, and it can come in various formats. From photos and videos to blog posts, reviews, and testimonials, organic content from real people can help build your brand’s following, reputation, and sales. To best leverage the power of UGC advertising, check out our guide to the different types, how to gather it, and the best ways to maximize its value.
Types of UGC
In addition to organic UGC, there’s also paid creator-generated content (CGC). Unlike content created by influencers under the direction of a brand, CGC creators don’t need to have a following.
Marketers can find these CGC creators in various places, including their brand’s social media followers, in online communities, with the help of influencer agencies, or through marketplaces such as izea.com.
Benefits of UGC:
Marketers just dipping their toes in the UGC waters need to understand the incredible value of this unique content. Here are the top benefits of using it in your upcoming campaigns.
Authenticity and trust
Did you know that 60% of shoppers always search for UGC visuals before making a purchase, according to PowerReviews? They do this to:
- See what a product looks like in real life (89%)
- Get a better sense of size or sizing (72%)
- Gain a clear understanding of product quality and performance (70%)
Similar to word-of-mouth advertising, UGC and CGC serve authentic sentiment from real people, which consumers trust far more than branded content or advertising.
Similarly, IZEA’s research found that 63% of weekly Amazon shoppers and 83% of influencers are likely to very likely to search on social media before making a purchase. This shows people are interested in learning others’ opinions about products before considering a purchase.
Cost-effectiveness
Although influencers with large audiences can also help sway the opinions of their followers, paying them to create and share content can also make a sizable dent in your marketing budget. UGC and CGC can cost much less — sometimes free product or nothing — by comparison. For some creators, a free product sample may be enough to encourage them to make the content. Others may allow brands to use their reviews or testimonials free of charge or for a reasonable fee.
Our Influencer Aspirations 2024 report found that 64% of social media users would accept payments from brands or free items as payment to make a post promoting a product.
Increased engagement
UGC can increase your brand’s reach where the creators share it and improve engagement by generating a buzz around products and services. It can also connect people through shared interests and values the company embraces in its content.
Enhanced brand loyalty
When consumers see unbiased opinions and products being used by real people, they’re likely to feel more trust for the brand and a deeper affinity for its authenticity.
Social proof
UGC provides social proof to potential buyers, tapping into their most basic psychological and social instinct to follow the actions of others whom they deem trustworthy.
Need some examples of UGC advertising?
LaLuca Prosecco partnered with IZEA for a UGC campaign to generate visual assets for the brand to own and use.
Influencers created high-quality, high-resolution lifestyle content that was used in paid advertising. Here are some examples:
How to implement UGC advertising
Implementing UGC advertising isn’t necessarily complicated, but these best practices can help.
Identifying and encouraging UGC
Start by monitoring social media to determine who might be talking about your brand, products, or services. This may include the (intention or unintentional) use of branded hashtags or shortened or generic versions of your product name. You can enlist the help of our Managed Services team to identify creators who are ideal for the project.
Legal considerations
Always ask before posting user-generated content and tag the original creator in your post to give them credit.
Ensure you share only authentic UGC or risk damaging your brand’s credibility. One way to help protect your reputation is relying on a creator economy company. For instance, our clients benefit from access to valuable resources, including legal expertise, ensuring that content is repurposed correctly and in line with agreed terms.
Incorporating UGC into different advertising channels
With permission from the creator, you can incorporate UGC into all your advertising channels. Beyond social media, share the content in paid social media ads, on your website, e-commerce store, on displays in your brick-and-mortar stores, in emails and e-newsletters, on product packaging, and in print media (e.g., billboards, brochures, signs, magazine ads, etc.).
Monitoring and measuring UGC
As you expand your UGC efforts, having a platform to easily monitor and measure results becomes essential. Partnering with IZEA offers a key advantage: our clients gain access to the same influencer marketing platform used by our Managed Services team. This platform provides real-time visibility into your campaign content and analytics, allowing you to track and assess performance with ease.
Influencers:
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Marketers:
The world’s biggest brands trust IZEA’s influencer marketing software and full-service solutions. Find out which solution is right for you.
IZEA MANAGED SERVICES
Strategy and execution from the company that launched the industry.
IZEA MANAGED SERVICES
Strategy and execution from the company that launched the industry.
IZEA MANAGED SERVICES
Strategy and execution from the company that launched the industry.
IZEA MANAGED SERVICES
Strategy and execution from the company that launched the industry.
