Imagine you are selling a car as a salesperson. Many crafty words, promises and assurances later, you finally convince the buyer to just check out the car.

Now imagine that you are selling the same car, but as an individual with a family of three people who has actually experienced the benefits of driving that car. Won’t it be much easier to sell the car when you make the suggestion after personally using it?

User Generated Content or UGC uses a similar approach to convince people to avail of services or products. 

User Generated Content is when a customer posts brand-specific content on social media or other channels, which increases a brand’s authentic value. This type of content is what we call as ‘earned media’ and not paid media. At no cost to you, when the public feels like your brand is actually trustworthy and effective, they create content which supports your brand. 

SIGNIFICANCE OF USER GENERATED CONTENT IN THE DIGITAL LANDSCAPE

The significance of user generated content in digital marketing can be seen in the growth of many different brands. When users themselves vouch for a brand, it gives that brand an added status in the eyes of the public. UGC is important in the following ways:

Building Trust and Authenticity 

Instead of directly trusting a brand, it is much easier for people to trust the users of that brand. This is because there is a relatable factor which comes into play as people with common tastes convince each other to use a particular brand. In the digital space, the competition is intense. Everyone says that their brand is the best. To differentiate one brand from the others, UGC can make a brand truly stand out when it comes to building trust and authenticity. 

Cost Effective

Compared to traditional advertising or influencer marketing, UGC is extremely cost effective as it uses organic content from its own users. Harnessing the creativity of the user base diminishes the need for extensive production budgets, while still generating compelling content that resonates with the target audience.

Increasing Brand Visibility 

UGC acts as a powerful amplifier for brand visibility. When users create content related to a brand and share it on their social networks, the brand gains exposure to a wider audience, potentially reaching individuals who might not have encountered the brand through traditional means.

The organic and shareable nature of UGC contributes to its viral potential. Engaging and share-worthy content can quickly spread across digital platforms, exponentially increasing a brand’s reach and online presence.

Fostering Communities 

User generated content allows an audience to become more than just mere buyers. It creates a sense of belonging to a particular brand’s community and helps them meet other people with similar interests. Through comments, shares, and discussions, users become actively involved in shaping the narrative around a brand, contributing to a sense of community and belonging.

Effective Feedback Loops

Brands can use user generated content as a valuable feedback loop. Engaging with user-generated content allows brands to understand customer sentiments, preferences, and areas for improvement, leading to more responsive and customer-centric strategies. When brands personally listen to audience opinions, it forms a better relationship between them and creates a loyal base in the future. 

Increased Conversions

User generated content is extremely beneficial when it comes to influencing people to buy your product or service. This is a step better than using influencers because UGC offers a more genuine reason for people to use a brand. User-generated content serves as a form of social proof, validating a brand’s claims and promises. When potential customers see real people using and enjoying a product or service, it reinforces the credibility and desirability of the brand. 

5 TIPS FOR UGC STRATEGIES MADE FOR THE BRAVE HEARTED 

1. KNOW WHO YOU ARE

Only when you and your employees have a clear idea of what your brand stands for, can you expect other people to align with your objectives. Have a clear understanding of your goals, ideas and beliefs in order to create a community amongst your audience. Encourage all brand associates to learn about the tone and persona of your brand and the audience you cater to. 

2. ESTABLISH A STRONG SOCIAL MEDIA PRESENCE 

The best way to reach any audience in today’s times is to be proactive on social media. When you share content that people enjoy going through, it makes them more determined to create user generated content for your brand. By maintaining consistency across digital touch points, from the website to social media profiles, brands create a seamless and memorable experience that encourages user engagement.

3. CHOOSE THE RIGHT CONTENT 

Analyse content that works well for your brand and is in line with your objectives and brand identity. Understand your target audience’s interests, values, and pain points. Craft content that resonates with them on a personal level, making it more likely to be shared within their social circles. Emotions drive sharing. Develop content that evokes emotions, whether it’s humour, inspiration, or empathy. Emotional resonance increases the likelihood of users sharing content with their network.

4. DEFINE THE PURPOSE OF YOUR USER GENERATED CONTENT

What do you hope to achieve with your content? This is an important question to ask when creating using user generated content. Do you want to increase brand awareness, build relationships, boost sales or all of the above? You need to clearly outline what you hope to achieve and how you plan to achieve that. 

5. ENCOURAGE CUSTOMER REVIEWS AND TESTIMONIALS 

Actively seek customer feedback through surveys, email requests, or dedicated review platforms. Positive feedback can be repurposed as testimonials, while constructive criticism offers insights for improvement. 

Share user success stories or experiences. This not only provides valuable user generated content but also humanizes your brand, demonstrating real-world applications of your products or services. Acknowledge and appreciate customers who take the time to provide reviews or testimonials. Publicly thanking them, featuring their content, or offering exclusive perks can enhance the sense of community and encourage further participation.

USER GENERATED CONTENT MODERATION 

User generated content is a double-edged sword. On one hand, it empowers individuals to voice their thoughts, creativity, and experiences, fostering a diverse and inclusive online environment. On the other hand, the sheer volume of content created daily necessitates effective moderation to prevent harmful, inappropriate, or illegal material from infiltrating online spaces.

Upholding Community Standards

User generated content moderation plays a pivotal role in maintaining community standards. Platforms establish guidelines to create a safe and respectful environment for users. Moderation ensures that content aligns with these standards, preventing the spread of hate speech, misinformation, or any form of harmful behaviour.

Legal Compliance

Content posted online must adhere to local and international laws. User generated content moderation is crucial to identify and remove content that violates copyright laws, infringes on intellectual property rights, or engages in activities deemed illegal in specific jurisdictions.

Protecting Users

Moderation serves as a protective barrier for users. It helps identify and remove content that may be offensive, threatening, or harmful. By doing so, platforms can mitigate the risk of cyberbullying, harassment, or the spread of malicious content that could harm individuals or communities.

Clear Communication

Platforms must communicate their moderation policies transparently. Users should be aware of the guidelines and consequences for violating them.

Taking Accountability Measures

Establishing accountability mechanisms ensures that platforms take responsibility for their moderation practices. This can involve providing avenues for users to appeal decisions or report potential biases in the moderation process.

Diverse Moderation Teams

Ensuring that moderation teams are diverse and culturally sensitive helps in understanding and interpreting content from various perspectives.

Regular Sensitivity Training

Ongoing sensitivity training is essential for moderators to stay informed about cultural nuances and evolving societal standards.

STRATEGIES FOR EFFECTIVE USER GENERATED CONTENT MODERATION

To address the challenges associated with user generated content moderation, platforms implement a combination of technological solutions and human oversight. Striking a balance between automation and human judgment is key to fostering a healthy online environment.

Automated Moderation Tools

Keyword Filters and Pattern Recognition:

Automated tools use algorithms to detect keywords, patterns, or combinations of words associated with harmful content. While effective to a certain extent, they may lack the nuanced understanding required for context-dependent moderation.

Image and Video Recognition:

Advanced algorithms can analyse images and videos to identify potentially inappropriate or harmful content. However, the ever-evolving nature of content creation challenges these tools to keep pace.

Human Moderation Teams

Content Moderators:

Employing human moderators is essential for nuanced decision-making. These moderators are trained to understand context, cultural nuances, and evolving trends, allowing them to make informed decisions on complex content issues.

Moderation Guidelines and Training:

Clear guidelines and ongoing training are crucial for human moderators. Consistent updates on emerging trends and potential challenges help moderators stay ahead in the dynamic landscape of user generated content.

LEARN FROM THE BEST: USER GENERATED CONTENT EXAMPLES

Starbucks’ #WhiteCupContest:

Starbucks, a global coffeehouse chain, initiated a creative and interactive user generated content campaign called the #WhiteCupContest. The idea was simple: customers were encouraged to doodle or draw on their Starbucks white cups, transforming them into unique pieces of art. Participants were then invited to share their creations on social media platforms with the designated hashtag. Starbucks not only showcased the artistic talents of its customers but also turned the coffee cups into a canvas for self-expression. This campaign not only generated a wealth of visually appealing UGC but also created a sense of community around Starbucks’ brand.

Coca-Cola’s “Share a Coke” Campaign:

Coca-Cola’s “Share a Coke” campaign is a classic example of personalized UGC at scale. The beverage giant replaced its iconic logo with popular names, encouraging consumers to find and share a Coke with friends or family members. This simple yet powerful idea transformed Coca-Cola bottles into personalized gifts and generated a flood of user-generated content as people shared images of themselves with their customized Coke bottles. The campaign not only boosted sales but also created a strong emotional connection between the brand and its consumers through the act of sharing.

Airbnb’s #WeAccept:

In response to global conversations around inclusivity and acceptance, Airbnb launched the #WeAccept campaign. The campaign encouraged users to share their stories and experiences of hospitality, diversity, and acceptance. Airbnb showcased these stories through various media, creating a powerful narrative that aligned with the brand’s values. By incorporating user-generated content that highlighted diverse perspectives and experiences, Airbnb not only reinforced its commitment to inclusivity but also built a narrative that resonated with a broad and global audience.

National Geographic’s #WanderlustContest:

National Geographic, a brand synonymous with exploration and discovery, engaged its audience through the #WanderlustContest. Participants were invited to share their awe-inspiring travel photos with the hashtag, showcasing the beauty of diverse landscapes and cultures around the world. National Geographic featured selected submissions across its digital and print platforms, turning its audience into contributors to its rich visual storytelling. This UGC campaign not only celebrated the spirit of exploration but also positioned National Geographic as a brand that values and appreciates the perspectives of its global community.

FUTURE TRENDS IN USER GENERATED CONTENT

User generated content is evolving at a fast rate. With it, the mediums used to generate this content is also evolving. As new trends come up, brands have to keep themselves updated about these changes:

1. Virtual and Augmented Reality Integration:

As virtual and augmented reality technologies become more accessible, the integration of UGC into these immersive experiences is going to revolutionize content creation. Users may soon contribute 360-degree videos, virtual tours, and interactive AR content, providing a more engaging and immersive way to share experiences.

2. AI-Enhanced User Generated Content:

Advancements in Artificial Intelligence (AI) and machine learning are set to play a pivotal role in UGC. AI algorithms will become more sophisticated in understanding context, sentiment, and user preferences, allowing for more accurate and personalized content recommendations. This will streamline the moderation process and enhance user experiences by delivering content tailored to individual interests.

3. Decentralized and Blockchain-Based Content Platforms:

The rise of decentralized platforms and blockchain technology may redefine the ownership and monetization of user generated content. Blockchain can provide transparent and secure mechanisms for content creators to maintain ownership, while decentralized platforms can empower users to have greater control over the content they generate. This shift could lead to new models of content sharing and compensation.

4. Short-Form and Bite-Sized Content Dominance:

The popularity of short-form content on platforms like TikTok and Instagram Reels is indicative of a broader trend towards concise and easily consumable content. In the future, user-generated content is likely to be dominated by short, impactful videos, GIFs, and other bite-sized formats that cater to audiences with shorter attention spans.

5. Live streaming and Real-Time Interaction:

Live streaming has gained immense traction, providing users with a real-time and interactive way to share experiences. Future trends suggest an increase in user-generated live content, with platforms offering more features for interaction, such as virtual gifts, polls, and direct audience participation. This shift emphasizes the desire for genuine, in-the-moment connections.

6. AI-Generated and Co-Created Content:

Collaborations between users and AI tools will likely become more prevalent. AI-driven content creation tools can assist users in generating high-quality visuals, written content, or even music. Co-creation between users and AI may lead to a new era of creativity, where technology serves as a collaborative partner in content production.

7. Personalization through User Data:

Platforms will increasingly leverage user data to personalize the user generated content experience. Content recommendations, user interfaces, and even content creation tools may be tailored based on individual preferences, behaviours, and demographics. This personalization aims to enhance user engagement and satisfaction.

8. Voice and Audio-Based Content:

With the growing popularity of voice assistants and audio platforms, user generated content in the form of podcasts, voice notes, and interactive audio experiences is expected to surge. This trend taps into the convenience of consuming content through spoken words and provides new avenues for user expression.

9. Environmental and Social Impact Content:

There is a growing awareness of environmental and social issues, and users are increasingly using user generated content as a means of activism and advocacy. Future trends may see a surge in user-generated content focused on sustainability, social justice, and community-driven initiatives.

User generated content is the most authentic form of content creation in digital marketing. The amount of trust and credibility a brand can have through UGC content is unmatched to any other form of content. Thus, brands need to actively invest in a good user generated content strategy which aims to bring out their identity. 

At Abstract MediaVerse, we believe that every customer is an individual before being an audience. Thus, UGC personalisation is our specialty and we work to create unique content tailor-made for your brand. Contact us to know more. 

FREQUENTLY ASKED QUESTIONS (FAQs)

Q1: What is User Generated Content (UGC)?

User-Generated Content refers to any content, such as text, images, videos, or reviews, created by the users of a brand or platform rather than the brand itself.

Q2: Why is user generated content important for businesses?

UGC is valuable as it enhances authenticity, builds trust, and fosters community engagement. It acts as social proof, influencing the perception of a brand through real user experiences.

Q3: What are the key strategies for encouraging user generated content?

Strategies include establishing a strong online presence, creating shareable content, running UGC-focused campaigns, leveraging social media, and encouraging customer reviews and testimonials.

Q4: How can brands manage challenges in user generated content, such as negative content?

Clear moderation guidelines, human moderation teams, and prompt engagement with users are crucial for managing challenges. Addressing negative content transparently and constructively is key.

Q5: What tools can be used for user generated content management?

Content curation tools, social media monitoring platforms, and community building tools are essential for managing UGC. Analytics tools help measure the impact of UGC campaigns.