Nowadays, it is common to post pictures of a new item on social media after purchase. There is also a rise in shooting unboxing videos of new gadgets and sharing the same on YouTube. Both these forms of sharing content are user-generated content.
This article highlights the various aspects of user-generated content and its benefits.
Where Does It Come From?
The most significant source of user-generated content for a brand is its users or customers. The easy accessibility of the public to various content creation tools has changed the way people conceive videos today.
Customers choosing to organically share content is the most prominent source of UGC. Numerous tools help record, edit, and post videos online. Some video editing tools provide teleprompting options while recording a video, and you can find it here. These services help users edit the video quality and enhance the audio levels of a video.
Dedicated customers, often labeled as fans, advocates, or loyalists, are the most enthusiastic people for a business. Since this lot is passionate about the brand, companies can reach out to them to ask for a specific UGC.
Behind-the-scenes content can help bolster a brand’s identity. It gives people a chance to understand how your workforce feels while making the products and working at the company. Employee-generated content or EGC is a great tool to establish authenticity.
Why Is It Vital?
UGC is in use across various steps of a buyer’s journey. It helps influence consumers to engage with your brand and ultimately leads to conversions. The customer-centric content can be in use across various digital media channels.
Superior Chance of Authentication
Competition is fierce, and audience attention is short-lived in the current business landscape. Brands have to go out all guns blazing to drive conversions. The abundance of choices makes buyers more selective during the purchase process.
Consumers and marketers agree that quality and authenticity are critical factors for successful content. More than 60% of marketers follow this notion. There is no better way to create authentic content than UGC from your customers.
There is an increased need for brands to invest in authenticity-driven social media marketing campaigns. It is because consumers are twice as likely to consume user-generated content compared to brand content.
Helps Build Loyalty and Grow Community
Customers have a unique opportunity to be part of a brand journey via UGC. Earlier customers were mere spectators, but now they can showcase their affinity and be part of the growing community. Most people aspire to be part of something bigger than themselves, and creating a UGC gives them the opportunity.
Conversations between a customer and a brand also open up via UGC. It helps deepen the relationship with the customer, thereby creating long-lasting brand loyalty.
Helps Serve as a Trust Indicator
Data suggest that less than 10% of Americans trust mass media. It is not surprising as we saw the influx of fake news since the onset of the pandemic in late 2019. Brands need to put in more effort to establish themselves as trustworthy.
More than 93% of marketers believe that customers trust content created by users more than the brand. Numerous instances prove user-generated content can help level up a brand’s trust score.
Consumer behavior data suggests that people turn to UGC just like they ask their friends and family for opinions. More than 50% of millennials take a call to buy a product based on the recommendations of their friends and family. This aspect allows brands to use UGC as a medium to serve just that – a source of personal recommendation.
Influences Purchase Decision and Conversion
User-generated content is most effective during the final stages of a consumers’ journey. During this stage, brands are more likely to influence the purchase decision and increase conversion. A brand’s target audience gets influenced when they see a video of another person using a product or service.
In this way, UGC offers a social validation of your products from other consumers. Many brands in the recent past are sharing content with pets too.
As you can see, there is an increasing need for user-generated content in this digital era. People view them for entertainment and validation of a product’s authenticity and trustability. The higher popularity of such videos among the masses only creates a stronger case for the brands to use UGC in the days ahead.