UGC is an abbreviation for “user generated content” or “content generated by users” in French, which is used in marketing to describe any type of content that users create and publish on web platforms. But what does UGC represent for websites and businesses?
UGC? what use?
In response to the considerable evolution of web practices and the depreciation of advertisements, UGC is proving to be a real asset for brands and companies looking to promote their products and services.
according to statistics:
- 88% of people read reviews on the Internet before buying a product;
- UGC influences purchasing decisions of 8 out of 10 consumers;
- Beauty (92%), fashion (52%), catering (47%) are the three sectors where internet users consult user generated content the most.
This new practice, which puts users at the center of its communication strategy, is proving effective in enabling greater interaction and feedback between them. When a user creates content about a brand, it greatly influences others and helps increase the visibility of that brand.
Thus, the UGC strategy is a sound marketing approach that can be formidable when used well. This allows the brand to have more transparency, as using it pledges to acknowledge all feedback, positive or negative. Furthermore, it serves to increase user engagement by creating a real community around a brand.
Finally, it can be beneficial to companies, as it only uses user content to promote a product or service, thus reducing advertising costs and increasing the number of sales.
In what formats can UGC come?
UGC is ubiquitous on the web and across various social networks. They come in various forms:
- treatise : Reviews, Comments, Ratings…;
- Images : Photos, stories published on social networks…;
- Video : Reels, Stories, YouTube…;
- exchange platform : Groups on Facebook and Discord, forums.
Note that constantly switching between these different formats can be beneficial to a successful UGC strategy. The exchange between a brand and its community is also essential: it strengthens relationships with customers, makes it possible to better understand their preferences and listen to their feedback.
A UGC strategy isn’t always destined for success: Many factors come into play to ensure that it works well.
Here are some tips to guide you:
- set specific goals, what we want to achieve concretely (objectives of notoriety, commercial, commitment);
- Engage the strategy both online and locally, It is not only a question of establishing it online, but also of thinking about the possibility of practicing it with a view to integrating it in physical stores or in print format;
- listen to your community : A fundamental principle of UGC to better adjust the strategy as per the feedback (criticism or appreciation).
After you have identified your strategy, you now need to think about the media where you will publish your content. Integrating UGC into social networks is the best option to save money while encouraging your community to interact. This doesn’t stop you from including them in ads, as user-generated ads will perform better than brand-generated ads.
What can be done concretely to promote UGC on a brand?
Like opportunities, UGCs don’t fall from the sky: they must be instigated! In other words, it is the equivalent of getting users talking about your brand on web platforms to boost your audience.
To engage consumers in promoting your brand:
- Set up contests on your pages, Very trendy at the moment, they are particularly effective on social networks such as Facebook or Instagram where users are invited to share the brand and tag their friends to increase their chance to win a prize;
- Use influencers to promote your product, UGC becomes more targeted, more personalized and better adapted to your marketing strategy according to the chosen persona audience;
- find offers online Ready to use on dedicated platforms relating to UGC banks.
In short, UGC is based on participatory marketing implemented, involving everyone involved in order to gain visibility for the brand or product. It should be a win-win partnership between the company in terms of original content and the consumer in terms of remuneration and creativity.