How to manage UGC

With the ever-growing popularity of social media platforms and almost everyone having a smartphone these days, every person is a potential content creator. Long gone are the days when only professional photographers, video-makers and writers could produce content for people to consume. This presents a great opportunity for brands as they can easily tap into this potential opportunity with a simple yet very effective marketing tool: user-generated content.

In this article, we’ll go through everything you need to know about user-generated content. First, we discuss what user-generated content is and talk about its importance for brands. Then, we’ll go through different types of user-generated content, and finally, we provide you with a few tips on how to best manage your UGCs.

What is user-generated content?

User-generated content (AKA UGC or customer-generated content) is simply any content, regardless of its form, that is created by people rather than brands. If a piece of content involves a brand and is not created by that brand’s employees or affiliates but by a customer, it is user-generated content.

UGCs are original, brand-specific content that is published on social media platforms or other online channels by people.

User-generated content is not a new concept. UGCs have been around as long as social networks and review sites have. When social networks became mainstream (as early as 2005), brands began to notice visual UGC and recognize its potential for gaining social proof and keeping the audience engaged.

Why do you need to care about user-generated content?

User-generated content offers many possibilities and provides you with a number of benefits. However, at first, many brands used to be cautious about using content created by inexperienced customers next to their polished and perfect photos.

Nowadays, data shows that UGCs have become the most trusted, memorable and influential source of content for brands. Here are a few reasons why user-generated content has become so popular among marketers:

Creating authenticity

Consumers are now bombarded with advertisements on a daily basis. This is why the competition has become fiercer, and as a marketer, you have to fight vigorously for your brand to be seen. This has made consumers become more selective and value authenticity more than ever. User-generated content is one of the best ways for brands to use in order to create authenticity.

Authenticity is important to consumers as well as to marketers. According to stats, 60% of marketers agree that authenticity is an important element of successful content.

Building trust among consumers

By sharing user-generated content, you as a marketer can show the world that people actually use and enjoy your brand’s products and services. When your potential customers see that real people use your products, they begin to put more trust in your brand.

Consumers trust content created by everyday people more than they trust the content created by a brand. This means that the perfect place for you to level up your brand’s trust score is UGC.

Boosting brand loyalty

Brands that actively share content created by their customers are those that put their audience. First, this means they prioritise talking with them rather than talking at them, which wins customer loyalty. This is how user-generated content has the potential to boost your brand loyalty and deepen the connection between you and your consumers.

User-generated content lets people feel like they are a member of a brand instead of just a spectator. More UGC in your marketing strategy results in higher levels of brand enthusiasm and loyalty towards your brand.

An affordable way to create content

Compared to content created by professionals, creative teams and influencers, user-generated content is way more affordable and cost-effective. Most of the time, satisfied customers are more than happy to create content for their favourite brands for a small reward, and sometimes even for free!

With the right incentives, you can have access to a pool of talented and passionate content creators that are ready to create engaging content every day so you as a marketer can concentrate on more important tasks.

UGC helps grow business

User-generated content can heavily influence purchasing decisions. As mentioned earlier, UGCs help brands seem more trustworthy and authentic, which can impact your consumers’ purchasing decisions.

Moreover, UGCs can increase your brand’s conversion rates. UGCs are proof that your products and services are worth buying. Both of these help your business grow and increase sales and profits. One great technique that eCommerce businesses can use is to integrate UGCs on their product pages to help with higher conversions.

User-generated content types

Since they offer many benefits, UGCs come in different styles and formats. Therefore, you have the option to find the right one that works for your brand. Here are different types of user-generated content:

  • Images and photos
  • Graphics
  • Long videos (e.g., YouTube videos)
  • Short videos (e.g., Instagram reels, YouTube shorts or TikToks)
  • Social media content (e.g., a Tweet about your brand)
  • Testimonials
  • Product or service reviews
  • Live streams
  • Blog posts

Based on your brand’s goals, you can choose one or more of these types to use in your marketing strategy.

Tips for managing user-generated content

Managing user-generated content can be tricky. You need to work with your brand’s customers carefully and communicate delicately. Here, we have gathered a few tips that hopefully will help you manage your brand’s user-generated content effectively and efficiently.

Create a community of your most loyal fans

Many brands are just realizing the power of community. Branded online communities bring many benefits for brands. They are a great place for brands to cultivate meaningful relationships with their customers. They are also the perfect space for promoting your UGC marketing activities.

When done right, in an online community, members tend to inspire and motivate each other to create content. This is why if you want to implement UGC marketing, we strongly recommend that you simultaneously build a community of your most loyal and avid customers. User-generated content can become an even stronger marketing tool when coupled with a wider marketing strategy.

Keep your content creators engaged

The users who provide content for you enjoy your brand’s products or services so much that they willingly spend time creating content. They are a great and powerful marketing force. However, if you want to keep receiving UGCs, you need to keep them engaged.

There are different ways to keep your customers engaged. For example, you can hold weekly or monthly challenges. Holidays that are related to your brand are also a great opportunity to ask your community and customers to create content.

You can also reward your customers for creating content. Rewards don’t have to be monetary all the time. You can use your brand’s products or services as a reward. An invitation to an exclusive event can also be a good incentive to motivate your customers to create UGCs. If you want to know more about how to reward your customers, be sure to check this article.

You don’t have to use rewards to keep your customers engaged if you don’t want to (but we strongly recommend that you do). Constantly sharing UGCs on your company’s social media accounts and keeping the conversation going in a community can also do the trick.

User a professional UGC management tool

Every task is definitely easier if it is done with the right tools and managing user-generated content is no different.

There are different tools that can help you manage your brand’s user-generated content effectively. One of them is Pukket. Pukket is an AI assistant that helps brands build communities. With its state-of-the-art algorithm, Pukket also allows brands to manage their user-generated content and increase the number of UGCs they receive.

Using Pukket, brands can create challenges and reward their customers based on the content’s quality and its engagements. Pukket can handle the small details of managing UGC delicately, allowing you to focus on more important aspects of your brand’s marketing strategy.

If you want more information about what Pukket can do for you, be sure to fill in the form, and we’ll get back to you in no time!