How to leverage content generated on social media?
How to leverage user-generated content (UGC) in digital marketing?
UGC refers to videos, images, texts, audios, and all other content created by users or followers voluntarily and free of charge, which are valuable for analysis and utilization. By following the digital conversations of real people, we can obtain answers about how the brand is perceived on social media, who knows and uses it, why they choose competitors, which attributes are most valued, and which are not. UGC can also be strategically used and promoted, such as including it in marketing campaigns or sharing it on official channels.
According to a recent report by TINT, reviews are the most authentic form of UGC, followed by content creators, brand ambassadors, and influencers. Fake reviews created by companies have the least credibility. Memes and jokes are common examples of UGC, as well as spontaneous posts from users. Brands can also encourage content sharing, such as with Spotify Wrapped, which creates a year-end summary for each user to share and provoke conversations.
The World Cup is a notable example of UGC utilization, as all brands used ideas from social media, including the viral Twitter post that inspired the lyrics to "Muchachos, ahora nos volvimos a ilusionar." In TikTok, people invent viral dances that are incorporated into music videos and live shows, such as those by Taylor Swift.
UGC builds credibility, demonstrates the value of community, helps differentiate from competitors, increases engagement, and has low costs, as it is created for free and can inspire other marketing ideas. However, brands should be aware of negative UGC, such as desinfluencers who advise against purchasing or using a product.