User-generated content (UGC) creators may not be who you think they are.
First, the big picture: Overtly salesy advertising is losing its effectiveness. Today’s consumers trust the opinions content creators share on platforms like TikTok, Yelp, and Instagram over branded messaging created by a marketing team.
Smart brands are increasingly using UGC on their own channels. Ever shop for a T-shirt online and see images and reviews from people who already bought it? You may have found a photo of someone who matches your height and body type. You may have scanned their review, thinking it’s more likely to give you an accurate sense of how the sweater fits.
The person wearing that sweater is a UGC content creator. But what is that, exactly?
What is a UGC content creator?
A UGC content creator is someone who produces and shares content featuring brands or products, often in a more authentic and relatable way compared to traditional advertising.
A UGC creator may share, for example, their opinion or experience with a product or service in the form of a review, a video, a blog post, and more.
There are two types of UGC creators:
- Organic UGC content creators: Consumers who create content about brands or products they use without being paid by the brand to do so. Unlike influencers, these UGC creators don’t necessarily have a large social media following.
- Professional UGC content creators: Content creators who are sponsored by brands to produce content that feels authentic. This kind of user-generated content has the same impact because it’s relatable and more like a straightforward review rather than an advertisement. Because brands typically own the end product and promote it on their own channels, whether a UGC creator has a large following is less relevant than it would be in influencer marketing.
What is UGC?
UGC is any type of media created by a user rather than a company or brand itself. UGC creators can produce various types of content, including:
- Social media posts (images, videos, stories)
- Reviews and testimonials
- Unboxing videos
- Podcasts
- Tutorials and how-to guides
- Blog posts
UGC builds a sense of authenticity, engagement, and trust with audiences.
Which platforms are most popular among UGC content creators?
User-generated content shines on different platforms in unique ways, helping brands connect with audiences where they’re most active.
Here’s how UGC works across some popular platforms:
- Instagram is a go-to for visual UGC, where customers share product photos and experiences through posts, stories, and creative reels. With hashtags and location tags, brands can quickly find UGC with an aesthetic polish that aligns with Instagram’s vibe.
- TikTok thrives on short, clever videos that are perfect for UGC challenges and product demos. The “duet” feature allows users to create a split-screen video with a brand’s existing video. TikTok’s algorithm favors authentic, unfiltered posts, making it a top choice for raw, engaging UGC that spreads quickly.
- YouTube allows for deeper dives with long-form content like product reviews, unboxings, and tutorials. UGC here has a long shelf life, serving as a resource for new customers well after it’s posted.
- Facebook supports diverse UGC formats, from customer reviews and group discussions to live product demos. Its community-driven nature makes it great for fostering brand loyalty and discussions.
- X is ideal for real-time UGC, with product mentions, feedback, and campaign participation happening in quick, conversational posts.
Each platform offers unique ways for brands to engage customers authentically, giving UGC creators plenty of room to make an impact.
How do brands use UGC creators in their marketing and engagement efforts?
Consumer brands increasingly use both professional and organic UGC creators to reach target consumers. This approach allows brands to tap into authentic customer experiences while also maintaining some control over the content quality.
Here are some examples of how brands have harnessed their power:
Image of Center Parcs’ activity-specific social UGC galleries from the customer story
- Contests: Starbucks launched a creative campaign that encouraged customers to decorate their iconic white cups and share their designs. The winning creations were used as templates for actual Starbucks cups, generating nearly 4,000 entries.
- Challenges: Apple’s ongoing #ShotOniPhone campaign has been hugely successful in showcasing the capabilities of iPhone cameras by featuring UGC on Apple’s Instagram feed, addressing concerns about camera quality.
- Visual UGC: Eco-friendly brand NAVY Hair Care used visual UGC to practice social listening while engaging online shoppers, driving a 264% increase in repeat visitors. The brand uses Emplifi’s Checkout Comments to both highlight and solicit buyers’ perspectives on why they bought an item. The brand garners an average of 360 Checkout Comments per week.
- Geofencing: Center Parcs, a European network of holiday villages, uses geofencing to collect UGC from within a 500-square-foot area around their properties from real guests. The brand then seeds this content across critical points of the customer journey. For example, it featured activity-specific social UGC galleries live across its website.
How does UGC content boost SEO rankings?
UGC can really boost SEO by making a website more engaging and relevant to search engines like Google. Here’s how it works:
- Fresh content: UGC, like reviews and comments, constantly adds new information to a website. Google loves fresh content, so this can help with ranking.
- Natural keywords: Real users often use keywords in reviews and discussions that potential customers are also searching for. This helps a website rank for more specific (long-tail) keywords without extra effort.
- Engagement signals: UGC encourages people to spend more time on a page by reading reviews, watching testimonials, etc. Google takes notice of this “engagement” and sees it as a sign the content is valuable.
- Backlink potential: Great UGC can lead to more people sharing links to a site, which boosts authority and ranking. Google ranks pages with quality backlinks higher in search.
- Local SEO boost: For local businesses, reviews on Google and Yelp are critical. Google ranks businesses with recent, positive reviews higher in local search results.
In short, UGC keeps content fresh, encourages interaction, and brings in natural keywords and backlinks. This makes it easier for search engines to rank the site higher.
How can businesses motivate and inspire UGC content creators to produce more content?
Businesses can encourage organic UGC creators to produce more content by making them feel valued and engaged.
Here are some effective strategies:
- Offer incentives: Provide rewards like discounts, freebies, or exclusive access to new products. This motivates creators to share their experiences.
- Run contests and challenges: Host fun contests that encourage creators to produce content for a chance to win prizes or be uniquely featured in branded content.
- Feature their work: Showcase UGC creators on your website or social media channels. Giving creators a spotlight makes them feel appreciated.
- Engage directly: Like, comment, and share their posts. Direct interaction shows that you value their contributions.
- Make participation easy: Use specific hashtags or simple submission processes so creators know how to share their content.
- Provide clear guidelines: Let creators know what kind of content you’re looking for. This helps them produce relevant and high-quality material.
By making UGC creators feel like a vital part of your brand’s community, you inspire them to keep contributing.
What metrics should I track to measure the success of campaigns involving UGC content creators?
To measure the success of campaigns involving UGC content creators, focus on these key metrics:
- Engagement rate: Track likes, comments, shares, and saves on UGC posts. High engagement shows that the content resonates with your audience.
- Reach and impressions: Measure how many people saw the UGC content. This helps assess the overall visibility and brand exposure generated by the creators.
- Conversion rate: Track how many viewers of the UGC actually take action, like clicking a link, signing up, or making a purchase. This shows how effective the content is at driving results.
- Traffic: Look at website traffic from UGC posts. This includes referral traffic from social media and direct traffic from unique links provided to creators.
- Click-through rate (CTR): Measure the percentage of people who clicked on a link in the UGC post to visit your site or landing page. A high CTR indicates strong interest.
- Follower growth: Monitor increases in social media followers after UGC campaigns. It reflects new people discovering and following your brand through the creators.
- Customer feedback: Pay attention to comments and feedback on UGC posts to understand customer sentiment and brand perception.
- Return on investment (ROI): Calculate how much revenue or valuable action was generated compared to the cost of the UGC campaign.
These metrics help you understand the effectiveness of UGC in boosting engagement, brand awareness, and sales.
What’s the best way to curate and moderate content from UGC content creators effectively?
Start by giving creators clear guidelines on tone, style, and content expectations to keep submissions aligned with your brand.
Encourage creators to use specific hashtags – or tag your account – to make it easy to discover their posts. Using Emplifi’s UGC platform can help collect and curate content, saving time and maintaining quality.
Regularly review incoming submissions, prioritizing high-engagement posts that reflect your brand or company’s values, then ask for permission to use them. Always credit the creators to build trust.
Featuring standout UGC on your channels and engaging directly with creators not only strengthens community connections but also encourages ongoing contributions, keeping the content fresh, authentic, and aligned with your brand.
How does content from UGC content creators affect customer trust and conversion rates?
UGC content is a game changer for customer trust and conversions because it feels real. When people see others genuinely enjoying a product — whether through a review, a photo, or a video — it gives them confidence that it’s worth trying. It’s like getting a recommendation from a friend instead of a traditional ad.
UGC helps customers imagine themselves using the product, which makes them more likely to make a purchase. Seeing real people talk about or showcase a product creates a sense of reliability and authenticity. This naturally leads to higher conversion rates because potential customers feel reassured and connected to what they’re seeing. In short, UGC builds trust and makes people more comfortable hitting “buy.”
