UGC | amber à la mode

What is UGC?

User-generated content (UGC) is any form of content that has been created and shared by real users to make genuine connection to consumers online. This content includes the user’s opinions, ideas, thoughts, and overall review of a product from a brand. This new word of mouth practice is immensely honest and passionate.

Why UGC?

The way in which people are consuming and creating content are changing. In an era where it’s easier than ever to be dealt misinformation, consumers are adapting to find content that matters to them. As a result, UGC has risen above other marketing trends. In short, people buy from people. They trust people like themselves to tell the truth and have their best interests at heart. They don’t want to see perfection or insincere influencers. They want authenticity. This is where UGC will benefit your brand.

The Goal

The creation of organic content builds brand awareness and helps to reach goals on desired social media platforms. UGC proves to an audience that a product works and is worth purchasing. This new short-form video as format increases consumers’ trust in a brand and results in enhanced revenue growth.

The Benefit

UGC is a digital marketing asset that presents a brand in an authentic and organic light. Consumers are no longer resonating with unrealistic campaigns curated by brands. They want to see real people, real stories, and real everyday users they can relate to and trust.

Influencer vs UGC

Although the two are similar in the type of content produced, they differ in every other aspect. An influencer uses their platform and audience to promote products and brands, while a UGC creator creates content for brands to use on their own social media platforms, ads, websites, etc. Because the content is created directly for the brand, UGC is more strategic and closely aligned with the brand’s platform rather than an influencer’s content. With influencers, you’re paying for their audience; With UGC creators, you’re paying for their content.

Gone are the days where consumers blindly accept content the way it’s been traditionally served. Instead, customers are now demanding more authenticity, and they want personalized online experiences to match.

The numbers don't lie . . .

90%

of consumers say authenticity is important when deciding which brands they like and support

56%

of consumers say UGC photos and videos are the content they most want to see from brands

79%

of people say UGC highly impacts their purchasing decisions

5x

greater click-through rates of ads with UGC