UGC - The Rise and Rise of the Super Fans
Marketers call it UGC or User Generated Content - in essence it’s where you turn your brand fans into super fans, getting them to help your marketing efforts with authentic commentary from their USER point of view. Including - but not limited to - the use of paid influencers, testimonials, product use demo videos, commenting and sharing on your socials, quizzes and customer photo uploads are all part of the UGC landscape and are all on the up.
Anyone who has worked with us will know how much we love a good testimonial, some social proof and the power of ambassador videos!
In the ‘2022 Consumer Acquisition report for UGC’ the stats and trends for the year ahead were broken down and amongst them showed:
28% increase in conversion when UGC was combined with paid social advertising
12 x more engagement for brands using UGC
66% of brands increased their budgets to allow for UGC creator content
UGC outperformed traditional content - in terms of grabbing consumer attention - by up to 50% last year
Pretty compelling stats!
Combine this with the fact that the platforms are also investing heavily in the mechanics that bring UGC to the fore:
TikTok has committed to supporting longer form content this year
Meta is rolling out Reels to more countries to drive video usage and is even testing ad-revenue sharing for creators.
All users can now tag products in their instagram feeds - starting with users in the US. This means that not only businesses can tag but their customers can too - with a direct link to shop your products = game changer!
However, it’s not a magic ads plaster.
Like any content, a lot of UGC needs to be poured in, invested in and TESTED to find what works for each individual brand. Campaigns need time to grow and hero content will still need to be refreshed and replaced regularly.
If you’re looking for more inspiration or a strategy on how UGC would work within your campaigns, please get in touch.