UGC — what is it and how to start using it?

The world of marketing is ever-evolving. You might be used to thinking that influencer marketing is the marketing of our times. If so, those times are behind us. Meet UGC, or User Generated Content, which is effectively pushing aside artificial influencer campaigns. Plus, if you make an effort, you can get UGC for free.

What's the value of UGC?

Let's start with the basics, the definition of UGC. User Generated Content, roughly translated, means Content Generated by the User. This includes photos, videos, reviews, opinions, or posts on social media created by customers based on a purchased product or service. That's right, customers — the keyword here. By design, these aren't paid collaborations, and the content they generate is spontaneous and incredibly authentic.

Authenticity in Media

A lack of authenticity is currently the biggest pain point of social media. Fake content is glaringly obvious, to the point where authenticity is one of the highest compliments one can give to a brand or creator. If they are perceived as genuine, they win in terms of image. Not long ago, most social media users struggled to differentiate sincere recommendations from paid partnerships. Influencers advertised vigorously and without verification. Thankfully, those days are behind us. Audiences no longer blindly trust influencers, and influencers now scrutinize brands more closely before collaborating. However, trust has been compromised, and the reputation of influencer recommendations has been significantly tarnished.

The Office of Competition and Consumer Protection (UOKiK) played a significant role in this change by declaring war against undisclosed advertising collaborations and spreading awareness on the subject. And so, we arrived at a point where UGC became the breath of fresh air and authenticity.

Real content, but for how long?

In its original form, UGC is unsponsored and spontaneously created by genuine brand consumers. Recommendations from non-influencers proved to be more credible and often more effective. But as the UGC trend evolved, individuals began specializing in creating this type of content, and brands were ready to pay. The nature of these contents remains consistent — to the average consumer, they appear spontaneous and sincere, regardless of whether they were commissioned by a brand or emerged organically. As with influencer marketing, it will take some time before this phenomenon is widely recognized.

So what can we do in the meantime? Capitalize on this trend, of course!

Invest in UGC, but do it wisely

Using UGC on a micro scale means reposting photos and stories of customers related to our product or service. It's also about designing user experiences to provoke these natural reactions.

How? It's essential to be creative.

If you run an online store, pay attention to how products are packaged. Ensure they are packed aesthetically; you might also want to add a personalized note (even if it's always the same). There's a good chance a beautifully packaged parcel will end up in a customer's Instagram story.

Running offline services? Create a space begging for a memorable photo.

You can also offer discounts, vouchers, or gifts to customers who post about your brand. Then repost everything on your channels and watch trust grow!

Not just trust. What benefits does UGC offer?

What can your brand gain by incorporating regular UGC into communication:

1. Credibility: Which message resonates more with you: a friend's recommendation or promises from an advertising campaign?
2. Engagement: Your content is created by brand users. Is there anything more indicative of an engaged community?
3. Strengthening świadomości marki: Recommendations from so-called "ordinary people" stick in our memory better. The cumulative micro-reach of your customers can significantly impact spreading brand awareness.

How to leverage UGC? 5 proven ideas for everyone

1. Create a unique Hashtag: This could be the brand name, product, or a unique name directly related to the brand. Encourage customers to use the hashtag when giving reviews, stories, or photos.
2. Reviews and opinions: Always encourage customers to leave a review. Even if it's not perfect, your response matters — there's no room for emotion or unprofessionalism here.
3. Customer stories: Use stories where your product/service helped a customer solve a problem or achieve success. Create content based on them for different platforms.
4. Contests and challenges: Organize competitions that prompt users to create brand-related content. This builds relationships and strengthens the brand community.
5. Build a community: Broadcast channels on Instagram, Facebook groups, or even live streams on Tik Tok — choose a platform and format suited to your audience and provide them value while collecting their experiences in one place.

Chances are, over time, we'll become immune to UGC, just as we became immune to influencer recommendations. However, this communication trend currently exists, is thriving, and most importantly — it works. So it's worth introducing UGC into your communication. I especially recommend the real, authentic content created by satisfied brand customers.