User-Generated Content (UGC): Examples & How to Create It

If you are looking for reviews on products on the internet, you will see some content in the form of text, video, or testimonials. This kind of content is called user-generated content (UGC). UGC is getting important in the marketing scene to boost brand awareness and engagement. 

Then, what is UGC and how you can use it for your brand? This article will break it down for you, so read until the end!

What Is User-Generated Content?

User-generated content (UGC)–or consumer-generated content–is content created specifically for a brand by social media users. The output can be a text review on the website, a video on social media, or other platforms. 

UGC is getting more essentials as the social media users increase day by day. In the UK, there are 56.2 million active social media users per January 2024. Thus, UGC can be an effective approach to target audiences. 

Moreover, 93% of marketers concur that consumers trust customer-generated content more than brand-generated content, according to Tintup's 2021 State of UGC survey.

In addition to that, according to a Nosto survey, 79% of respondents say UGC has a significant influence on their decisions to buy, and consumers find UGC to be 9.8 times more influential than influencer content.

Peer-influencer marketing is the most successful marketing strategy, among both consumers and marketers. Thus, including user-generated content in your marketing strategy to establish a trustworthy relationship with your audience and consumer community is recommended.

Why Is User-Generated Content Important?

User-generated content is important for your brand since it can give you several advantages as follows:

1. Authentic Content

Because UGC content includes real user comments and feedback, prospective buyers are more inclined to believe recommendations from actual users of a product or service than from the business itself. This can enhance the brand's reputation.

2. More Loyal Customers

Because people provide content instead of formal company representatives, UGC can increase consumer loyalty by incorporating users into the branding process.

3. Search Engine Optimisation

Positive consumer reviews can boost a brand's Search Engine Optimization (SEO). Customers who regularly provide UGC on their blogs might contribute to the visibility of relevant products in search engines by including backlinks to the product website. Additionally, by analyzing terms that clients use frequently, keyword research can be optimized.

4. Cost-Effective

For businesses looking to advertise their goods or services without breaking the bank, UGC is a cost-effective choice. The majority of user-generated content comes from unpaid consumers who share their experiences using products or services.

Types of User-Generated Content

In general, there are two major UGC types, which are organic and paid user-generated content. Below are the detailed explanations of both types:

Organic UGC

Organic UGC is the content that customers create honestly and authentically. Usually, this is what the potential customers look for before purchasing products or using services. This type of UGC is divided into some other types, such as:

1. Videos

YouTube videos and social media can be excellent sources of user-generated content. In fact, a lot of YouTubers and TikTok users post products that they recently purchased, showcasing multiple brands in one video. 

They will also reveal their opinions about your product by sharing the video or the excerpt that mentions your brand.

2. Reviews

Reviews are user-generated website content that is also can be found on social media. You can use positive reviews and ratings to demonstrate social proof. Moreover, testimonials can also be transformed into small images that brands can post on social media.

3. Social Media Content

Social media like TikTok, Instagram, and X have become places to post positive reviews about brands. They can post written reviews on Tweets or captions as well as videos explaining their experience with the brand. 

When you find some, you can share it to the story, retweet it, or repost it to your brand’s official social media account. 

4. Photos

Users usually will post photos of them using the products or a comparison of the before and after using them together with descriptive captions. They also often use hashtags to gain more engagement. You can leverage this moment by creating specific hashtags for your brand so that when prospects look for your brand, they can immediately find you and the reviews. 

5. Blog Post

If you search for reviews on a search engine, you will find blog posts about users' experiences with the products. In fact, you can leverage this kind of UGC to gain backlinks to your website every time bloggers write positive reviews about your brand. 

Paid UGC

Paid UGC is what we call “endorsement” nowadays, in which you approach certain UGC creators to ask them to write reviews on your brand. If you have reached an agreement, you can use the content they produce and post it as user-generated content on your website or social network platforms.

Examples of User Generated Content

You can easily find UGC on any online platforms including website and social media. Below are some examples of UGC you can learn:

1. Reviews on Website

There are some sites where users can post testimonials or comments on brands. Not only that, some service providers like cmlabs also have a specific section on the website for reviews that clients can read before choosing to partner. 

Here is the comments section on the cmlabs website:

2. Instagram

UGC on Instagram usually uses specific hashtags that people utilise for posting content. With that, you can encourage Instagram users to purchase the products. An example of the hashtag is #sheinhaul in which you can find people posting about what they purchase in Shein, a clothing brand.

3. TikTok

Similar to Instagram, TikTok has become one of the video-sharing platforms for posting a video review. Usually, people will post unboxing videos, comparison videos, or explanation videos. With the predicted number of users to 15 million in 2025, TikTok can be an effective platform to share reviews and boost brand awareness. 

4. YouTube

Review videos on YouTube usually have longer duration compared to Instagram and TikTok ones. Generally, reviewers on YouTube will explain more detailed information about the product and even test it directly for more real experience. 

Not only that, reviewers on YouTube can review more than one product in a single video which is suitable for users looking for product recommendations.

How to Create User-Generated Content

Now that social media usage is getting bigger in the UK, it is recommended that you leverage this moment to spread your wings by using UGC. Below are some best practices you can follow regarding user-generated content:

1. Pay Attention to Consent

Users may willingly create reviews for themselves, but not all users want their content to be shared with a wider market. Therefore, it is a must to ask for their permission whenever you want to share the content. 

Your branded hashtags may be used by users without them being aware that you have linked them to a campaign. Re-sharing that content without permission is regrettably a surefire way to destroy goodwill and irritate some of your most ardent brand supporters.

By requesting permission, you are demonstrating your appreciation for the original poster's work and encouraging them to share it with your audience. Additionally, it keeps you out of trouble with copyright issues.

2. Determine the Objectives and Strategies

If you want to use UGC for your campaign, make sure that you already set the goals and strategies to do so. You must know your target audiences and what you plan to get from the UGC campaign. Then, share your clear UGC request wherever people are likely to engage with your brand.

3. Credit the Original Creator

Give the original creator of any user-generated content you post on your social media channels due credit. In the post, you should tag them directly and specify if you are using their words, images, etc.

If you intend to distribute user-generated content on social media, make sure the creator wants credit on each network. Giving content authors due credit is a crucial part of acknowledging their efforts. It ensures that people continue to be enthusiastic about utilizing and sharing your brand.

Those are the ins and outs of UGC you can learn. In conclusion, using UGC can be beneficial for your brand, especially if you want to increase brand awareness, enhance engagement with audiences, and reach wider prospects. 

Moreover, UGC can support the SEO efforts you are doing to your site. But, UGC alone is not enough for your site. You need a more comprehensive SEO strategy to win the digital market.

In this case, you can entrust the SEO plans to SEO Services by cmlabs. We at cmlabs will aid you in implementing on-page, off-page, and technical SEO. Tell your SEO needs to us now for free!