Internet users have already learned to avoid advertising and actively develop "banner blindness." The business has a question — how to promote its product or service if the usual advertising becomes ineffective. The answer is on the surface — it is UGC, user content. Below, we will tell you who generates and thinks UGC, which creatives are more relevant, and how to improve them.
The point of UGC is that when we like a brand and a product, we post branded items and images with hashtags and take pictures against the background of certain products, buildings, and retail outlets. This kind of user-generated content is what helps in promotion — it looks human and simple and helps gain the trust of others. It has covered almost all spheres of business and has been modified so much that any product can be promoted with its help. Photos, videos, stories — these are more complex and resource-intensive variations of UGC. On the web today, you can see how UGC carriers are picture quality improvers to expand their audience.
Who Creates UGC Content
The definition of “UGC content” appeared not so long ago. The first vivid examples of information from users were reviews and comments on social networks. The secret of user-generated content is simple — it is natural. Besides the fact that people tend to trust live recommendations, they are still tired of the abundance of professional advertising they see every day on the Internet and beyond.
The first generators of it were ordinary social media users. Ordinary people who are users of brands post photos, videos, and themed content online.
UGC creators are people who can aesthetically shoot and edit photos and videos on their phones or cameras. Celebrities and bloggers with large audiences are professionally engaged in creating user-generated content. Any creative person from 16 to 50 years old with a quality camera on their device and the ability to use editing apps can work. The most serious thing is a gadget with a good camera and the necessary tools for editing and smoothing photos.
Types of Relevant UGC Content
Creatives can be different, and the result can be different. On the one hand, we primarily see reviews and work on social media reputation. On the other hand, we also need to focus on the degree of likelihood that the reader will share or ignore this content.
Each type of user-generated content helps solve a specific problem.
Types UGC | Objective |
Reviews | This is how customers demonstrate their opinion about the product. This helps the company to get feedback and provides other users with proof of the demand for the products. |
Comments | One of the most common and simple types of content. It is published in blogs, posts, and thematic communities. Comments show readers how interesting the material is, and initiate discussions and debates. |
Content from users: photos, videos, product drawings, articles. | The creation of designs and drawings usually takes place in the format of contests. This motivates a loyal audience to talk about the brand and cooperate with it. It is to generate quality content using special tools like removing things from pictures. |
Challenges and flash mobs | Increasing reach with an emotional component. The challenge of society quickly and qualitatively hooks people. |
Stories | Increases reach by running a specific hashtag. A more complex type of content, usually involving bloggers with large audiences. |
User experience | Videos are shot on various topics. Clients create creatives with the company's products, film moments from life, and prepare videos about the company. |
Memes | Quickly captures the attention of community members and builds brand awareness. This is quite situational content, and it is to catch the trend. |
How to Make UGC Better
The UGC meaning is quite significant in promoting brands as it evokes trust from the audience. Its effectiveness directly depends on its attractiveness and quality. Here's how it can be realized:
Research the brand and the assignment. Analyzing the corporate identity and tone will help maintain the brand identity. It's also worth being clear about what elements to avoid so that the content is in tune with brand expectations. Outline the boundaries of the creative — this will make it the best fit for both the company and the audience.
Identify the target audience. For quality content, it is important to consider the interests of the audience. Minimum segmentation can include age, gender, and preferences.
Use personal experience. Content that comes from personal experience and testing is the most authentic.
The finished creative should be checked for quality and consistency. If you're showing an Android app, there should be no iPhone screenshots in the footage. Details make the content believable. UGC content is often created on a smartphone, which adds to its naturalness. However, keep an eye on sound, light, and no unnecessary elements in the frame. Use the best camera for content creators. For videos, dynamism is important. The first three seconds should attract attention, and the whole video should hold the viewer's interest.
How to Improve the Quality of Creatives
To improve the quality of the content you create, we recommend following the following rules:
Versatility. Add subtitles so that the content is accessible even for those who watch the video without sound.
Organicity. Match the background and the actors' clothing to the season. This will add to the naturalness. Avoid overuse of filters as they can reduce the accuracy of the content.
Relevance of formats. Keep an eye on trends and platform updates. For example, new social media ad formats can be a tool to increase reach.
Creating quality user-generated content is a process that requires attention to detail and a deep understanding of the brand and audience. Use testing, optimize your content with processing tools, and regularly analyze its effectiveness.
How to Attract Readers to Create UGC Content
All means are good for effective business promotion. How to attract your readers to create creatives without large financial outlays:
Barter. The essence is that we come to the opinion leader with an offer to make a review of the product, give a recommendation, or publish a photo with the product in return for a gift.
Commercial co-operation. It implies the payment of a fee for one post in a social network. Prices vary within a wide range. The most popular bloggers can cost up to a million or more.
Discount or review bonuses. This type of motivation is used in marketplaces. The buyer receives a parcel with the offer that, for his review, you can get bonuses, a coupon, a promo code, and so on. Such a reward is favorable to regular customers, and their creativity will be real and useful. Challenges, product drawings, and commenting — these are also activities for those who are not indifferent to the brand.
Big brands are already familiar with the benefits of user-generated content. Many realize that UGC is future and profitable. However, there are still few specific specialists in this field. As a rule, community managers, Internet marketers, and SMM specialists are engaged in such promotion.
