User-generated content (UGC) is a newish type of advertising embraced by the public for its authenticity. A form of marketing that originates from the horse’s mouth, it has the potential to build trust, foster loyalty, resonate with audiences, and empower past clients to do your work, at least in part, for you.
Why is UGC Distinctive?
User-generated content is precisely what it sounds like: content created by customers (in the form of images, text, videos, and more). Instead of a company relying on a marketing consultant or its in-house branding strategy, UGC encourages customers to be part of its advertising arsenal. This tactic tends to humanize any product or service, empowers clients to have their voices heard, and allows marketing to come from a more genuine place.
UGC content is not as popular as traditional types of marketing, but it is becoming increasingly prominent on platforms like Instagram, TikTok, Facebook, and YouTube. These platforms enable companies to easily source user-created content.
The Benefits of These Types of Ads
User-generated content offers a more authentic flair since customers are in charge. This, of course, translates into various benefits. Some perks of this practice include the following:
Lower marketing costs (sometimes, dramatically lower or free)
Higher engagement from audiences
Flexibility (UGC can come from testimonials and reviews, or paid content, and everything in between)
Better ad performance
Creating Effective UGC Ads
There are several keys to creating effective UGC ads, including the following:
Select content from real customers, as this helps keep things authentic
Rely on storytelling, such as how a product solves a common problem, just as you would in other types of marketing
Partner with brand advocates and influencers (again, use real customers)
Engage in trial and error, as specific formats might resonate more with your customer base
Urge customers to create UGC through coupon codes and discounts
UGC is an emerging component of modern marketing, one that may be very cost-effective. If you have any questions about using this format or anything else, give us a shout, and we’ll be happy to help.
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