Consider involving customers in your communication through user-generated content (UGC) to enhance engagement and authenticity. If you haven’t yet involved customers in your communication strategy, it may be time to consider it. In theater, this is known as breaking the fourth wall; in marketing, it’s user-generated content (UGC) or word-of-mouth. If you’re hesitant, read on to see why it matters and how to incorporate it into your strategy.
Why Integrate User-Generated Content?
User-generated content (UGC) is a cost-effective advertising tool that often yields a high return. It also resonates more deeply with today’s consumers, who are increasingly skeptical of overly polished brand messaging. With ads reaching consumers at every turn, authentic, relatable voices from other users tend to be more impactful than crafted messages. UGC spreads more organically on social media, reaching potential clients more effectively and fostering a stronger connection with existing ones.
Moreover, social media algorithms, such as those on Facebook, tend to favor posts with natural engagement potential. Social networks aim to keep users engaged longer, and data shows that “earthier,” more “human” posts capture attention and resonate.
U.S.-based social media marketing agency Wyng conducted a survey involving 100 consumers and over 300 advertising professionals. The results revealed significant differences in perception: advertisers believed users were motivated by the chance to win prizes, but only 32 % of consumers agreed. Surprisingly, 60 % of consumers said they created UGC for the chance to gain recognition by having their content featured on brand profiles.
The survey also showed that consumers are inclined to share content about brands they like, aiming to introduce them to friends and acquaintances. However, only 14 % of advertising professionals anticipated this level of voluntary consumer advocacy.
Additionally, 84 % of professionals reported that their brands were hesitant to actively encourage customers to create UGC, with only 16 % using clear guidelines to encourage content creation and sharing.
Why Encourage UGC and Provide Clear Guidelines?
- 53 % of consumers appreciate brands that clearly define UGC guidelines.
- 42 % would like brands to share UGC examples, helping those who want to create similar content.
- 93 % of consumers said UGC (photos, videos, reviews, testimonials) helped them make purchasing decisions.
- Brands that integrated UGC saw a 25 % increase in ad performance, a 29 % rise in conversions, and an 88 % boost in social media engagement.
Wendell Lansford, a co-founder of Wyng, summed up the survey findings: “With 85% of consumers saying UGC is more persuasive than brand-created content, marketers should pay attention. Brands need a proactive strategy that inspires consumers to create content and leverage it to enhance the effectiveness of all marketing channels.” This is precisely why UGC deserves attention!
Successful Examples of UGC Campaigns
- Fashion blogs on social media are incredibly popular. Thousands of users share their outfits daily with the hashtag #OOTD (Outfit of the Day). Fashion brand ASOS tapped into this trend by creating the “As Seen on Me” section on their website, showcasing customer photos of ASOS-purchased clothing. Customers can upload photos directly to ASOS.com or use the #AsSeenOnMe hashtag on Instagram. This feature allows prospective buyers to see how the clothing looks on real people.
- Another famous campaign was Starbucks’ “White Cup Contest,” where the brand encouraged customers to creatively decorate their cups and share photos on social media using #WhiteCupContest. In return, participants had the chance to win a $300 gift card and receive a reusable cup featuring their design. The result? Numerous visually appealing social media posts, extensive sharing, increased organic reach, and a large collection of user-designed cups for the brand.
- Home goods brand Parachute also took a unique approach, avoiding overly stylized product imagery in favor of authentic photos. Parachute encourages customers to post images of their decorated spaces using Parachute products with #MyParachuteHome. These photos are used not only for daily social media content but also in ad campaigns. This UGC campaign resulted in a 35 % higher click-through rate and a 60 % reduction in advertising costs.
There are many more examples and success stories like these. Don’t hesitate—discover the power of user-generated content for yourself! UGC has proven powerful across industries. Start tapping into this strategy and unlock its potential for your brand!