What Is User-Generated Content and Why You Should Start Creating It

The absolute explosion of social media and content creators has brands paying creators and users to shoot the brand’s products or services as they use them in their homes. It’s called user-generated content. This results in videos and photos that feel more authentic to other consumers. In this economy, that’s a good thing! Now content creators can produce branded videos quickly and easily and get paid to do so. But just what is user-generated content exactly?

What Is User-Generated Content?

What is UGC? It’s a term growing in use and popularity, but what does UGC mean for a creator? “User Generated Content” is organic content created by artists and creators that is then shared by brands to promote their products or services. Because it’s made by “regular” people, it has an authentic look and feel. Brands love this native look, and it’s growing in popularity over more polished, scripted content. In fact, according to a survey by social content marketing platform Stackla, only 19% of consumers find brand-created content authentic, and as few as 10% find influencer content convincing. In contrast, a whopping 80% say UGC highly impacts their desire to make a purchase. UGC can include testimonials, demonstrations and instructions, such as DIY, recipes and how-to guides.

UGC vs. social influencing, what’s the difference?

While influencers spend years growing their audience, UGC creators don’t need to. They simply need to create content authentically and let the brands promote it on their channels. Unlike sponsored content, UGC usually lives on the brand’s pages or is used in ads across social media channels. Sponsored content is promoted by the influencer to their audience on their own channels.

Plus, it’s paid! So the creator economy benefits from this high demand for UGC. Yes, it could be argued that this paid, branded content is not genuinely user-generated, but for now, brands are okay with acquiring it this way. Brands just love the way this freelance-generated content looks like UGC.

9 reasons you should start creating UGC

1. UGC is on the rise, and it benefits creators to learn how to create this type of content which is in demand by brands now.
2. UGC is relatively easy to create because often it’s filmed on your phone in your home. 
3. No expensive cameras are needed. UGC is cheap to create.
4. User-generated content projects allow you to build relationships with brands. While there may be a script, brands also love seeing your personality and often want to work with UGC creators regularly.
5. Creating UGC allows you to be authentic and build your brand. 
6. UGC content shared on brand pages may help you grow your following. Just ask if they are willing to tag you. Many brands are!
7. UGC creators get to try new products and often get free swag in the process of filming their videos. 
8. You may get to work with your friends if brands ask you to “cast” other talent to be in your video with you. And if you’re a filmmaker or content creator, you may be casting your friends.
9. UGC can be virtually anonymous, like a recipe video showcasing food and hands.

Examples of effective UGC

User-generated content examples abound on social media. Here are some of the most common types of UGC created by different types of content creators.

• Instructional videos – Recipes, how-to’s, hacks and DIY videos are some of the most effective at driving sales.

• Testimonials – Users describing and demonstrating how they benefit from a brand’s product

• Demonstrations – Can be as simple as trying on the product or using the service.

Tips for creating effective user-generated content

“Storyselling” is a methodology to craft highly effective UGC. Here are the steps.

First, think about how to get the audience to stop scrolling and watch your content. This method of arresting attention is called a thumb stopper. You need a strong opening visual, statement, or camera movement. Spend time developing the thumb stopper and pay attention to what performs best both for your audience and the followers of the brands you work with. Brands may want to see multiple intros, so brainstorm away!

Next, highlight the main problem the product or service may resolve for people. Ask a question about a common problem, then show how using the brand’s products or services solves that issue. To find out what users want to know, browse the comments section.

Third, showcase a demonstration of the product. This is where your authenticity as a real product user shines through. Use your own life and work as an example of how the product or service helped you and improved your life. Show as many benefits and features as you can in your demonstration. Keep your tone authentic and avoid sounding canned or sale-sy. Be yourself as much as possible. This is the whole point of user-generated content–the native look and feel.

Finally, include a call to action. Tell the audience how to purchase, download, or find the products and services. Build a sense of urgency by inviting the audience to swipe or click. Limited-time offers and discount codes work great as calls to action, so see if the brand offers those. Let your audience know these offers are unique to you and that you want them to save time and money by taking advantage of them.

Also, consider making a spec ad for one of your favorite brands. It may be as simple as grabbing your phone and coming up with a great concept to win their attention.

Wrap up

We all know the importance of video in advertising, but now that you are familiar with what user-generated content is, you can take full advantage of this opportunity to create it yourself. Grow your client list and generate more work for yourself faster simply by using your phone to create the kind of thumb-stopping UGC we’ve outlined here. Go on, try it! It’s easy!