A UGC Platform is an online mode for users to publish any form of content like visual media, text, and reviews to their followers and the public.
Whether you notice it or not user-generated content exists everywhere one goes. As technology advances, our lives take place further from just in the office with colleagues and restaurants with friends. We have created a life online, collaborating on projects and sharing our significant moments with our friends online. We leave comments on our favourite posts and repost funny memes.
Obviously, it can extend wider than just entertainment; many companies optimise UGC content to improve customer relationships, user engagement and brand perception. So what exactly are UGC platforms? Why are they important? How can businesses optimise them?
UGC (User-generated Content) platforms allow online users to create and publish visual, text, and sound content while interacting with other users. Many to most online platforms have included features to support and enhance UGC. From one way to another, users have control over the media being published.
Some features included in a UGC platform:
The following are some of the most popular UGC platforms around the world:
These are only a few platforms that utilise UGC. User-Generated Content (UGC) includes any form of content (text, posts, images, videos, reviews) created by individuals (not by brands) and posted on social media or website pages. Hence, this content can exist on any website, blog, and other online platforms. As soon as a platform includes a comment section, it has become a UGC platform.
With UGC brands can heighten their customer relationship and retention rate.
By using UGC features, brands create a sense of belonging and community. For example, the comment section on a website allows users to feel included and encouraged to leave their thoughts. It shows that the brand cares for and values customers’ reviews.
The downside of UGC is that brands cannot control what content is posted. Some reviews and media can be a backlash against a product and destination. On the bright side, this is an opportunity for brands to learn about their audience and make amendments.
Content can be used effectively by brands and destinations with the right strategy and method.
According to Statista, there are 5 billion internet users worldwide who are actively interacting online. So how exactly are brands supposed to narrow down and effectively use UGC?
First, a brand needs to perform market research and decide on its target market. The more specific the better. You want to use information and content from profiles that are interested in purchasing your product or services.
Once you have eliminated billions of irrelevant users through market research, another issue can be irrelevant content. There are thousands of negligible spam and low-quality content all over social media. To curate the most valuable content, brands can optimise curation software like SnapSea to acquire relevant, valuable and high-quality content.
As we have known that UGC can be risky for its spontaneity nature. A solution that puts the brand in control of the content is through a contest. Brands and destinations can create photo contests with specific rules to monitor the content. For example, a contest can require users to take a selfie with their pet while travelling. Along with an incentive like prizes, this can create diversity and user engagement.
Empowering destination marketers all around the world.
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