What is User-Generated Content?

User-Generated Content (UGC) is any content created and published by a brand’s consumers, influencers, and other business stakeholders to their fans and followers. This can refer to images, videos, audio, blog posts, and online reviews. These contributors choose to post and promote genuine and honest content about the brands they love instead of the brands themselves.

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Transforming a 'dim future'

UGC is a smart and efficient way to share content and create brand awareness. Many users and brands create content highlighting a brand and what they love about it, which helps improve a brand’s reputation as well. For example, Apple was dealing with an issue with user dissatisfaction over the iPhone’s camera capabilities.

To gain back their users’ trust, Apple launched a UGC campaign called #ShotOniPhone. This campaign was designed to showcase the incredible lowlight pictures that everyday users can take on the iPhone’s camera.

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It ended up successfully helping Apple regain the trust of its users while saving money on development and production. Apple even made these users feel special as they used their content in Apple’s ads worldwide.

Trust and honesty matter now more than ever in relationships between businesses and their consumers. There is a low level of trust in these relationships due to the endless amounts of information on the internet and as a result, consumers see all this information as overwhelming. Therefore, as a way to deal with this feeling, consumers seek out recommendations from people that they know or from people that have the same opinions and points of view.

Overall, UGC enables consumers to see exactly how their peers are interacting with a certain brand. Consumers are being provided with honest and authentic information on a brand from their peers rather than from the brand itself.

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For more information on how to utilise UGC to maximise your brand head back to SnapSea or give us a follow on LinkedIn.