User-generated content (UGC) plays an essential role in Digital PR.
Given that 92% of consumers trust it more than traditional advertising, incorporating it into your strategies pays off.
Customer reviews, photos, and videos help brands build credibility in ways that are trickier to replicate via old-school marketing means.
It’s easy to figure out why.
While brand content and ads can come across as too polished, UGC showcases authentic customer experiences.
The wider public is more likely to relate to the material.
When the content is effective, they may even be swayed to check out your brand and make a purchase.
What Is User-Generated Content?
User-generated content refers to any brand-specific content created by users rather than the company itself.
Typically shared on social media platforms, UGC can take many shapes and forms. In the long run, it helps brands build trust.
Types of UGC
There are several types of UGC brands can use to their advantage:
- Reviews: Users leave feedback on platforms like Google or Yelp, sharing their opinions about a product or service.
- Testimonials: Companies can ask users to write or record a clip about their experience with the brand.
- Images: Users upload photos using the product or service, usually in an everyday setting.
- Videos: Users create clips showing the product/service in action or share personal stories of how it impacts their lives.
Each type of UGC has the potential to resonate with diverse audiences. A customer weighing up a purchase, for instance, will check out reviews and testimonials.
Someone who has no idea that your brand exists, meanwhile, may be influenced by a photo or video to see what you have to offer.
Characteristics of Effective UGC
With 79% of consumers admitting that UGC impacts their buying decisions, brands can capitalise on this content to drive engagement. That said, some forms of UGC are more effective than others.
Authenticity and Relatability
The most powerful UGC feels genuine. It strikes a balance between promotional and authentic, appearing as an honest endorsement.
Additionally, strong user content reflects real-life scenarios, making it easier for the audience to picture themselves using the product or service. This can be enough to make them investigate further.
Brand Relevance and Alignment
Similarly, effective UGC aligns with the brand’s overall values. A customer using your product in an inappropriate way can create backlash.
If your clothing brand promotes inclusivity, for example, users mocking your clothes for being available in larger sizes reinforce harmful stereotypes—the same stereotypes your company is fighting against.
As you can imagine, promoting this type of content will make your audience question your mission.
Benefits of UGC in Digital PR
By integrating UGC into their Digital PR strategies, brands can unlock benefits that go beyond making a quick profit.
Enhanced Authenticity and Trust
As we’ve already established, consumers trust UGC more than brand-specific content. Research by TurnTo Networks showcases this perfectly.
UGC offers real-world perspectives and comes from users who already know the brand. Their opinion often weighs more than a product description or marketing material.
Moreover, real people sharing honest feedback validates the brand’s claims. As a result, consumers feel more confident hitting the ‘Buy’ button.
Increased Engagement
According to Meltwater, social media campaigns featuring UGC see 50% more engagement, and UGC-powered email campaigns produce 74% higher click-through rates.
People are naturally curious about others. Since UGC highlights real experiences from real individuals, it’s more likely to start a conversation or attract clicks, likes, and shares.
A boost in engagement doesn’t just improve visibility; it also strengthens your community and brings you closer to your audience.
Cost-Effectiveness
Compared with other forms of Digital PR, UGC is cost-effective.
Creating high-quality marketing materials takes resources. Compelling visuals alone can take a toll on your budget.
UGC, in contrast, doesn’t require your marketing team to put on an entire production. A campaign that repurposes content your users already came up with has low production costs and doesn’t sacrifice authenticity.
Similarly, UGC makes it easier for brands to scale content production. When you have a steady stream of user materials to rely on, you can redistribute them across channels—no huge investment involved.
SEO Benefits
People spend 90% more time on websites that feature UGC galleries.
In other words, showing user experiences decreases your bounce rate, which has a positive impact on search engine optimisation (SEO).
User-generated content also frequently incorporates keywords naturally, further boosting SEO.
Plus, all the engagement UGC generates has a positive impact on your site’s visibility, even if indirectly.
It tells algorithms that you’re relevant and can be trusted, which works in your favour. The more authority you have, the more you climb in search rankings.
How to Encourage User-Generated Content
Brands keen to make the most out of UGC need to encourage users to join in the fun. Thankfully, there are a few ways to capture their attention.
Create Engaging Campaigns
Certain users may like your product or service so much they feel compelled to share it organically. Others, however, may need a little incentive.
That’s where UGC campaigns come in. Your chances of collecting user content are better if you inspire clients to take action.
To spark participation, run campaigns with strong calls-to-action (CTA) asking users to share a photo, create a video, or write a review. You can take it one step further by launching a challenge or settling on a specific theme.
Pringles did this brilliantly back in 2020 when it prompted TikTok users to showcase a can of Pringles in creative ways.
The #PlayWithPringles campaign amassed over 278 million video views across more than 340,000 user-generated videos. Each one featured a can of Pringles front and centre, bringing brand awareness to new highs.
Reference: #PlayWithPringles UGC TikTok Video
Utilise Hashtags and Contests
As #PlayWithPringles proves, hashtags help companies track UGC on all social media platforms.
Brands can follow them to engage with users and share their posts. They also make it easier to curate campaign-related content in one place.
Once you settle on a campaign hashtag, prominently display it on the brand’s website, packaging, and social media channels.
Gathering users under the same hashtag is a quick way to build a community, which can improve brand engagement by 21%.
Or, if you’re more into shortcuts, run a contest. Competition creates a sense of urgency, motivating users to contribute.
You can ask clients to share product photos for the chance to win a big prize. This will significantly boost the volume of UGC generated.
Showcase User Stories
Most UGC content may originate from users’ social media profiles, but that doesn’t always have to be the case. Brands can incorporate UGC into their own platforms.
Many clothing stores have dedicated sections on their product pages to show consumers modelling outfits with the pieces up for sale.
Similarly, Sephora’s Beauty Insider Community encourages users to share advice or tips and features a prominent gallery of user photos.
Reference: Sephora UGC Community Forum
Brands can also repost UGC on their own social media channels. This further creates a sense of community and can incentivise users to create content for a chance to be featured.
Last but not least, companies can run traditional ads with user-generated content.
Just make sure you consult with your legal department first to secure the required permissions and comply with regulations.
Successful UGC Campaign Examples
Many brands already leverage UGC to reap Digital PR benefits. Getting inspired allows you to follow in their footsteps.
Coca-Cola’s “Share a Coke” Campaign
Reference: Share a Coke Campaign Example
Coca-Cola’s iconic Share a Coke campaign kicked off in 2011.
The brand decided to replace the company logo with common names. This allowed them to create memorable experiences for fans by tapping into their desire for recognition.
They also encouraged consumers to post photos with bottles featuring their names and allowed them to order personalised products.
In the UK, the company even replaced traditional ads with personal stories emphasising the joy of sharing a beverage with loved ones.
Overall, the campaign was an international success, sparking an 11% increase in sales.
Apple’s “Shot on iPhone” Campaign
Reference: Apple Shot on iPhone UGC Example
Apple’s Shot on iPhone is another great example of a UGC campaign that was done right.
To highlight the quality of the smartphone’s cameras, the brand provoked users to share photos taken with the device on social media.
The company also created a site where users could upload their best shots and partnered with influencers to create visually appealing content with iPhones.
To top it all off, they came up with an ad featuring a montage of photos taken by regular users.
Before long, iPhone sales reached a new record, and the campaign generated over 70 million interactions only on Instagram.
GoPro’s #GoProChallenge Campaign
GoPro does an amazing job at highlighting UGC through the GoPro Awards and a series of exciting challenges.
The company asks users to capture footage using their GoPro cameras and submit it for a chance to get featured on social media or win prizes.
GoPro also runs specific challenges like Photo of the Day, Anything Awesome, and #GoProSnow to inspire users to give it their best shot.
Additionally, they create highlight videos of users’ clips that gain traction on digital platforms. All these efforts serve a double purpose - they showcase the camera’s features and build a solid community around the brand.
Final Word
User-generated content elevates your Digital PR efforts, allowing your brand to reach more people and build trust.
By encouraging your audience to share their experiences, you can harness UGC to level up your marketing game without breaking the bank. At the end of the day, satisfied clients make the best brand ambassadors.
