The internet thrives on content, and as consumers become jaded to polished brand adverts and influencer campaigns, more people have grown to trust the content that comes from everyday individuals rather than brands themselves or Influencers. 

This is the world of User-Generated Content (UGC), and it's shaking up the way brands connect with audiences. But what exactly is UGC, how does it work? 

Understanding UGC: What is it and how does it work?

UGC is short for; user generated content and it refers to any content – videos, images, reviews, or even comments – created by users, not brands or professional content creators. This can range from a simple tweet praising a restaurant to a detailed blog post reviewing a new product to a viral TikTok dance trend inspired by a brand's song.

The key element of UGC lies in its organic and authentic nature, often highlighting genuine reviews of a product or service that acts as testimonial or social proof. It often has a more casual, unpolished feel, fostering a sense of authenticity and trust with viewers.

Here's how UGC works:

There are two main ways that UGC works:

1. Organic UGC: 

This is content created and shared by users without any brand prompting or incentive. It could be a customer posting a picture using a brand's product or a fan writing a heartfelt review. Brands can then choose to re-share or feature this organic UGC, showcasing the positive experiences of their customers. 

Organic UGC is created solely based on a user’s personal discretion after a positive experience with a brand. They are usually not paid engagements.

2. Partnered UGC: 

This is where brands collaborate with specific users to create UGC content. These users, often called UGC creators, are not necessarily big-name influencers, but they have a dedicated following and a knack for creating engaging content. Brands provide creators with specific guidelines, products, or talking points, but the creators still retain creative freedom, ensuring the content feels authentic. 

An example of partnered UGC is when a hotel offers a content creator free stay in exchange for creating and sharing content about their hotel to increase awareness and attract more guests. Partnered UGC engagements still rely on the creator experiencing the product or service themselves and then making an honest review for their followers based on their experience.

How UGC Is A Win-Win for Brands and Consumers

The beauty of UGC lies in its mutually beneficial nature. Brands benefit from:

Increased trust and authenticity: Consumers perceive UGC as more genuine and trustworthy than traditional advertising, leading to higher engagement and brand loyalty since creators are recommending these brands based on their actual experience and not because they were paid to do so.

Cost-effectiveness: Partnering with UGC creators can be more affordable than traditional influencer marketing campaigns. These types of creators have a small to medium sized following and are more affordable to engage.

Diverse and relatable content: UGC provides a wider range of perspectives and experiences, resonating with a broader audience. These creators bring their unique style and story to their diverse audiences which makes a brand more relatable. 

On the other hand, consumers benefit from:

Having their voice heard: UGC empowers individuals to share their experiences and connect with others who share their interests.

Potential for recognition and compensation: Some brands offer rewards or incentives for creating high-quality UGC.

Getting started with UGC creation:

Anyone with a passion for creativity and a smartphone can become a UGC creator. Here are some tips to get you started:

1. Identify your niche and interests: 

Focus on brands and products you genuinely enjoy using. This will allow you to create authentic content that resonates with your audience.

2. Choose your platform: 

Popular platforms for UGC include Instagram, TikTok, and YouTube. Each platform has its own strengths and content formats, so tailor your approach accordingly.

3. Understand brand guidelines: 

If a brand has specific guidelines for UGC creators, ensure you understand and follow them to maintain authenticity and avoid legal issues.

4. Be creative and authentic: 

Don't be afraid to experiment with different content formats and storytelling techniques. Both your audience and the brand want your content to feel authentic and genuine.

5. Focus on quality: 

While aiming for an authentic feel, ensure your content is visually appealing, well-lit, and has clear audio. This is even more important if you want to build a UGC portfolio and be able to pitch to brands in the future.

6. Engage with the community: 

Interact with other creators and individuals that like the brand, have questions or just want to learn more. Participate in relevant hashtags, and actively engage with the brand's social media pages.

The UGC Creator vs. an Influencer - what are the key differences?

While both UGC creators and influencers contribute to brand marketing, a key distinction exists:

UGC Creators create content that feels organic and unsponsored. They typically focus on organic content, showcasing their genuine experience with a brand and this increases the trust their audience has in their review. They also have smaller but engaged followers and may not always receive direct compensation for their content. 

The only criteria for becoming a UGC creator is your ability to create quality content.

Influencers leverage their established audience and brand partnerships to promote products or services. Influencers often create more polished and advertorial content, following specific brand guidelines or campaign instructions. They have larger followings and create sponsored content in exchange for payment, products, or brand experiences.

The criteria for becoming an Influencer includes a large number of followers, high engagement and very quality content.

In essence:

UGC creators focus on authenticity and relatability, offering a glimpse into real-life experiences with a brand while Influencers leverage their established reputation and reach to drive brand awareness and influence purchasing decisions.

Both play crucial roles in marketing a product or service, and brands often utilize a combination of both UGC and influencer marketing strategies to achieve their goals.

A Key Take-away

UGC is not a fad; it's a fundamental shift in how brands connect with consumers. As the emphasis on authenticity grows, UGC will continue to play a vital role in building trust and fostering meaningful connections. So, for content creators looking to get paid but do not have thousands to millions of followers, UGC is your chance. Get creative, explore the products and services you like, share your honest review, and pitch yourself to the brands you love!