{"id":4028,"date":"2019-10-10T00:00:00","date_gmt":"2019-10-10T07:00:00","guid":{"rendered":"http:\/\/powerdigitalmarketing.com\/blog\/the-value-of-user-generated-content\/"},"modified":"2019-10-10T00:00:00","modified_gmt":"2019-10-10T07:00:00","slug":"the-value-of-user-generated-content","status":"publish","type":"post","link":"https:\/\/powerdigitalmarketing.com\/blog\/the-value-of-user-generated-content\/","title":{"rendered":"The Value of User-Generated Content"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Today, anyone who has a smartphone can be a content creator. And in recent years, many average Joes have started to cash in on the courtesy of user-generated content on social media.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What exactly is user-generated content? How is it different from influencer content? And most importantly, how can you leverage \u201cUGC\u201d in your <\/span><a href=\"https:\/\/powerdigitalmarketing.com\/services\/organic-social-media\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">social media marketing<\/span><\/a><span style=\"font-weight: 400;\"> strategy to<\/span> <span style=\"font-weight: 400;\">boost your company\u2019s brand awareness and, by extension, your bottom line? Read on for answers to all your UGC FAQ\u2019s.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What is UGC?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">UGC is any content that has the potential to ignite and\/or drive an online conversation\u2014that was created by someone who:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Has no official affiliation with the brand that sources the content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Created the content voluntarily without any expectation of being compensated by the brand in any capacity<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This compensation aspect is what differentiates UGC from any <\/span><a href=\"https:\/\/powerdigitalmarketing.com\/blog\/breaking-down-the-types-of-influencers\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">type of influencer<\/span><\/a><span style=\"font-weight: 400;\"> and paid blogger, both of whom have arrangements with major brands that entail them endorsing the brand in exchange for cash payments or free merchandise.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What Are Some Common Examples of UGC?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">UGC typically comes in the following varieties:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Photos\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Prerecorded or live streaming video<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Engagement (likes, shares, comments, etc.) with social media posts<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Consumer reviews<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">User forums (i.e. Reddit threads)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Augmented Reality lenses or any filters applied to photos or videos on social media<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Regardless of what form it takes, all UGC falls into one of two categories:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Content Overtly Related to the Brand<\/b><span style=\"font-weight: 400;\"> \u2013 e.g. a user writes a Yelp review singing the praises of a Stout Burger location despite not being connected to Stout Burger in any way.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Content Completely Unrelated to the Brand<\/b><span style=\"font-weight: 400;\"> \u2013 e.g. a user takes a home video of their toddler taking her first steps, and then Apple sources that video as part of their advertising campaign for the latest iPhone.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Why UGC is Currently All the Rage<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Several trends among marketers and consumers alike have evolved in a way that has opened the floodgates for UGC to shine.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The most influential factors for UGC\u2019s rapid ascension include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Ease of Use<\/b><span style=\"font-weight: 400;\"> \u2013 \u201cEveryone&#8217;s a critic\u201d is an old saying that applied to daily life far before the dawn of social media. But today, with new, free social media platforms entering the fold on what feels like a daily basis, everyone\u2019s a critic (or photographer. Or entertainer. Or virtually anything they\u2019d like to be) for a mass audience. All you need is a smartphone and a pulse.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Banner Blindness<\/b><span style=\"font-weight: 400;\"> \u2013 Americans spend an average of 7 hours per day on the computer. One of the side effects of this is that we\u2019ve become inundated with online ads. In fact, we\u2019re so sick of intrusive pop-up ads and banners that we\u2019ve trained our brains to ignore them entirely, a phenomenon known as \u201cbanner blindness.\u201d\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With the vast majority of consumers today no longer even registering online ad messages let alone making purchase decisions inspired by them, advertisers have been forced to find new, creative ways to reach audiences.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Craving for Authenticity<\/b><span style=\"font-weight: 400;\"> \u2013 There&#8217;s always going to be a part of us that\u2019s inclined to buy every book Oprah tells us to read which means that <\/span><a href=\"https:\/\/powerdigitalmarketing.com\/services\/influencer-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">influencer marketing<\/span><\/a><span style=\"font-weight: 400;\"> is going to keep its permanence.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">But the full transparency that social media allows has exposed the fact that the Kardashians and \u201chey, what\u2019s up, guys?! Some 20-year-old here to tell you about the swag that a brand just sent me for free\u201d of the world are far removed from reality.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a result, we\u2019re beginning to care much less about what the rich and famous have to say and find ourselves craving content from normal middle-class people like us that we can actually relate to. In fact, a <\/span><a href=\"https:\/\/stackla.com\/resources\/reports\/the-consumer-content-report-influence-in-the-digital-age\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">recent study<\/span><\/a><span style=\"font-weight: 400;\"> reveals that 60% of consumers made a purchasing decision based on content sent to them by a family member or close friend, whereas only 23% were inspired by celebrity or influencer content to make a purchase.<\/span><\/p>\n<ul>\n<li><b>We Love to Share<span style=\"font-weight: 400;\"> \u2013 One thing\u2019s for sure about UGC: there\u2019s never going to be a shortage of it. We simply love to share our experiences with others, and we especially love to do so on public online forums. According to the <\/span><a href=\"https:\/\/stackla.com\/resources\/reports\/the-consumer-content-report-influence-in-the-digital-age\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">aforementioned study<\/span><\/a><span style=\"font-weight: 400;\">, 63% of consumers will post about an experience with a food or beverage, while as many as 85% will do the same for a travel experience.<\/span><\/b><\/li>\n<\/ul>\n<h2><\/h2>\n<h2><span style=\"font-weight: 400;\">Why UGC Has Been Able to Capitalize on the Opportunity<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The proverbial stars aligned for UGC to make a splash in the world of <\/span><a href=\"https:\/\/powerdigitalmarketing.com\/services\/organic-social-media\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">social media marketing<\/span><\/a><span style=\"font-weight: 400;\">. And market research shows that it hasn\u2019t just made a splash\u2014it&#8217;s initiated a tidal wave.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What makes UGC such a bankable advertising strategy? Let us count the ways:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Trust<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Because UGC is created without the user expecting anything in return, consumers are much more willing to trust it. And apparently, when consumers can trust that content is authentic and free of ulterior motives, it plays an enormous role in their purchasing decisions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Just how big of a role? Multiple studies reveal the following mind-blowing statistics about the correlation between authenticity and consumers\u2019 purchasing behavior:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">86% of consumers claim that authenticity plays an important role in deciding which brands to purchase from.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Consumers are 3x likelier to identify UGC as being authentic as compared to branded content and are 73% likelier to leave a positive comment on social media for an ad featuring UGC than for a standard ad.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Consumers trust UGC 50% more than they trust other media.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">70% of consumers will read at least one UGC review of a product before deciding whether or not to pull the trigger on purchasing it.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The social proof that UGC provides lends itself to not only short-term purchasing decisions but also long-term brand loyalty. The inherent genuineness of UGC enables you to give consumers a refreshing look behind the curtain at what your company is all about, and how you\u2019ve succeeded in being the perfect solution for customers\u2019 pain points.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Conversion Rates<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s simple: the authenticity of UGC gives you a markedly better chance of attracting consumers\u2019 attention. And the mere feat of getting their attention automatically puts you in a better position to make customers out of them and, more importantly, compel them to talk about your brand to their friends.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Multiple studies show that UGC is just as effective at making a first impression as it is at sealing the deal. Check out these telling stats:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">On social media, UGC posts have an engagement rate of 28% higher than their typical brand counterparts.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ads featuring UGC content enjoy click-through rates 4 times higher than average, as well as only half the cost-per-click.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">UGC videos see 10 times more views on YouTube than branded content videos do.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Websites featuring UGC witnessed a 20% increase in return visitors and a whopping 90% spike in the amount of time people spent checking out the site.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Overall, UGC generates a 29% increase in web conversions.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Cost-Effectiveness<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In addition to generating remarkable results, UGC is also extremely cost-effective. When users\u2014none of whom are paid employees on your staff\u2014create content, they\u2019re doing the lion\u2019s share of the advertising legwork for you. For free.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The same cost of producing a standard video advertisement in-house can get you dozens, perhaps even hundreds of UGC ads.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">How to Incorporate UGC Into Your Social Media Advertising Campaign<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Every day, advertisers are dreaming up fresh new ways to capitalize on UGC.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are three strategies that continually prove to be winners:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">User Reviews on Websites<\/span><\/h3>\n<p><a href=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2017\/10\/PowerReviews_AmplifyingReviews.pdf?mkt_tok=eyJpIjoiWTJRd1lqY3hNVGszWXpjMCIsInQiOiJEVHVzTU5zQWJ4TFJ3dUtzUkgrRnoyUFpPMktoR0x6QjMwR2RrNXZRVDNQdjJIZ1NtRTM0b01nd21EMU1SVXdGVUswalwvVFU3ZG15dHpmWUhDaFExWVVKZmZ4UDYxQ0RFWnh2VFlwSzNGNUQyZVMyZnJYSElXdXFsd0Q3ekxzY2M1VmZmOENJQnVVdnNuSWthQWNUNlFnPT0ifQ%3D%3D\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Another recent study<\/span><\/a><span style=\"font-weight: 400;\"> indicated that 86% of consumers consider checking out reviews to be an essential aspect of the purchasing process, and that accompanying product pages with reviews leads to an increase of:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">108% in traffic<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">92% in sales<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">And the big fish, 65% in conversions<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Several brands are taking advantage of this tremendous lift potential by showcasing user reviews on their website landing pages.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Video Ads<\/span><\/h3>\n<p><a href=\"https:\/\/powerdigitalmarketing.com\/blog\/7-reasons-to-use-video-marketing-in-your-social-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Video marketing<\/span><\/a><span style=\"font-weight: 400;\"> is an undefeated form of advertising, as videos deliver messages to consumers in the fastest way possible while telling a full, layered story in a way that photos and text simply can\u2019t replicate.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the UGC arena, two types of videos have separated themselves from the pack:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Crowdsourced Videos<\/b><span style=\"font-weight: 400;\"> \u2013 These are the centerpiece of marketing campaigns in which brands send an open call out to users, hoping they\u2019ll submit a video of themselves that exemplifies the campaign slogan. Oftentimes, you can sweeten the pot for users by making crowdsourced videos part of a contest.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Viral Videos<\/b><span style=\"font-weight: 400;\"> \u2013 These result from lightning-in-a-jar moments when a user stumbles into capturing an irresistible video such as a puppy putting its arm around a kitten. Videos like this are a surefire way of catching viewers\u2019 attention by invoking emotional responses. And because they\u2019re so watchable, they can be used to accommodate just about any slogan.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Event Marketing<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Highly anticipated events present a prime opportunity for UGC marketing based on the sheer fact that thousands of people attend them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Initiating a successful event marketing campaign is a simple process:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Step One<\/b><span style=\"font-weight: 400;\"> \u2013 Set up shop at a major event (the Super Bowl, Comic Con, etc.) with an attention-grabbing interactive ad that makes people want to stop and check it out.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Step Two<\/b><span style=\"font-weight: 400;\"> \u2013 Press record on your camera, then sit back and see how people react to your ad.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Conclusion<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">UGC presents advertisers with the ultimate win-win: it\u2019s cheap to obtain and works like a charm. Follow the above guidelines for a UGC-based advertising campaign that earns consumers\u2019 attention, trust, and most importantly, loyalty.<\/span><\/p>\n<p><b>Resources:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">1) \u201cUser-Generated Content for Marketing and Advertising\u201d by David Elkins and Clay Webster<\/span><\/p>\n<p><a href=\"https:\/\/www.iab.com\/insights\/user-generated-content-for-marketing-and-advertising-purposes\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">https:\/\/www.iab.com\/insights\/user-generated-content-for-marketing-and-advertising-purposes\/<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">2) \u201c21 Stats That Prove Your Brand Needs More User-Generated Content\u201d by Austen, contributing writer for Social Toaster<\/span><\/p>\n<p><a href=\"https:\/\/www.socialtoaster.com\/user-generated-content-21-stats-ugc\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">https:\/\/www.socialtoaster.com\/user-generated-content-21-stats-ugc\/<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">3) User-Generated Content Marketing &amp; Its Unavoidable Benefits\u201d by Neeraj, contributing writer for Taggbox<\/span><\/p>\n<p><a href=\"https:\/\/taggbox.com\/blog\/user-generated-content\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">https:\/\/taggbox.com\/blog\/user-generated-content\/<\/span><\/a><\/p>\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today, anyone who has a smartphone can be a content creator. And in recent years, many average Joes have started to cash in on the courtesy of user-generated content on social media. What exactly is user-generated content? How is it different from influencer content? And most importantly, how can you leverage \u201cUGC\u201d in your social [&hellip;]<\/p>\n","protected":false},"author":96,"featured_media":4029,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[9,10],"tags":[],"class_list":["post-4028","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all","category-social-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Value of User-Generated Content | PDM<\/title>\n<meta name=\"description\" content=\"Looking to connect with your audience and get your brand out there? 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