Unlocking the power of UGC: 3 ways to elevate your company’s strategic plan with user-generated content

User-generated content (UGC) is a term that typically describes content from everyday people who voluntarily contribute data, information or media that appears, usually on the web, in useful or entertaining ways1. UGC can appear in the form of reviews, price comparisons or photo/video content and can be highlighted by brands on their owned media channels (social, website, newsletters) and through paid marketing and advertising tactics. And while UGC engagement should not be a replacement for marketing efforts2, it is a great addition to the marketing and public relations toolbelt.
At JDPR, we understand that UGC can impact customer brand experiences through earned (think web reviews and unpaid photo and video content) and paid content (think paid influencer programming). We have seen how the implementation of UGC-based tactics can help brands meet their strategic goals.

How UGC can help achieve your brand’s goals

In particular, brands that eagerly embrace UGC often build additional credibility with their target audience(s), increase the presence of real-world examples of their products and services in the marketplace, and reach audiences through credible spokespersons.
Building credibility with target audience(s)
The two most important things to consumers are affordability and trustworthiness.2 One common problem organizations often run into is that, even when the price is right, they have yet to build credibility—or trust—with their target customer. By leveraging UGC, brands can highlight real voices and gain a bank of trustworthy content for their brand or product(s). A 2023 report found that customers consider authentic UGC the most trustworthy of all tested types of content, including branded content.5 This suggests that when a customer likes a brand and creates content about it, the brand should capitalize on the opportunity to gain credibility and trust with their target audience by amplifying that message.
Increasing the presence of real-world examples in the marketplace
While typical marketing materials do a good job at highlighting unique services and product features, they sometimes can lack an element of authenticity. Through UGC, more realistic, authentic content can reach the target audience. “Social media”—whether visual content-forward social media like YouTube, Instagram, Facebook and LinkedIn or text-based social media like review sites and online forums—is a fantastic tool to gain more visibility on UGC. Influencers, community forums and shared posts can all spread awareness of the brand’s initiatives.3
Reaching audiences through trusted spokespersons
One way to encourage the development of additional UGC is to send “sample” products to people with influence for their photos, videos and reviews. Some brands elect to cast a wide net while others focus their efforts on in-depth interactions with true, influential customers. For instance, some brands may choose to send sample products to popular individuals with a lot of social media following in hopes of additional UGC development. Alternatively, a brand may connect with a highly-decorated builder or champion plumber with industry respect, regardless of social followership.

How to encourage additional UGC

UGC can be a cost-effective way of getting the word out about a brand or product, especially when considering the value true UGC can provide. With some exceptions, most UGC content is produced and curated by real customers using the products with the only hard cost being providing sample products if necessary. The hard-cost savings can then be re-allocated to amplification tactics.

Brands can encourage additional UGC through competitions, plugging into trends, consistently interacting with brand advocates and by highlighting positive testimonials. At JDPR, we help our clients grow and nurture these interactions to build a sense of community and buy-in, encouraging deeper brand advocacy.

To explore more on how strategic market strategies can help grow your business – and how JDPR can assist you in achieving your goals – reach out to us at jdpr.com/contact-us/