User-generated content, or UGC, is original, brand-specific content created by consumers and posted on social media and other platforms. It can range from photos, videos, reviews, testimonials, and much more. So every time you post a picture showing off your delicious dinner or beautiful new shoes, you’re contributing to the rise in UGC content.

So what’s so important about this type of content? 

In a report by Tint, research found that 93% of marketers agree that consumers trust content created by customers more than content created by brands, making UGC the modern version of word-of-mouth. As a result, UGC can be incredibly impactful for brands, changing the way consumers think, influencing purchasing decisions, effecting brand loyalty, and even creating community. 

Let’s dive into how UGC is impacting marketing strategies for brands across all industries.

Ways UGC Has Changed How We Think About Brands

User-generated content helps brands feel more authentic.

When you have authentic content that’s relatable and memorable, it can help build connections with your audience. People want to interact with people, so this is where UGC and client testimonials can come into play.  72% of consumers believe that reviews and testimonials submitted by customers are more credible than the brand talking about their products, according to Tint.

It Influences Purchasing Decisions

UGC can be very influential when it comes to consumers’ purchasing decisions. You can think of it as proof that your product is worth buying:  if one of your customers sees someone they know purchase something from your brand, that can influence whether they make a purchase or not. A Nosto report even found that consumers find UGC 8.7x more impactful than influencer content when it comes to purchasing decisions.

Helps Establish Brand Loyalty

Brand loyalty is extremely important to building strong relationships with your customers. One way of building those relationships is interacting with them. With UGC, it allows users to participate in your brand’s growth, compared to being a spectator. No matter what, people love to be a part of something greater than themselves. Creating UGC allows them to get involved and get noticed, which in return deepens your relationships with your audience.

With UGC, You Can Create a Community

Brand loyalty leads you to the ability to build a community with your audience. UGC allows you to open conversations with your audience, which can build an engaged community around your brand. You can encourage your audience to be a part of the community by using special hashtags or participating in a photo/video contest.

Ready to prioritize UGC in your marketing strategy? Fifth & Cor is here for you to make sure your brand is growing and creating the best content. Reach out today to learn how we can help you and your business optimize this critical marketing strategy.