User-Generated Content (UGC) can be a useful way to produce exposure. Many customers who use UGC are more likely to trust a recommendation from another person over the actual content being presented. This is because people usually trust other’s experiences. When certain companies try to win customers over with branded content, this can easily lead them away from the product. UGC allows users to create content based on their likes and wants.
Instead of TV, radio commercials, or billboards, UGC allows users to create their own content while sparing expenses of the businesses. Companies won’t always know if these commercials or ads will sell their customers, which is where UGC becomes useful. It becomes more genuine and sincere because the users that are generating content are not being paid to do so, they are simply sharing experiences.
People are generally likely to trust online reviews just as much as ones that could be in-person. UGC is also a way of exposing people to content that may be able to work better than advertisements. Many people in today’s age will click through ads or fast-forward through commercials. On the other hand, if someone recommends you to a certain product or website, you are more likely to see what it has to offer.
User-Generated Content also allows customers to be more active in the decisions business may or may not make. By generating the content to their needs, it allows businesses to note and modify their products and the way they advertise them. UGC leans more towards creating buzz and not simply just trying to sell based on advertisements. It can be seen as companies talking to customers, not just talking at them through these advertisements. Social media is a great place for UGC and has been found very effective at creating this user content.
Sometimes businesses are not the most effective people to sell their products, but customers might be number one. UGC is important because the customers are unbiased, they do not work for the company or get paid by the company, they are simply expressing opinions and feelings based on the products that they use.
If you want to explore options for content in your advertising, contact Colure’s project management team.