Most brands are readily incorporating digital into their marketing strategies. With that and the prevalence of social in our lives has come a rise in user-generated content. What is user-generated content (UGC)? User-generated content is content produced by the general public rather than by paid professionals and experts in any particular industry. In short, it’s any content or media created by users, including reviews to Instagram photos to tweets.
UGC is everywhere, and in the past few years, it is outpacing content created by companies. But what is the value of UGC, and why should you care about it? Some quick facts:
- 65% of social media users aged 18 to 24 consider information shared on social when making a purchasing decision.
- Consumers between the ages of 25 and 54 are the biggest content drivers—contributing 70% of all UGC.
- 84% of millennials say UGC on company sites has at least some influence on what they buy.
- 86% of millennials report that UGC is generally a good indicator of the quality of a brand or service.
- Brand engagements rise by 28% when consumers are exposed to both professional content and user-generated product video.
People like to share their experiences and thoughts. With social media being so pervasive, it’s happening on a much more public stage. So, when someone has a great experience with a brand, it’s posted online. The same holds true for negative experiences. Brands should be paying attention.
With the recent critique of review sites like TripAdvisor and Yelp, UGC is increasingly becoming a way to validate positive reviews. 70% of consumers place peer recommendations and reviews above professionally written content. So, not only are you letting your fans help create the content, it is weighted stronger and more authentic as well. Consumers identify with real people and seek out authenticity with the brands they engage with. UGC is the solution. It’s participatory, organic and feels real. And that leads to results.
How are you showcasing your brand’s UGC? See how some of our clients are using Buzz Radar to engage in a more powerful way here.