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At some point in your online journey, you’ve probably posted a picture of a new product or experience you’re excited about on social media. Whether that’s cool shoes, new yard tools, or a trip to Disneyland, you’re participating in what’s called User-Generated Content (or UGC for short).
At its core, UGC is a de facto product endorsement disguised in organic content that brands can leverage in their promotions. Usually being shared by an online “friend” or influencer, the unpolished nature of UGC lends authenticity to the seemingly real-time messaging about the product. User-generated content can come in the form of video or a simple photo and works well in paid social media marketing services because it looks, sounds, and feels less like an ad. Consumers tend to put more trust in UGC because it comes from the voice of another consumer, rather than a brand trying to sell them a product.
While the concept and its advantages are straightforward, you’re still probably wondering how you can create content like this to leverage in your ad accounts. What are the best ways to source UGC?
Influencers and Brand Ambassadors
Partnering with brand ambassadors and social media influencers is the best way to get user-generated content because you can work with them on the specific language and messaging you want to share. But where do you start? See below for a full breakdown to leverage through your facebook and instagram advertising services.
Getting Started
The first step can be the hardest part for most businesses looking to leverage UGC because there are so many options to choose from. Start by following trusted industry-relevant influencers and reach out to them on social media. Similarly, you can identify users who have tagged your brand and ask if they’re open to collaborating; this collaboration may not pack the same punch, but it’s often inexpensive to execute (sometimes free products can be enough payment).
Online Resources
A number of dedicated platforms are designed to connect influencers with brands. It’s important to familiarize yourself with a wide variety of options to understand what aligns best with your business. A few places our clients visit are Shopify Collabs, Meta Creator Marketplace, and Tik Tok Creator Marketplace.
Email Marketing
Send an email to past purchaser users and ask (that is, incentivize) them to send in photos/videos enjoying your product. Including a promotion or discount will help motivate them to contribute and share content, which could also lead to additional sales. Be sure to include messaging that shared content may be used for advertising purposes.
Host a Giveaway
Offer an entry into a giveaway in return for content submissions. Create a landing page on your website with giveaway and submission details. Spread the word through different marketing channels, like your brand’s newsletters, social media posts and more.
*Be sure to include messaging that content shared may be used for advertising purposes.
Create It Yourself!
There are ways to test user-generated content without partnering with an influencer or creator. Most user-generated content is shot on a mobile device (vertically) and is meant to have an amateur feel. Get started by recording a product demonstration and explaining in conversational, everyday language what makes your product great! Include voiceover and text overlays for added dimension.
If you decide to create user-generated content yourself or with an ambassador, employ these best practices during the process:
- Keep the amateur feel — no scripts or sales pitches
- Produce lo-fi content that looks like it was made by a user
- Images and video should be filmed vertically (9:16)
- Ensure cropping to 4:5 doesn’t hinder content
- Leverage a strong hook within the first 3 seconds to catch a user’s attention
- Use fonts and styles native to Instagram
Should you decide to go it alone, the following ideas will get you started:
Product Demonstration
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- Show a customer using the product or explaining its use
- Share the results first to generate excitement and get users to watch the full video/process
- Remember: products that result in transformations are especially effective for new-to-market items
Unboxing
- Show a customer opening a product after receiving it in the mail
- Display each product ordered with a detailed explanation of its purpose
Testimonial
- Customers raving about why they love a product or service
- Highlight the product’s emotional benefits (and how it’s changed your life)
Now’s the Time
There’s no reason to wait when it comes to getting started with UGC. So next time you log into a social media account, take notes on the content you’re seeing and who’s behind it. You might begin to see patterns and opportunities you can leverage with your business. At the very least, take inventory of your followers and identify top engagers worth contacting. UGC is informal by nature, so despite the overwhelming possibilities, start reaching out and testing the waters. Who knows? You might be surprised at what you’re able to generate.
