User-generated content (UGC) refers to any form of content (text, videos, images, reviews …) created by users of a platform rather than the brand itself. UGC is often seen as more authentic and can significantly boost brand trust and engagement throughout social media platforms
User-generated content includes any form of content like videos, photos, blogs .. that users create and share on platforms. UGC is highly valued for its authenticity and effectiveness in engaging audiences, acting as peer endorsements that enhance brand credibility.
Encouraging UGC can extend a brand's reach and build a community, as it leverages organic interaction from users. It serves as a cost-effective content strategy that enriches a brand’s narrative and connects with audiences on a personal level.
Best practices for encouraging UGC include running contests with incentives, featuring user content on channels, and actively engaging with users who tag brand. Providing clear guidelines and prompts for UGC can also increase participation rates.
Create clear UGC guidelines and actively monitor submissions. Implementation of a moderation process to review content before it goes live helps to ensure it aligns with the brand's image and values.
Before using UGC in the brand's campaigns, it is always important to obtain explicit permission from content creators. Ensured transparency is a must - how will brand use creators content and issues related to copyright and privacy.
Paying UGC creators is becoming a common practice as brands look to professionalise content creation while maintaining the authenticity of UGC. Paid collaborations often involve contracts where creators produce specified content in exchange for compensation. This can ensure higher-quality content that aligns closely with the brand’s image and campaign goals.
Back to glossary