In 2014, the online fashion retailer ASOS opened up a new section of their website called “As Seen On Me,” featuring photos of customers wearing one or more pieces of ASOS clothing. Users could either upload their photos directly to the website or post on Instagram with the hashtag #AsSeenOnMe. By 2021, they had collected over 1.4 million posts and photos. With this strategy, ASOS was able to leverage the considerable power of social media to direct a flood of eager-to-buy customers directly to their website and products, leading to a significant spike in sales. People not only wanted to join in on the trend — they also looked to everyone who was posting for outfit inspiration, product authenticity, value, and versatility. If ASOS clothing could be worn well by so many different people with different body types, it was surely a trustworthy brand worth buying more from. ASOS turned their customers into influencers and brand ambassadors for free with user generated content. You can too, regardless of what type of brand you are.
Table of Contents
- What is UGC?
- Benefits of UGC
- Types of UGC
- 6 Examples of UGC Done Right
- Best Platforms for UGC
- How to Encourage UGC Creation
- Managing and Moderating UGC
- Legal Considerations for UGC
- Measuring Impact of UGC
What is UGC?
What ASOS did, and what countless other brands have similarly done, is harness user generated content (UGC) to supplement and boost their digital marketing strategy. UGC includes any content — be it text, video, images, etc. — that is created by regular people rather than a brand. UGC marketing has become a go-to strategy when brands are interested in promoting authenticity and relatability or building more awareness around their products or services.
Benefits of UGC
UGC content creation offers quite a lot of benefits for brands that want to level up their marketing strategies.
1. Authenticity
One of the biggest advantages UGC offers is the authenticity it adds to a brand. Unlike traditional ads, which can look too staged or impersonal, UGC is created by real people sharing their genuine experiences. This authenticity resonates with consumers, leading to higher engagement rates as users are more likely to interact with and share content that feels relatable and honest.
Research shows a clear gap in brand content, as consumers crave more authentic, non-promotional material on social media. Even when collaborating with influencers, brands find that genuine engagement stems from real experiences.
2. Cost-Effectiveness
Another key benefit of UGC is its cost-effectiveness. Instead of investing heavily in content creation, brands can leverage the content their customers are already creating. This not only saves time and resources but also provides a continuous stream of fresh and diverse content.
3. Social Proof
UGC turns customers into salespeople and boosts social proof. Seeing actual users — not actors — enjoying a product taps into the bandwagon effect, making others more inclined to believe in the product’s quality and value. This kind of social validation reassures potential customers, giving them the confidence to move from being merely interested to becoming invested in your brand.
4. Brand Awareness & Loyalty
Every share, tag, and mention extends your brand’s reach, putting it on the radar of new audiences. UGC acts as a personal endorsement from users to their followers, creating a network effect that spreads your brand’s message far and wide. This familiarity breeds trust, making people more likely to consider your brand when they’re ready to make a purchase. Each piece of user content introduces your brand to a new circle of potential customers, leaving a lasting impression because it comes from a trusted source.
Beyond just awareness, UGC significantly builds brand loyalty. By showcasing user content, you acknowledge and celebrate your customers, making them feel connected and valued. This recognition fosters a sense of community, encouraging customers to stick around and invest more in your brand.
Featuring UGC not only boosts this trust but also turns loyal customers into brand advocates. Their ongoing engagement and contributions further solidify their loyalty, creating a virtuous cycle of brand support and user generated content.
Types of UGC
Organic UGC (which is unpaid and the most authentic type of UGC) is what most brands will be after when it comes to a campaign. Here’s a fast and easy guide to the different types:
There is another category of UGC, and that’s paid UGC. This is a popular option for brands that are just starting to grow their audience and don’t have enough customers yet who are able to post and share content. Not to be confused with influencer marketing, paid UGC carries the same sincerity as organic UGC — you’re just paying for it. Many UGC content creators may be aspiring actors, and you can find a lot of them on platforms like Upwork or Fiverr until you start generating organic content.
6 Examples of UGC Done Right
UGC has been used very successfully by a number of brands — large and small. Here are some of the most memorable examples:
2. Coca-Cola’s #ShareACoke Campaign
In one of the most iconic UGC campaigns, Coca-Cola printed different names on their drinks in place of the brand’s logo, calling on their customers to find their names or their friends’ names and post a picture of the moment using the hashtag #ShareACoke.
3. ALS Association’s Ice Bucket Challenge
Remember when people and celebrities in particular were going around filming themselves dumping a bucket of ice water over their heads? The ALS Ice Bucket Challenge was a viral UGC campaign that raised over $115 million in donations for the ALS Association, boasting participation of influential figures like Taylor Swift, Bill Gates, and Oprah.
4. Apple’s Shot on iPhone Campaign
This campaign featured photos from iPhone users, repurposing them for social media, billboards, and TV ads to show off the power of the iPhone camera. It was an effective case of show, don’t tell, enabling the Apple and iPhone communities to feel proud of the product.
5. Nike’s #AirMaxDay Campaign
Air Max Day is March 26th, and each year, Nike celebrates with fans to share their favorite Air Max memories and styles with the hashtag #AirMaxDay. This campaign not only celebrates the history of the Air Max line but also encourages users to showcase their unique fashion sense and creativity.
6. Aerie Real
In 2014, Aerie told the world that they would stop retouching models in their ads, a significant sign of progress for body positivity and a nod to their brand identity and diverse audience. Encouraged, customers shared thousands of their own photos under the hashtag #AerieREAL.
Best Platforms for UGC
Social media channels like Instagram and TikTok are prime user generated content platforms, thriving on sharing, engagement, and community building. Most of those platforms also include paid advertising spaces, opening up an opportunity to further extend the reach of your UGC advertising.
Honestly, UGC can be featured anywhere online, but this is a decision best made strategically rather than randomly. Most people choose to share user generated content on social media — which channel will be most effective for your brand?
Use this table to guide your thinking:
Now think about these questions:
- Who’s your audience?
- Which platform does your audience use the most?
- What type of content does your audience respond best to?
- What are your goals for using UGC?
- What outcomes are you interested in achieving?
- Can you accurately track results and performance on the platform(s) you’re considering?
- Do you want to be able to moderate or filter the UGC?
- Is it easy for users to post and share content? Will the platform’s UX/UI be an obstacle?
Remember, just because someone else achieved wild success on one platform doesn’t guarantee you will. Each brand is different, so you have to look at your own data before examining others’.
Note for advanced marketers:
You don’t have to stick to just social media for sharing UGC. Use it in emails, paid ads, and on your website to get the most out of the content.
How to Encourage UGC Creation
Big brands with established audiences have little to no problem creating trends for people to follow, or getting their customers to create content for them. But if you’re a smaller brand, it may be harder to get the ball rolling. Here are some ways to encourage The People to create:
1. Branded Hashtags
A unique hashtag can help aggregate all UGC in one place. For example, Coca-Cola’s #ShareACoke campaign encouraged users to post photos with personalized Coke bottles.
2. Incentivize with Giveaways
Offering up a juicy prize for the best photo/video/etc can get people going.
3. Competitive Spirit
Start a contest and (good-naturedly) pit users against each other to win something awesome. People can get so creative when getting something they really want depends upon it.
4. Spotlight Users on Your Channels
Showcase user generated content on your social media profiles, website, or other marketing materials. With the brand and the user both after exposure, it’s a win-win.
5. Engage with Your Audience
This is somewhat of a no-brainer, but should still be said. You can’t just post a contest or try to start a hashtag and check out. If you want your audience to be into it, you also need to be. Respond to comments, share posts — acknowledge your audience’s efforts no matter how big or small. When users feel seen, they reward you with their loyalty and engagement.
6. Support Your Employees
Maybe you don’t really have an audience yet. That’s okay. Start in-house with your wonderful employees. Show people the human behind the brand, and they’ll be much more likely to engage with you. Feature content from your employees on your channels. Show people you know how to make it about them, not just you.
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Managing and Moderating UGC
UGC is a valuable tool, but the free-for-all nature of it does have the potential to invite people who would do harm to your brand and compromise the safety of other users. Take note of these things to maintain the quality of your brand:
- Set Clear Guidelines: Give your audience clear instructions on the type of content you’re looking for. If you’re a family-friendly brand, you might say “no swearing.”
- Use Moderation Tools: The largest social media platforms have management tools that can help you filter out inappropriate content before it pops up on your channels.
- Curate the Best Content: The unfortunate truth is that not all UGC is created equal. Curate the highest quality content that reflects your brand the best — keeping in mind that “highest quality” doesn’t mean most technically advanced or professional lighting rigs. Looks can be deceiving, so don’t let the hidden gems slip away.
Legal Considerations for UGC
There are a few legal responsibilities brands have to be mindful of when using UGC in marketing. Here’s what you need to know:
- Permission: Always get permission from the creator before using their content in your marketing. A simple message or formal agreement works.
- Credit: Properly credit the creators of the content. This is basic respect and trust building.
- Copyright: Make sure that the content doesn’t infringe on any third-party copyrights. Failing to be careful with this can lead to expensive legal issues.
- Policies: Social media platforms have their own rules for UGC. Get familiar with them to avoid any violations.
Measuring the Impact of UGC
To get the full benefits of UGC for your marketing, it’s important to accurately measure the results of your campaigns. Most analytics won’t differ too much from regular campaign tracking, but here are key metrics to track:
- Engagement: Likes, comments, shares, and views help you gauge how well UGC resonates with your audience.
- Conversion Rates: Record how many users who interacted with UGC went on to make a purchase. This helps determine the direct impact on sales.
- User Growth: Monitor any increases in followers or subscribers during the campaign.
- Brand Sentiment: Analyze the tone of comments and reviews to understand public perception. Positive responses can enhance your brand image, while negative responses need to be addressed promptly.
- Reach: Assess how far your UGC has spread by tracking its reach and impressions. This gives you an idea of the campaign’s overall visibility.
The data you collect will help you improve future UGC campaigns and refine your strategy to better engage your audience. By leveraging insights from these metrics, you can identify what’s working and what needs adjustment. Also consider implementing the following steps:
1. Analyze Demographics
Track data such as age, gender, location, and interests to see if your content is reaching the intended audience and if it aligns with your brand’s target market.
2. Monitor Content Performance
Identify which types of UGC (photos, videos, etc.) are performing best. This will help you focus on the most effective formats and encourage users to create similar content in the future.
3. Track Referral Traffic
Calculate how much traffic is going to your website or landing pages from UGC. This can be measured using tracking links or UTM parameters. High referral traffic from UGC indicates successful engagement and interest.
4. Evaluate Influencer Impact
If your UGC campaign involves influencers, measure their individual impact on your campaign. Track metrics such as engagement rates, conversion rates, and follower growth for each influencer to assess their effectiveness.
5. Sentiment Analysis Tools
Utilize sentiment analysis tools to automate the process of evaluating brand sentiment. These tools can help you quickly gauge the overall mood of the audience and identify any emerging trends or issues.
6. Return on Investment (ROI)
Calculate the ROI of your UGC campaigns by comparing the cost of running the campaign to the revenue generated from it. This will help you determine the financial success of your efforts and allocate future budgets more effectively.
7. Iterate and Optimize
Experiment with different types of content, posting times, and engagement tactics to find the most effective approach for your brand. By thoroughly analyzing these metrics and taking a data-driven approach, you can maximize the impact of your UGC campaigns, enhance customer engagement, and drive better business results.
And that’s a wrap on unlocking the potential of user-generated content! If this seems overwhelming, don’t worry — there are experts ready to assist you every step of the way. Use this article as a startup guide, and if you need further support, feel free to reach out to us directly.
Want to learn more about advanced marketing techniques? See what the experts at Make Your Mark have to say here in our blog.
