Why you should invest in UGC right now
UGC has quickly become the hottest acronym in digital marketing and it’s popularity is growing with both brands and consumers. In a nutshell, it’s any content that has been created and made public by an individual as opposed to the brand themselves. It includes anything from comments, reviews, pictures, videos and everything in between. UGC isn’t just a trendy marketing fad, it’s an invaluable selling tool and crucial to compete in today’s market. Here’s some of the most important reasons to sway any non-believers!
EFFECTIVENESS
Not only is UGC much cheaper than creating in-house or curating from a third-party, but it’s actually more effective and engaging. Studies show that UGC is 20% more influential on purchasing behaviours than any other type of media because consumers trust it more. Similarly, Percolate’s study shows that 86% of Millennials believe that UGC is a good indicator of the quality of a product. Nowadays, a review from the Average Joe (even if that Joe is a stranger) is more reliable than any other form of marketing.
DISCOVERABILITY
48% of customers say that UGC is a great way to discover new products. When creating their own content, users are more inclined to share this via social channels and therefore vastly expands a brand’s reach. UGC bridges the gap between the individual and the brand, as users can click through to a direct purchase, shifting the content from “That’s nice, I wonder where she got it” to “That’s nice, I’ll buy it now and it’ll be here tomorrow”. Dune, for example, reported 82% increase in sales from partnering with Curulate to source UGC from Instagram of users modelling the brand for free.
STICKINESS
UGC can prolong the life of a marketing campaign as users are able to immerse themselves within it. Storytelling is a powerful tool for brands and by allowing users to become a part of the story, it heightens it’s impact… it’s stickiness! An example of this is with Three’s “Pony Mixer” campaign that followed their comical TV ad whereby users could create and personalise their own dancing pony. 1.5 mil ponies were created and 95% of that content shared via social channels. A staggering 65% of the UK were exposed to the ad at least once, naming Three’s UGC campaign one of the most successful to date.
CREATIVITY
The content your users provide not only brings insights into their wants and behaviours but also leverages your user’s imagination! Nintendo’s ‘Super Mario Maker’ is described as a UGC playground, giving users the opportunity to create and share their own levels. Making the most of the innovation available to you will enrich your content portfolio and subsequently drive more traffic to your brand.
Overall, UGC is a win-win solution, delivering a great deal of value to both the brand and the individual. Furthermore, it’s growing reputation across various industries is causing brands to shift from their core business to media companies. With an array of tangible benefits and the success stories mounting, it’s clear UGC is an integral part of any brand’s content strategy. Mastering the art can not only strengthen your brand and consumer trust, but ultimately fulfill your ROI potential.
