UGC means that users, e.g. customers or fans of a brand, publish their own content online. Because the content comes directly from consumers, it feels more authentic and less like advertising.
This consumer-generated content can also be used as a strategic brand management tool. For example, companies can specifically invite users to create content for their brand.
Why is UGC so popular?
User-generated content is on everyone's lips these days. And there are reasons for that. The idea of people voluntarily producing content for a brand is great. Of course, it's not quite that simple. Finding these people is getting harder and harder. But for a few euros, quite a few creators can still be won over.
First: People are simply more credible than brands. When it comes to other people, we trust them much more. Why? Because we know they don't lead perfect lives and can make mistakes – just like us. Somehow that makes them more real and believable to us.
Second: User-generated content is unfiltered and therefore honest. If you look at top influencers' Instagram feeds, you'll notice that they often look flawless. Their pictures are perfectly lit and their outfits fit impeccably. But that's not reality – at least not for most of us. And that's exactly what we like about UGC: it's unfiltered and shows people as they really are. Not perfect, but real.
Third: User-generated content is personal and touches us emotionally. When we see something someone else has done or experienced, we can identify with it and feel connected to that person. That's something brands can't achieve on their own. They can try to touch us emotionally, but in the end it's still advertising – something we always question and view with skepticism.
So UGC is more authentic than other forms of content, but hard to find. Our guides to finding UGC creators and using UGC platforms the right way show where to start.
👉 Want deep insights into influencer marketing & UGC sourcing and curious about our success stories?📈
.svg)
