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What Does User Generated Content Mean?
User-Generated Content (UGC), also called user created content, means “content created by users.” It includes videos, photos, reviews, or messages. These are not made by companies, but by ordinary users. People like you and me.
Think of unboxing videos. These are videos where someone opens a new product. These videos are often shared on social media.
The advantage of UGC is that it feels more honest and credible. People share their real experiences. Companies use UGC to promote their products. They show how these products are used in everyday life.
Who Creates User Generated Content?
UGC can come from different directions. Here are the main sources:
1: Customers
They share their honest experiences with your products and services on social media, review platforms, or even in videos. Customer reviews and photos are one of the most powerful forms of UGC, because potential customers are more likely to trust them than the direct message of a brand.
Advantage: In the form of reviews, it offers powerful, authentic promotion without extra marketing spend.
Disadvantage: The quality of photos and videos is often disappointing, which makes the content unsuitable for use in promotional campaigns.
2: Brand Supporters and Fans
Brand lovers and fans are often loyal customers who voluntarily talk about your brand. And often naturally try to convince others too
Advantage: This group often creates consistently positive content, even if they do not have recent experience with the product themselves.
Disadvantage: The effect can fade if the same fans keep sharing the same message, which can eventually come across as less authentic to the audience.
3: Social Media Followers
These are casual fans or even curious people who show their interaction with your brand through likes, shares, or tags. A good example is a restaurant being tagged in Instagram Stories when someone shares a meal.
Advantage: It creates word-of-mouth promotion that is seen as very trustworthy by their network.
Disadvantage: Not scalable, the number of followers who take this step is often limited. Even with an incentive, only a small group actually decides to share something.
4: UGC Creators
UGC creators are content creators who focus specifically on making authentic content for brands. They are often not traditional influencers, but they understand how to make conversion-oriented content that fits the target audience better.
Advantage: They know the concept “UGC” and work with a conversion focus for fantastic results
Disadvantage: If popular UGC creators take on too many collaborations, their authenticity can decrease in the eyes of the audience.
Looking for a UGC creator? At Hyred you can create a free account and choose from more than 1200 screened creators.
How UGC Is Used For Marketing
UGC gives companies the opportunity to put customers in the spotlight in their marketing strategy. Here are some popular applications of UGC in a business context:
- Social Proof and Trust
88% of Consumers trust authenticity in videos and photos from other customers more than promotional campaigns. This gives companies a valuable opportunity to build credibility and attract new customers through UGC. - Cost-Saving Content Creation
By letting customers share their experiences, you can save on production costs. If you want a consistent stream of high-quality UGC, you can work with creators. The costs for a self-employed creator often range from €100 to €250 per video,
. - Higher Engagement and Reach
People are on social media for a reason, and it is not to watch ads. UGC is basically an ad disguised as a social media post. You get more responses, and organically this content goes viral much more easily
We recently had an assignment with boef.nl, where we had an older target group speak cringey street slang, and it worked amazingly: lots of app installs and a ton of engagement!
- Data Insights and Customer Feedback
With UGC you can ‘test horizontally’ and quickly discover what customers want to see. Test different concepts, creators, and angles to understand what works. You can then use these insights to improve your marketing strategy in other areas as well..
Examples of Companies That Use UGC Effectively
Cloudpillo
Approach: Cloudpillo discovered that UGC performed extremely well in their ads and fully committed to this strategy at the beginning of 2022.
Result: With this, they claimed a strong position on social media and became one of the biggest players in the bedding market.
Now: Although general UGC performed well, Cloudpillo now works with experienced Studio UGC creators to safeguard brand consistency and content quality.
McDonalds
Approach: McDonald’s is so big that User Generated Content is inevitable. But to encourage it, they target the ‘diehard Maccie fans’ with videos full of tips, tricks, secret menu items, and challenges.
Result: By tapping into viral content and regularly announcing small menu changes, they know how to activate fans and keep them engaged.
Now: Recently this video almost went viral with nearly 1 million views, thanks to the hype around a new menu change.
CSU
Approach: CSU wanted to use UGC for recruitment to reach potential employees and show how enjoyable it is to work at CSU.
Result: They brought in Hyred for a full UGC process, using Studio UGC and experienced creators to balance authenticity and branding.
Now: Multiple social media campaigns were successful, and CSU now employs more than 16,500 cleaners.
How Do You Find People Who Want to Make UGC?
If you use user-generated content (UGC) in your marketing, you can see it as a modern form of word-of-mouth marketing. People trust other people 8.7x more than they trust brands or celebrities, so it is essential that your content feels like it comes from real fans and customers.
Here are the best ways to get the most out of your user-generated content:
Ask Your Customers
Approach existing customers and be specific about what you expect. For many customers it is fun to be in the spotlight, especially if you feature them on your website or social media. Offer an incentive such as a discount code for their next purchase. Keep in mind that only a small share will respond, so manage expectations.
Look for Micro-Influencers or Freelance UGC Creators
Search Instagram for terms like “UGC creator” to find freelancers and micro-influencers that fit your brand. Check their portfolios carefully and make a list of creators who offer the quality and style you want.
Photo: Bibi UGC creator
Hire a Creative Agency
If you outsource your ads, ask your agency about their UGC services. Agencies often offer extra options to include UGC in your strategy and can help select suitable creators.
Use a UGC Platform
There are marketplaces such as Hyred and Speekly where companies can post UGC assignments and creators can apply. This centralizes all contact, makes collaboration efficient, and offers fixed rates per assignment.
Flyers & Incentives
Include a flyer in your packages for new customers, with a discount code as a reward when they create a social media post tagging your product. This creates UGC and stimulates word-of-mouth among your new customers.
Conclusion
Effective marketing today comes down to one thing: it has to feel personal and real. UGC plays a key role here, because the authenticity of your existing customers helps build a personal connection with future customers. By centering the same interests and experiences around your product, trust and loyalty grow naturally.
By giving ads a UGC angle, you can create content that looks like an authentic social media post but converts like an ad. If you are ready to integrate UGC into your content strategy, take a look at Hyred, the easiest UGC platform in the Netherlands