What is User Generated Content (UGC)?

This, which at the dawn of the new marketing might have seemed to be left to the free will of consumers, is actually possible to encourage and manage, and also provides a shot in the arm for credibility and loyalty towards the products and services on offer. That's why we're going to tell you how to encourage it and how to make the most of it in your marketing strategies. You can't imagine how easy it is!

What is User Generated Content or UGC?

UGC has gained importance in recent years thanks to the rise of social platforms, which have allowed it to expand to unsuspected limits. It is content created and shared by users themselves on social networks and websites, such as product and service reviews, real testimonials, photos, videos or tutorials, which mention or promote a brand in a completely voluntary and spontaneous way.

As our students of the Degree in Branding and Advertising study, this type of content provides authenticity and trust, determining factors in consumers' purchasing decisions, although it is important to differentiate it from paid content generated by influencers, which is still a form of advertising.

What are the advantages of User Generated Content?

Incorporating UGC as a marketing strategy offers several advantages that, in turn, become the best excuse to dedicate time and care to it.

• Real user opinions and testimonials are perceived as more authentic and reliable than advertising messages launched by brands.
• UGC is much more likely to go viral than an advertising campaign, which allows it to attract new customers who would not normally be reached.
• User-generated content allows brands to enjoy a closer and more genuine relationship with their audience, which in turn encourages their involvement and engagement.
• It is also important to note that User Generated Content allows the generation of fresh and more interesting content, which helps to improve SEO positioning, giving more visibility and traffic to the brand's website, which can translate into an increase in conversion rates.
• Importantly, UGC also saves on creative and promotional materials, making it perfect for businesses of all types and sizes.

Types of User Generated Content (UGC)

There are different types of User Generated Content, and knowing them is important in order to get the most out of them for a brand.

Reviews and testimonials

Opinions about the experiences of people who have already bought a product or paid for a service. A good way to encourage their creation is to ask customers to share them after a purchase and provide platforms where they can do so freely.

Photos and videos

Visual content created by users that shows products in use or details their opinions after doing so in this type of format. It is highly viral, and can be encouraged through the use of hashtags that encourage customers to share their images and experiences.

Social media content

Posts in different types of formats that users share on their profiles mentioning or tagging the brand. The best option to encourage this is to actively interact with the audience, share your content and devise campaigns that invite participation, such as sweepstakes or challenges.

Personal blogs

Articles written by users in which they mention, evaluate or test products or services. In this case, collaborations and prizes can be good incentives, while respecting the editorial independence of each content creator.

Paid UGC campaigns

This type of UGC initiative involves payment for creating content, and the best example of this is paid collaborations with influencers. In order to offer the best possible results, it is necessary to identify content creators who are truly aligned with the brand and close clear agreements that benefit both parties.

With our Master in Branding: Brand Creation and Design you will not only specialise in this sector, you will also learn how to make the most of each of these options!

Real examples of user-generated content

User Generated Content has been on the rise in Spain and the rest of the world for a few years now. Don't you believe us? you must be familiar with it!

• Mercadona and flirting time: In the summer of 2024, a trend emerged on social networks that gave instructions on how to find a partner while shopping at this well-known supermarket chain. You had to go from 7pm to 8pm, place an inverted pineapple in the shopping trolley and things got more complicated depending on what each person was looking for. As far as we know, the brand wasn't behind it, but it benefited enormously from its impact!
• Primark: This low-cost fashion brand decided to put its customers at the centre of its social profiles, which is why it publishes photos and videos of its followers trying on new products or showing how they use its decorative items, which makes it very close to its public.
• Airesur shopping centre: More and more shops of this type are launching initiatives with the aim of getting closer to people. This one, located near Seville, gave away hundreds of tote bags with different messages on the occasion of Black Friday 2024, which made many customers decide to take pictures and record themselves with them and share these multimedia files on their social profiles.

Let us show you what you can do with a very small budget and a big dose of imagination!