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Ekhos marketing agency

May 28, 2024

Harnessing User-Generated Content for Social Media Marketing

Memphis-Rain Wentzel

User-Generated Content, or UGC, is content created by the consumer rather than a brand. This content can be organic and done for the love of the brand or product, or can be paid UCG. UCG can come in many forms, from photos and videos to reviews and testimonials. So why is user-generated content so crucial for brands, and how can leveraging it make your brand stand out in an ever-overflowing market? The State of UGC Report found that 93% of markers agree that consumers trust content created by customers rather than brands. Thankfully, we have put together some reasons why you should utilize UCG and what to look for when getting started.

The social proof is in the content pudding.

As much as brands try, consumers are always more inclined to trust fellow consumers than a brand making a claim. No one can convince you more when buying a product than our close friends, family, and community. By using community when advertising, you build consumer confidence, with a Slackla survey finding that “on average 60% of consumers say content from a friend or family member influences their purchase decisions.” In the modern-day word of mouth, authenticity, and credibility are incredibly important, so having authentic or as authentic as possible paid UGC is vital. With only 32% of Americans having a fair to a great deal of trust in the media they consume, seeing a friend or family happily using the product/service can go a long way.  

Build a community. 

User-generated content (UGC) is an effective way to make people feel like they’re part of something bigger. When brands engage with their audience and share content created by them, it creates a sense of belonging. This level of engagement opens up conversations between the brand and consumers, helping to build a more engaged community. By sharing and appreciating UGC content, brands can develop deeper relationships with their audience, promoting greater brand loyalty. This can encourage more people to share content, creating a more diverse range of content that increases web traffic and brand exposure.

Cost effective.

The best part about UGC is that it can come at no cost to your business. Obviously, putting capital behind a UGC campaign can encourage people to participate, such as giveaways. The easiest and most used way to promote the generation of UGC is through hashtags. These allow users to share their content with it being filtered all under the same hashtag, meaning the brand can easily filter and find content to use. A great example of how hashtags work is Lululemon’s campaign #thesweatlife. This hashtag has over 1.5 million posts, with the brand choosing the images they like the most to feature in their best-of-the-year series.

The best practices when wanting to implement UGC.

Make sure your strategy aligns with the UGC content you want to receive. This is important as you should run campaigns and giveaways to attract UGC that will progress your campaign and social media goals. If the UGC created was completely organic and had little to no involvement from your business, you should always get consent from the original creator and give credit where it is due. Like regular social media campaigns, constant monitoring is essential and helps assess how well your UGC is working. 


So should you use user generated content for your brand? Yes, of course. With the ability to amplify your brand visibility, enhance your brand’s community and turn your customers into active members of your community you depict a brand that is authentic in turn helping boost sales. Creating a UGC campaign comes with its challenges, thankfully we here at Ekhos Agency are professionals when it comes to handling anything digital media, to find out more about how we can help you, visit – https://ekhosagency.com/contact-us/ .