Well, there’s a buzzword making the rounds lately: user generated content. It may sound new, but if we think about it, it’s rooted in one of the oldest forms of marketing: word of mouth. What’s different now is that, thanks to social media, anyone with a phone can contribute to your brand’s story.

From reviews and testimonials to photos and social media posts, user generated content, or UGC, makes word of mouth marketing more interactive, and it’s content you can leverage across your marketing channels. 

Today, we’re diving into what UGC is and how you can use it effectively to grow your business.

What is User Generated Content?

UGC refers to any content created by your audience whether it’s:

• A customer leaving a review
• A photo someone posts of their meal at your restaurant
• A testimonial shared on video

UGC can also take the form of paid influencer campaigns. Collaborating with influencers who share your target audience gives you exposure and trust. While some influencers require fees, others will accept products in exchange for reviews, creating a more cost-effective way to engage your audience.

However, just like with PR, UGC comes with some risk. You don’t control what others say. If your intuition tells you it’s not the right fit, it’s okay to pass.

Building a Community Through UGC

One of the most powerful aspects of UGC is how it builds trust through communities. Think of those niche groups like Kmart Mums or IKEA Hacks, people sharing their love for a brand, organically spreading the message. Communities like these turn happy customers into ambassadors.

This applies to smaller businesses, too. Within our own Business Business Business community, members share their experiences, referring others to Clive and me because they trust us. It’s UGC in action – and it’s incredibly effective.

Ways to Leverage UGC

So how do we use UGC when we don’t have a big marketing budget? It starts by asking:

1. Request Reviews and Testimonials: Include these requests as part of your customer workflow. Ask customers to share their thoughts because many are happy to help if you just ask.
2. Feature Your Customers: Showcase customers doing amazing things, whether it’s a new book release or a milestone they’ve hit.
3. Run Competitions: Encourage customers to create content with incentives, like prizes for the best video or post featuring your product.
4. Create Hashtag Campaigns: Introduce a branded hashtag so users can tag you in their content, making it easier to find and share their posts.
5. Use Social Tags and Mentions: Engage with people who tag you, creating a cycle of interaction that builds relationships and boosts visibility.

Collecting and Using UGC

Once you’ve gathered UGC, maximise its reach by:

• Sharing it on social media and tagging the creator
• Featuring it in newsletters or on your website
• Creating a gallery of UGC directly on your website, pulling content from platforms like Instagram or TikTok

Some brands even create full UGC galleries to showcase how people use their products in real life. These become authentic content that builds credibility.

Ethical and Legal Considerations

It’s important to remember that UGC needs to be used ethically and legally. Always ask for permission before sharing someone’s content, even if it’s a glowing review. A simple request ensures you’re respecting both their rights and your brand’s reputation.

Take Action with UGC

Start by exploring where your brand has already been mentioned. Look for tags, mentions, or testimonials you can repurpose. From there, keep asking your customers for feedback, photos, and reviews – they’re often more than willing to share.

When customers actively use and enjoy your products, their authentic voices are the most powerful tool in your marketing strategy. So, get out there and tap into the magic of UGC.

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Highlights 

• [00:00] Introduction to User Generated Content
• [00:59] Defining User Generated Content
• [01:44] The Power of User Generated Content
• [02:06] Creating User Generated Content with Influencers
• [03:35] Strategies for Collecting User Generated Content
• [05:00] Maximising the Impact of User Generated Content
• [06:19] Legal Considerations and Ethical Practices

Resources Mentioned

• The Marketing Circle