UGC and How to Make the Most of It

Understanding UGC

User-generated content (UGC) is any content created by your audience, like reviews, testimonials, or social media posts. It’s real, raw, and relatable. Some powerful examples of UGC include customer photos, product reviews, and unboxing videos. The advantages of this tool are undeniable: it’s trusted more than traditional ads, with 84% of people saying they trust UGC over brand-produced content. The UGC market is expected to hit $32.6 billion by 2030, showing its growing importance!

Benefits of UGC

UGC stands out because it feels real and relatable. Brands like Glossier and GoPro have tapped into this power, using customer photos and videos to take audience connection to the next level. Glossier crowdsourced ideas for its Milky Jelly Cleanser directly from its community and highlights customer content across Instagram and TikTok. GoPro users flooded social media with action-packed footage, helping the brand dominate the action camera market with 97% of dollar share during the Hero7’s release. Both brands increased their credibility and revenue.

Another perk? UGC is a cost-effective tool. These campaigns often have lower costs compared to traditional advertising, with some brands seeing a significant drop in cost-per-click (CPC). This is especially helpful for brands working with smaller budgets. 

During high-traffic times, UGC can truly be your secret weapon. Instead of spending big on ads, you can leverage authentic customer content. Partnering with an omni channel marketing agency like Arctic Leaf and using tools like Yotpo, user-generated content can further boost your campaign while keeping costs manageable. At Arctic Leaf, we are proud to partner with and recommend Yotpo to all of our clients looking for UGC assistance.

Implementing UGC Strategies

Collecting user-generated content doesn’t have to be complicated. You can encourage your community to share content by:

• Running hashtag campaigns (e.g., #YourBrandExperience).

• Offering incentives, like discounts or giveaways, for those who post.

• Sending follow-up emails asking satisfied customers to share reviews or photos.

Partnering with micro-influencers is another way to boost UGC. Platforms like Yotpo make it easy to manage this process, allowing you to collect and display UGC across channels.

Once you’ve collected UGC, it’s time to integrate it into your campaigns. Here are some steps:

• Social Media: Share customer photos and videos on your brand’s Instagram, TikTok, or Facebook profiles. Tagging the creator adds a personal touch that builds trust.

• Websites: Feature customer reviews, testimonials, and images on product pages. For example, Glossier showcases customer selfies to give a realistic view of their products in action.

• Ads: Incorporating UGC into paid social ads or Google display campaigns can increase click-through rates (CTR) by making your ads feel more authentic.

Lastly, don’t forget about user-generated content moderation to maintain the quality and relevance of your content.

Optimizing UGC for Maximum Impact

To make the most of user-generated content, preparation is everything. Here’s how to stay ahead:

Preparation

• Use what works: Identify high-performing user content—like reviews, images, and videos—from the past year. Incorporate this into your marketing to highlight real experiences.

• Invite new content: Encourage customers to share their stories and product experiences, offering the chance to be featured in your campaigns.

A great example is TAO Clean, which used UGC ads with a “3 reasons why” format to achieve a 3:1 return on ad spend while cutting acquisition costs by 50%.

Real-Time Engagement

• Share as it happens: Repost user content, like Instagram stories or tweets, to show real people interacting with your products.

• Stay active: Acknowledge and feature customer posts with comments or reposts, keeping your brand visible and engaged.

Review and Improve

After the campaign, analyze what worked:

• Which posts sparked the most engagement?

• What content connected with your audience the most?

Use these insights to sharpen your approach for future campaigns and keep your strategy evolving.

Conclusion

User-generated content is an invaluable tool that builds trust, boosts engagement, and offers cost-effective marketing solutions. It’s well worth exploring how UGC can work for you—start collecting content, sharing real customer stories, and driving conversions. Partner with Arctic Leaf, an omni channel marketing agency, to get your strategy in place. Don't forget to use tools like Yotpo and prioritize user-generated content moderation. 

Ready to begin? Share your UGC experiences and let’s create something impactful!