2 days ago

What is user-generated content (UGC)?

User-generated content (UGC), also known as user-created content, can be texts, photographs, videos, or even games created by customers of brands, sharing their experiences with the products and services. Although UGC can happen organically, we see more and more companies launching campaigns to organize and shepherd the content's message to align with their overall marketing effort and brand personality. Here’s a comprehensive piece on the power of UGC.

A vibrant collage of user-generated content (UGC) posts on a pink background, showcasing various social media testimonials, influencer posts, and customer reviews. The image includes a mix of Google reviews, Instagram posts, and hashtag mentions like #taggboxsocial, emphasizing the power of UGC in marketing. It features diverse content such as product endorsements, lifestyle images, and real customer feedback, reinforcing the credibility and authenticity of brands through social proof.

Why is user-generated content effective?

While the term "UGC" is somewhat new, the concept behind it isn't. UGC is essentially word of mouth, a tried-and-true marketing strategy that has been around for decades. Consumers and fans now have the skills and tools to transform their "words" into sophisticated content and spread them to a much larger audience.

For example, a tourist in the early aughts could only share printed photos of her adventures with a few friends and family or offer travel tips and recommendations to those in her physical social circle. Nowadays, with just a few taps and clicks on your phone, you can produce a professionally edited video complete with special effects and soundtrack and then broadcast it to hundreds of thousands of people via social platforms.

Today's consumers are more informed and, perhaps sadly, more cynical than ever, causing traditional advertising and public relations approaches to lose effectiveness.

Marketing messages of brands tooting their own horns are no longer persuasive and often ignored. UGC, which leverages real user experiences, is an effective strategy for companies to build trust and communicate authentically. After all, the opinion of a fellow consumer is generally deemed more trustworthy.

Let's look at several successful campaigns showcasing the different types of UGC and how they've helped brands engage with target audiences.

GoPro: Capture and share rad footage

A skier wearing a black helmet with a mounted GoPro camera captures an action-packed moment mid-air while performing a freestyle trick. Dressed in a black jacket and blue ski pants, the skier extends their legs, showcasing skis branded with 'Scott' and 'GoPro' logos. The background features a clear blue sky and a mountainous landscape, emphasizing the thrill and adventure of extreme sports filming with GoPro.

A camera maker that offers products catering to extreme sports, rugged adventures, and epic locations is uniquely suited to leverage UGC.

GoPro, a leader in action photography and videography, launched the GoPro Award campaign, offering rewards and a platform for customers to share footage captured with GoPro cameras.

The campaign, which includes many fun competitions, has produced indisputable proof that GoPro cameras are engineered to create stunning images. It's also an opportunity to engage with existing and future customers as well as cultivate brand loyalty.

Adobe: Discover your inner graphic designer

The software company curates and shares content produced with Adobe software solutions and tagged with #MadebyAdobe on Instagram and other social media platforms.

Similar to GoPro's strategy, it's another example of a seamless alignment of UGC and product promotion. Whether it’s a professional designer perfecting a masterpiece or an amateur touching up photos from a fun weekend, the images authentically spotlight product features and give loyal customers recognition.

Lego: Take "listen to your customers" to a whole new level

A detailed LEGO city diorama featuring a bustling urban scene with buildings, roads, vehicles, and minifigures. The scene includes a red-bricked building, a park with a red tree, a marketplace, and a curved road with bike lanes. Various LEGO vehicles such as a green garbage truck, a yellow delivery truck, and red cars are visible, along with minifigures engaging in daily activities. The vibrant colors and intricate details showcase LEGO's creativity and world-building potential.

The Lego Idea campaign taps straight into one of the core insights of the brand's loyal fan base –– "we feel that we deserve a say."

From the finale of a hit TV series to constructing a championship-worthy basketball team, today's fans demand to be heard by the brands and companies they support.

The iconic company lets players submit and show off their Lego creations in a series of competitions. A lucky few might even have their designs turned into commercially available sets!

Strava: You blaze the path for others to follow

Strava, one of the most popular social media networks in the fitness space, has UGC baked into its user-experience strategy. In addition to conventional functions, such as recording, analyzing, and sharing workout data, Strava further offers features for creating and sharing training routes.

For instance, you can record your favorite biking route in your hometown and share the map with out-of-towners looking for popular riding spots frequented by local cyclists. You can also add helpful information like course elevation, rest spots, notes and tips, and the fastest recorded times.

VIVERSE and VRChat: the future of UGC

A vibrant 3D-rendered virtual world scene from a game called 'Cat Adventure' in VIVERSE. The player character, dressed in a stylish white and black outfit, stands in a colorful town with traditional Japanese-style architecture, red bridges, and various decorative elements. The game interface displays a mission prompt instructing the player to find and return hidden cats. The background includes a cat café, lush greenery, and futuristic digital elements, blending fantasy with urban aesthetics.

UGC is gaining popularity amongst virtual reality (VR) users, thanks to communities like VIVERSE and VRChat democratizing the tools and skills required to produce 3D content.

You can create 3D environments called "Worlds" and personalize them with images, videos, 3D objects, and other digital assets. They can even design interactive, multiplayer games to be showcased within these 3D virtual spaces –– the perfect fusion of creative expression, real-time interactions, and VR technology.

UGC has vast marketing potential, allowing brands and consumers to connect more authentically and effectively. Users now have more ways to express their creativity, fandom, and opinions. Companies, on the other hand, can leverage the content to build trust, attract new users, and scale the personal interactions that many consumers crave. Whether you're looking to build an online presence, create authentic experiences, or pioneer the future of virtual content, now is the time to tap into the opportunities of user-driven creativity. Explore the future of UGC with VIVERSE.