What is User-Generated Content?

User-generated content, (UGC), has become an effective and organic strategy for brands to interact with consumers and get in touch with some of their most loyal fans. When a consumer shares their experience with a specific product or business online rather than the brand itself, this brand-specific content is classified as UGC.

UGC lives across the biggest social media channels we use every day, such as Instagram, TikTok and YouTube, and can be shared as text, images, videos, customer reviews, comments, blog posts, and even more as the strategy continues to evolve.

When brands effectively leverage UGC, they can build authentic connections online, establish trust with consumers, boost sales, and incorporate genuine brand love into a future campaign to enhance their message.

While most brands are carefully curating their image online, UGC puts the power into the hands of the consumers and allows them to shape their own narrative.

A recognizable UGC moments in marketing was Coca-Cola’s Share a Coke Campaign launched back in 2011. The simple concept of including the names of consumers on Coca-Cola bottles saw great success and brought delight to people worldwide.

This personalization not only made brand fans feel special over a decade ago, but it also generated immense UGC on social media that served as authentic content promotion for the business.

Are you exploring UGC in 2024? Contact HMA to find out how we can be a part of your plan.