Power to the People – Business 2 Community

The success of any user-generated, content-related project should be judged in the long term. Try not to use it as a one-off campaign activation idea. Think of it instead as the beginning or continuation of an ongoing dialogue with your consumers.” – Damian Thompson

You’ve probably heard the term ‘user-generated content’ (UGC) thrown around a lot over the past few years. UGC is a form of content like video, blogs, digital image, audio file, and others, created by customers on publicly accessible platforms like social media, forums and websites.

Not just another shiny object, UGC marketing is currently one of the hottest trends in content marketing. Digital advertising based on user-generated content receives 4 times higher click-through rates and a 50% drop in cost-per-click compared to average advertising.

If you’re looking to grow your business with an effective user-generated content marketing strategy, however, you need to make the effort to understand the process. The name itself should be a hint to you that it’s not about you and your brand—it’s about giving power to the people.

User-Generated Content, In the Beginning

User-generated content marketing began in the year 2005.

In the beginning, it was hugely compelling for users who were able to upload all of the details of their experience with a product or service and seamlessly and immediately distribute their content on Facebook. The quick broadcast content, just like text, video, and audio, started working as viral content among the users. At its core, UGC marketing is an organic content production and promotion process. While it happens easily on social media, you need to do proper SEO of your blog to get the user-generated strategy right. But many brands tried to hire influencers to promote their brand image, and that did not always evoke the true brand experience among users. Naturally active posts about a brand could not make it popular.

Only a real experience with a brand can create an impact on the customers. So brands started crafting the user-generated content marketing strategy in a way that regained trust.

This strategy is the most beneficial when the customer finds transparency with UGC. It’s not always the real promotional chemistry that attracts customers. A true transparency of opinion, plus high quality in the service of the product, creates the right vibe.

Big brands like Amazon or Netflix combine all these efforts in permitting customer reviews, once the service is experienced by users. According to A. C. Nielsen, online consumer reviews are the most significant source for generating potential customer credibility about the product or the service.

Twenty-five percent of search results for the world’s top 20 largest brands are links to user generated content and thirty-four percent of bloggers post opinions about products and brands.” – Erik Qualman

Content marketing and brand communication experts are searching for social influencers…


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