Every brand dreams of having loyal fans. These are the devoted fans who eagerly await new releases and keep buying from the brand over and over.
If your brand is in need of more of these fans, user-generated content is your ticket to get there.
But if you’ve never worked with UGC before, it may be confusing. Isn’t UGC the same thing as influencer marketing?
Well, not quite. UGC is related to influencer marketing, but it’s not the same. We’ll go over the difference in a moment.
Once you learn what UGC is and see real examples of UGC campaigns, you might just be convinced to give it a try!
What is a UGC Creator?
To understand what a UGC creator is, you have to understand how UGC is an interesting twist on typical influencer marketing campaigns.
An influencer is someone who has their own social media page, blog, etc., and they regularly create content around a certain topic and grow an audience who likes their content. Their whole page is focused on attracting that niche audience.
The way influencers work with brands is that they either pitch brands or brands contact them first, then the influencer and brand agree that the influencer will create content promoting the brand. The brand pays the influencer to create this content and put it out to their audience.
A UGC creator doesn’t have to have an audience. They may have no audience at all beyond their family and friends. They’re not trying to regularly create content around a certain topic and grow a niche audience.
When a UGC creator creates content that promotes a brand, there’s no arrangement made in advance between the UGC creator and the brand. The UGC creator creates content that promotes a brand, then they either post it on their page and tag the brand or they send it directly to the brand. The brand may decide to use the content for their own benefit and pay for usage rights (more on that later).
Because a UGC creator doesn’t have to have an audience like an influencer does, UGC is easier for ordinary people to do than to become an influencer and grow an audience. The whole point of UGC is that it’s an opportunity for ordinary people to create content for a brand.
What is a UGC campaign?
A UGC campaign is a type of marketing campaign in which a brand encourages its audience to create content about the brand. It’s an open call for anyone to participate.
People can create videos, photos, blog posts, you name it, as long as the content shows the brand in a positive light. Participants in the UGC campaign may be rewarded by having their content shared on the brand’s page or given prizes.
UGC campaigns are great for brands because they…
Build brand loyalty – Announcing a UGC campaign gets your current audience excited because they may want to get involved and not miss out on the fun. This builds brand loyalty because it gets casual fans more interested in your brand.
Spread the word – When people make UGC content and their family and friends see it, your brand is exposed to a wider audience. People are more likely to trust recommendations from their family and friends than a brand promoting itself.
Increase sales – The products and services featured in the UGC content are likely to get more sales because of all the extra attention being put on them.
4 tips for creating a successful UGC campaign
Create a unique hashtag.
Bonus tip: If your brand is already working with influencers (regular influencers, not UGC creators), you can ask them to promote your special hashtag and shout out people who use it. This creates extra excitement among people who want to participate in the UGC campaign.
When you’re putting out a call for UGC content, ask your audience to tag their content with a specific hashtag that’s only used for this campaign. This way, you’ll easily be able to find every public post that includes that tag.
Make sure the tag is unique enough that no one would happen to use it in a way that’s unrelated to your campaign… but also make sure the tag is simple enough that people won’t misspell it when they’re trying to tag their post.
Return the favor.
Those loyal, devoted fans you’re dreaming of? They’re coming… but only if you actually reward people who participate in your UGC campaigns.
When people create awesome content for you, don’t just hit “like” and move on. Share it to your story or feature it on your website – it’ll make that person’s day. And sending gifts to your favorite people who create UGC for you is an amazing way to show appreciation.
If you have happy, loyal fans, they’re more likely to engage with you on social media and buy from you again and again. They’re also more likely to tell their friends and family about you. That means anything you can do to build customer loyalty is a win all around.
Consider long-term partnerships.
If you use content from a UGC creator and you think their content is especially good, why not keep the relationship going? You can collab with them on more content or even make them an official brand ambassador.
Whether you’re working with a UGC creator or working with an influencer in the typical way, long-term partnerships are the ultimate prize. The great thing about long-term partnerships is that you and the creator get used to working together and can trust and rely on each other. When your brand has partnerships with multiple high-quality, reliable creators, that gives your brand a huge advantage.
Consider long-term partnerships.
When you’re using UGC, you have to be careful to respect copyright laws. If someone creates UGC and you take it and use it, you need to have the creator’s permission. You and the creator have to agree on what you’re going to do with the content and how long you’ll have permission to use it for.
This may seem intimidating, but it’s worth it. Having a contract and paying creators for usage rights keeps you protected because there won’t be misunderstandings between you and the creator about how you’ll use their work.
For more on content usage rights, check out this blog post.
Our 5 favorite UGC campaigns and why they worked
Aerie
@cescaunfiltered Havent taken them off since they arrived. Im obsessed @aerie #aeriereal #aerie #matchingpj #matchingset ♬ original sound – cescaunfiltered
Aerie’s brand is all about encouraging customers to be real instead of being overly glammed up and filtered. That’s the idea behind the #AerieReal hashtag. You don’t have to be an influencer with a massive following; you just have to be real and be yourself.
Why it works: In this UGC example, an Aerie customer happily shows off her new pajamas. Aerie left a comment on the video and reposted it. What’s notable is that this person only has about a thousand followers. Because Aerie reposted this video, other Aerie customers with low follower counts will know that they can be acknowledged by Aerie too. This is the kind of thing that builds brand loyalty.
Harvest Snaps
@harvestsnaps_official Snack smarter, not harder. 🧀💚 Pro tip: Always pack the crunch #harvestsnaps #snacktime #mealprep #healthysnack #crunchysnacks
♬ original sound – Harvest Snaps
Are you in your meal prepping era? If so, you’ll like this video from snack brand Harvest Snaps. This UGC creator doesn’t just talk about the product; she combines it with other foods she likes, incorporating it into her meal prep strategy. People who already like those other foods may be curious to try Harvest Snaps.
Why it works: This is far from the only UGC video posted by Harvest Snaps. These videos show ordinary people using the snacks as part of their everyday life. That’s the power of UGC: Anyone can create these simple videos and allow brands to use them. And when others see regular people like them using the products, they can easily see themselves using them.
Fenty Beauty
UGC can be put onto a brand’s website, not just social media. On Fenty’s product pages, there are videos of Rihanna using the products… and videos of regular people using the same products. There’s even an entire page dedicated to Fenty products trending on TikTok, which shows that Fenty has its finger on the pulse of what ordinary people are talking about.
Why it works: Fenty builds credibility with potential customers in two different ways. The fact that these products were created by a celebrity shows that it’s possible to use them and get a celebrity-quality look. But the fact that regular people are demonstrating the use of these products shows that the products are easy for anyone to use. With so much credibility and customer love, it’s no surprise that Fenty is such a successful brand.
MONDAY
Not only do they work with UGC creators and have a form allowing you to sign up as one; they also have a college ambassador program they’re openly recruiting for.
Why it works: This video is effective in and of itself because the UGC creator clearly explains how MONDAY’s products solved her hair problems. But also notice how UGC fits into MONDAY’s content strategy as a whole. The content focuses on visits to college campuses and UGC videos of regular people using the products. The overall message is “Lots of people are using these products. You can too!” This brand knows how to use trendiness and FOMO down to a science.
Nikon
Nikon is already one of the most recognizable camera brands in the world, and it uses UGC to strengthen its brand presence even more. Nikon encourages its fans to take photos and use the hashtag #NikonCreators for a chance to get featured in a post like this one.
Why it works: Since Nikon has its own unique hashtag in its bio for everyone to see, fans of the brand know they can use that tag and possibly get featured. Professional and aspiring photographers alike will be glad to get exposure (pun intended) from being featured by Nikon. And when other people see the high-quality photos, they’ll know that they too can take high-quality photos if they get a Nikon camera.
Key takeaway: UGC can grow your audience and boost loyalty from your existing audience.
If you’re not doing UGC campaigns, you’re missing out on amazing benefits. One benefit is audience growth. The more people who make content about your brand, the more your brand name gets out there.
UGC campaigns also give your existing audience a chance to feel more connected to your brand. Having their content recognized by your brand will help them see your brand not just as something to buy, but a story that’s fun to be a part of. (Now that’s a way to stand out from your competition!)
Never underestimate the power of ordinary people promoting your brand. After all, ordinary people are the lifeblood of your business. Why not show them some love? UGC campaigns are the perfect way to create loyal fans and give and receive brand love.
