In the past, feedback from readers came in the form of comments, letters to the editor, and other similar methods. Today, these forms of input (and more) have been grouped under the umbrella term “user-generated content” (UGC). This term encompasses a wide range of content created by consumers, including product reviews, social media posts, and other types of content that provide valuable insights and feedback for brands.

I am told that UGC is one of the biggest content and marketing trends of 2023. One expert even described it as “..…now the holy grail of marketing.” Whoa.

To me, UGC never stopped being a “trend.” And, no: it is certainly not the holy grail of marketing. It’s been around since the early 2000s, coinciding (obviously) with the commercial birth of the World Wide Web. Here’s something funny: if you were to go back to content trends for say, 2019 or even 2015, you would find it on the trends list. That’s why I don’t like trend-spotting.

Remember when you posted that review on Amazon about the magnetic flashlight you bought? Or when you complained on Twitter about that poor cellular service? All of that is UGC. It’s just about any content created by users of an online platform: reviews, photos, blog posts, videos, raves and rants…. Only today, some have started to make UGC into a career!

Astute marketers realized a long time ago they could use such organic feedback to the brand’s advantage. But many companies did not take UGC seriously, or so I am told.

So, there’s brand-generated content (BGC) and user-generated content. Separating them is TRUST.

I shall explain: You are on eBay or Amazon looking for a shoe. Scores of ads pop up wherever you go on the web. Companies selling shoes stalk you and tell you how theirs is the best.

Then you go over to the “Reviews” section to check out what the experiences of actual buyers have been. You may also want to see the product in the hands of an actual buyer. Then, you decide. You see, you, the potential customer, DO NOT TRUST the company at all. We live in an era when almost, everything goes under the guise of advertising and marketing. Companies will promise you the moon in order to sell. Without compunction. In such times, who then do you turn to? Obviously, a user.

Modern-day consumers prefer authentic content over traditional brand-generated content. It could be anywhere — on websites, blogs, on social media, on TV…in the form of reviews, feedback, videos, testimonials, whatever.

BGC, on the other hand, is produced by the brand itself, whether it’s by an in-house team or an outsourced agency. It’s polished and refined to produce ads creatives that align with the brand’s values and objectives.

So UGC is your personal goals while BGC is the company’s business goals.

Why User-generated Content Is Not The Holy Grail Of Marketing

Trust: that accursed word. Well, you didn’t trust the brand; now you can’t trust the input of buyers.

There are pros and cons to UGC that not only potential customers but even businesses must be aware of these.

Quality Issues
Topmost of this list is the quality of the content that users generate. Poorly written or inaccurate content can harm a brand’s reputation and credibility. However, businesses can mitigate this risk by implementing measures such as new software that reduces the need for intensive labor and authentication of profiles.

Lack of Control
You can’t control what people say about you, eh? When using user-generated content, businesses relinquish some control over the content that appears on their website. This lack of control can lead to inconsistencies in messaging and branding. But, with proper management and guidelines, businesses can ensure that user-generated content aligns with their brand values.

Negative Content
This is the dreaded one that strikes terror in the hearts of marketing teams. One of the most significant concerns with UGC is the potential for negative feedback that appear online. One poor review or a missing “star” from the ratings, and the brand airplane just hit turbulence. While moderation efforts can prevent such negative comments from being visible on a business’s website, censoring valid feedback can backfire on businesses. Companies must be prepared to handle negative feedback and use it constructively to improve their products and services.

For those of you looking at turning this into a money-making gig, a good starting point would be to study successful examples of UGC, and then approach brands they wish to collaborate with.

On the other hand, there are brands out there looking out for UGC creators, willing to not only hand over their product to the latter to use but also pay them at the end of the review or post. As long as the post can pass off as the real McCoy, i.e. written by a paying customer and not a dummy.

UGC is cost-effective because it doesn’t require a significant investment in time or money. Brands can engage with customers or hire content creators to create UGC and use it across all stages of the buyer’s journey to influence engagement and increase conversions. In contrast, BGC requires a more significant investment in resources to create high-quality content.

So How Is UGC Not The Same As Influencers?

People, even marketers have started mixing ’em up: influencers, micro-influencers, UGC providers. Yet, a thin line divides influencers from UGC creators. It’s important to understand the distinction between UGC creators and influencers, as these two groups play different roles in the brand-consumer relationship. To begin with, UGC is supposed to be more organic and made by actual customers. Sometimes, the reality can be different.

While influencers openly “influence” their followers into buying, the UGC creator is far more subtle. An influencer first tries to sell to his/her own followers, not the UGC creator. Let’s just say influencer marketing is heavy, in-your-face selling, while UGC is turning into a form of adroit marketing. Another “difference” is that the laws of many countries make it necessary for influencers to declare they have been paid to say whatever they are saying, but there is no such demand on the UGC creator. By utilizing UGC creators, brands can gain access to authentic content without relying solely on organic submissions.

So here’s an ethical question — how can you trust reviews that are made by creators who are either paid by the brands or are their employees to make the UGC in the first place?!! How can we differentiate between paid and self-driven UGC? Trust is an expensive commodity, readers. But experienced shoppers can spot the tell-tale signs.

There are different types of user-generated content that you can create:

– Photos and videos: Visual content like photos and videos are the most popular type of user-generated content. If you have a camera or a smartphone, you can capture and share your experiences, opinions, or reviews of a product or a service. You can also use editing tools or apps to enhance your content and make it more appealing.

– Testimonials and comments: Many people create user-generated content after they’ve made a purchase or once they’ve used a product or a service. They write testimonials or comments to share their feedback, satisfaction, or dissatisfaction with other potential customers. You can also use ratings or stars to indicate your level of satisfaction.

– Blog posts: Many bloggers write user-generated content on their own websites or platforms. They share their insights, tips, stories, or advice on various topics that interest them or their audience. You can also use images, videos, links, or other media to enrich your blog posts and make them more engaging.

– Social media posts: Social media platforms are ideal for creating and sharing user-generated content. You can use hashtags, mentions, tags, or captions to make your content more discoverable and relevant. You can also join groups, communities, or challenges to interact with other users who share your interests.

– Reviews and ratings: Reviews and ratings are other forms of user-generated content that can influence other people’s buying decisions. You can write reviews or ratings on websites like Amazon, Yelp, TripAdvisor, or Google My Business to share your opinions and experiences with a product, a service, a place, or a business.

These are some of the types of user-generated content that you can create. Depending on your goals and preferences, you can choose the type of content that suits you best.

In general, UGC presents opportunities for earning money online, making it a viable option for those looking to monetize their content. As such, readers may want to consider exploring this avenue as a means of generating income.

The above is from my rather erratic newsletter, All About Content. Do subscribe.

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