Discover what User Generated Content (UGC) is and how to use it with your brand.

Mai Mejias28 September

The power and reach of user-generated content content (UGC) in Growth Marketing is undeniable. In a digital ecosystem saturated with advertising and brand messaging, UGC shines as a beacon of authenticity and authenticity. messages, UGC shines as a beacon of authenticity and trust. trust.

This article is designed to take you on an in-depth journey into the world of UGC, revealing its meaning, its benefits and (most importantly) how you can leverage it to drive your marketing strategy.

We are at a time when we are all, or almost all, users of social networks and use instant messaging (e.g. WhatsApp) on a daily basis. It is in this context that UGCa content format that has become a powerful tool because it allows brands to connect with their audiences in a more authentic way.

Next, we will explore how the content generated by users goes beyond reviews and testimonials. You will discover why why UGC is an essential part of any modern marketing strategy and how it can marketing strategy and how it can promote loyalty, increase customer trust and reduce advertising costs. advertising costs.

Before continuing, we must make an important clarification:

As mentioned above, UGC was born of the users and for the users users. Therefore, its nature is not advertising, but informative informative. However, this does not mean that the brands do not can take advantage of this format. The role of brands in this context is to ride the trend and to ride the trend and co-create advertising content content in the style of UGC, leveraging on the freshness of the format and the inclusion of Content Creators.

Throughout this article articlewe’ll break down the key strategies and tactics for creating high-quality UGC and show you how to effectively implement this content into your marketing campaigns .

All set to dive into the exciting world of User Generated Content and unlock its potential in Growth Marketing?

What is UGC?

In this first chapter, we will explore in depth what is meant by the UGC and how it has evolved over time. From the simple product reviews to exciting TikTokvideos , UGC encompasses a wide range of content created and shared by real people.

Let’s start by deciphering this acronym: UGC. These are the initials of User Generated Contentwhich in Spanish translates as User Generated Content. Its meaning is so clear as its name. UGC refers to any type of content. digital, whether images, videos, reviews, or even social media posts, that are created and shared by ordinary individuals, not by the brands themselves.

And here a big question arises. If UGC is user-generated user-generated content, what role do I have as a brand?

There are at least two answers to this question. On the one hand, the brand can encourage users to generate this type of content by content, creating spaces for them to do so, giving prizes to users who do so, etc. On the other hand side, the brand can be consolidated as co-creator of these contentstaking advantage of the format and contracting Content Creators to help it to produce UGC videos with advertising purposes.

What are the characteristics of this type of content?

Some of its advantages are the authenticity and credibility it brings to brands by showing real user experiences, which increases trust and engagement.

Types and examples of User-Generated Content

Benefits and importance of UGC

The User Generated Content (UGC) is not just a passing trend; it is a a passing trend; it is a transforming force in the world of marketing. Why? Because it offers a number of benefits and opportunities that brands cannot afford to ignore.

We have already mentioned it, but it is important to reinforce one key aspect of UGC: the key aspect of UGC: its authenticity. When consumers consumers see other real consumers sharing their experiences their experiences with a product or service, they perceive a genuineness that they simply can’t they simply can’t get in a real-life product or service, they perceive a genuineness that they simply can’t get in a real traditional advertisement. This authenticity translates into trustand trust is an invaluable asset in the marketing world .

UGC is not only authenticit is also highly convincing. Positive reviews, video testimonials and publications from enthusiastic users can influence the purchasing decisions in a meaningful way. The Consumers rely on the opinions of their peers, and when they see that others have had positive experiences, they are more inclined to take action.

In addition, the UGC encourages commitment. Users feel more involved when they have the opportunity to contribute their own content, which can lead to a greater greater interaction with the brand.

Finally, we cannot fail to mention one of the most tangible benefits. tangible benefits: cost reduction.. Compared to traditional traditional advertising strategies that often require considerable considerable investments in content creation and promotion, UGC is a cost-effective content, UGC is a cost-effective option. When users create the content When users create the content themselves, brands can save significant savings in production costs..

In addition, the distribution of UGC content through digital platforms is generally is often more cost-effective than advertising tactics. conventional. This means that brands can achieve a greater reach at a fraction of the cost, adding compelling financial appeal to UGC .

UGC is not just a tactic; it is a complete strategy for success. for success. Brands that recognize the importance of incorporate UGC into their marketing efforts are in a strong position to build more position to build stronger relationships with their customers and increase their market influence. relationships with their customers and increase their influence in the marketplace.

In the next chapters, we will explore how to effectively implement UGC in your marketing strategy. effectively implement UGC into your marketing strategy, unlocking its full potential to drive your brand’s growth. your brand’s growth.

Good practices

Creating impactful UGC content is no easy task, but with the right strategies, you can stand out. In this section, we explore the key elements that must be present in your UGC content for it to be effective and authentic. You will learn about the importance of spontaneous creativity, how to surprise and connect with your audience from the first second, and why entertainment trumps interruption when it comes to content.

Talking about influencers is not the same as talking about content creators. Learn what to do in different situations and depending on your objectives. Authenticity is key here again; users can easily detect if a collaboration is not genuine. We will provide you with practical tips on how to establish successful collaborations that resonate with your audience.

• Spontaneous creativity vs. high-value production: In case it wasn’t clear, in the world of world, authenticity is key. Over-produced videos can look like can look like traditional advertising, losing that genuine touch genuine touch that attracts spectators. Instead of focus on high-value productions, UGC value, UGC creators must embrace embrace the more spontaneous creativity spontaneous creativity that characterizes this type of content.
• Surprise and connect with your audience: Creators must identify unique ways to engage the audience, either through a unexpected twist in the narrative, the use of humor or in the manner more natural it will be. This emotional connection drives participation and commitment of the viewer.
• The power of the first seconds: In the era of limited attention, the first seconds (or hook) of a video UGC are crucial. Creators must capture the attention to the hearing of immediate with a hook convincing. This ensures that users continue to view the content in instead of following scrolling.
• Simplicity and single-objective focus: Effective UGC focuses on a single objective. clear objective. The creators must avoid dispersing the audience’s attention with multiple with multiple calls to action (CTAs) or (CTAs) or complicated messages. complicated messages. Keeping it simple and focusing on single objective improves the clarity and clarity and effectiveness of the content.

Collaboration with Content Creators

First and foremost, it is essential to understand the distinction between a influencer and a content creator in the context of UGC.

The influencers usually have a large number of followers and their main their main strength lies in their ability to influence influence the purchasing buying decisions of their audience. If we get technically strict, working with influencers would be categorized as collab, not UGC. But what can be done is to replicate the UGC format by leveraging influencers.

On the other hand, content creators focus on consistently producing authentic and valuable content, regardless of audience size.

In a UGC strategystrategy, the choice between working with a influencer o a content creator depends on several factors, such as the objectives of the campaign and the target. The influencers can reach large audiences, while content creators can offer authenticity and engagement.

Working with several content creators may end up having having a better RoAS than working with one macroinfluencer with millions of followers. It all depends on the characteristics of the people who use them. the topics they usually deal with in their videos and the objectives they have as a brand. objectives you have as a brand.

How to measure the success of a UGC strategy?

Measuring the success of a UGC strategy involves monitoring KPIs such as engagement (likes, comments, shares), organic reach, and UGC-derived conversions. In addition, analyzing the quality of content generated and brand perception can provide valuable insights. Social media analytics tools and customer surveys can be useful in assessing impact.

The User Generated Content (UGC) is a powerful tool that can have a can have a significant significant impact on marketing performance marketing. Here we will look at how UGC can improve the campaign results and why proper setup and budget are key elements for success.

Improved campaign results

One of the advantages One of the most notable benefits of UGC is its ability to boosting campaign results. Numerous studies and case studies have shown that campaigns incorporating content tend to outperform those that do not. This is is due in part to the authenticity of UGC, which resonates with audiences in a way that traditional ads often cannot match.

Engagement rates tend to be higher when UGC is used, meaning that more people interact with ads and which means that more people interact with the advertisements and the branded content. In addition, UGC tends to be shared with more frequency on social networks, which further amplifies its reach. This interaction and organic dissemination can lead to a noticeable increase in brand visibility and, ultimately, an increase in an increase in conversions and conversions and sales.

When analyzing the effectiveness of effectiveness of the User Generated Content at compared to strategies that do not use this format, the The results are revealing. By incorporating UGC videos into the communication, we have seen substantial improvements in numerous projects with clients. To illustrate, in the financial sector, working with with banks for purposes such as opening accounts, placing credit cards or generating savings account deposits. credit cards or the generation of savings account deposits, we have registered a significant significant increase in the RoAS. In several we have tripled the results with the same investment, and have even achieved reductions of up to 70% in costs. cost reductions of up to 70% thanks to an effective UGC strategy thanks to an effective UGC strategy, comparing the performance of these versus other video and static content pieces.

An outstanding example of this occurred with one of our clients, whose name we will not disclose for privacy reasons. In your case, the The goal was to drive downloads of the application, encourage registrations, and get the first deposit in the e-wallet. Here, the UGC demonstrated its power by significantly significantly reducing cost per acquisition (CPA) by 18%. (CPA) by 18%, which resulted in substantial savings in resources.

As marketers, we know that an 18% improvement in this this indicator can make all the difference in meeting objectives and results.

These kinds of examples underscore the tangible and cost-effective impact of UGC on digital advertising strategies, highlighting its crucial role in growing brands and businesses.

Importance of configuration and budget

Despite the benefits of UGC, its success is not automatic. The right and budget are critical to the success of UGC. to to make the most of this strategy. It is important to allocate sufficient budget for UGC campaigns to reach audiences and generate significant results. Campaigns with insufficient budgets may not have the desired impact and may leave untapped potential.

Campaign configuration is also key. This includes the selection of the right platform, segmentation of the right audience and accurate audience segmentation and accurate measurement of results. UGC campaigns campaigns must be designed with a clear objective in mind and a strategy solid to reach it. Incorrect configuration can lead to a inefficient spending and disappointing results.

How to combine UGC with other marketing strategies?

UGC can leverage other marketing strategies by being integrated into advertising campaigns, newsletters, or on the brand’s website. Combine it with influencer marketing to amplify reach or with email marketing campaigns to personalize communication. In addition, UGC can complement branded content by offering authentic perspectives that reinforce the core message.

Ready to harness the power of UGC?

Don’t miss this opportunity to transform your digital advertising and grow your business with UGC! You are just a few clicks away from entering the exciting world of User Generated Content.

If you are looking for us to help you produce content using these techniques, we invite you to fill in the form on this website, and an expert will contact you to discuss your needs.