UGC in 2024: The key to authentically connecting with your audience.

Keeping up with user-generated content trends has never been more difficult. With so many different variations of user-generated content trends going viral constantly, what makes content viable for a business or brand? Don’t worry, you’re in the right place because I’m going to give you all the secrets to authentically connect with your audience through your UGC video strategy.

In the hectic world of digital marketing, User-Generated Content (UGC) has established itself as one of the most powerful and authentic tools for brands.

As we move through 2024, UGC not only remains relevant but has become an essential component of marketing strategies. It is the key, the secret sauce, the salt in the soup of every strategy to drive sales and engagement.

Here, you’ll be able to learn about why UGC is so crucial in 2024 and how brands can maximize its potential.

UGC, or User-Generated Content, is any content—whether text, video, images, or reviews—created by consumers instead of the brand itself. This type of content is shared on social media, websites, and other platforms, and it is valued for its authenticity and ability to build trust among users.

Those videos that surprise you and you end up watching entirely because you don’t realize it’s actually an ad. Organic, valuable, related to the content you like to watch, but in the end, it’s promotional. This is what makes it so fantastic and one of the main reasons why it works so well.

Authenticity as the key to success.

If your team creates branded content for your target audience, the real magic happens when your audience generates user-generated content (UGC) that your team can use effectively. There is no shortage of evidence that shows how UGC helps branded content achieve the desired outcomes evidence showing how UGC helps branded content achieve the desired results. 

• Millennials trust UGC 50% more than branded content.
• Consumers consider UGC to be 2.4 times more authentic than brand-created content.
• UGC videos on YouTube get 10 times more views than brand-made videos.
• Brand-specific forums and discussions can increase website traffic by 15%.
• 85% of people trust UGC more than brand photos or videos.
• 70% of brands believe UGC makes campaigns appear more genuine.

Source: Insense

The best way to build trust with consumers.

In 2024, consumers are more skeptical than ever of traditional advertising. They seek authenticity and transparency in the brands they choose.

UGC provides a genuine voice that resonates with consumers, creating an emotional connection that’s hard to achieve with professionally produced content. Check out these data points, which reflect this:

• 50% of consumers wish brands would guide them on what content to create and share.
• Millennials over 25 are the primary creators of UGC, accounting for over 70% of it.
• Combining professional content with UGC increases brand engagement by 28%.
• Including UGC in the online shopping journey boosts conversions by 10%.
• 48% of consumers discover new products through UGC.
• Only 16% of brands have a strategy for utilizing UGC.
• 75% of businesses claim that UGC enhances their content strategy.
• Websites with user forums retain visitors 18% longer.
• More than 50% of marketers consider UGC videos to be more cost-effective.

Secrets of UGC: Why does it work so well?

Here are some additional key points that show the great impact of UGC in marketing in 2024.

Influence of UGC Creators

UGC content creators have become key figures. From micro-influencers to everyday consumers, they generate authentic content that can significantly impact their audience’s purchasing decisions.

Collaborating with creators UGC allows brands to reach specific audiences in a more effective and genuine way.

The power of UGC video

Shoppers love user-generated content for its authenticity. They are more open to the opinions and thoughts of their peers about a product than to what you promote.

User-generated content adds credibility and serves as social proof of a brand’s value.

Short and dynamic videos

Video testimonials and reviews

Video testimonials and reviews are particularly impactful as they showcase real user experiences. This type of content not only builds trust but can also be reused in advertising campaigns, websites, and social media, expanding its reach and effectiveness.

Benefits of UGC for brands

One of the best things about user-generated content is also one of the factors that make it hard to understand: its versatility. UGC campaigns can include contests, hashtags, reviews, and influencers.

While it’s great that there are so many options for brands, such a broad reach can make this strategy difficult to master; it’s possible that brands may not know where to start, what type of content to focus on, or how to ensure they get quality content. Follow the steps we provide at the end of this post, and you’ll achieve all of this in no time.

Increase in engagement

UGC fosters a higher level of engagement. Users are more likely to interact with content created by their peers, which can lead to higher participation rates and a more active community around the brand.

Displaying user-generated content generates genuine interest and trust when promoting a brand. Some brands go a step further and showcase user-generated content on their websites, attracting visitors with authentic content. They achieve nearly a 29% increase in website conversions than brands that do not showcase user-generated content.

Cost savings in content creation

Leveraging UGC allows brands to reduce the costs associated with content creation.

Instead of investing large amounts in professional production, brands can repurpose user-generated content, which is often just as effective, if not more so.

Variety and volume of content

UGC provides an endless source of varied content. From photos and videos to reviews and social media posts, brands can rely on a diversity of content that keeps their online presence fresh.

User-generated content (UGC) is an effective way to incorporate testimonials, photos, and videos from active participants in a campaign. UGC can tell a story from multiple perspectives and provide a richer and more authentic image than traditional marketing techniques.

Here are some key tips to help you make the most of your UGC campaign strategy.

Generate anticipation

An effective strategy is to choose a specific day for your campaign and generate anticipation for that event.

Promote a shipping day It can generate an avalanche of content within 24 hours, significantly increasing brand visibility and the likelihood of trending on social media.

A successful example is Rodan + Fields’ #RFGoNaked day, which encouraged people to share makeup-free photos on a specific day, thereby gaining greater attention.

Update as needed

To maintain interest during longer campaigns, it’s crucial to periodically change the shipping theme. This not only keeps users engaged but also attracts new participants. Clif Bar used this strategy by printing the hashtag #MeetTheMoment on their products and donating to environmental organizations for every photo submitted, resulting in a global visual record of their customers’ adventures.

Create a quality gallery

When creating a gallery to showcase UGC, it’s important to prioritize quality over quantity. Selecting the most engaging and relevant content can attract a wider audience. Belkin and LEGO, for example, chose the most innovative creations from their fans to display in a social hub, highlighting the best and most creative contributions.

Reflect the brand’s lifestyle

Asking fans to share content that reflects the lifestyle and experiences supported by their products is more effective than simply showcasing the product. Poler, a mountain clothing brand, invited their customers to share photos of their camping adventures, promoting a culture of adventure and a love for the outdoors.

Offer an exclusive perspective

Allowing customers to see what the brand is like from the inside through exclusive content from events or product launches can significantly boost engagement. Michael Kors, for example, introduced a #AllAccessKors section with photos and quotes from influencers at their runway shows, seamlessly integrating this content with the refined style of their website.

Keep the rules simple

Remember to engage