UGC: the impactful content that can change your brand

UGC: the impactful content that can change your brand

Do you still remember the last time you were influenced to buy a product or service? Probably not very long. Persuasion can come in many forms, and User Generated Content (UGC) is one of them.
The world of Marketing is full of acronyms, but we simplify: UGC is original content, created by consumers, employees or followers of a brand and comes in different formats ( image, video, testimonials or even a podcast). This type of content can significantly contribute to a brand’s image or sales. As? We explain in this article!

Real, unfiltered content

UGC has special features. In addition to conveying an image of authenticity, it allows a brand to increase interaction and credibility in a way that traditional marketing can hardly achieve. It is genuine, created by real consumers who tell their unfiltered experience and have an impact: 79% of people saythat UGC influences their purchasing decisions. There is no better advertisement than the opinion of someone who has already tried the product or service, true social proof.

Spontaneous and organic interaction

The democratization of the internet brought something very valuable to the common consumer: a platform and their active participation in the success (or not) of a brand. A transition from mere spectators to spreaders of a message and opinion, amplifying the brand, its components and values.
Active participation increases this affinity, giving a sense of belonging to a community, something that deepens the relationship between the company and the consumer! When thinking from a brand’s perspective, this type of content is valuable for gaining new perspectives and adjusting your marketing strategy to your target audience!

Original content at a reduced cost

Creating quality content involves time and investment, it’s nothing new. By integrating UGC into the Marketing strategy, it is possible to reduce some production costs and creation time, while maintaining a continuous and relevant content plan.
In addition to diverse content at a reduced cost, communication becomes more authentic and engaging for consumers, even when it arises in a context of adversity. A perfect example of what we’re talking about is the Stanley Cup phenomenon, which resurfaced at the end of last year.

Stanley Cup doesn’t break the ice

In November 2023, the North American company’s glass – produced to last a lifetime, as it guarantees – faced a true test when it was left behind in a fire car.

 

Although the car was not in the best condition, Stanley remained intact and with a bonus: he kept the ice preserved! Danielle, the car’s owner, recorded a TikTok reporting what happened, a video that quickly went viral, reaching more than nine million likes. The results were noticeable: more than 100 million impressions, a new car for Danielle (given by Terence Reilly, CEO of the brand) and a wave of good publicity for the Stanley cup.
By strategically using UGC in marketing campaigns, brands can leverage a range of customer-generated benefits. To achieve this, this content needs to be included in a strong and coherent Marketing strategy. The good news is that you can count on us for this!