Did you know that 93% of marketers agree that content created by consumers performed better than branded content? User-generated content (UGC) is the new frontier of marketing, and it’s changing the way brands and consumers interact. UGC is content created by fans, customers, or enthusiasts of a brand, influencer, or creator. 

It can take the form of reviews, testimonials, social media posts, videos, and much more. UGC is powerful because it creates social validation, authenticity, and virality for your brand. But how can you leverage UGC to grow your business and reach new audiences? In this essay, I will explain why UGC matters, how it relates to the rise of the creator economy, and how you can use it to boost your marketing strategy.

  •  Why UGC matters

UGC is significant because it creates social validation, wherein individuals tend to mimic the behaviors and viewpoints of others. When prospective customers witness others’ satisfaction with your offerings, it fosters trust and boosts their inclination to make a purchase. Additionally, UGC demonstrates your commitment to your community and gratitude for their input and backing. It can further assist in positioning you as an expert and frontrunner in your field, serving as a wellspring of motivation and knowledge for your audience.

  • Here are some statistics that show the impact of UGC on consumer behavior:
StatisticsSource
75% of marketers claim that UGC makes the brand more authentic.EmbedSocial
86% of the companies today use UGC as a part of their digital marketing strategy.EmbedSocial
79% of people say UGC highly impacts their purchasing decisions.Stackla
74% of consumers rely heavily on social media to help them make purchasing decisions.ODM Group
60% of consumers say user-generated content is the most authentic form of content.CrowdRiff
  • How UGC relates to the rise of the creator economy:

The creator economy is a multifaceted ecosystem where individuals harness their creativity and digital prowess to cultivate loyal followings, monetize their content, and drive unprecedented economic opportunities. Creators are at the center of this ecosystem, acting as influencers, streamers, vloggers, and content curators across various platforms. One of the reasons behind their success? User-generated content.

UGC enables creators to showcase their personality, expertise, and passion to their audience. It also allows them to collaborate with other creators and brands, creating a network effect that amplifies their reach and impact. UGC also helps creators generate income from various sources, such as sponsorships, donations, subscriptions, merchandising, and advertising.

  • Here are some examples of successful creators who leverage UGC to grow their businesses:

Emma Chamberlain:

Emma Chamberlain is a YouTube star who rose to fame with her relatable and humorous videos about her life. She has over 10 million subscribers on YouTube and over 13 million followers on Instagram. She uses UGC to engage with her fans by reposting their memes, fan art, and edits on her social media accounts. She also collaborates with other creators and brands, such as Louis Vuitton, Calvin Klein, and Dolce & Gabbana. She has launched her own clothing line, coffee brand, and podcast, earning an estimated $3 million in 2020.

MrBeast:

MrBeast is a YouTube sensation who is known for his extravagant and philanthropic videos, such as giving away millions of dollars, cars, houses, and even an island. He has over 60 million subscribers on YouTube and over 13 million followers on Twitter. He uses UGC to interact with his fans by hosting challenges, contests, and giveaways on his social media platforms. He also partners with other creators and brands, such as Honey, Cash App, and Microsoft. He has founded his own burger chain, gaming company, and charity organization, earning an estimated $24 million in 2020.

Lilly Singh:

Lilly Singh is a multi- talented creator who is a comedian, actress, author, and talk show host. She started her career on YouTube with her hilarious and inspirational videos about her culture, identity, and experiences. She has over 14 million subscribers on YouTube and over 9 million followers on Instagram. She uses UGC to connect with her fans by featuring their comments, questions, and artwork on her videos and social media posts. She also works with other creators and brands, such as UNICEF, Pantene, and Smashbox. She has published her own book, hosted her own late-night show, and starred in several movies and shows, earning an estimated $2 million in 2020.

  • How to use UGC to boost your marketing strategy:

Now that you know why UGC matters and how it relates to the rise of the creator economy, you might be wondering how you can use it to boost your marketing strategy.

  • Here are some tips to help you get started:

👉🏻Encourage your customers to create and share UGC about your brand. You can do this by creating hashtags, contests, challenges, or rewards for them to participate in.

👉🏻 Curate and showcase the best UGC from your customers on your website, social media accounts, or email newsletters. You can also use tools like EmbedSocial or Stackla to collect and display UGC automatically.

👉🏻Collaborate with creators who share your brand values and target audience. You can do this by sponsoring their content, offering them free products or services, or inviting them to co- create content with you.

👉🏻 Measure and optimize the performance of your UGC campaigns. You can do this by tracking metrics like impressions, engagement, conversions, and revenue. You can also use tools like CrowdRiff or [Google Analytics] to analyze and improve your UGC strategy.

Ready to take your marketing to the next level with UGC? Don’t wait any longer. Start creating and sharing UGC today and see the difference it can make for your brand.