UGC, does it influence consumers and their behaviour towards a brand?

  • Trends
    Social Media
  • Sector
    Others
Apr 1 2023

User generated content, UGC, is information published by real social network users who generate recommendations about brands and products, without having a prior economic agreement, appealing to their criteria and real satisfaction, becoming an organic ambassador for the brand.

One of the most recent studies by Deloitte Insights, “2023 Digital media trends: Immersed and connected’ highlights how this type of content becomes, beyond a vehicle for entertainment, a validator of credibility for companies, brands and products that through diversity, personalisation, experiences, creativity and collaboration increase exposure, virality and the ability to interact, share and generate community, mainly with younger generations (Millennials, Centennials and Alpha).

Around 50% of consumers say that UGC videos help them discover new products or services to buy, and around 40% say they are more likely to buy a product after seeing a creator review it. Deloitte Insights.

This becomes a great opportunity for brands to generate authentic connections with their audiences, to involve them in their marketing and positioning strategies and to trigger organic and real content that:

  1. Builds trust: according to an Adweek report, 68% of consumers trust online opinions and reviews more than traditional advertising recommendations. Real reviews of the brand or products increase the positive perception of it.
  2. It encourages participation: it involves customers in the conversation about the brand. This creates an online community in which users feel part of the brand building process, as well as valued and listened to.
  3. It amplifies reach and positioning: when users share their brand-related content on their own social networks, the brand’s reach to new audiences is amplified organically. According to idearium.es, ‘social media campaigns that include user-generated content gain 50% more interaction.’
  4. Saves resources: obtaining and promoting user-generated content can be more cost-effective than creating your own content or paying for traditional advertising.

That said, companies in Latin America that include user-generated content (UGC) in their Influencer Marketing ecosystem will be able to have a great window of exposure in digital environments, because in countries such as Colombia, Peru and Ecuador, for example, more and more people want to become content creators (YouTubers or influencers) and, as a strategy for growing in networks, they relate to brands in a natural and organic way through content.
 

How can this trend be exploited?

 

One of the challenges brands face in making UGC effective is to be sufficiently attractive to trigger action or content generation, taking into account three key aspects:

    1. Optimising the user experience with the brand or product, through all points of contact.
    2. Being consistent in what it communicates, offers and does.
    3. Create an advocacy plan that contains incentives and participation alternatives for advocates.

 

#TheQuestion is:

Do you think that UGC is a window for brands to stop investing in paid influencers and start thinking about strategies that connect with their most loyal consumers?

 

This content is translated with AI. Read article in its original language.