What is UGC, and How to Get People Talking About Your Brand

UGC, or User-Generated Content, refers to any form of content related to your product or company that's created not by you, but by your customers. This includes reviews, photos, videos, and social media posts. User-generated, authentic recommendations traditionally inspire more trust than direct product placements.

For many niches and industries, this is the most effective way to shape an image and attract new customers. UGC recommendations help overcome purchasing doubts by offering peer-to-peer credibility, replacing friends' advice and endless online comparisons.

The experience of your customers speaks volumes and sells on your behalf.

The most common format, found on websites, social media, thematic forums, and dedicated review sites. Statistics show that 70% of consumers trust consumer recommendations more than advertising content.

Various unboxings and feedback on product usage, often containing comparisons with alternatives and personal usage experiences, help consumers make informed choices.

Yes, the reactions under a company's social media posts or reviews on marketplace listings count. They can express various viewpoints and serve as an engagement indicator.

Foster increased activity and brand recognition, often used in Social Media Marketing (SMM).

Photos, videos, and illustrations created with or inspired by the product visibly demonstrate its functionality and enhance trust.

Articles, infographics, video tutorials, and podcasts offering valuable information or solutions to common problems. They don't sell directly but provide free value to the audience, an investment in building loyalty.

The lines between UGC and commerce are increasingly blurring. Brands are leveraging the advantages of user-generated content for their own interests.

Reviews and recommendations serve as social proof, enhancing trust and convincing new customers to make a purchase. Effective at any stage of the sales funnel.

UGC allows consumers to see how a product works in real life accelerating the decision-making process.

Companies gain access to a vast amount of content without investing in its creation. This helps fill social media, websites, and other marketing channels.

User-generated content can improve website rankings in search engines through content updates and an increase in keywords. Higher traffic means better online visibility. Original content helps overcome "banner blindness" and increases average time spent on the site, which also positively affects ranking.

A common practice is to offer various incentives for leaving feedback. Ask directly, offer discounts, collaborate with bloggers, and run contests. The key is to create conditions that make people want to share about you on their own.

Offer a unique experience with your product or service that people want to share. If the use evokes an emotion, the customer will want to share that feeling with friends and followers.

Social media platforms are the main arena for sharing UGC. For physical products, you could design something that people will want to photograph and post; for venues, implement original interior designs; and for events, include visual effects that no Instagram enthusiast could resist.

Develop a rewards system for creating user-generated content, such as loyalty points that can be exchanged for discounts or gifts.

• Add a "Share on Social Media" button on the order confirmation page or after engaging with interesting blog content.
• Send out emails asking customers to share their experiences in exchange for a bonus.
• Send feedback forms after an event.

Actively engage with UGC content. Highlight the best examples on your accounts, giving authors additional attention from the community.

We develop unique visual "hooks" for brands, boosting social media reach. From creative venue decorations to event and campaign designs, we create share-worthy stories around your product.

Projection design is just starting to gain popularity in Russia, and its use guarantees audience and media attention.

Take, for example, the creative solution we devised for one of our clients to make their café stand out among competitors.