Some of the most effective ad campaigns are polished and informative, while other top performers capture the viewer’s heart and create a sentimental connection. Marketers are constantly searching for the most effective ad style to engage audiences, and with the meteoric rise of social media and viral information sharing, one of the most effective ways of reaching consumers is through user-generated content.
User-generated content, or UGC, is a storytelling method that allows advertisers to share media content created by actual customers to highlight their brand and products. It is content made by the audience, for the audience. Any type of media content that is posted by an individual on their own social platform, from videos to blog posts, is user-generated content. UGC enables brands to repurpose digital narratives created by consumers to tell an attention-grabbing brand story.
The Power of User-Generated Content
In 2023, leveraging the free benefits of UGC is vital to maintaining a healthy marketing strategy. Content marketing agencies have discovered that, because it comes directly from customers who have experience with a brand’s products and services, user-generated content can be persuasive in a way that brand-generated content cannot. This unique form of ad media can turn skeptics into believers by showing, not telling, how a brand’s products affected the consumer on an emotional level. Where traditional ad spots draw viewers in with solutions to problems, unique product offers and shared brand values, UGC hooks consumers through authenticity.
Audiences crave authenticity—something that advertisers cannot replicate in a studio—and that’s where user-generated content shines. Consumers who are already inundated and overwhelmed by digital ads might scroll past a flashy, branded video ad without hesitation, but encountering media created by another consumer who looks, feels or has needs similar to their own can get even the most jaded scroller to stop and pay attention. 
In fact, a well-known Nielsen survey found that 92% of consumers trust the authentic, relatable voice of a peer more than the polished voice of a branded ad. User-generated content leverages personal narrative storytelling to drive engagement and conversation with target consumers.
Optimize Your Brand Storytelling with User-Generated Content
Today, everyone can easily share their thoughts on and experiences with a brand. Social media channels like Instagram, LinkedIn and TikTok have given users unlimited virtual audiences and fostered a digital renaissance in personal storytelling. And with access to user-friendly software like Canva and the cutting-edge technology of camera phones, anyone can become a creator and tell a compelling story with a just a few clicks. The key takeaway for brands is to recognize the power of this personal storytelling and reimagine it to connect on a deeper level with their target consumers.
As a seasoned content marketing agency, (spark) wants our clients to be prepared to meet their marketing challenges head-on. We know brands that are properly equipped to meet consumers where they are at have a much greater rate of success, and learning to leverage UGC in their brand storytelling is one crucial tool in the marketing toolbox. If you are looking to harness the power of user-generated content for your brand, here are 8 ways to guarantee success:
- Create an environment where customers want to share their stories.
The first step toward reaping the benefits of user-generated content is to set the right atmosphere for sharing. People want to be involved in entertaining new experiences, so give them the opportunity! Host online or virtual contests with exciting rewards and prizes, and then make it clear to your customers that their stories are valuable, and you are excited to share them. By posting UGC that makes people laugh or brings a smile to their face, you can connect with a larger audience on a more personal level. Remember to take advantage of popular memes, songs, and hashtags so that customers are motivated to join in the fun and reshare your user-generated content on their own social platforms. - Context is key.
Remember that customers are most likely to post about your brand when it is easy and convenient to do so. This means that your brand needs to share UGC at the right moments, in the right places and with the right audiences. For example, a few candid user-generated snapshots may perform well on Instagram, while a long-form customer narrative may be better suited for a blog post or email campaign. By strategically choosing the context where your UGC will thrive, you can more effectively drive the sharing of your content and grow your brand awareness. - Help your audience understand your preferred content.
Instead of asking customers to guess about the type and style of user-generated content you’re most likely to share, give them a few guidelines. Are you a tech company that prefers to share product reviews? Are you a clothing retailer that loves to share style inspirations? By creating a clear tone and call-to-action for your customers, you can guide them toward creating content that your brand is excited to share. - Network with your target audience’s communities.
The best user-generated content starts with customer experience. To benefit the most from customer opinions, you must first nurture brand relationships with them. The more people feel seen by your brand, the more empowered they will feel to share their stories. And once they see that their UGC has been reposted or mentioned by your brand, imagine the sense of community and connection they will feel! Strengthening your audience network helps remind customers that your brand is more than just products and services, it is a team of hardworking people who are dedicated to improving the lives of their customers. - Encourage employees to join in business storytelling.
UGC doesn’t stop with customers. Employees help create your brand’s personality, and they can also help garner effective user-generated content. Audiences will be intrigued to connect with the faces behind your brand. Consider creating employee featurettes to highlight employee contributions or use social media posts to spotlight employee product preferences or company stories. Involving employees in your business storytelling can help positively shape consumer perception of your brand and humanize your company. - Leverage visual content.
While studio lighting and professional photographers are wonderful, consumers want to see products being used by real people. Say, for example, you’re a clothing retailer. Your customers will want to see exactly how your garments fit real people with real bodies before buying them, not just how your clothes look on professional models. This principle is applicable across multiple industries. Customers want to see the reality of your products, not just the polished, ad-worthy images. - Show don’t tell.
It is true that 5-star reviews and 100% satisfaction rates matter, but your customer base also wants to see the faces and hear the stories behind the statistics. Watching an honest product review or customer experience can make a far greater impact than numbers on a screen, and leveraging user-generated content to share real stories from real customers will go a long way in building trust and loyalty with your audience. - You don’t need a big budget to make a narrative impact.
There is no doubt that partnering with a professional production agency to create a polished, innovative ad for your brand is very necessary to launching a successful ad campaign but coupling those polished ads with user-generated content, even if it doesn’t have the highest production value, is the true recipe for success. Customers won’t care about slightly shaky camera work or sub-par lighting if the story is compelling—especially if the content comes from someone relatable and authentic.
Are you ready to unlock the power of user-generated content for authentic brand storytelling? Whether you choose to harness the expertise of a content marketing agency to engage and inspire your audience, or you prefer to manage your UGC with an in-house team, (spark) is here to help. We are a full-service production agency that can also scale down to a serve your brand as a production boutique, giving you the support you need, right when you need it. To learn more about how (spark) can leverage UGC in your brand’s storytelling, visit our website or contact us for a consultation.
