User-generated content for agencies: the key to efficient marketing campaigns
The fast pace of online marketing means that new trends and strategies are constantly emerging. At the cutting edge: user-generated content (UGC). UGC not only impresses with its authenticity, but also offers plenty of potential for the agency business as an efficient and cost-effective marketing tool.
In this article, you will find out exactly what UGC is, what types of UGC there are and how you can use UGC to find creative and cost-saving solutions for your clients so that you can achieve your marketing goals together.
Meaning & definition of UGC: What is user-generated content?
UGC refers to all content that is created by private users or consumers – and not by the brand or the company itself. It is therefore not branded content, but content that originates from the company’s own target group.
This content can include social media posts, blog posts, reviews, videos or even the audio format – depending on which channel is to be used for the marketing campaign. Because the target group itself creates the content, UGC has a particularly high level of authenticity: Real people share real experiences. This is often perceived as more credible and trustworthy than content created by brands.
Types of UGC: What formats are there?
User-generated content is available in all forms of presentation: UGC can be text or image-based and audio or video. The choice of the right format depends on various questions:
- Which target group should be reached?
- Which channel or platform will be used?
- Which format is best suited to the content to be conveyed?
Texts
Text-based UGC ranges from social media comments to blog posts and customer reviews. Such texts offer valuable insights into the opinions of users and are particularly useful for potential customers looking for authentic experiences. Reviews on platforms such as Google, Trustpilot, Amazon or directly in the brand’s online shop are not only crucial for gaining the trust of new customers, but also have a positive influence on search engine optimisation (SEO). They therefore serve as an important source of information and contribute to the visibility and credibility of a brand.
Images
Images created and shared by users are a powerful way to show products or services in an authentic context. Brands can use these images to highlight positive experiences of their customers while enriching their own social media feeds. Especially on visual platforms such as Instagram or Pinterest, this type of UGC plays a central role.
Videos
Video content is one of the most dynamic forms of UGC and is becoming increasingly popular. Especially on platforms such as TikTok or Instagram, video clips have the potential to achieve viral reach and high engagement rates. Suitable scenarios for brands include unboxing videos, tutorials, testimonials or simply short clips that show how a product is used.
Audio
Podcasts have established themselves as a popular audio format, but voice recordings and music clips are also part of the versatile spectrum of audio UGC. Brands can use the audio format to tap into new platforms such as Spotify and spread their messages via additional touchpoints. Podcast advertising in particular is becoming increasingly popular with companies. Brands are raising the bar even higher with authentic audio snippets from real users: Spoken reviews can be integrated in the form of a voice memo on social media, in a radio advert or in podcast ads, for example.
As a marketing manager in an agency, you are faced with the task of choosing the right UGC format for the company’s specific goals together with your client. Various factors play a role here, such as the target group, the type of product and the available budget. Whether it’s text-based content, visual formats such as photos and videos or audio – each form of UGC has its own strengths.
Advantages of UGC: What added value does user-generated content provide for agencies?
As diverse as UGC can be, its advantages are just as multifaceted. User-generated content opens up new opportunities for advertising brands. Does your client want to utilise their advertising budget efficiently? Then these advantages should convince them!
Authentic marketing
One of the biggest advantages of UGC is its ability to build trust. People trust people: Because the content comes from real users and is often unfiltered, it comes across as authentic and credible. This trust is particularly important in times when consumers are sceptical about advertising messages. If a potential customer sees that other people have had positive experiences with a product or service, they are more inclined to consider making a purchase themselves.
High reach
UGC not only contributes to credibility, but can also significantly increase a brand’s reach. As the content appears less promotional, it often achieves a higher level of engagement, which sends positive signals to the algorithm. Video UGC in particular has enormous potential for viral reach on Instagram or TikTok and is therefore a particularly exciting format for advertisers.
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Increased customer loyalty
When a brand involves its customers in the content creation process, user loyalty to the brand is strengthened. Users feel like they are part of the brand and contribute to building a loyal community. This loyalty can lead to returning customers and positive word-of-mouth effects in the long term.
Efficient use of budget
Content production doesn’t have to be expensive. Unlike elaborate image films or commercials, you don’t need a videographer, an expensive location or time-consuming post-production for UGC. As the content is created by the users, the high costs normally associated with the production of marketing materials are eliminated. This allows your agency to offer the client a cost-effective solution without having to compromise on impact. This makes UGC particularly interesting for smaller companies with little marketing budget or resources.
Conclusion: UGC as a valuable marketing tool for agencies
UGC opens up completely new opportunities for advertising brands to utilise authentic content for their marketing communication. This content creates trust, increases reach and promotes interaction with the target group in a way that traditional advertising often does not or no longer achieves. With UGC, brands can break new ground and spread their messages credibly, cost-efficiently and effectively.
