User-generated content, or UGC, is everywhere these days, almost becoming the new hot trend for content on video apps. UGC includes those videos where folks try out, showcase, or unbox products. So, whether you're a digital marketing newbie or a pro looking to revamp your content strategy, let's dive into everything you need to create UGC that resonates with your audience and boosts engagement.
UGC is that touch of authenticity that makes all the difference in today’s saturated digital world. Imagine showing off your product through the eyes of your happy customers or even through carefully scripted scenarios that feel like real life. That’s the magic of UGC: it transforms perceptions and strengthens trust in your brand.
Think of UGC like that buddy who pops over for drinks and can’t stop raving about their amazing latest Amazon find—except this pal's reach is global.
UGC is a tool for empathy.
How to Produce Your Own UGC
Start with yourself by turning your own product experiences into testimonials. Filming yourself has the advantage of cutting initial ad budgets, confirming the product, but can also help establish a brand identity (think of a shower gel brand that nails this concept). It’s a direct and personal way to show the value of what you’re offering.
Or, tap into your customers' reviews! Capture those moments of satisfaction shared on platforms like Loox or Okendo. Using these real comments (emphasis on real) is not only cost-effective but also incredibly powerful because you capture genuine user enthusiasm without needing a scripted setup, all while adding solid proof.
With a bit more budget, and if shyness stops you from going all-in on direct doxxing, consider hiring professional actors through platforms like Fiverr. With their help, you can move beyond spontaneous testimonials to produce content pieces that are both engaging and perfectly aligned with your brand message. These actors can bring a touch of professionalism and polish to your UGC, enhancing its impact.
This is a key strategy in influencer marketing, and it’s insanely powerful.
Recruiting the Right People for Your Content
Turning to micro-influencers can energize your UGC strategy. Instagram is a key platform for this because it offers access to a variety of influencers who can authentically showcase your product. Offering a product, affiliation, or payment in exchange for created content can be a smart approach. The key here is to provide clear guidelines and precise expectations to ensure the produced content reflects the quality and tone you desire. This is all about the creative brief, and it’s not something to wing. But more on that later.
To find these influencers, using specific hashtags related to your niche can be highly effective. It’s like using a magnet to pull needles out of a haystack: targeted and efficient. Also, targeted Google searches using specific filters can help you discover influencer profiles already interested in niches similar to yours.
With a bit of searching, you’ll even find influencers who specialize in UGC. Needless to say, entrusting your project to a specialized influencer not only adds a certain quality to your ad but also provides a compelling hook because it’s crafted by someone who masters the art.
And the hook is the front door to your shop.
Elements of an Effective Brief
When working with influencers or actors, the brief you provide is crucial. It should detail each step of the process, from receiving the product to how to submit the final content. Be specific about the type of content you expect, like unboxing videos or product demos. Including visual examples can also help clarify your expectations, as a picture is worth a thousand words—especially when it comes to content directions. Also provide texts! Give your influencer a precise script, scenes to shoot, camera angles, lighting, tone. In return, they’ll send you raw footage that you’ll need to edit. This gives you complete control over the material.
The Art of Video Editing
Once you have the raw content, the next step is editing. A video must be dynamic and captivating, changing scenes every few seconds to keep viewer attention (the average attention span on a TikTok video is about two seconds). Judicious use of zooms and choosing a striking soundtrack can transform a simple video into an immersive experience. Plus, it’s essential to ensure that your calls to action are clear, compelling, and use appropriate words to guide viewers to the next step of their journey with your brand.
Ultimately, whether you’re using UGC to tell your brand's story, demonstrate your product's value, or simply to engage your community, authenticity is key. With the right practices, a well-thought-out strategy, and meticulous execution, user-generated content can become a powerful engine for your online growth. So, ready to capture the essence of your brand through the eyes of those who love it
