Type of UGC
Social media content, blog posts, and video sharing from platforms such as Instagram and YouTube are the most widely used types of UGC used today. However, UGC content published on a social media platform, forum, or similar application is rarely used for specific marketing purposes. This type of UGC includes more public-facing content shared among users and does not include private communications between users.
Other types of UGC used for marketing purposes include reviews and testimonials. Reviews and testimonials provide information to other potential buyers or existing customers about a brand’s products and services. Customer-driven UGC uses reviews and testimonials as essentially online word-of-mouth. This type of UGC helps other customers know about the brand before visiting a store or website.
Distinguishing UGC from other types of content can be challenging at times. Using Webopedia as an example, this article (when housed on www.webopedia.com) is considered publisher-generated content and any comments submitted by visitors to our site would be considered UGC. A social media post containing a link to this article with added commentary is also considered UGC and could be repurposed for a Webopedia marketing campaign with permission from the user.
Impacts of user-generated content
Utilizing UGC can be beneficial to brands for marketing and branding opportunities and can be used effectively regardless of the generation of the target audience. A study done by Bazaarvoice surveyed a group of Millennials and Baby Boomers on how much UGC played into their purchase decisions.
The study uncovered that 84% of Millennials said UGC somewhat influenced purchasing decisions compared to 70% of Baby Boomers. Furthermore, over 25% of each generation said UGC greatly influenced their purchasing habits.
UGC software for brands
UGC software can be highly beneficial for brands to use. While there may be numerous options available, here are some of the four top UGC software for brands:
- Bazaarvoice: Using UGC organically allows influencers to connect with brands, share reviews, photos, and videos, and ask or answer questions
- Yotpo: Helps brands find and leverage social proof to boost sales with features such as displaying UGC on the checkout page
- Trend: Assisting by partnering with influencers to utilize UGC content according to brand guidelines and promote content to target audiences
- Pixlee: Allows brands to collect, curate, create, and discover UGC by automatically sourcing content from social media, influencers, shoppers, and even brand employees
This article was reviewed and updated in February 2022 by Amanda Scheldt.
