There are a variety of different tools that companies use to promote their brand. One in particular that has proven to be effective time and time again is user-generated content (UGC).
When customers share content highlighting a brand, this can have a large influence on their followers, and is also filled with opportunities that convey your brand message to a new potential audience. UGC is often considered more authentic and trustworthy than traditional advertising, as it’s coming from real people who have genuine, personal experiences. It’s especially effective when the message isn’t coming directly from the brand, as individuals are more likely to trust a recommendation over just a brand talking about why you should buy their products.
Brands that highlight UGC from their consumers ultimately end up building deeper connections with them. Sharing their content makes them feel seen and heard, and it encourages more people to do the same, therefore increasing brand awareness.
User-generated content is a win-win situation for both the brand and the consumer. It allows consumers to voice their opinions, and gives brands the opportunity to work with them, not against them. This provides audiences with not only social proof on why the brand is worth talking about, but involvement in a community as well.
Before making a purchase, consumers now tend to seek advice, or search for certain products on apps like TikTok, where they can easily find reviews from genuine buyers. Now, more than ever, individuals are listening to and trusting the opinions of influencers, especially micro influencers. Brands are utilizing this UGC to collaborate with influencers, create and post content and to help drive sales.