One of the most common questions we get about User-Generated Content/UGC (or as we like to call it, Creator-Generated Content/CGC) is simply: “What is it?” And the runner-up: “Aren’t we already using that?!”
UGC/CGC is, in some ways, nothing new. People post about products and brands they like all of the time. Our most familiar experience with UGC/CGC is probably through Influencers, who are paid to promote products and brands to their curated- and often very large- audiences.
UGC/CGC content is different from Influencer content in that it prioritizes content from real people who are also good creators. It’s basically freelance content creation. When brands use UGC/CGC content for their paid advertising, they’re able to capitalize on the credibility from real users without paying a premium for Influencer platforms. When you use UGC/CGC for advertising, you can expect:
There’s an 8.5% increase in conversion when consumers are exposed to UGC/CGC on product pages, and UGC/CGC is 5X more likely to convert consumers than any other kind of content!
Consumers perceive UGC/CGC to be 2.4X more credible than any other kind of content- especially because it’s not coming from a brand or an Influencer who is clearly paid to promote products.
ENHANCED COMMUNITY BUILDING
Consumers engage with UGC/CGC more than other kinds of content- and 51% are more likely to continue engaging with/purchasing a brand if they share their photo, video, or post through its marketing
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