What is UGC?#

UGC (user-generated content) is anything a real customer makes and publishes: a photo of a product's packaging, an unboxing video, a comment under a post, a Story that mentions the brand or an honest review.

Why is it valuable?#

People trust other customers' experience more than official advertising. Seeing a real customer using a product has the same effect as a friend's recommendation.

Types of UGC#

  • Customer reviews and ratings.
  • Photos or videos of users with the product.
  • Stories and posts that mention or tag the brand.
  • Contests and challenges that a brand launches.
  • Videos made by "UGC creators" for use in a brand's ads.

Example#

A café asks customers to post a photo of their coffee with the café's own hashtag and reposts the best photo of the week on its page. The content is free, and customers feel motivated.

Important points#

  • Permission: get the user's consent before reposting their content, and credit them.
  • Quality: have selection criteria where possible.
  • Privacy: avoid photos with personal information.
  • Honesty: do not write fake reviews or make fake UGC.

Summary#

UGC means using the voice of the customer. For small businesses, it is a cheap, credible and social method.