In today’s age of social media and online connectivity, there is no shortage of content that can be found, viewed, and shared. For businesses looking to capitalize on this plethora of content and knowledge, look no further than considering incorporating user generated content, or UGC. 

User generated content is free content that is created by users whether it be through comments, reviews, images, posts, etcetera. UGC helps to capture and utilize the excitement and experience of customers concerning a brand, business, or industry. This content has the potential to be very powerful with 70% of consumers stating they consider reviews when purchasing (https://www.smartinsights.com/content-management/content-marketing-strategy/5-ways-use-user-generated-content-in-marketing/). Even though UGC posts have four times higher click rates than posts generated from the company, only 16% of brands actually have a formal user generated content strategy (https://iide.co/blog/digital-marketing-trends-india/). This is proving to be an untapped area with potential for high rewards. 

A main factor in the amount and availability of UGC is credited to the usage of social media. Content is generated in all forms from many outlets, and it has given rise to personal narratives of storytelling and sharing (https://www.forbes.com/sites/columbiabusinessschool/2021/08/12/user-generated-content-the-future-of-digital-storytelling/?sh=1ba65dc53921). 

One of the biggest successes of user generated content consists of its credibility. Since UGC is from the user, it is their unpaid and unbiased experiences, feelings, and opinions. 92% (https://www.smartinsights.com/content-management/content-marketing-strategy/5-ways-use-user-generated-content-in-marketing/) of today’s consumers are willing to trust opinions that come from their peers, and companies receive 28% (https://iide.co/blog/digital-marketing-trends-india/) more engagement on credible peer content versus content that is produced by the company. 

Furthermore, through social media, businesses are able to directly engage with their customers and the content they generate providing numerous benefits.

• This allows the companies to feel more personal and creditable from their interactions helping to foster a strong sense of community.
• When businesses use or post content that is user generated, with permission of course, that customer is going to be more loyal and likely to purchase from that interaction.
• Additionally, user generated videos are viewed 10 times more than official YouTube videos of the company (https://www.smartinsights.com/content-management/content-marketing-strategy/5-ways-use-user-generated-content-in-marketing/).
• And, in order for the content to be relevant for a business, it doesn’t explicitly have to be product focused. Instead, it can be centered more on the lifestyle of the user of the brand or product (https://sproutsocial.com/insights/user-generated-content-guide/). 

In order for a business to gain and use UGC…

• They first need to consider the platform along with their audience and goals (https://sproutsocial.com/insights/user-generated-content-guide/). What goals they want from the content like brand engagement, conversation, trust, educating users, and saving time on content creation can help determine what to use (https://sproutsocial.com/insights/user-generated-content-guide/). 
• Seeing as UGC is an ongoing process, businesses need to analyze their content efforts and adjust for their next set of UGC.
• Companies can also set up ambassadors, like with many cosmetic brands, but be careful in keeping the credibility and unbiased of UGC.
• Another way to get UGC for your business is simply to ask your audience as companies like GoPro do. Be sure to be specific, whether its images or thoughts, with given rules and regulations (https://sproutsocial.com/insights/user-generated-content-guide/).
• New challenges and hashtags can always be implemented for people to create content and interact with.
• If you’re needing more reviews, you could incentivize responses with coupons and rewards.
• Holidays are always good for special, seasonal content like the Starbucks Red Cup campaign (https://www.smartinsights.com/content-management/content-marketing-strategy/5-ways-use-user-generated-content-in-marketing/).
• And lastly, gamification which is completing tasks then being rewarded/recognized and sharing the achievements can lead to long term and loyal relationships as seen through Nike and their running club (https://www.smartinsights.com/content-management/content-marketing-strategy/5-ways-use-user-generated-content-in-marketing/). 

In all, user generated content is a simple and impactful tool to consider incorporating into your current business strategy.