Seven Notable User-Generated Content Initiatives Worth Emulating for Your Brand's Success
User-generated content (UGC) is revolutionising the marketing landscape, as brands increasingly recognise the value of authentic and relatable content created by their customers.
A study has revealed that ads based on UGC have a staggering 4x higher click-through rates compared to traditional ads, and a 50% lower cost-per-click. This trend is not just a passing fad, as UGC has been found to be 6.6 times more impactful than content directly from brands in influencing purchase decisions.
TikTok is one platform where UGC videos outperform other types of ads, boasting a 46% higher Quality Score and 22% better ability to encode emotion. For instance, the global fitness chain, Orangetheory, successfully leveraged UGC on Instagram with the hashtag #Orangetheory, sharing real user experiences and motivating customers through reposts and visual enhancements.
Instagram Shopping is another platform where UGC is making waves. Paintbox Nails, for example, uses it to boost sales by allowing customers to purchase products directly from creator posts.
Not just limited to videos, UGC includes reviews, photos, comments, and social media posts. Fabletics highlights customer reviews and product star ratings on their homepage to add credibility and give shoppers an idea of product quality. Similarly, Cult Beauty shares user-generated videos of makeup or skincare enthusiasts using products from their store, inspiring potential customers.
Brands are also using UGC to tell compelling customer stories. Square, for instance, demonstrates the real use case of their products and how they can address challenges for small business owners through videos featuring impactful customer stories.
National Geographic Travel collects breathtaking photos from users and credits them, giving photographers exposure to 45 million+ Instagram followers. Toyota, too, uses UGC ads, featuring real customers and their experiences with the brand's products.
The "Feeling the Street" campaign by Toyota saw a 440% year-over-year engagement boost while operating within the same budget. Canva hosts weekly design challenges, encouraging users to create unique designs based on a theme and sharing favourite designs through email campaigns.
Interestingly, a survey found that UGC improves trust and loyalty for e-commerce brands, with consumer-created content being the most authentic type of content compared to content from brands and influencers. In many cases, consumers would leave an e-commerce store if it didn't include any photos or reviews from customers.
Two out of three people are more likely to buy something after watching testimonial videos that demonstrate how the brand's product or service has helped someone like them. Fabletics, for example, shares customer photos featuring real people wearing their athletic and athleisure wear to gain customer trust.
In conclusion, the power of UGC in marketing is undeniable. By embracing authentic customer content, brands can build trust, boost sales, and engage with their audience in a more meaningful way.
