Social Media Marketing

Impact Of UGC And Opportunities For Businesses

We all are users of multiple products and services, and while making a new purchase, we all look at reviews and ratings from other customers.


We all are users of multiple products and services, and while making a new purchase, we all look at reviews and ratings from other customers. This trend has been here for some time now. But what’s in it for businesses?

Well, as a business owner, the first thing you can do using these reviews is see how your customers like your business offerings and make improvements accordingly. Then, you can leverage these comments in multiple ways to attract more and more customers. However, there are other types of user generated content (UGC) as well which brands like yours can benefit from.

Gone are the days when businesses had to conduct surveys to understand what their customers think about them. Now, customers can conveniently convey their thoughts about a business’ offering via reviews or social media posts. However, this convenience of sharing business reviews directly impacts the business as those reviews influence the decision of potential customers.

This is why businesses need to be strategic while using user-generated content so that they actually benefit from it. Apart from collecting reviews, there are multiple other ways of getting UGC that also increases audience engagement and helps build brand image.

In this article, we will talk about those other types of UGCs and how they impact the business. This will help you know what UGC opportunities you need to grab.

What is user generated content?

User generated content refers to digital media, like text, images, videos, or audio, created and shared by the users of the products rather than the business who is selling those products. It includes contributions made by users on platforms like social media, blogs, forums, and review sites. User generated content reflects diverse perspectives, experiences, and opinions, encouraging active participation and fostering community engagement across the internet.

User generated content and its relevance in 2023

In 2023, user-generated content (UGC) remains a crucial aspect of the digital landscape. Its authenticity and diverse perspectives establish it as a trusted source of information and recommendations. Notably, UGC fosters active participation and community engagement, enabling individuals to connect and express their creativity.

For businesses, UGC offers substantial benefits. It provides valuable insights and feedback, enriching their understanding of customers and allowing for product and service improvements accordingly. Furthermore, UGC plays a pivotal role in social media marketing, generating buzz, expanding brand visibility, and driving user engagement.

By embracing UGC, businesses can harness the power of user participation, forging stronger connections with their audience. Ultimately, this approach ensures they remain relevant and competitive in the dynamic digital landscape of 2023.

UGC Types: 5 common UGC types that brands can leverage

There are five common types of UGC that businesses can leverage in multiple ways. Though these methods of leveraging UGC are common, they are ever-evolving in the digital landscape we are in. So, even if you choose to implement them in your business, be on the lookout for the latest trends to ensure you don’t miss out on any opportunity.

  • Reviews and testimonials: Reviews and testimonials allow customers to voluntarily express their thoughts and experiences regarding products, services, or businesses they have interacted with. While these candid opinions help potential customers to make a purchase decision, businesses can leverage this feedback to enhance their offerings and ensure better customer satisfaction, ultimately strengthening their reputation and attracting more potential customers.

  • Social media posts: Social media platforms act as user-friendly platforms for individuals to create and share various media, such as posts, photos, videos, and stories. It encourages engagement, interaction, and community building around shared interests, which motivates users to actively contribute to UGC. With a wide-reaching global audience, real-time updates, and the ability for businesses to interact directly with customers, social media empowers users to express themselves and create valuable UGC.

  • Comments and feedback: Users add comments and feedback on various online platforms such as blogs, news articles, forums, social media posts, and customer review sections. This space allows them to share their thoughts, opinions, and reactions to specific products or experiences. Users also engage in conversations with other users, provide additional information, ask questions, or offer support, creating an interactive environment where they actively participate and have their voices heard.

  • Photos and videos: Users capture, create, and share visual content in the form of photos and videos on various platforms like Instagram, YouTube, TikTok, Snapchat, and more. Photos and videos allow individuals to visually document their experiences and showcase how they like the product or service. These user-generated visuals can range from personal moments, travel adventures, artistic creations, DIY projects, product reviews, tutorials, and more. Photos and videos have the power to convey emotions, convey information, and engage viewers on a visual level. 

  • Vlogs and podcasts: Vlogs and podcasts allow individuals to share their unique experiences, insights, and stories in audio and video formats. They empower content creators to express themselves creatively and engage with their audience directly. Vlogs enable people to document and share their lives, while podcasts facilitate discussions on various topics. The interactive nature of these mediums fosters community engagement, inspiring users to contribute their own content and expanding the diversity and authenticity of user-generated content.

UGC Impact: 5 ways businesses Benefits

  • UGC Engages Audience

UGC engages the audience by involving them in the content creation process and fostering a sense of participation and connection. For instance, online challenges like the Ice Bucket Challenge, wherein users had to pour a bucket of ice water over themselves, record it, and nominate others to do the same, gained immense popularity on social media platforms. 


The challenge encouraged individuals to actively engage with the content, create their own videos, and share them online. This UGC phenomenon not only created a fun and interactive experience but also raised awareness and funds for amyotrophic lateral sclerosis (ALS) research. The active involvement of the audience in creating and sharing UGC contributes to its ability to capture attention, generate buzz, and drive meaningful engagement.

  • UGC builds brand authenticity

UGC plays a crucial role in building brand authenticity. When users create and share content about a brand or its products, it adds a layer of credibility and genuine experiences that traditional marketing campaigns may not achieve. User generated content serves as social proof, showing real people engaging with and benefiting from a brand.

For example, when a customer posts a positive review or shares a photo of themselves using a product, it demonstrates their trust and satisfaction. This organic content resonates with other potential customers, as they perceive it to be unbiased and authentic. By leveraging UGC, brands can establish a more genuine and relatable image, fostering trust and strengthening their reputation among their target audience.

  • UGC boosts SEO

UGC boosts SEO by providing valuable, user-generated content that search engines prioritize. For instance, when customers leave reviews and ratings on an e-commerce website, it generates fresh and relevant content that search engines consider when determining search rankings. This UGC provides valuable insights for other potential customers, while also indicating to search engines that the website is active and engaging.

Additionally, UGC often includes keywords, phrases, and long-tail queries that align with user search queries, further enhancing SEO. By leveraging UGC, businesses can improve their search visibility, attract organic traffic, and ultimately drive more conversions and sales.

  • UGC increases sales

UGC increases sales by leveraging the power of social proof and consumer trust. When potential customers see authentic user generated content such as positive reviews, testimonials, or social media posts about a product or brand, it instills confidence and influences their purchasing decisions.

For example, when a user shares a photo on Instagram using a specific beauty product and raves about its effectiveness, it can spark interest and drive sales among their followers. UGC acts as real-life recommendations from peers, providing unbiased feedback and validation, which ultimately boosts sales and conversions. 

  • UGC brings more UGC

UGC has the remarkable ability to stimulate the creation of even more UGC. When users see their peers actively engaging and sharing content about a brand or topic, it inspires and motivates them to contribute their own content.

For instance, a company may launch a user-generated content contest, inviting customers to submit photos or videos showcasing their experiences with the brand. This initiative generates a sense of excitement and participation, encouraging more users to create and share their own UGC. The cycle continues as the newly generated UGC inspires others, creating a continuous stream of user-generated content that amplifies brand visibility.

UGC Placement: Top 3 Options

User generated content can be strategically placed on various digital channels to maximize its impact and engage audiences effectively. Amongst those options, the top three are:

  • Product pages: User-generated content can be prominently featured on product pages to provide social proof and enhance the credibility of the product. Brands can display customer reviews, ratings, and testimonials to showcase the experiences and satisfaction of real users.

For example, Amazon incorporates UGC on product pages by displaying customer reviews, allowing potential buyers to make informed purchasing decisions based on feedback from other customers.

  • Promotional emails: UGC can be leveraged in promotional emails to increase engagement and drive conversions. Brands can include snippets of positive customer reviews or testimonials within the email content. Additionally, brands can encourage users to share their experiences or submit UGC related to the promoted product or service, and then feature the best submissions in the email.

For instance, Airbnb often includes user-generated photos and stories in their promotional emails, showcasing real experiences and inspiring recipients to explore unique accommodations.

  • Digital advertisements: UGC can be integrated into digital advertisements to capture attention, build trust, and encourage audience engagement. Brands can include user-generated photos, videos, or testimonials within the ad creative to provide authentic social proof.

For example, Coca-Cola launched a digital advertising campaign called “Share a Coke” where they featured UGC of customers with personalized Coke bottles, creating a sense of community and encouraging others to share their own Coke experiences.

By strategically placing UGC on product pages, promotional emails, and digital advertisements, brands can harness the power of authentic user experiences, testimonials, and visual content to build trust, engage their audience, and ultimately drive conversions.

However, if you, as an up-and-coming business, are planning to incorporate UGC into your marketing strategy, you should consider adopting a UGC aggregator tool. Such a tool helps you quickly collect all the user generated content spread across various platforms and display it on your desired web locations in an engaging format. Besides, UGC aggregator solutions also help you mitigate legal issues as the tools come with UGC rights management features that help you manage the rights of user generated content.

To sum up

User generated content continues to hold immense significance in the digital landscape of 2023. Its authenticity, diversity of perspectives, and interactive nature make it a trusted source of information and recommendations for consumers worldwide. The impact of UGC on businesses cannot be overstated, as it provides valuable insights and feedback, enhances customer understanding, and strengthens brand credibility.

Placing UGC strategically on websites, social media platforms, email campaigns, and product pages enables brands to establish deeper connections with their audience, drive engagement, and stay competitive in the ever-evolving digital realm. By embracing user-generated content, businesses can unlock their full potential and create a vibrant online ecosystem that resonates with their customers, leading to sustained growth and success in the dynamic landscape of 2023 and beyond.

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