What is User Generated Content? (+ UGC Content Examples)
Last updated: March 17, 2023
User Generated Content, or UGC, has taken ecommerce world by storm as brand owners and marketers capitalize on its ability to engage and inspire audiences.
This powerful content approach has the potential to revolutionize your brand's marketing strategy, but what exactly is UGC, and how can you join the bandwagon? In this article, we’ll explore the meaning of user generated content, provide examples of UGC for ecommerce brands, and discuss the benefits it can bring to your brand.
What is User Generated Content?
User Generated Content (UGC) is any content – including text, images, videos, and audio – created by users or customers of a product, service, or platform, rather than by the brand itself. This content is typically shared on social media, blogs, and other online channels, allowing users to express their honest opinions, experiences, and creativity in a public forum.
A classic take on UGC for ecommerce brands is a typical review or testimonial video. These UGC ads are not meant to look or feel like ads, that’s the real beauty of it. They look scrappy, as if a friend or family member has shared it on social media.
How to record the perfect UGC video for Social Media:
UGC-style videos often refer to the aesthetic and tone of user-generated content. UGC tends to be more authentic, relatable, and genuine than traditional marketing materials. This raw, unfiltered content style can help brands build trust and form deeper connections with their target audience. Here are the steps you should take to record the perfect UGC creative:
Plan your content: Before you start recording, plan the content of your UGC video. Understand the key message you are trying to convey, the product you want to showcase, and the story you want to get across. Create a storyboard or outline to guide you through the recording process.
Choose the right setting: Select an environment that complements your the ecommerce brand and product. This could be a well-lit, clutter-free indoor space, or a relevant outdoor location that enhances the visual appeal of your product. Ensure the background is not distracting and maintains focus on both you and the product.
Use quality equipment: Invest in a good-quality camera or smartphone with high-resolution video capabilities. Use a tripod or gimbal to stabilize the camera and avoid shaky footage. Consider using a microphone to ensure clear and crisp audio, especially if you plan on speaking during the video.
Showcase the benefits of the product: Clearly display your product, ensuring it is the focal point of the video (center of the screen). Demonstrate its features, benefits, and how it works. If possible, show real-life examples of the product being used to provide context and create a more relatable experience for your audience.
Be (very) authentic: The key to a successful UGC video is authenticity. Speak naturally and be yourself, as this will resonate more with your audience. People will be able to spot in-authentic User Generated Content from a mile away, and It’ll have a negative impact on the product as it’ll be clear that you’re being paid to promote it. Share your personal experiences and thoughts about the product, and don't be afraid to show your personality, this will make the UGC video unique.
Ensure that you have good lighting: Ensure that your video is well-lit so that your product is clearly visible. Natural light is often the best option, but if you're recording indoors, use additional lighting equipment or position yourself near a window to take advantage of natural light.
Keep it short and concise: UGC ads should be engaging and straight-to-the-point. Aim for a video length between 30 seconds and two minutes, as this is the ideal duration for maintaining viewer interest on Facebook, Instagram and TikTok.
Edit your video: Use video editing software such as TikTok's CapCut to polish your video, remove any mistakes or unnecessary sections, and add transitions or background music if needed. Ensure the final video flows smoothly and maintains a consistent pace.
Include captions and branding: Add captions or subtitles to make your video accessible to a wider audience, as many people watch videos on social media with the sound off. Add your clients logo and any relevant branding elements to create a professional look and increase brand awareness. You can also include a CTA (Call-to-action) button at the end of your creative.
UGC Content Examples:
Reviews and Testimonials
Customers often share their experiences with products and services through reviews and testimonials, which are valuable sources of UGC. These genuine and unbiased insights can help build credibility and trust among potential customers due to the raw nature of the footage. They’re not overly-edited, and often use Instagram of TikTok captions to appear native to the social media platforms without screaming ‘this is an ad!’
Social Media Posts
Users and customers may frequently post pictures, videos, and text updates on platforms like Instagram, TikTok, and Facebook, showcasing their personal and unbiased experiences with a brand's products or services. These posts can include tagged photos, videos, and stories.
Some customers with an influence may host their own blogs to share their thoughts and experiences about a product or service. These blog posts can generate organic traffic and provide valuable insights into customer preferences and opinions.
FREE: Swipe file of UGC videos for you to use as inspiration (updated frequently)
The only difference between brands that are succeeding on Facebook and those who are wasting their precious ad spend is a well-structured ad and proper attention to their creative strategy.
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