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What is UGC?
Using user-generated content as an online retailer
What is UGC? This is known as “user-generated content”. But how does it work? Why are more and more large companies using UGC, especially in online retail? What do you think of Creator? How much does UGC cost? All these questions are answered in the following video.
The new digital currencies
In 2024, we will have digital currencies in addition to traditional currencies such as the dollar, euro and pound. I’m not talking about Bitcoin, Etherum or similar cryptocurrencies here, but reach and authenticity or trust. Because you can reach people through outreach and can, for example, make a difference. draw attention to new products and possibly convince them. Welcome to classic influencer marketing. But we have already filmed an episode on this.
What is UGC? - We answer these questions
In this article, however, the focus will be less on reach and more on trust. Wouldn’t it be great if normal customers, who nobody knows, could report on their experiences with certain products? This is exactly where we are in the UGC area. In this video, we explain what user-generated content is all about, how you as an online retailer can benefit from it and how you can access this content.
What is UGC? - Explanation of terms
But let’s first define the term. User-generated content translates as “content created by the user”. In this case, the user is effectively your customer. The content is usually produced in the form of short videos. We already have a format that will work in 2024. Even if image videos and product videos still have their raison d’être in the right place, this form of marketing has been used very excessively in recent years. Once the viewer gets used to it, they quickly click away. You can do the test yourself. When you are looking for a new product, how do you go about it and what usually gives you the final push to buy? Write it in the comments now and then read on.
Why this content converts so well
However, most people will probably look on Amazon first and read the reviews there. Of course you need good product photos or, in the best case, a video and a clear description so that you know what you are buying. But in the end, it is the reviews that convince you to buy from this particular retailer or to choose this particular brand. Because they provide trust, as they were written by users for users. This means that authenticity plays a major role here, which is also becoming increasingly important in other social media areas.
Well-known brands that rely on UGC
This is precisely the reason why user-generated content is currently so popular with companies and why really big brands are now relying on it. But how does it all work?
Let’s just give you a few examples of these big brands. Do you remember the “Burger Battle” from 2015? Customers were able to build their own burger online and take part in the competition, which was also disseminated via social media. Or Nintendo. The game manufacturer lets users develop their own levels for Super Mario. Or Ritter Sport, who let users vote on their favorite flavor. The variety with the most votes then went into production. But in 2024, the use of UGC will look a little different and will therefore be more likely to be used by you as an online retailer.
What is UGC? - Getting to user-generated content with an agency
There are now entire agencies that specialize solely in this form of advertising. But how can you imagine this and how does it all work?
Suppose you want to advertise a nose hair trimmer, but don’t know how. The only thing you have to do as a retailer is to place the order and provide the product.
The agency then takes care of the concept, the creators, the editors, etc. The creators are then informed in a briefing script and shoot the content authentically.
That means no camera team, no location, no sound engineer. Only the Creator in his home or surroundings and his cell phone. It couldn’t be more authentic.
How UGC works
The video itself then presents the product and the experiences made with it. However, the focus is more on the latter. UGC videos are not used to explain the product in detail, but to produce authentic experiences in an authentic way for the common platforms. Once the creator has shot the whole thing, it goes to the editor, who then converts it into a standard format, edits subtitles and then, after approval by the agency, sends it to the distributor. This means that retailers can convert advertising content for 2024 in the shortest possible time and at low cost.
The advantages
The advantages are therefore obvious. It doesn’t get much more authentic and convincing than digital word of mouth. You can expect significantly lower costs than with an influencer campaign. You can not only advertise products, but also automatically strengthen the brand behind them. After all, social proof is one of the most decisive buying impulses for customers who are still wavering. If you have any questions on this topic, please leave a comment below the video or contact our experts directly. As a social media agency, we are happy to answer any questions you may have.
Do you have questions or need an individual offer? Do not hesitate to contact us.
Haben Sie Fragen oder brauchen ein individuelles Angebot? Zögern Sie nicht, uns zu kontaktieren.
