Imagine walking through a city where graffiti covers the walls. The messages range from political statements and creative poetry to crude images and, occasionally, sharp commentary about local businesses. One message claims that a tavern serves the best wine in town, while another grumbles about bad service and watered-down drinks. These public inscriptions don\u2019t just decorate the city \u2014 they carry weight, shape reputations and attract (or repel) customers.<\/p>\n\n\n\n
This form of user-generated content (UGC) isn\u2019t a product from the digital age but dates back over 2,000 years. Cities like Pompeii and Rome were home to graffiti that remains today, etched or painted long before social platforms existed.<\/p>\n\n\n\n
Fast forward to today, and UGC remains a powerful force in the digital marketplace, influencing potential customers at every stage of the buyer\u2019s journey with its relatable, authentic perspective.<\/p>\n\n\n\n
This guide will lay the foundation you\u2019ll need to harness the power of UGC for your business or client. It also includes a helpful use-case table, information on the UGC lifecycle, and an overview of EGC, a form of UGC that\u2019s rising in popularity.<\/p>\n\n\n\n
UGC is any type of content created by people (fans, customers, everyday users \u2014 even angry ones) that references a product, service, or business. Written product reviews and videos demonstrating a product probably come to mind first, but UGC takes many forms, including:<\/p>\n\n\n\n
The key difference between UGC and brand-created content is authenticity<\/a>. UGC is typically organic and unpolished. It\u2019s real thoughts from real people who have real experiences. More often than not, UGC is created without the intention of being used for marketing purposes. <\/p>\n\n\n\n Nope. Influencer marketing isn\u2019t UGC. It\u2019s a partnership between a brand and a professional creator with a substantial or niche following. By design, it\u2019s biased. While it may appear organic, that appearance is intentional. UGC, on the other hand, is inherently organic. It isn\u2019t always unsolicited \u2014 brands sometimes invite it by offering incentives or a platform \u2014 but the direction of the message ultimately rests with the creator. <\/p>\n\n\n\n For brands, it\u2019s simple. UGC matters because it\u2019s a social validation of all the claims your marketing team works hard to promote. Social validation leads to trust, and trust is the holy grail of conversions. <\/p>\n\n\n\n As marketers, we invest a lot of resources into polished content that practically screams, \u201cTrust me, bro!\u201d <\/em>But a recent survey shows that 90% of consumers prefer to see brand content from actual customers<\/a>, and 83% say they\u2019re more inclined to purchase from brands that share authentic customer content. Positive UGC that aligns with your brand\u2019s messaging might be the ultimate sales closer. <\/p>\n\n\n\nIs influencer marketing UGC?<\/h3>\n\n\n\n
Why does UGC matter? It\u2019s all about trust. <\/h2>\n\n\n\n