social media:

User Generated Content

Melanie Touchstone | April 9, 2019

We all know the importance of great content, but a recent study found that 60% of companies struggle to produce content consistently. A steady pipeline of content can be a challenge – especially when considering the increased emphasis on visual content. There are a few tactics companies can take on social media to help maintain a consistent pipeline of content. One of these is user generated content.

User generated content, or UGC, is content that has been developed by a brand’s audience, rather than the brand itself. Brands obtain permission and share this content as part of their content strategy. Because the content is generated by real people not being paid to promote a brand, there is an innate authenticity that resonates. After all, we know that people trust people more than they trust brands.

An example of this could be when a fan posts a photo of an amazing meal at a new restaurant. The restaurant would then obtain permission to share the photo on their brand channel, crediting the customer. It can be a win-win – the restaurant gets strong content and the fan gets a public shoutout – something that not only makes them feel good, but can also be beneficial to them if they’re looking to gain visibility on social media. It also helps create a stronger brand-customer relationship. 

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