How brands can utilise user generated content in this day and age

Shopping habits are constantly evolving from traditional brick and mortar stores to the rise of eCommerce sites. As marketers race to grab the attention of consumers, one key marketing tactic may be the answer.

User generated content (UGC) is a marketing tool that has consistently remained front and centre when it comes to connecting with consumers. It refers to content created by a brand’s customers in the form of photos, videos, testimonials, product reviews, and blog posts shared spontaneously.

Recently, the new Barbie movie by Greta Gerwig employed the use of the tactic when it released a selfie generator that gives fans the opportunity to insert pictures of themselves straight into Barbie Land. An AI generator will automatically remove your photo's background for you and then you can adjust the placement of the photo, the colour of your sparkly background and the tagline that is shown above the photo. 

The generator went viral quickly with fans taking to social media to share their own personalised Barbie posters.

Don't miss: Coca-Cola unleashes new generation of UGC with AI art creation

In tandem, more users are craving authenticity in marketing efforts, a desire that UGCs typically play to.

With the increasing number of conversations surrounding UGC and the high demand for it, how can brands effectively make use of it such that it drives sales and what brands does it work best for?

For a start, brands should consider UGC marketing as an opportunity to let customers take centre stage, according to Elaine Poh, managing director and head of domestic business at Publicis Media Singapore.

“You've likely seen how people eagerly share posts of their new sneakers or a delicious meal at a trendy restaurant – that's UGC in action. It's about harnessing real-life content from genuine product enthusiasts like you and me, making it relatable and unfiltered,” she said.

Citing an evolving consumer landscape, Poh added that authenticity and relatability play a critical role in ads these days.

“Ultimately, both UGC and traditional professional productions offer their advantages. UGC marketing taps into the authenticity and relatability of everyday consumers, while professionally shot ads provide the opportunity to create visually captivating narratives with careful precision.”

By embracing UGC, brands can tap into the power of genuine customer experiences and opinions, fostering trust and connection with their audience, Poh noted.

Authenticity is indeed a valuable attribute as it was found by Partipost, an influencer marketing platform, that more users are seeking truth and authenticity over ultra-polished, high-shine, near-perfect content in 2022. It found that 66% of users found authenticity to be more valuable than quality when it comes to decision making.

The brand’s objectives

Although UGC can benefit a brand, Chow Weijie, director of Reson8 Asia warns of its limitations for brands that are less established and suggests that UGCs largely benefit mature brands that are consistent in delivering in their promises and that provides quality products and services.

“If in the situation exist areas of shortfall, a UGC campaign could instead stir the public into a chorus of criticism, rather than the anticipated harmony of praise,” he said.

Similarly, Poh agrees with Chow’s view that not all brands stand to benefit from UGC marketing as she explains that brands that require tighter controls over messaging or that require meticulous explanations may find UGC less suitable.

“While it excels in creating immediate buzz and generating conversions, its impact on long-term brand building and positioning may be more limited,” she continued.

Poh added, “Similarly, if your target audience is not heavily involved in social media or content creation, the benefits of UGC may be diminished.”

“UGC’s success depends on the industry, target audience, and campaign objectives. However, consumer-oriented brands within sectors like lifestyle, fashion, beauty, travel, and food often thrive with UGC, as their customers enjoy sharing experiences and creating content related to their passions,” Poh said.

Ultimately, Poh notes, if you're a brand that values the raw and honest snapshots of your customers using your products, or if you aim to cultivate a genuine sense of community, UGC becomes your most valuable ally. It not only generates buzz about your brand on social media and can be kinder on advertising budgets.

“Furthermore, UGC is highly effective when deployed to drive lower-funnel objectives in a campaign. Its potential to engage customers and guide them towards purchasing is undeniable.”

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