What is User Generated Content(UGC)?

The terminology itself makes the definition quite clear; UGC refers to any content that is created by the user. That is to say, it was not established by the Brand, Publisher, or any of the Brand's designated agencies or individuals. User-generated content (UGC) refers to unpaid or unsponsored social media postings that individuals from all social media platforms publish when they use or rave about a product or service. 

Let's hear from Rajeev about what a user-generated content (UGC) is and why it's so important for brands these days.

As explained in the video, the User Generated Content is usually made accessible via social media. It can refer to videos, pictures, blog posts, testimonials, and everything in between.        When your friend posts a Tweet about a fantastic experience, they had with a hotel they stayed at, that’s UGC. When your favorite brand reposts Instagram Stories from customers at an event they hosted, that’s UGC. When someone shares a video on TikTok about finding the best lipstick they’ve ever used, that’s UGC. 

Advantages and Disadvantages of UGC

In this video, let's hear about how user-generated content differs from brand content, how brands support UGC, and the benefits and drawbacks of UGC.

We have already understood how UGC can be effective but to spell these out as specific cases;

1.  It encourages engagement and drives conversions 

2.  It reduces Brand's content need

3.  Benefits your SEO with related keywords

4.  It’s authentic and hence helps builds trust

While UGC has its advantages, it also creates scope for some concerns from Brand point of view;

1.  No control over the quality or the communication

2.  Negative content is inevitable 

3.  Brand Safety Concerns

4.  Unknown and Unreliable Sources

5.  Legal Aspects

In the next session, you'll learn the approach to build a successful UGC strategy and the evolution of UGC in the future.