What is UGC? And why your brand needs it now!
User-generated content (UGC) is a powerful tool that goes beyond just showcasing your products; it builds trust, credibility, and a loyal community around your brand. Read more about our perspective here.
User generated content marketing has been around for a while, but the way we use it as part of a content strategy has evolved dramatically in recent years. Brands are no longer settling for the basic selfie style social media posts or online reviews on website product pages from their audience, brand ambassadors or influencers. Also known as consumer generated content, a UGC campaign has become a key tool on social media platforms that goes beyond just showcasing a product – it’s about building trust, customer engagement a loyal online community.
So, what is UGC?
Simply put, user generated content (UGC) is any content—photos, videos, reviews, or even blog posts—created by people, not the brands, that features or relates to a product or service. The beauty of UGC branded content is its authenticity. Real people, real experiences, using real products, giving real feedback.
It’s the everyday consumer (ie your target audience) capturing the experience of your brand in a way that feels genuine, relatable, and often spontaneous. And that’s exactly why it works. It’s social proof at its best, increasing brand awareness and providing potential customers with evidence that your product is worth their time and money.
But here’s where my take comes in – while user generated content is powerful, not all of it is created equal. Too often, I see brands with marketing strategies that rely on low quality UGC photography that lacks the wow factor needed to truly stand out on crowded social platforms. I believe a professional touch can make all the difference to your marketing funnel.
The power of UGC with a professional edge
Your brand deserves more than the average selfie or poorly lit product photography! Sure, user generated content is meant to feel authentic, but that doesn’t mean it has to look amateurish. High quality UGC can still feel relatable, while maintaining the professional polish that elevates your brand’s image.
We suggest a focus on capturing the essence of your product – think textures, colours, and real-life settings – all while ensuring the visuals are scroll stopping and conversion worthy. Whether it’s beautifully lit skincare swatches or lifestyle shots of your product in action, the aim is to bring a refined, storytelling approach to creating UGC content.
Why UGC works
Trust and Credibility: People trust people giving customer feedback more than they trust ads. UGC gives your brand a level of credibility and brand loyalty that traditional advertising and social media marketing campaigns just can’t achieve. It’s proof that people are not only using your products, but loving them enough to share their experience.
Relatability: The magic of UGC is that it shows how your product fits into the everyday lives of your audience. It’s not a staged, overly produced shoot; it’s real life. That kind of content resonates because it’s believable, and that’s what gets people talking and buying.
Community Building: UGC allows your customers to feel like they’re part of something bigger – a community that values their voice and experience. It’s a two way street, and when brands engage with user generated content, it strengthens brand loyalty and fosters deeper connections.
The downside of selfie style UGC
Here’s the catch – while UGC can be highly effective, it’s not a free pass to sacrifice quality. The overuse of the same UGC creators where the focus is more on the person than the product, can actually work against you. Don’t forget, they will be singing the praises of your competitors next week. You’re left with content that blends into the social media background, failing to highlight the unique aspects of your product that truly make it shine.
I’ve seen too many brands settle for shaky phone videos and badly edited photos that don’t do their products justice. This is where a more strategic approach is needed – one that combines the authenticity of UGC with the quality of professional photography and content creation.
UGC done right – with a strategy
At NFE Branding Co, we believe in creating branded UGC that not only feels genuine but also serves the goal of your marketing strategies. We take the time to understand your brand, your audience, and the story you want to tell. From there, we create content that showcases your product in its best light, ensuring that every shot is beautiful AND relatable.
Whether it’s for your social media channels (UGC performs particularly well on a Facebook page, Instagram feed + reels or Tik Tok) or your website, we provide UGC that looks natural but is carefully crafted to convert.
UGC is…
UGC is more than just a buzzword, user generated content campaigns are a key component of modern social media marketing strategy. But the quality of that content matters. You can harness the power of user generated content without compromising your brand’s image by blending authenticity with a professional edge.