The way we consume content has completely changed in the last few years. With the rise of TikTok, we can now see more relatable content from everyday people instead of just aspirational + aesthetic posts. With this new preference for short-form videos and authentic storytelling comes the need for user-generated content, or UGC. Let’s explore the world of user-generated content and how it can support your social media strategy.
But first, what is user-generated content?
UGC is content created by users, consumers, and creatives instead of a brand or professional influencers. It’s a genuine, unfiltered expression of personal experiences and opinions. Think product reviews, tutorials, and lifestyle snapshots that share a person’s experiences with your products. Unlike a more community-driven influencer who takes time to cultivate their content strategy, a UGC content creator voluntarily develops their content for the sake of creativity and storytelling.
Why is UGC important for brands?
The TikTok and Instagram algorithms prioritize content discovery. Social media users can easily discover and engage with content that aligns with their interests, so user-generated content makes your brand more discoverable.
But more importantly, people support brands they trust. With the current economic climate, consumers are much more conscious of how they spend their money. Before purchasing from a fashion, beauty, wellness, or lifestyle brand, they often go to platforms like TikTok to find reviews from everyday customers. Real experiences shared by real people tend to carry more weight than sponsored posts from popular influencers.
UGC also fosters a sense of community and connection. Whether it’s through shared interests, experiences, or challenges, people can start ongoing conversations that inspire engagement with your brand. When you create a space for like-minded individuals to connect, your brand and digital community will thrive.
How do brands get user-generated content?
There are many ways to secure user-generated content for your digital channels.
- Partner with UGC content creators. UGC content creators are incredibly valuable, and their recommendations are often seen as more authentic because they come from real experiences. So do your research and identify creators within your niche who share relatable and genuine content.
- Create a community campaign. Encourage your customers to share their experiences with your brand and products. This could be through a branded TikTok challenge or a popular Instagram trend that aligns with your brand. For example, a makeup brand could launch a TikTok campaign that encourages everyday customers to create Halloween-themed makeup looks using the brand’s products; you can also offer a chance for those customers to be reposted on your brand’s feed.
- Turn your team into brand ambassadors. No one knows your brand like your employees do, so why not leverage their knowledge for social media? Many brands have started turning the camera onto their teams to show the behind-the-scenes of the business and jump onto social media trends. For example, the sustainable fashion brand Everlane often taps its store employees for content, having them share their favorite new product arrivals and show how they style the pieces. This is a great way to promote their products and connect with customers who may share that employee’s sense of style.
Important caveats
User-generated content can offer a fresh perspective on your brand and products. But you must obtain it in an ethical way. When partnering with content creators or your team members, compensate them for their time, creativity, and usage of their content. If you are repurposing content from customers and community campaigns, always ask for their permission before reposting or reusing their content. It’s better to be overly cautious than to burn a bridge with someone who genuinely supports your brand.
Our final thoughts
UGC is more than a trend; it represents a shift in how brands and consumers connect on social media. Brands that embrace user-generated content will thrive in a time when the voice of your community holds immense power. Want to secure more user-generated content for your brand? Book a free consultation with Rani Public Relations to build your brand awareness.
About Rani Public Relations
We are Rani Public Relations, a boutique PR agency for fashion, beauty, lifestyle and interior design businesses. Powered by a decade of passionate PR experience and heart-centered storytelling, we turn startups into standout national brands.
