UGC: Authenticity at Scale

When everything you see in social medias nowadays seems so scripted till you can’t get which could be that very rare authentic feeling anymore (those over reaction videos!). Even consumers are not gonna buy those videos which being too fake with all scripted contents. Even worse as can’t even provide a better actors with all poorly act scripts with zero emotions whatsoever. This leading users often skipping or mistrusting branded content anymore.

This leading to UGC (User-Generated Content) which is real and more relatable content created by customers, fans or everyday users. It could be as simple as user’s review, unboxing video or just a simple social media post just featuring the brand. It building back the trust of the quality products while UGC can actually scale with the more users.

Get to Know UGC, What’s that?

UGC or stand for User-Generated Content, referring to any contents which could be videos, reviews or images that created by consumer rather than the big brands itself. It typically shared voluntarily by users and can be found across platforms such as:

• Social media: Just any social media where users could sharing the brands

• Product reviews on e-commerce sites: Those reviews on Lazada or Shopee

• YouTube unboxings or unpacking: While more unboxing or unpacking videos with surprise elements (PopMarts or trading cards)

• Community forums or Reddit: Users could post their opinions of the brand on forum or Reddit

• Branded hashtag campaigns: As brands could start a campaigns through hashtag like #justdoit or #sapotlokal

When such storytelling becoming more as a social proof of the brand’s quality it have.

Why UGC Work So Well?

Social validation is a thing where people look for other’s review become making the final judgement just as similar with those looking through reviews before really making a pre-order even those brands are reputable.

• Scalability: A brand alone might not be able to produce so much contents even with massive team. But what if the whole communities are the team?

• Relatability: While not faking it, everything seems so authentic and real. Moreover, it related to us more.

• Trust: Authenticity lead to trust. When everything just seems natural rather than a forced advertising.

• Engagement: More will comments or shares on it too

While looking for reviews before making purchases are normal for consumers. It not just consumers doesn’t trust the brand, but social validation wins it anytime.

UGC at Scale: Turning Moments into Movements

When one isn’t enough to proof, what if there’s entire movements that actively encouraging it. Here’s some well-know brands that utilize it with successful results :

Airbnb

Airbnb’s entire content strategy revolved around users. Their social medias are filled with posts by users, showcasing their experiences on staying and utilizing Airbnb. All this were done without the need of getting a professional photography.

Spotify

Every near end of the year, we taken by Spotify into memory lane of what we been listening for the whole year in their term, Spotify Wrapped. Which users can share it on social medias. Spotify reposting the funniest or most surprising Wrapped that being shared.

Adobe

Adobe featuring creative works from artists and users alike called AdobePerspective. It become a valuable platform for users alike for place to gain insights, to share or just a place to gain knowledge. Becoming a large creative community to share and discuss.

Netflix

Netflix is known for regularly reposting memes or fan arts by users (Even more during released of popular shows like Squid Game or Arcane). Such ways hit hard with the fandom community.

Common Challenges of UGC

Same as other content strategies, UGC have it downsides too.

• Content Quality: Sure it is authentic but all the materials are too raw as most users not even bother to edit them professionally. Expecting a lot of human mistakes there.

• Legal and Rights Management: Usual rules do apply here. Always requesting for permission before reposting.

• Monitoring and Moderation: It can be serious issue when even a single users been posting irrelevant or downright inappropriate content. Damage the brand’s reputation badly.

Real Stories. Real Impact. Real Growth.

In the world of social media agency marketing, where brands constantly battle for attention, user own contents become more unique approach but effective one. Users are more interested on seeing genuine impressions of others rather than some generic advertisements (even worst if it’s generated with AI). With the digitalization of almost everything, taking videos or pictures becoming easier, even easier to share out contents too. UGC becoming more reliable as content strategy for time to come.