What Is A UGC Creator & Why Do Brands Need Them in 2023 – A Complete Guide
If you don’t live under a rock, you’ve probably heard about the terms “User-Generated Content” and “UGC Creators.”
It’s becoming the thing of the present and shaping the future of marketing in incredible ways. Now, the thing about UGC creators is that their content can be an empowering force to portray any brand as a “customer’s brand.”
Imagine this: You are scrolling through social media and stumble upon a post that looks like an advertisement but doesn’t feel promotional. It is entertaining, informative, and authentic. It’s a piece of content created by a fellow consumer, just like you. It is entertaining, informative, and authentic.
That’s bound to leave an impact on you. Right?
That’s the power of UGC creators. But we are here to give you more than just that. In this blog, we will give you EVERYTHING you need to/want to know – from what is a UGC creator to how brands can farness the power of UGC content creators.
So let’s get started!
What Is a UGC Creator?
A UGC creator or user-generated content creator, as the name suggests, is a person who creates content based on personal experiences by documenting it in the form of photos, videos, testimonials, reviews, memes, and more.
They are consumers who generate content reflective of their experiences, opinions, and stories related to a brand or product. UGC creators can be anyone, from loyal customers to brand enthusiasts, social media influencers, or individuals who love sharing their thoughts and experiences online.
UGC creators play a crucial role in formulating a brand’s image and connecting with its target audience. They are the ones who create content that talks about their genuine experiences with a brand and its products and resonates with other consumers.
UGC creators are authentic, relatable, and often unbiased, as they are not affiliated with the brand in a formal capacity. They are real people sharing real stories, which adds credibility and trust to the content.
This explains what is UGC content creator, but how are they different from influencers?
Let’s decode that next!
Difference Between UGC Creators & Influencers
We said a great deal about UGC Creators, and a common thought emerging from it could be, “But isn’t that what social media influencers do?”
You’re right, there. But quite not.
While influencers are individuals who have built a following and often collaborate with brands in exchange for compensation, UGC creators are known for their authenticity and relatability, as they create content from a consumer’s perspective. In contrast, influencers may have a more curated and sponsored approach to their content.
|Create content based on personal interests and experiences without formal partnerships or collaborations with brands.||Create more polished content representing their partner brands through sponsored content and endorsements.|
|79% of people’s purchase decisions are based on a brand’s UGC.||Their content may be more commercial or sponsored than UGC creators|
|May have a smaller but engaged following within their niche.||Have a significant following on social media.|
|Driven by authenticity, relatability, and the desire to connect with their audience on a deeper level.||Content is curated to align with their brand collaborations and business goals.|
|Usually don’t receive compensation from brands for promoting products.||May receive compensation from brands for promoting products|
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Why Are UGC Creators Valuable For Brands?
The shopping landscape has seen a tremendous change in the past few years; there is fierce competition in the market, and brands are constantly looking out for effective ways that speak of their brand in unique ways, and UGC creators can be great allies for brands for that reason.
Brands love UGC creators because they bring a fresh and authentic perspective to the table, creating content that resonates with their audience in a genuine and relatable way. UGC creators are often experts in their niche, with a passionate and engaged following that trusts their opinions. More than 73% of brands believe using UGC has helped them connect with consumers in a more trusted way.
When UGC creators share their experiences, stories, and opinions about a brand’s product or service, it can generate authentic word-of-mouth marketing, which is incredibly valuable in building brand awareness and increasing conversions.
Finding and Collaborating with UGC Creators For Brands
Finding the right UGC creators to collaborate with can make all the difference in the success of your brand’s marketing efforts. It’s like finding the perfect partner for your brand – you want someone who shares your vision, understands your brand values, and can align with your goals.
Before collaborating with UGC creators, it’s important to do your research about the creators – understanding their niche, audience, and content style.
UGC creators are not just a means to find authentic content but valuable partners in your brand’s journey. With a successful collaboration, the outcomes can be remarkable – from increased brand awareness, higher engagement levels, and more loyal customers.
Here are a few tips for finding and collaborating with UGC creators for brands:
1. Define Your Target Audience And UGC Creator Persona
Before starting your search for UGC creators, defining your target audience and the type of creator who would best resonate with them is essential. Create a persona of your ideal UGC creator based on their interests, niche, engagement levels, and values.
2. Use Social Media And Influencer Platforms
Social media is a great place to find UGC creators who align with your brand’s principles and values. You can use hashtags, search for relevant accounts, and explore creator discovery tools to find potential collaborators. You can also use influencer platforms to discover, manage, and collaborate with UGC creators.
3. Engage With Their Content
Good communication goes a long way to maintaining brand-consumer relationships. Once you’ve identified potential UGC creators, take the time to engage with their content. Like and comment on their posts, share their content, and build relationships with them. This will help you understand their content style and spark an interest in the creator for your brand.
4. Be Transparent About Your Expectations
When approaching UGC creators, be clear and transparent about your brand’s expectations and goals. Discuss the type of content you’re looking for, the timeline, and the compensation (if any). Also, be open to their ideas and feedback, and collaborate to create content that aligns with both your brand and the creator’s unique perspective.
5. Measure And Analyze The Outcomes
Track the outcomes of your UGC collaborations, such as engagement levels, reach, conversions, and sentiment analysis. This will help you assess the impact of your collaborations and make data-driven decisions for future collaborations.
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How Can Brands Leverage UGC Creators for Marketing?
Brands can leverage UGC creators for marketing in various ways. Here are some ways to do it:
1. Social Media Campaigns
Social media campaigns are among the most popular ways brands leverage UGC creators. Brands can ask UGC creators to create content featuring their products or services as a part of a hashtag campaign where they can use the campaign hashtag or as a part of a social media contest, like a giveaway, and share it with their followers. This not only helps in building brand awareness but also encourages user-generated content.
2. Creating Content for Social Media
UGC creators can create high-quality and authentic content for your brand’s social media platforms. This content can help increase engagement levels, reach, and brand awareness. Posting authentic content along with user-generated content is an excellent strategy to leverage content by UGC creators for your brand.
3. Showcase UGC
Brands can also showcase UGC created by their followers and customers on their social media channels or website. This helps create a sense of community, encourages user-generated content, and builds customer trust and loyalty.
Brands can also repurpose UGC created by UGC creators across different marketing channels, such as email marketing, paid ads, or on their website. This helps create a more cohesive brand experience and reach a wider audience.
4. Showcasing Product or Service Reviews
Brands can utilize content from UGC creators to showcase their products and reviews on their various marketing touchpoints. This includes brand websites as well as social media channels.
Brands can integrate UGC into their homepages, product pages and category pages, and drive revenue directly through this content by turning it shoppable with the help of social commerce tools. This is the utmost use of creators’ content, which improves the website’s overall look and directly benefits the brand by generating sales.
Overall, leveraging UGC creators can be a powerful way to increase brand awareness, build trust and credibility, and drive conversions. By partnering with UGC creators, brands can tap into their creativity, authenticity, and unique perspectives to create compelling marketing campaigns that resonate with their target audience.
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Examples of UGC Creator Campaigns by Brands
1. Calvin Klien
Calvin Klein’s “My Calvin” campaign is an excellent example of a successful UGC creator campaign. The campaign was launched in 2016 and invited users to share photos of themselves wearing Calvin Klein clothing using the hashtag #MyCalvins.
What made the campaign particularly successful was the fact that it focused on authenticity and inclusivity. The campaign featured a diverse group of participants with over 800,000 posts on the hashtag alone on Instagram.
Glossier’s “You Look Good” UGC campaign is another great example of a successful UGC creator campaign. The campaign launched and invited users to share photos of themselves wearing Glossier products using the hashtag #glossier.
The campaign encouraged users to showcase their own unique style and beauty, and Glossier featured some of the best submissions on their website and social media channels.
Starbucks’ Red Cup UGC campaign is one of the most successful UGC campaigns of all time. The campaign invited customers to decorate their red cups and share their creations on social media using the hashtag #RedCupContest. The campaign encouraged customers to get creative and share their unique designs.
The campaign generated over 40,000 user-generated entries and 1.2 million social media engagements in just three weeks and got customers worldwide to participate.
Airbnb’s #WeAccept Campaign is another powerful example of creating an impact with UGC. In response to the U.S. travel ban in 2017, Airbnb launched a UGC campaign that invited users to share photos and stories of people from different cultures and backgrounds coming together. The campaign was hugely successful, with over 7 million views and over 140,000 social media engagements.
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Best Practices for UGC Creator Campaigns
UGC creator campaigns are a way for brands to create a connection with their audience by leveraging user-generated content.
These campaigns help build a sense of community and trust between the brand and their audience, leading to increased brand awareness, engagement, and, ultimately, sales.
When it comes to UGC creator campaigns, there are some best practices that brands should follow to ensure success. Here are some of them:
1. Clearly define campaign goals
It’s important for brands to clearly define their campaign goals before starting the UGC creator campaign. It is essential to draw a clear parchment of whether they are looking to increase brand awareness, drive sales, or build a community. Defining these goals will help in creating a more targeted and effective campaign.
2. Provide Clear Guidelines
Another must-do is to provide clear guidelines to UGC content creators about what type of content they are looking for and how it should be created. This can include guidelines around image quality, tone of voice, and messaging.
3. Use a Specific Hashtag
Brands should use a specific hashtag for their UGC creator campaign. This makes tracking and monitoring UGC content easier and encourages followers to participate in the campaign.
4. Offer Participation Incentives
Brands can offer UGC creator participation incentives by offering rewards or prizes for the best content. This helps create more engagement and encourages UGC creators to create high-quality content.
5. Engage with UGC Creators
Brands should engage with UGC content creators by commenting and sharing their content. This helps build a relationship with UGC creators and encourages them to create more content in the future.
6. Repurpose UGC Content
Brands can repurpose UGC content across different marketing channels such as email marketing, paid ads, or on their website. This helps create a more cohesive brand experience and reach a wider audience.
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How To Become A UGC Creator?
By now, it must be clear what does UGC creator mean and how they can benefit brands in exciting ways. But do you know becoming a UGC creator is also fairly simple?
UGC creators are not big-shot celebrities or popular personalities. They are consumers like you who are vocal about their experiences and are sharing their stories out and about.
Here are a few tips for embarking on your journey of becoming a UGC creator.
1. Research the Brand Guidelines
If you plan to create UGC for a specific brand or product, research their guidelines and policies for user-generated content. Some brands may have specific requirements or restrictions on the type of content they accept or how it should be created. Familiarize yourself with these guidelines and ensure that your content complies with them.
2. Get Creative
Think of unique and creative ways to deliver through user-generated content. It could be in the form of photos, videos, testimonials, or social media posts Experiment with different styles, angles, and perspectives to make your content stand out.
3. Follow Legal and Ethical Guidelines
When creating UGC, make sure to follow all legal and ethical guidelines. Respect copyright laws, avoid plagiarism, disclose any sponsored or paid partnerships, and adhere to community guidelines of your platform. Creating ethical, responsible content that adheres to relevant laws and regulations is important.
4. Be Authentic
Authenticity is key to creating compelling UGC. Share your genuine experiences, thoughts, and emotions related to the brand or product. Avoid being overly promotional or biased, as it may affect the credibility of your content. Be transparent and honest in your content, and let your personality shine through.
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Wrapping it up, the gist of the article remains to shed light on the power of UGC creators and its significance in modern-day marketing. The authenticity and creativity that UGC creators bring in can help brands connect with their audience on a deeper level, building trust and loyalty.
As we move further into 2023, the role of UGC creators in marketing will only continue to grow, and brands that don’t leverage their power may be left behind.
Are UGC creators important for brands?
UGC creators are valuable resources as they create authentic content that can build trust and boost brand awareness if leveraged effectively. UGC creators are important for the success of any brand trying to establish itself as an authentic and trusted brand.
What are some top platforms to post UGC?
The best platform to post UGC utterly depends on what the brand is aiming for. For some brands, the best platform to post UGC can be Instagram, as that’s where most of its audiences are, while for others it can be Tiktok. To know the platform that works best for you, try to understand and study your audience.
Can anyone become a UGC creator?
Yes, anyone with a social media account can become a UGC creator. Becoming a UGC creator is all about documenting your experience with a brand, product, or service and posting it on your social media account. You just have to know how to create content creatively to benefit your audience and the brand you are posting it for.
What is UGC Content Creation?
UGC content creation involves creating and promoting user-generated content, such as social media posts, reviews, videos, and blogs. This type of content can be a valuable marketing tool for businesses, as it allows them to tap into the power of their loyal customers to create authentic and relatable content.