Influencers & UGC

The top 5 reasons you should have UGC in your playbook

May 2, 2022

Jordan Gillis

The top 5 reasons you should have UGC in your playbook

The value of user generated content (UGC) in recent years has skyrocketed. Most digital marketers have UGC in their arsenal to create high-performing and trustworthy content.

If you’re not already on the UGC train, here are five stats proving why you should be: 👇

🫂 78% of customers trust peer recommendations

Consumers are constantly bombarded with media competing for their attention, whether it be ads or organic content from those they follow. Viewers have become so used to seeing ads that they swipe past them immediately.

Generally, people tend to trust their peers, and UGC is a brilliant way to have peer recommendations reach larger audiences.

The more third-party endorsements a brand has, the most confident a customer will be in their purchase meeting their expectations.

Turning UGC into polished ads allows you to capitalize on the content your audience is already creating for you. If the brand, the content creator, and the viewer share similar values and interests, it creates an ideal environment for authentic content.

📈 UGC ads receive 4x higher click-through rates + a 50% drop In cost-per-click compared to average ads

Why does UGC perform better than your average ad? Credibility.

Traditional direct marketing methods can feel inauthentic and overproduced. Sourcing UGC from creators or customers engages your audience from an angle you may not have thought of!

Creating direct marketing content that helps overcome consumers' skepticism can be very expensive. With UGC, you save the resources from expensive campaign production and gain credibility with your audience. A win-win!

🔍 48% of customers claim that UGC is a great method to discover new products

27.5% of global social media users list "Researching Products to Buy" as their primary reason for logging in. The beauty of UGC? It has the potential to expand your reach and expose your product to new communities.

Paid or sponsored UGC posts (that are shared on the content creator's profile) have the ability to reach new followers that may not have been familiar with your brand. Not only that, but this exposure is coming in the most reliable way possible: a direct review from a consumer that has used your product.

👍 When users create and share content on social media channels, they get 28% higher engagement compared to standard company posts

If you're looking to increase your brand's social media presence (and followers), look no further than UGC.

Consumers love to see real people, just like them being featured on social media. UGC is the perfect way to pull potential customers into your community while keeping them engaged with your content.

👶 UGC is 20% more influential than any other kind of media for millennial buyers

When it comes to Millennials and Zillennials, UGC and peer recommendations are the way to their hearts. These demographics actively look for UGC when researching a product or service they want to buy.

A whopping 84% of millennial consumers claim that the use of UGC on company websites has influenced the way they do online shopping to some extent.

Millennials and Zillennials are also more likely to purchase a product or service if exposed to that brand's UGC before in an organic setting.

Summary ✨

  • A strong, consistent UGC program with a steady flow of fresh/authentic content is a primary factor in strong customer acquisition and scaling brands. ✅
  • Define your brand's values and goals and find UGC content creators that match. Having synergistic relationships creates great content that fits seamlessly into your marketing funnel! ✅

If you're interested in learning more about how to make the most out of your UGC, contact our friends at Pilothouse. 🤠

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