What is User Generated Content?
User Generated Content (UGC) is original content produced by everyday people and shared on their digital channels, most often social media and blogs. With the use of smartphones and apps, almost anyone can create top quality photos and videos.
Why should I use it?
- It is authentic: Because people are posting simply because they like what you do and want to talk about it, UGC is often seen as more trustworthy and authentic than branded and paid-for content.
- It can be cost effective: Creating content can be very expensive. When you factor in the cost of professional photographers, locations and models, it can soon add up and wipe out your marketing budget. As UGC costs virtually nothing, it can be a much more cost-effective way of accessing high quality content.
- It is engaging: It can give your organisation the opportunity to engage with and build a relationship with your target audience. This makes them feel involved and part of your organisation.
How can I use UGC?
You can use UGC right across your digital strategy, here are a few ideas…
- Advertising: Digital ads which feature UGC tend to achieve higher click through rates compared with ads which use branded imagery. But it’s not just digital, you may source UGC to use in traditional marketing collateral such as leaflets and brochures.
- Social media channels: We know that coming up with new content ideas can be challenging, but there is probably already a wealth of amazing content out there which you can tap into. Utilising UGC can encourage your audience to get involved and boost engagement on your social media channels.
- Website: You may come across content which you can develop into case studies to demonstrate your charity’s impact and encourage donations and support for your cause.
How do I do it?
- First of all you will need to generate UGC by inviting people to talk about your organisation on their channels. Come up with a simple and distinguishable hashtag which people can use in their posts and which you can search by, like The British Heart Foundation’s #TheBigStitch.
- Then you need to actively encourage people to get involved. You may want to use gamification to drum up participation such as running a contest like the viral ice bucket challenge.
- Make sure you search the hashtag regularly to check for new posts. If you see a photo or video you would like to use, always ask for permission first and credit the original poster when you share it. If any music is used, check there is no copyright or restrictions to its use.
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