5 UGC tips from 18 marketing experts

Learn how content marketing strategists are using UGC successfully

Author

Paul Boulet
September 05, 2024

Hey marketers and entrepreneurs,

This week is another special edition!

A few weeks ago, I spoke with 18 experts who have firsthand experience in the UGC space.

Why?

--> To create the Ultimate UGC Guide.

And it’s a GOLDMINE of knowledge!

But it's also a bit long... 📚

So, I’ve summarized the most essential parts.

And here it is…

→ 5 critical tips for success with UGC!

These tips will help you avoid crucial mistakes, tap into untapped opportunities, and get quick results with UGC creators.

Here’s a snapshot 👇

🗓️ What we’ll cover:

Ready? Let's uncover them!

⏰ 4 min read

Why UGC?

User Generated Content (UGC) is THE buzzword of 2024.

But why does it matter?

As consumer behaviour shifts towards authenticity, UGC has become essential.

Brands incorporating UGC are seeing higher engagement and stronger customer loyalty.

💡 Did you know?

56% of consumers say they are more likely to buy a product after seeing it featured in UGC.

Raffael Schulz shares his experience:

First, we tried branded ads. Those didn’t perform. So, then we tried to run UGC campaigns. At first, we thought something was wrong with the reporting because our cost per install dropped by 60%.

Raffael Schulz , founder of Bridify

So, is it the biggest marketing opportunity of 2024?

Absolutely, UGC is a major marketing trend this year.

Arlinda Bytyci advises leveraging content creators to make UGC impactful and looking at how top brands are integrating UGC:

My advice – look at Marc Jacobs or Loewe to master the art of trendy UGC.

Arlinda Bytyci, Influencer Marketing Specialist at Nespresso
@marcjacobs

Aura: +100000 @Dindin

Now, since we know where to look for inspiration,

Let's finally uncover 5 essential UGC tips:

1️⃣ Identify the Right Platforms

Many people don't understand one important trick 🤫

Gbenga Sogbaike shares:

Many brands make the mistake of limiting their usage of UGC to just social media. Whereas for you to get maximum benefits from UGC, you need to Incorporate it across your different platforms including your website, email campaigns, and even in physical stores or packaging.

Gbenga Sogbaike, Creator Marketing Expert 

Create as many touchpoints with customers as possible.

One of the best benefits of UGC is the endless ways to repurpose it!

Great way to save some budget across the board.

2️⃣ Encourage UGC Creation

Your customers are your BEST source of UGC.

Vanessa Franz advises:

Leverage your existing customer base by actively searching for tagged videos where users genuinely express their love for your product. Reach out to these customers to obtain permission for using their content.

Vanessa Franz , CEO of Privy Reviews

Authentic testimonials can provide powerful, relatable endorsements for your brand.

But…

Many brands miss the opportunity to interact with content posted by their customers. This lack of engagement can discourage customers from sharing more about your brand.

Taruna Vinaykiya, Influencer Marketing manager at VaynerMedia 

💡 Actively interacting with your community can turn customers into brand advocates.

Karla McNeilage suggests you do it:

Create a challenge by encouraging your audience to post photos and videos under a branded hashtag.

Karla McNeilage, owner of Wave Socials

3️⃣ Curate, Analyze, and Share UGC

Remember, not all UGC will perform well!

So, curate carefully.

I’m pretty sure that 80% of your revenue comes from 20% of your creatives. Winning in the UGC game is all about analyzing which UGC creatives that work exceptionally well & then doubling down on that, and continuously analyzing, improving, analyzing, and improving – again & again.

Sebastian Hørberg, UGC expert

This is the main "secret" of top 0.1% eCommerce brands 🤫

4️⃣ Provide guidelines

UGC in ads can be a game-changer if you provide proper guidelines..

Sarah Fütterer recommends:

UGC is a key to your advertising. It’s a powerful tool that must be used correctly. Preparation is essential—create a detailed briefing for your UGC creators.

Sarah Fütterer, the owner of Sweetspot

With the right preparation and a close look at your community’s feedback, you can correctly leverage UGC to achieve your marketing goals.

Olivia Crowley also stresses that clear communication is vital:

For brands just starting with UGC marketing, my top tip is the importance of providing clear instructions and guidelines to simplify the process for creators.

Olivia Crowley, Living Lavish Social

Without clear guidelines, both creators and brands can massively waste time and resources.

💡 However, forget about micromanagement

While guidelines are important, giving creators the freedom to express themselves is equally crucial.

Think about UGC as a conversation with a friend that is captured in a video. And then you post it in your advertising—real, authentic, and interesting to watch. Let the creators take care of the content, so that you can take care of your business and sales.

Madeleine Brandeby Ericsson, UGC Project Manager at SoScale Media 

5️⃣ Identify the Right Creators

Chloe Lawson notes:

Finding the right creators is essential to producing authentic UGC content. You’ll find creators already advocating for your brand. They’ve taken the time to create content, post, and tag your brand, showing genuine interest and engagement.

Chloe Lawson , a UGC marketing specialist

That's right, you can't just partner with ANY creator.

→ You need to make sure the creator aligns with your brand.

How can you do it?

Look through brand mentions or your tags on social media.

But if you don't want to waste time manually vetting UGC creators,

-> You can automatise the process with Click Analytic.

We recently launched a UGC Marketplace,

Where +700 vetted UGC creators are waiting to secure brand deals🤞

Once you've found a perfect match,

Make sure UGC content resonates with your audience.

Alaina Ejaz shares:

The most important aspect is to identify which USPs of your product are most important to your customers. Game Changer Tip: Analyze the feedback, reviews, and comments from your community.

Alaina Ejaz, Creative Strategist

And there you have it!

You’re now equipped with invaluable knowledge to leverage UGC like a pro 😎

However, to become a sage in UGC marketing, I recommend reading our 2024 full guide.

In it, you'll find tips and secrets from 8 more experts and a case study on success in UGC marketing!

OR alternately - I can personally help you run successful UGC campaigns.

📞 Book a call on my agenda here, and I’ll help set up a strategy tailored to your brand.

I’ll also show you how my client below got hundreds of creator mentions:

Go rock your UGC campaigns!

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