The Impact of User-Generated Content on Brand Marketing

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The impact of user-generated content

User-generated content has become extremely popular in the digital realm. The increase of user-generated material, from customer reviews to social media posts, has significantly changed how businesses promote themselves. User-generated content has become an effective tool for growth in a society where customers prioritize opinions from others over traditional advertising

Its influence is unquestionable, and companies that do not acknowledge its possibilities are in danger of falling behind. The article will look at the influence of user-generated content on expansion and why it has become a crucial element of contemporary marketing strategies. To stay ahead and maximize your business’s potential, continue reading.

What is user-generated content?

User-generated content (UGC) refers to original content made by customers that is specific to a brand and shared on social media or other platforms. User-generated content (UGC) can take several forms such as photographs, videos, reviews, testimonials, or podcasts.

Wide Reach and Exposure

When customers generate user-generated content (UGC) about your brand and distribute it on their social media, blogs, and other platforms, their followers view the content. Increased customer sharing of content leads to greater brand visibility. If you have 100 customers, and each customer shares user-generated content with 100 followers, your brand can reach tens of thousands of people.

Encourage customers to generate User-Generated Content (UGC) and post it on their social media by initiating contests, viral challenges, and using branded hashtags on social media platforms. Given that user-generated content is 42% more effective and 6.9 times more engaging than brand-created material, utilizing a UGC campaign will result in higher conversion rates. According to a Nielsen research, more than 60% of customers trust user-generated content more than content produced by brands or influencers.

Expanding your reach and exposure through user-generated content can lead to various advantages, such as:

  • Increased number of followers
  • Increased online traffic and page views
  • Enhanced brand recognition
  • Enhanced social stats including likes, shares, comments, and retweets

Finally, encouraging customers to share information related to your business or product on social media will provide you with a valuable collection of User-Generated information for use in marketing campaigns. Posting fresh content often on social media might enhance your visibility to potential clients.

Trust and Authority

In a 2020 Edelman survey, it was shown that 70% of buyers favor brands they can trust. Another survey showed that 68% of customers are inclined to increase their spending if they have confidence in a brand. These statistics demonstrate that you must not underestimate the importance of earning and maintaining the trust of both potential and current clients.

Utilizing user-generated content (UGC) like reviews and testimonials is a simple method to establish client confidence. Adweek’s analysis shows that 76% of customers consider user-generated content more trustworthy than content created by brands.

Do you still have doubts about your ability to gain authority and trust through user-generated content? Know that 84% of millennials acknowledge that user-generated content impacts their purchasing decisions. 48% of buyers find UGC useful for discovering new products, and 86% consider user-generated content a reliable indicator of a brand’s quality.

Diverse and Creative Content

The diversity of user-generated content is among its main advantages. Each consumer’s own voice and perspective result in unique written, video, or image content they create about a business. Diversity will provide you with access to a variety of content for your UGC campaign on multiple digital platforms.

Creating similar content in-house or hiring a professional will cost more, limiting how much content you can get. By utilizing user-generated content (UGC) from various social media and website users, you can avoid facing any limitations or restrictions. You can obtain an unlimited amount of user-generated stuff indefinitely.

Online Community Building

Increasing user-generated content will foster the growth of your online community by making the customers who contributed feel acknowledged and valued. Clients are more willing to provide user-generated content (UGC) to increase brand recognition when they perceive that you are paying attention. As your community grows, your online presence will increase, resulting in improved brand visibility.

70% of marketers consider growing and developing a brand community to be more valuable than straight sales. For what reason? Establishing an online community develops a group of devoted customers that interact with your business and provide input that might enhance your brand. Additionally, devoted clients are more likely to support, patronize, and advertise your business both online and off.

Best user-generated content examples

Brands of all sizes use user-generated content to broaden their audience, raise awareness, boost social media engagement and conversions, and develop their business at a reasonable cost.


GoPro, a video equipment company, utilizes User-Generated Content (UGC) to maintain its YouTube channel, with its top three videos all being initially produced by customers. By December 2021, the three videos have collectively accumulated more than 400 million views.

The company’s User-Generated Content (UGC) initiative has grown significantly, leading them to establish their own awards ceremony and encourage daily photo competitions to stimulate creativity among its customers.


LuluLemon, a Canadian athleisure brand, is distinct from the multi-level marketing firm LuLaRoe. It is renowned for its high-priced leggings and yoga apparel. The company aimed to expand its social media presence by encouraging followers and devoted customers to post pictures of themselves wearing Lululemon clothing with the hashtag #thesweatlife.

Well Traveled

User-generated content is not limited to larger, well-established brands. Smaller companies utilize user-generated content in their social media efforts. Well Traveled is a travel brand that relies on content created by its members to showcase the benefits of membership, the excellence of property partners, and unique offerings from brand partners.

Laura DeGomez, the Director of Partnerships & Brand Marketing at Well Traveled, utilizes User-Generated Content (UGC) to visually engage current and potential members, enhance brand awareness, extend reach, and foster community growth.

User-generated content tips

  • Sharing content requires consent. Always seek permission before redistributing or utilizing a customer’s work.
  • When posting user-generated content on your social media platforms, e
  •  ensure to provide accurate credit to the original creator.
  • UGC creators want you to share their content. They are asking you to specify the type of content you are most inclined to share.
  • Review your social media strategy document to identify how user-generated content (UGC) supports your current marketing objectives.

Final Thoughts

Are you looking to increase brand awareness or drive more conversions (or both?) Choose for an all-in-one platform like Zrafted to save time, money, and effort instead of employing multiple individuals or utilizing various tools. Zrafted facilitates the connection between brands and talented creators to produce top-notch User-Generated Content customized to align with the brand’s marketing objectives. 

Book a consultation today to see how Zrafted’s user-generated content can enhance consumer engagement, brand visibility, and website traffic.


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