Over the past few months, you've probably seen a social media profile with “UGC” in the username. Especially on TikTok, user-generated content creators seem to be springing up like mushrooms. And let's be honest, it sounds like a cool title. But what is it really?
To make things as simple as possible, a user-generated content creator is an “ordinary” consumer who shares their experience with a product/service. The resulting content is therefore user-generated content (UGC). Yes, you read that right. So actually, the creators are just people who make a review. From a video review to writing a review, when you share your opinion online, you're creating user-generated content.
We are all familiar with influencers and we know that the youth trusts them. So why invest in user-generated content instead of influencers? The reason organizations today use UGC creators is the same as why micro-influencers have become increasingly popular in recent years: costs and impact. Micro-influencers often have a smaller following with higher engagement than macro- or mega-influencers. In addition, they are cheaper than influencers who have acquired some kind of celebrity status. This ensures a better chance of a favorable ROI. You invest relatively little and get more out of it in percentage terms. When you use a UGC creator to promote your organization, product or service, you have the same effect. However, there are small differences, I'll list them for you:
A (micro) influencer often has a share in what they promote. They receive a fixed amount or commission in exchange for highlighting a product or service. This makes them less credible than someone who doesn't benefit from sales (such as a UGC creator).
UGC creators are mostly “ordinary” people. This means that they are not a thought leader in a specific industry. It is therefore true that they are a less concrete and segmented target group then, for example, have a (micro) influencer. In addition, they are not necessarily specialized in a specific product group.
(Micro) influencers usually reach 1,000 to 100,000 social media followers. Beyond that, they can reach even more people, depending on the content. The reach of a UGC creator is enormously determined by algorithms. They often have a smaller following and therefore less reach, but that does not mean that you should underestimate them.
Because a (micro) influencer often brand instructions if you get, a CTA will be incorporated into the content. Especially when the micro-influencer also gets something when a sale results from it. In the case of user-generated content, there is no intention to get the audience to buy anything. This makes it more informal for viewers and therefore less commercial.
To make a choice between a UGC creater and a micro-influencer, let's go back to the marketing funnel. As mentioned earlier, one of the major differences lies in intent. Determining what suits you better therefore goes back to the “why”. If you mainly want to generate awareness for your organization or a new product, you can make good use of an UGC creator. Do you want to persuade people in the consideration phase and generate a higher conversion? Then a micro-influencer's CTA can ensure more success. So first consider what the goal is, look at the matching budget and make your choice based on that.
Simple! Connect with a UGC creator that you think fits your brand/organization. Reaching is relatively easy. Think of sending an Instagram DM or an email. Just make sure it's clear who you are, what organization you belong to, and what they can expect from you.
Most user-generated content collaborations consist of sending PR packages. Often, people who make UGC give their home address to receive these packages. That is why it is important that you appear trustworthy and handle the data carefully. For example, let us know when you send the package. In this way, it is clear that the given address is used for this purpose.
Hopefully, you now have all the knowledge and tools to get in touch with a UGC creator. Would you rather reach out to traditional media? Of course, we can help you with that! Fill out our contact form.
