User-generated content (UGC) and traditional marketing have always co-existed; however, in the digital age, with digital marketing, there are new mediums and methods for content creators and brands to reap the benefits of.
Yes, traditional marketing has and will continue to work. But, new-age digital marketing shall continue to grow more efficiently — especially with UGC in its back pocket.
User-Generated Content
User-generated content, or UGC, refers to any content created and shared by consumers, customers, or users of a product or service. It takes various forms, including product reviews, testimonials, social media posts, photos, videos, blog posts, and more.
UGC is similar to word-of-mouth marketing or peer-to-peer endorsements, where people voluntarily express their thoughts, experiences, and opinions about a brand or product.
The existence of UGC allows brands to effortlessly promote themselves by resharing and recycling content created by their audience for free. This, in turn, builds a community of users that showcase real experiences.
UGC creators also have the opportunity to engage with their own audience and establish a community while building a portfolio for their personal brand and professional resume.
With an enhanced resume, creators can receive monetization opportunities like sponsorship and collaborations.
However, note UGC is not the same as affiliate marketing.
Affiliate marketing is a structured promotional strategy where individuals earn commissions by promoting products or services through unique affiliate links. UGC is organic and often volunteered; no link is required.
Traditional Marketing
Traditional marketing encompasses promotional content that is typically tangible, such as flyers, postcards, and billboards. They can also be conveyed through offline media channels like radio and television.
Mailchimp describes traditional marketing as “any form of marketing that uses offline media to reach an audience.”
When discussing traditional marketing, you must recognize its expense factor, whether from the manufacturing cost or renting advertising space. It can become quite costly.
You also have to consider the time that goes into planning, research and production.
This is where UGC can step in. Businesses often incorporate user-generated content into their traditional marketing strategies as a cost-effective way to connect with their audience and save time with production.
For instance, featuring user testimonials and reviews in print ads or leveraging social media posts from satisfied customers in TV commercials.
Why UGC is Reshaping the Marketing Landscape
UGC is not just a buzzword in marketing; it's a game-changer. While traditional marketing methods continue to have their place, the rise of digital marketing, with UGC at its core, reshapes how businesses connect with their audience.
UGC's authenticity, cost-effectiveness, and impact on consumer behaviour are vital to modern marketing strategies.
Benefits of UGC for Businesses
Authenticity: UGC is genuine and unbiased, resonating with consumers increasingly skeptical of traditional advertising. Content coming from the average user breaks the barrier of the “paid-to-be-here” façade.
Cost-Effective: UGC often costs less to produce and distribute than traditional marketing materials. As a brand, you can find user-generated content on social media, message boards and forums. Not much effort needs to be made to reshare that content and show customer appreciation.
Trust Building: UGC builds trust by reflecting real experiences and opinions, making it a valuable asset in the customer journey. Yes, user-generated Content can be a photo. Also, tell a story, not a non-fictional story but something that reflects passion, enjoyment, and even turmoil. In the end, what you’re seeing is a testimony of truth. The experience of the average consumer.
Advantages of UGC over Traditional Marketing Methods
Engagement: UGC encourages active participation and customer engagement, creating a sense of community.
Paying attention to UGC is kickstarting an open forum where consumers can connect with other consumers and the brand itself.
Having this connection opens the floor for feedback, insight and open communication. Overall, building brand awareness and loyalty.
Virality& Reach: UGC can quickly go viral on social media, exponentially expanding its reach.
While virality is not guaranteed, its potential exists, just as it does for any video shared online. What makes social media particularly fascinating is its algorithm's capability to deliver tailored content to users based on their interests.
This ensures that the content reaches the individuals who are most likely to find it relevant and engaging, increasing the likelihood of it being shared and achieving virality.
Continuous Content: For a brand, having access to UGC means a constant flow of content readily available for use, as in reposting. It can also lead to inspiration for original content ideas.
Creating a branded hashtag and following hashtags related to said brand ensures staying current with trends and community interests. Essentially, it serves as a content mood board.
Conclusion
While traditional marketing and UGC have their place in the marketing landscape, understanding their key differences is crucial for businesses aiming to thrive in the digital age.
Traditional marketing offers control and a polished image but can be costly and less relatable.
On the other hand, UGC is authentic, engaging, and cost-effective, making it a valuable addition to modern marketing strategies.
Ultimately, a balanced approach that leverages the strengths of both methods may provide the best results in today's dynamic marketing environment.
