User-generated content (UGC) describes any kind of content created by a consumer and posted online. With more than half of the world’s population (4.62 billion as of January 2022) on social media and between two and four billion images shared to social media everyday, UGC is an endless resource.
But why should you use user-generated content? And more importantly, why shouldn’t you?
Here are some pros and cons to help you decide whether using UGC is the right choice for you and your business.
Pros:
- The Nielsen Consumer Trust Index reports that 92% of consumers trust UGG over traditional marketing, while studies show that 70% of customers are more likely to trust UGC over branded content meaning that UGC can facilitate brand trust and loyalty.
- Drives conversions, with brands reporting a 25% increase in customer conversions when using user-generated images compared to brand images.
- Using UGC means you spend less time creating content yourself.
Cons:
- It requires constant monitoring and curation to ensure that the content being re-shared is not offensive and accurately reflects your business’s values.
- Sharing UGC from unknown or unreliable sources can lead to misinformation, which could lead to a disengaged or distrustful following.
- Using UGC can cause legal issues. For example – the original author of a photograph holds all rights to the image. If express permission to use the image is not sought or denied then you can’t share that image without running the risk of legal action, even if the image was shared using your company’s hashtag.
Struggling with your social media strategy? Charlie Puffin Digital is here to help.
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