Why You Should Incorporate User-Generated Content into Your Digital Marketing Strategy

AWM BLOG   •   Jan 16, 2020

Want people to pay more for your product? New research shows you should promote it with user-generated content.

According to a study by TurnTo Networks, 90% of consumers say it holds more influence over their buying decisions than promotional emails and even search engine results.

If past campaign results are any indication, they’re right. User-generated content has the potential to impact a number of key performance metrics — but, both positively and negatively. That’s why it’s important to know how to earn it and use it the right way.ike

What is user-generated content?

In marketing, user-generated content (also known as UGC or consumer-generated content) refers to content related to your brand that’s created by someone who’s not an official representative of your business. It could be a social media update, a review, a video, a podcast, or a number of any other types. If it involves your brand, and none of your employees or affiliates created it, it’s user-generated content.

What makes user-generated content so effective?

Unfortunately for us, marketers and advertisers are inherently untrustworthy. We’re tasked with positioning products and services in their best light, and in the process, we omit details that may negatively impact consumer buying decisions (and sometimes we take it a little too far).

With smoke and mirrors (or hairspray and shoe polish?) we can make fast food look appetizing: