User-generated content – what is it? How can it help with sales?

User-generated content, even better known as user-generated content, is an innovation that allows users to share their experiences and relevant information about certain products or services. Using such a strategy on social networks increases trust in the brand and its own awareness, helping to improve sales.

According to Žygimantas Kvartūnas, head of the marketing management agency „Expertmedia“, user-generated content is the most authentic, most creative and most reliable solution, since people willingly share it on various platforms. Increasingly, brands need to devote less attention to advertising, because customers themselves do this for them – providing sincere recommendations and discussing among themselves. In this way, more and more consumers learn about a particular product or service, and demand grows.

Users, when creating content online, choose the means of expression that seem most acceptable to them: this often helps attract different audiences, who, by sharing relevant information among themselves, give the brand even more recognition.

• Photos. On various social network platforms (e.g., Instagram, Pinterest, Facebook), aesthetic photos are published in which various brands are reflected, encouraging users to take an interest and discuss.
• Videos. Most online content creators produce a wide variety of videos in which they unbox products, perform reviews, taste food and so on. Statistics show that this format gets significantly more viewer attention.
• Texts. To increase the recognition of certain brands, messages and posts are placed on social networks or blogs in which products are reviewed, hashtags are used, contests and other interactive campaigns are run.
• Reviews and feedback. On various websites (e.g., Google Reviews, TripAdvisor, Yelp), particularly authentic content is presented, when users provide reviews and feedback.

User-generated content is organically customer-oriented, so social network posts, visualizations and other interactive tools help increase interest, engagement and conversions.

• Authenticity. Statistical data show that consumers are 2.4 times more likely to consider as authentic content created by other people rather than by brands.
• Community. User-generated content provides an opportunity to be part of a brand, contribute to its growth, and also encourages communication among each other.
• Trust.Consumers trust content created by other customers, so this format helps companies raise their level of trust in the eyes of the public.
• Flexibility. This multi-channel strategy can be used in various marketing campaigns.