The different types of UGC
As authentic and original content continues to dominate the marketing landscape, more and more brands are turning to user-generated content (UGC) to fill their feeds and maximise their advertising efforts. However, within the realm of UGC, various types of content are emerging. Let's explore these different forms to give you a clearer understanding of what to expect when incorporating UGC into your strategy.
The origin
User-generated content (UGC) originates from customers who voluntarily share their experiences with a brand’s product or service on social media. These individuals, often referred to as "brand fans," create content not out of obligation or a partnership but because they feel a genuine connection and affinity to the brand and its offerings. Brands often engage with these posts by liking or commenting, which further strengthens the bond with their audience and fosters a sense of recognition and loyalty among their brand fans.
Product focussed User Generated Content
This type of content is the most common among self-proclaimed UGC creators on TikTok and Instagram. It typically showcases product usage, often featuring detailed shots of the product and packaging. Beauty and skincare brands frequently leverage this style of UGC, as it requires minimal effort and can be produced by anyone with a camera and basic editing skills.
Authentic Storytelling User Generated Content
UGC also allows brands to gain authentic, relatable content that strongly resonates with their target audiences. In this form of UGC, creators share personal stories from their everyday lives, naturally incorporating a specific product or service. Compared to simpler forms of UGC, this content often showcases more creative input and higher editing skills, making it more engaging and impactful without being too commercial.
Entertaining User Generated Content
At last we have high quality - entertaining user-generated content, which is often humorous and engaging. This type of UGC may include small sketches performed by the creator or the use of special effects, making it more enjoyable to watch. It stands out as the highest quality among the four types of UGC, and as a result, it is the most time-consuming and expensive to produce. If you’re seeking this level of content, it’s essential to provide clear and detailed briefs to your creators to ensure your expectations are met.
User-generated content (UGC) offers a wide spectrum of possibilities for brands to connect with their audiences. From simple product showcases to creative storytelling and entertaining content, each type of UGC brings unique benefits and challenges. While basic product-focused content is easy to produce and widely accessible, more elaborate forms, such as lifestyle narratives and entertaining sketches, require greater creativity, skill, and investment. By understanding the different levels of UGC, brands can better tailor their strategies, ensuring they not only resonate with their audience but also achieve their marketing goals effectively.
