Types of user-generated content

With the arrival of numerous digital channels, where all brands aim to be in them. We can say that UGC could be any type of content that is published in any medium or channel.

The most common content generated by users is the following:

• Blog post and comments on them

• Post on social networks (Facebook, Twitter, IG, etc.)

• Comment in Forums

Advantages of using UGC in a marketing strategy

Like any element of digital marketing, the potential it can have if used well could be quite optimal in an online strategy.

In addition, there are many professionals in the sector who endorse the usefulness of content for any online strategy. For example, in the case of SEO, unique content is important, in social media attractive content, etc.

This is why content is king in any digital campaign and if the added value of having advertising content from other people in a “free” way is added, we can achieve our objectives in a more optimal way.

This is why content is king in any digital campaign and if the added value of having advertising content from other people in a “free” way is added, we can achieve our objectives in a more optimal way.

Therefore, if the UGC approach and approach is appropriate and properly implemented in our strategy, it could have the following benefits:

• Useful for creating a brand.  This is a good tool, since it not only offers us loyalty in a more natural way. But also the impact and credibility it has is much greater than any other advertising resource.

• Greater relevance.  Users who see said content will value this type of content in a more credible way. This is due to what we have seen in the previous point.

• Community with greater value.  It is easier to create a community with more attachment to the brand and therefore, it will be a community that will act as ambassadors in many cases.

Therefore, it can be said that with this element, companies give customers a key role in their advertising.

This has made purchasing trends and styles changing and therefore the role of the EGC is more relevant. So much so that most customers are more likely to trust a recommendation than conventional advertising.

Examples of User Generated Content

A very clear example of all this is the content marketing that Airbnb uses.

This vacation rental company uses it quite well, where content in this case is a fundamental piece of its strategy.

On the one hand, through the opinions of a user’s stay it captures and makes the conversion rate higher.

On the other hand, they create content by counting user feedback. Therefore, telling real experiences of people who use the platform for their vacations.

Finally, they use images and content to create a much more attractive and natural community on networks.

In conclusion, this type of content is more and more important as the years go by. Where paid advertising is “less credible” and the connections between the company and users must be more direct.