The Pros and Cons of User-Generated Content
Unlike traditional forms of marketing, which are done by a business, user-generated content, or UGC for short, refers to customer promotion. UCG can take many forms, from blog posts to product reviews on YouTube to videos on TikTok from a famous influencer. However, despite rising UGC, everything comes with advantages and disadvantages. Here are some pros and cons of user-generated content. Keep reading to see if UGC can be incorporated into your marketing strategy.
Pro #1: User-generated content can improve customer engagement
User-generated content can bring a certain authenticity that traditional marketers often struggle to provide. With UGC, potential customers can access other users' experiences with a product or service. With firsthand knowledge of the user experience, customers can feel more confident in making a decision, which isn't surprising. For example, take the viral Glycolic Acid Body Wash from Naturium. What do you think is more effective? A simple social media post about its exfoliating properties., or dozens of content creators raving about how their bumps disappeared and how smooth their skin is. Consumers like to engage with content that real people create. Engaging with real people can create a sense of community and increase brand loyalty. High-quality UGC campaigns can increase reach and engagement across various channels while developing user trust and credibility.
Pro #2: User-generated content saves time and money
In addition to helping with customer engagement, UGC can save businesses time and resources by eliminating the need for expensive productions and encouraging users to create content instead. Typically, a company spends approximately 10 percent of its revenue on marketing, but this percentage can become even less with UGC. It costs nothing to ask users to share media of them enjoying a product or service. UGC provides a cost-effective way to scale your business without elaborate marketing campaigns.
Con #1: UGC poses the risk of negative content
While UGC marketing can positively impact a brand's image and alleviate costs, there can also be harmful content. Negative content comes in many forms, from unhelpful or misleading product reviews to inappropriate content. Sometimes, negative content is minimal and can be brushed off, but sometimes, such content can gain traction, damaging a brand. However, negative feedback does not need to be the end of the world. In fact, it can add to your brand's authenticity! Instead of trying to scrap negative feedback, acknowledge and learn from it to strengthen your brand's image.
Con #2: UGC offers little control
The main drawback of having your users generate content for you is little content moderation. For starters, user-generated media can come from unreliable sources, hurting a company's credibility. A company also has no control over whether a user will post inappropriate content. There have even been scenarios where users have posted illegal content, which is certainly not a good look for a business. To mitigate this, you can hire a person or team to review and monitor all UGC that is published. It might cost a bit, but one might say it's worth it if it helps protect your brand.
As businesses continue to embrace content creation as a form of marketing, it is important to determine whether it's the right choice for your business. If you're ready to see what strategy works best for you, schedule a call with us today.
