The 7 Biggest Benefits of User-Generated Content

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User-generated content is all the rage right now. Brands are incorporating it into everything from social media campaigns to television ads to, you guessed it, email marketing.

There are plenty of reasons why user-generated content (UGC) is hot right now, with no signs of slowing down. Part of it is because it provides a lot of benefits to both brands and customers. 

Here, we’re going to break down the biggest benefits of user-generated content and why so many brands are tapping into it more often. Chances are, at least a few of these will convince you to use UGC in your next email campaign, if you aren’t already.

Let’s dig into it.

Benefit #1: It converts people into customers

This is a big one. Every brand wants to get more people shopping, and it’s difficult. Even the best companies with killer marketing skills usually drive only a small percentage of people to buy. 

So, any lift you can get in your conversion rates can make a difference. UGC helps. In a recent study, customers who were shown user-generated content during their shopping experience were more likely to buy compared to those who weren’t. 

Benefit #2: It puts customers front and center

Sure, having a famous spokesperson can do wonders for your brand. But, you might be surprised to learn just how much the opinions, ratings, and reviews of regular people matter to your customers. 

Everlane email example

Featuring lots of user-generated content in your marketing helps show off your best asset, your current happy customers, to potential buyers. What they have to say can make a huge impact on shoppers.

Benefit #3: It’s unique

One of the great gifts of the internet and social media is its ability to find some amazingly unique content created by everyone, from teens to grandmas, in their homes at the beach, and everywhere in between. 

When you make UGC the focus of your marketing, you can mine the internet for all sorts of killer creative content. And, you can even ask people to create it by introducing contests and campaigns around their thoughts of your products or services. 

Benefit #4: It’s free

Do you spend a lot of time nervously eyeing your marketing budget? Incorporating user-generated content is a great way to help stretch your budget. When you’re relying on others to create your content, you don’t have to spend a ton of money making it yourself.

Now, that’s not to say you’re off the hook. You still have to find creative ways to adapt and showcase the UGC you do get in ways that engage your current customers.

Benefit #5: It helps build trust

One of the most important things any brand needs to do to succeed is building trust with customers. It’s harder than you might think. As much as you want to let them know they can trust what you have to say, it’s often the opinions and reviews of others (who are just like them) that stands out. 

Something that really matters to consumers is that UGC is authentic. These are real thoughts by real people, so it adds yet another layer of social proof to your brand.

Benefit #6: It’s personal

Personalization is another trend that has been hot in email marketing for the last few years. Consumers want to see the content that matters to them and their interests. In fact, nearly three-quarters of consumers are willing to give you all sorts of data and information for more personalized ads, so expect you to deliver. 

So a benefit of user-generated content is it can help you deliver that personalized content. When you understand what resonates with your customers, you can start sending them more personalized content that will drive interest and engagement.

Benefit #7: It helps boost your other marketing channels

While we’re all about email here, there’s no denying it’s just one tool in your overall marketing arsenal. Social media is another huge part of how many brands get out the word and connect with consumers. 

So, it shouldn’t come as a big surprise that your social media is another way to share what’s happening with your customers. Plus, since most UGC gets generated on social media, it’s actually a great place to mine for more content for your emails too.

As you can see, there are plenty of benefits to user-generated content. All you need to do is start incorporating it into your marketing. 

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