What Is User-Generated Content? + Examples |
How did Meta come up with a platform which makes $44 for each user? How does LinkedIn make $8 billion by charging all users, including premium members, recruiters to employers?
Take a look at the social media giants that are worth billions and you'll notice that their valuations are directly tied to their users. Content created by users is the key that powers these companies. However, it's also responsible for that powers community forums on the internet, brands communities Discord servers, Medium as well as the comment area of a blog, if there is still such a thing. As a community platform, we've got the first-hand experience of how UGC creates vibrant communities, many that turn into six, 7-, and even 8-figure companies in their own right.
In this article We'll be discussing:
- What is user-generated content? is.
- The reason it's important (plus pros and cons).
- Examples of UGC.
- How to unlock UGC to promote your brand or business.
What is user-generated content (UGC)?
User-generated content is any content that's created by users of websites, rather than its creators, whether the material is written, video images, texts, or else. The majority of social media platforms depend on user-generated content, but so do many other online platforms like online forums, and online communities. A lot of these platforms operate using a commercial model, in which the platform provides an application and users create the information.
Even if you're not a social media giant, you can utilize UGC for your advantage. As an example, many of our thrive especially due to user-generated content because people gather to build a community, learn something they are interested in and engage in some interesting conversation.
What does it mean? UGC builds businesses
Do you remember the application Clubhouse? Pitched as an exclusive social listening app that was worth the staggering $4 billion mark in 2021. It was not open to the public (you required an invitation) as well as featured regular guests from famous personalities like Oprah Winfrey, Elon Musk as well as Kevin Hart, and it exploded.
But as the pandemic restrictions were lifted, Clubhouse had a tough to retain those users. Recently, they laid off an entire employees. The number of active users at Clubhouse has been flat for a few years, with about 10 million users each week. By comparison, Pinterest boasts 482 million monthly users.
The threads platform is a second interesting example. It hit 100 million users in just 4 days! But in the following two weeks, it only increased to 60 million. The growth seems to have been largely stagnant, though Meta does not make its data publicly available anymore.
Source: Statista
160 million active users on Threads isn't anything to laugh at. But its rival X (Twitter) is home to more than 600 million monthly active users.
The success or failure of these platforms, and the billion-dollar valuations, hang upon two aspects: 1. Are people showing up? 2. Do they make content? It's not really a matter of importance.
We see that in membership communities too. We found that we can predict with 93% precision how an online community can succeed or fail. There are two things to consider: 1. Do people sign up? 2. Do they make a friend? The data was so powerful that we've been diving into developing a software system that can do more than simply provide hosting for UGC, but also focuses on helping members meet one another.
The foundation of all it is the social aspect of the social network. The theory of social networks suggests that social networks are actually human-centered communities that are based on. What makes Facebook an one of the top platforms with over 3 billion users? Perhaps it's due to the fact that Facebook actually is based on the social network that is in person. There are times when you're angry at someone you don't know on Twitter and delete the platform. But if Facebook is where you talk to your mom and grandma and sell stuff in your garage it's likely that you'll keep it around.
In order for UGC to be able to build a business, it can't only be a simple matter of dumping content into the void. Making endless AI social media posts ain't likely to help build your company.
That's the reason, for communities and commenting on blogs and social networks and reddit-the real value of these platforms is the interaction.
UGC is engagement. Content creators. Readers of the content. If you do not possess UGC then you aren't getting engagement.
User-generated content advantages and disadvantages
User-generated content offers a variety of benefits for people who host or own platforms.
Involvement: Engaging users will allow content to be created quicker and farther than can be done by an individual site or company. Social media giants create very little or no content. For example, YouTube estimates that around 500 hours of content are posted every minute! It's impossible for any company to achieve this, not even using AI.
Conversations with users that are directed by the user: There are all sorts of bizarre and amazing things people choose to discuss online. UGC lets users create content and conversations they care about.
The diversity of perspectives: UGC gives people voices-especially individuals who do not usually have a voice in media. Everyone can participate. Everyone can contribute their opinion.
The network effect: This phenomenon is the term used to describe how platforms and communities become more valuable each time a new member they gain.
Improved customer experience for brands or companies the content created by users can be used to improve the customer experience and even customer service. For instance the Apple customer community is comprised of users who respond to Q&As in their own way.
There can be some disadvantages with user-generated content also:
- Incorrect and false information: With no gatekeepers, UGC allows anyone to create everything. In addition, with 55 percent of Americans believing that false information is a concern which needs to be dealt with, UGC can be a part of that problem.
- Bullying and intimidation: UGC by content creators and individuals who react (e.g. in the comments) can mean intimidation and the use of bullying or is targeted at a particular group or person.
- Moderation: for hosts of community websites and social media companies alike moderating has evolved into an essential part of hosting UGC.
However, don't allow this to discourage you from allowing the creation of content by users. A lot of the negative effects can be mitigated with an effective community moderation system and guidelines. Offering users the option to help with moderation goes a long way too (e.g. a "report this post" button ).
If your customers put their time and energy into a space, most of them will want it to be a positive experience. They're usually happy to assist in moderation.
Pros of content generated by the user
- Scale content creation fast
- Let in many voices and points view
- Expand organic reach and conversation
- UGC could bring new customers to your site (e.g. when it is distributed) and can help you grow your user base.
Cons of user-generated content
- Higher risk of incorrect or misleading information
- Intimidation and bullying
- Need for moderation
Examples of content created by users
It's a Mighty Network
A Mighty Network is a social platform for Hosts that provides them with the power to bring together communities and transform lives. Members are able to participate in live discussions, classes, events, livestreams, and more. Communities that thrive have high participation from members. (See the following examples ).
It was founded in 2010 and the photo-sharing app started in the hope of letting anyone share their photos using filters. It grew quickly before expanding to offer more options like Reels and now has more than 2 billion people.
YouTube
We said above there's an average of 30,000 hours worth of content added to YouTube every hour. You'd need more than 1900 years to just watch current uploaded videos. YouTube is an absolute beast in the world of UGC and with 30 % of children saying that YouTuber is their "dream job," it's made an impact on the imagination of our culture. It doesn't matter if they're able to make money and generate revenue from their views or it's not possible, YouTube is a juggernaut in the field of UGC.
Blog Comments
The phenomenon isn't as popular in the present, but establishing a blog and getting blog comments was once the OG of user-generated content. It's still a common phenomenon on some blogs and, more specifically, on blog sites such as Medium. Some online news outlets still use this method too.
Local Reviews
There's been a lot of discussion about social media for a while, however reviews for restaurant or attractions. through Google or Yelp are a huge instance of UGC.
Product Reviews
Similar to local reviews review product information before purchasing a product on Amazon or any other ecommerce business .
Forums
If you've spent any time on the social media sites like reddit and Quora, you'll see that there are many people who hang out in those places, making the posts that keep the platforms going. Reddit will have 53 million users by 2025.
Tips for unlocking UGC
1. Create amazing content
In the first place, UGC will most likely be derived from quality content. There are tons of software tools available to help to create lots of content. Technically, you could just incessantly create AI text, and then share it.
However, great content is distinctive and starts conversations. When content is real the readers engage in discussion and even write.
2. Create niche spaces
Consider who is in charge of the algorithms. Hootsuite says that the typical participation rate of the Facebook Page post is 0.07%. What kind of UGC will thrive within a digital environment in which it isn't seen? Who wants to create content which nobody can see?
There is a solution to this: create environments that are not based on algorithms for users to share and create. Email. Online communities. Chat rooms. Apps. You need to create spaces that aren't algorithm-driven to really let you unlock UGC.
3. Memorable social media campaigns
Even though algorithms change, UGC is still possible by using social media in campaigns. Select the platform you prefer, and make content that's engaging. There are also creative ways to engage people. Incorporating a contest or prize to reward contributions could help increase participation!
4. Reviews
One of the primary types of UGC for brands is reviews, testimonials, and other feedback that is positive (negative feedback is also valuable, but in a different way.) In order to get UGC for review sites if you have a product, or even local reviews when you're on Google is essential as more and more people are influenced by reviews when making purchases. And if you use testimonials on your site, UGC can be really valuable here too.
When it comes to getting UGC feedback, don't forget to inquire. An easy prompt to get users to write comments or reviews can make a a big difference in activities.
5. Contribution to Gamify
If you want and need UGC gaming, then gamifying the entire process can make a difference. For example, Apple's brand support team is heavily influenced by its users and has a lot of volunteers that are available to help with questions. They've made it a game with achievement levels and an individual community that is only available to the top contributors. Adding in gamification or rewards will encourage content creation.
Conclusion
The conclusion of the day, user-generated content is powerful. Many of the world's biggest brands have used UGC to catapult to multi-billion-dollar valuations. But whether it's billions of users creating content or an entire community of people sharing their thoughts, UGC taps into human creativity in a way which is amazing.
You can now read: 11 kinds of communities online that are thriving