[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
UGC (or User Generated Content) is not a new marketing trend in 2024. An increasing number of brands are in fact <\/span>encouraging and reusing photos, videos and written testimonials<\/b> shared by their customers to enrich their content marketing strategy.<\/span> <\/p>\n But like any popular strategy, it is crucial for brands wishing to use UGC to stand out from the crowd. If you’re already capitalising on this <\/span> authentic content to engage your audience<\/b> but you want to take it a step further, this article will take you deeper into the subject of User Generated Content.<\/span> <\/p>\n We take a closer look at the different ways in which<\/span> UGC can enrich your content marketing<\/b>. You’ll also find some practical advice on how to boost your UGC strategy, with a particular focus on gamification.<\/span> <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.24.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n User-generated content (or UGC)<\/span><\/span><\/span><\/a> refers to <\/span>any form of content created by users<\/b> or consumers rather than by brands or companies. This can range from images, videos, written testimonials to blog posts (e.g. a product review) and much more. <\/span><\/p>\n The whole point of UGC is that, unlike content produced by companies, <\/span>it offers a more authentic representation of products<\/b> or services they offer. When a customer takes a photo of themselves wearing a piece of clothing or shares their opinion on a new beauty treatment, they are naturally doing so in a more objective way. Their experience or testimonial is not perceived by other users as marketing content designed to encourage them to buy. <\/span><\/p>\n This is why consumers<\/span> trust UGC more than brand publications<\/b> to guide their purchasing decisions;<\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.24.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n As well as being a highly effective purchase driver, UGC (User Generated Content) also encourages exchanges between the brand and its customers<\/b>.<\/span> <\/span><\/p>\n Brands that decide to integrate UGC into their content marketing strategy can use it as a lever to :<\/span> <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/02\/User-Generated-Content-exemple.webp” alt=”User-Generated-Content-example” title_text=”User-Generated-Content-example” url=”https:\/\/www.adictiz.com\/en\/project\/photo-contest\/” align=”center” _builder_version=”4.24.2″ _module_preset=”default” width=”80%” custom_margin=”35px||49px||false|false” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.24.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n UGC (User Generated Content) is therefore a good way of<\/span> capitalising on the authenticity and creativity of your community<\/b> to strengthen your content marketing strategy. But you still need to encourage your audience to share content that is relevant to your brand, and know how to use it wisely. <\/span><\/p>\n Here are 3 tips for<\/span> optimising your UGC strategy<\/b>. <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n The first step in encouraging your audience to produce UGC is to<\/span> create a brand experience<\/b> that makes you want to be immortalised and re-shared on your networks. That’s what restaurants are doing by coming up with highly Instagrammable dishes that customers will immediately want to take a photo of and post on their social media. <\/span><\/p>\n Unboxing, for example, can be a<\/span> crucial part of the customer experience<\/b>. Beautiful packaging naturally encourages consumers to create and distribute UGC. The use of the product or service itself can also be an excellent way of encouraging users to produce content. <\/span><\/p>\n For example, a beauty products brand can share with its customers (via a series of post-purchase emails) a routine to follow. Customers will be able to <\/span>film themselves using the treatment<\/b> or share a before-and-after picture. The UGC will then serve as social proof and <\/span>will boost sales of the item<\/span><\/span><\/span><\/a>.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Gamification<\/span><\/a><\/span><\/span> is a highly effective way of<\/span> encouraging customers to generate UGC<\/b>. For brands, it’s also a good technique for guiding the type of content they want their audience to share. The instructions of a <\/span>marketing contest<\/span><\/span><\/span><\/a> will, for example, provide information about the format or the benefits of the product to be promoted.<\/span> <\/p>\n Calvin Klein, for example, has relied on UGC to<\/span> democratise its brand image<\/b>, perceived as too luxurious (and therefore inaccessible) by young consumers. CK created a landing page highlighting the campaign and actively encouraging users to share their publications under the hashtag #MyCalvins. <\/span><\/p>\n The emphasis was on the IRL (i.e. authentic) side of the content to break down the brand’s overly upmarket image. In 2024 <\/span>, <\/b>the hashtag #mycalvins<\/span><\/b><\/a> had over 410 million views<\/b> on TikTok! This UGC competition, whose main reward was to be shared on CK’s networks, enabled the company to boost its profile among GenZ. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n As the CK example clearly shows, the main reward sought by users who share UGC is not necessarily a<\/span> prize<\/span><\/span><\/span><\/a>.. Ce type d\u2019interactions est plut\u00f4t un moyen pour les consommateurs de <\/span>create a link with their favourite brands. <\/b>What they generally expect in return is recognition and privileged exchanges with the company. <\/span><\/p>\n\n
<\/span><\/li>\n<\/ul>\nWhat is UGC (User Generated Content)?<\/strong><\/h2>\n
<\/blockquote>\n
\n
The different objectives of UGC <\/strong><\/h2>\n
\n
How can you boost your UGC strategy?<\/strong><\/h2>\n
1. Create a brand experience worth sharing<\/strong><\/h3>\n
2. Encourage or guide the creativity of your community with a competition<\/strong><\/h3>\n
3. Interacting with and rewarding brand ambassadors<\/strong><\/h3>\n