As an agency, you know how important it is to understand and influence the customer journey of your brands. User Generated Content (UGC) plays a key role in this, which is often overlooked. In this post, we will show how UGC influences buyers and why it should be a crucial factor in the marketing strategy.

What is UGC and why is it important?

User Generated Content refers to all content created by customers or users, whether in the form of reviews, images, videos, or posts that are not posted on the creator's personal page but are made available to brands for their own use. Why is this important? Because it is authentic. Buyers trust other buyers more than the brand itself.

UGC in the Awareness Phase

In the awareness phase of the customer journey, it is about drawing attention to the brand. Here, nano and micro-influencers can make a significant difference by creating and sharing UGC. For example, they could showcase a product in an authentic video. This sparks the interest of potential buyers.

UGC in the Consideration Phase

In this phase, buyers consider various options. They look for experiences and reviews. Brands can ask micro-influencers to share authentic reviews or even create comparison videos. This significantly influences buyers' opinions.

UGC in the Conversion Phase

Here, it comes to the conversion of prospects into customers. When buyers see UGC showing how others use and love the product, the likelihood of a purchase increases. Brands should ask micro-influencers to create tutorials or unboxing videos to showcase the product.

UGC in the Loyalty and Advocacy Phase

The relationship with customers does not end after the purchase. Brands can ask creators to continue sharing their experiences to strengthen loyalty. When buyers become brand ambassadors, they actively recommend the brand.

5 Benefits of UGC:

• Authenticity: UGC is more credible and authentic than brand content.

• Building Trust: Buyers trust other buyers more than advertisements.

• Cost Savings: Collaborating with nano and micro-influencers for UGC is often more cost-effective.

• Better Reach: Buyers frequently share UGC, increasing reach.

• Customer Loyalty: Customers who actively participate in UGC are often more loyal.