What exactly is user-generated content? + Examples |
What was the process that helped Meta create a platform that earns $44/user? How does LinkedIn earn $8 billion charging everybody including premium members, recruiters to employers?
Check out the social media giants that are worth billions and you'll find the value of their businesses is dependent on their customers. User-generated content is the secret behind these giants. But it's also the thing driving forums online, brand communities Discord servers, Medium as well as the comment area of a blog, if it's still an option. And, as a community platform, we're in an insider's view of the ways in which UGC creates vibrant communities, many that turn into six or even 8-figure businesses as well.
In this post we'll discuss:
- What content created by users can be.
- The reason it's valuable (+ pros and pros and).
- Examples of UGC.
- How to get UGC to promote your brand or your business.
What is User-Generated Content (UGC)?
User-generated content refers to any type of content which is created by people who use websites, rather than the platform's owners, regardless of whether the content is video, text images, texts, or other than that. Most social media platforms rely on user-generated content. However, also many other online spaces like websites, online forums, and online communities. Many of these places run using a commercial model, in which the platform provides an application and users create the information.
Even if you're not the major social media player You can still use UGC to your benefit. For example, most people are successful because of user-generated content, because people gather to form a community, learn something they are interested in and engage in some interesting conversation.
What does it mean? UGC helps companies
Remember the app Clubhouse? It was marketed as a premium social listening app, it was valued at the staggering $4 billion mark in 2021. It was exclusive (you needed an invite), had frequent guest appearances from big names like Oprah Winfrey, Elon Musk, and Kevin Hart, and it became a massive success.
As the ban on pandemics were lifted, Clubhouse had a tough time retaining those users-recently laying off staff. The number of active users at Clubhouse has fallen for a couple of years now-about 10 million each week. By comparison, Pinterest is home to 482 million people per month.
The Threads platform is an fascinating instance. The platform reached 100 million users in 4 days! However, in the next two weeks, it only increased to 60 million. The growth seems to have been largely stagnant, though Meta doesn't make it public anymore.
Source: Statista
160 million users on Threads isn't anything to laugh at. However, its competitor 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. Do people show up? 2. Do they make content? Nothing else really matters.
It is the case also in the membership community. We found that we can accurately predict 93% the likelihood that an online community will succeed or fail. Two things matter: 1. Do people sign up? 2. Are they friends? It was such a powerful data that we've begun developing a software system that can do more than provide hosting for UGC as it also focuses on helping members connect to each other.
The foundation of all that is social an online social network. The theory of social networks suggests the social network as what underlie human communities. What is it that makes Facebook among the largest platforms, with more than 3 billion people using it? It could be because Facebook is actually built on in-person, social networks. You might get mad at a stranger on Twitter and then delete the site. If Facebook is the place you message your mom and grandma and sell stuff in your garage you'll probably at least keep it in the meantime.
In order for UGC to actually build a business, it can't only be a simple matter of dumping material into the air. The endless creation of AI social media posts ain't the best way to grow your business.
This is why, for communities and commenting on blogs and social networks as well as reddit-the true value of the platforms is in the interaction.
UGC is engagement. Content creators. People who read the content. If you don't have UGC, you don't have an engagement.
Content created by users has advantages and disadvantages
Content created by users has a lot of benefits for people who manage platforms.
The scale: Making users active will allow content to be created faster and further than could be done by an individual site or company. The major social media platforms create little to no content themselves. For example, YouTube estimates that around 500 hours of video content are uploaded EACH MINUTE! No company could achieve the same amount of content, despite AI.
User-directed discussions: There are all sorts of weird and wonderful things people choose to talk about online. UGC lets users create conversation and content they are passionate about.
Diversity of viewpoints: UGC gives people voices-especially people who might not typically have a voice in media. Anyone is able to contribute. Everyone can contribute their opinion.
The effect of networks The network effect is the description of the way that communities and platforms grow more valuable with each new member that joins them.
Enhancing customer experience: For an organization or brand, user-generated content can be utilized to enhance the user experience, and also the customer experience. As an example the Apple customer community is comprised of people who answer questions in their own way.
But there can be disadvantages to user-generated content as well:
- Misinformation and lies: Since there are no gatekeepers UGC implies that anyone is able to make anything. With 55 percent of Americans believing that misinformation is a problem that needs to be dealt with, UGC can be a component of the problem.
- Intimidation and bullying: UGC by content creators and people responding (e.g. through comments) can mean intimidation and bullies, or even content that targets a specific individual or group.
- Moderation Moderation for community Hosts as well as social media firms, moderation has become a vital part of hosting UGC.
But don't let this discourage you from permitting the creation of content by users. A lot of the negative effects are mitigated by proper community moderation guidelines and rules. Giving users a way to help with moderation goes an extremely long way (e.g. a "report this comment" button ).
If your customers put their hours and efforts into a area, they would like it to be positive. They're usually happy to assist in moderation.
Pros of content generated by the user
- Scale content creation fast
- Bring in different voices and points of point of
- increase organic reach and conversations
- UGC can bring new customers to your site (e.g. in the event that it's used in a shared way), growing your community
Cons of content created by users
- Greater risk of incorrect or misleading information
- Bullying and intimidation
- Moderation is needed
Content created by the user
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. Participants can participate in discussion, live events, courses streaming live, and much more. Communities that thrive have high member engagement. (See some of the examples here ).
In 2010, the app for sharing photos was launched with the view to let users share pictures with filters. It grew quickly in popularity, and has since expanded to include more features like Reels and has over 2 billion people.
YouTube
In the previous paragraph, we mentioned that there are 30,000 hours of content added to YouTube each hour. This would mean it takes you more than 1900 years just to watch current uploaded videos. YouTube is a monster in the world of UGC and with 30 % of children saying that YouTuber is their "dream job," YouTube has made a mark in our collective imagination. Whether they can monetize and earn money from views or otherwise, YouTube is a juggernaut to UGC.
Blog Comments
The phenomenon isn't as popular these days, but starting a blog and getting blog comments were once the OG of content created by users. You can still see this happening on a few blog sites, but especially on blogging sites like Medium. A few news websites use this method too.
Local Reviews
There's been a lot of discussion about social media, however reviews for restaurant, attractions, etc. through Google or Yelp can be a fantastic example of UGC.
Review of the Product Reviews
As with local reviews review product information prior to purchasing something from Amazon or another ecommerce business .
Forums
If you've spent any moments at all on online communities like Reddit or Quora, you'll know there are armies of people that hang out on these areas, creating the material that keeps these websites running. Reddit is expected to boast 53 million active users by 2025.
Tips for unlocking UGC
1. Create great content
The first and most important thing is that UGC is most likely to originate from excellent content. There are a myriad of software tools available to help you produce a lot of content. Technically, you could just incessantly create AI text, and then share it.
The best content, however, stands out and starts conversations. If the content is authentic the readers take action and share their thoughts and even write.
2. Create niche spaces
Imagine who has control over algorithms. Hootsuite says that the typical engagement rate for an Facebook Page post is 0.07 percent. What kind of UGC can thrive in a world of social media that doesn't see it? What kind of content creator would want to produce something that nobody is able to see?
It is best to make non-algorithmic spaces for people to create and share. Email. Online communities. Chat rooms. Apps. Spaces must be created which aren't based on algorithms to gain access to UGC.
3. Memorable social media campaigns
Although algorithms can be unpredictable, UGC is still possible with social media campaigns. Choose your platform, and then create content that is engaging. There are also creative prompts to get people talking. Incorporating a contest or reward for contributions can help increase participation!
4. Reviews
The most significant kinds of UGC for brands is reviews, testimonials, and other positive feedback (negative feedback can be valuable as well however in a different manner.) It is important to obtain UGC for review sites if there is a product you sell, or even local reviews when you're using Google is essential as more and more people depend on reviews to make purchasing decisions. If you have testimonials on your website, UGC can be really useful in this regard too.
If you want to get UGC feedback, don't forget to inquire. Simple prompts to encourage individuals to post comments or reviews can make a an enormous difference in the amount of the amount of activity.
5. Gamify donation
If you're in the market for UGC, gamifying the whole process can make a difference. For example, Apple's brand support community is heavily driven by users which includes a large number of volunteer willing to assist users with their questions. They've made it a game with achievement levels and an exclusive community for most prolific contributors. Incorporating rewards or gamification can incentivize creating content.
Conclusion
The end of the day, user-generated content is powerful. A lot of the major brands in the world have utilized UGC to catapult to multi-billion-dollar valuations. However, whether it's billions individuals creating content, or a dedicated community sharing their thoughts, UGC taps into human imagination in a manner that's amazing.