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Unlocking the True Value of UGC

Fourth Source 15 Apr 2020 08:00

Nowadays, everyone is a content creator. With almost everybody armed with a smartphone, nothing goes undocumented – whether that be an unfolding event or a freak weather phenomenon. In fact, according to Statista, the number of video hours uploaded every 60 seconds grew by 40% between 2014 and 2019. The general public is now able to capture significant and sometimes shocking moments as they unfold and post them online for all to see. This means we’re no longer reliant on news outlets to capture real-life events as they happen. However, much of this user-generated content (UGC) is being circulated predominately on social media sites such as Twitter. Consequently, a large proportion of UGC isn’t being used to its full potential and much of its value is going unrealised. Therefore, with ever-expanding amounts of UGC being created, how can news outlets, broadcasters and brands ensure they’re making best use of this content and what is the value of doing so?

How UGC is changing the game

UGC can be of significant value to brands, helping them to create more impactful marketing materials which resonate with customers, as evidenced by the fact that 85% of consumers find UGC to be more influential than branded content. Similarly, anything. It is also considered than other media and 50% more trusted. Its use in adverts and marketing resources can also have a substantial impact on how a brand is perceived, for instance, consumers are to view user-generated content as authentic compared to content specifically created by a brand. A further benefit for businesses is the creativity UGC can afford them, enabling them to show the viewer the world from a myriad of perspectives and develop more compelling stories. Genuine human emotion can be difficult to recreate, therefore, the use of UGC can help brands convey this with more authenticity.

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