What Is User-Generated Content? + Examples |
How did Meta develop a platform that earns $44/user? How can LinkedIn earn $8 billion charging all users, from recruiters to premium members to employers?
Check out the billion-dollar social media companies and you'll find that their value is directly tied to their users. The user-generated content that they create is the reason behind these giants. However, it's also responsible for powering community forums on the internet, brands community sites, Discord servers, Medium and even the comments part of blogs, if it's still an option. In addition, as a social platform, we're able to have an insider's view of how UGC makes for thriving communities-many that turn into six, 7-, and even 8-figure businesses as well.
In this piece, we'll talk about:
- What is user-generated content? are.
- The reason it's useful (with pros and cons).
- Examples of UGC.
- How to get UGC for your brand or company.
What is User-Generated Content (UGC)?
User-generated content is any content which is created by people who use an online platform rather than the platform's owners, regardless of whether the content is video, text, photos, or something other than that. Most social media platforms rely on user-generated content. However, as do other internet spaces like websites, online forums and communities. Many of these places run on a business model in which the platform provides a software and the users create the information.
Even if you're not the social media giant it is possible to use UGC to your benefit. In particular, the majority users are thriving due to user-generated content when people get together to build a community, master something that interests them, and have some great discussions.
How UGC builds companies
Do you remember the application Clubhouse? Pitched as an exclusive software for listening to music that was worth the staggering $4 billion mark in 2021. It was exclusive (you needed an invite) and featured frequent guest appearances from big names like Oprah Winfrey, Elon Musk, and Kevin Hart, and it exploded.
However, as the restrictions on pandemics ended, Clubhouse had a tough time retaining those users-recently laying off an entire staff. And Clubhouse's active users have been flat for a few years-roughly 10 million each week. By comparison, Pinterest has 482 million users/month.
The platform Threads is another intriguing instance. It hit 100 million users in just 4 days! In the subsequent 210 days, it only reached 60 million. It seems the growth has generally slowed down, even though Meta isn't making it accessible to the public.
Source: Statista
160 million active users on Threads is nothing to be snoozing at. However, its competitor X (Twitter) has over 600 million per month users.
The success or failure of these platforms, as well as the billion-dollar valuations, hang upon two aspects: 1. Do people show up? 2. Do they make content? It's not really a matter of importance.
It is the case in membership communities too. We have found that we are able to model with 93% accuracy the likelihood that an online community will prosper or fall. Two things matter: 1. Do people sign up? 2. Are they friends? It was such a powerful data that we've started developing a software system that can do more than just host UGC, but also focuses on helping members meet one another.
The foundation of all that is social the social network. Social network theory suggests that social networks are human-centered communities that are based on. What is it that makes Facebook among the top platforms, with more than 3 billion people using it? Perhaps it's due to the fact that Facebook is built upon in-person, social networks. There are times when you're angry at an acquaintance on Twitter and delete the platform. If Facebook is the place you communicate with your mom or grandma and sell stuff out of your garage, you'll probably at least keep it around.
To allow UGC to be able to build a business, it can't only be a simple matter of dumping contents into the world. The endless creation of AI posts on social media isn't going to build your business.
This is why the commenting on blogs and social networks as well as reddit-the true value of these platforms is the engagement.
UGC is engagement. Writers. Users who consume articles. If you don't have UGC and you do not have an engagement.
User-generated content advantages and drawbacks
User-generated content has lots of advantages for those who host or own platforms.
The scale: Making users active allows content creation to grow faster and further than could be achieved by a single site or company. Social media giants create little to no content themselves. As an example, YouTube estimates that around 500 hours of content are uploaded EACH MINUTE! It's impossible for any company to achieve this, not even using AI.
User-directed discussions User-directed conversations: There's a myriad of amazing and bizarre items that people like to talk about online. UGC allows users to create conversation and content they are passionate about.
The diversity of perspectives: UGC gives people voices-especially individuals who do not usually have a voice in media. Anyone is able to contribute. Everyone can contribute their opinion.
The network effect: This phenomenon is the term used to describe how communities and platforms become more valuable each time a new member they get.
Improved customer experience for brands or companies the content created by users can be utilized to enhance the customer experience and even the customer experience. As an example, Apple's customer community includes people who answer questions at their own pace.
There can be some disadvantages with user-generated content as well:
- False & mis-information: With no gatekeepers UGC means anyone can create everything. In addition, with 55% of Americans believing that false information is a concern that must be addressed, UGC can be a component of the problem.
- Intimidation and bullying: UGC by content creators and people responding (e.g. through comments) could mean intimidation or the use of bullying or targets a specific group or person.
- Moderation: for community Hosts and social media companies alike Moderation is now an integral element of hosting UGC.
Don't let this discourage you from accepting users to create content. The negative impact of this are mitigated by an effective community moderation system and guidelines. Giving users a way to aid in moderation will go an extremely long way (e.g. the "report this comment" button ).
When your users invest time and energy into a area, they would like it to be positive. Most of them are happy to help with moderation.
Pros of user-generated content
- Scale content creation fast
- Incorporate many voices and points viewpoints
- Increase organic reach and conversation
- UGC can bring new users onto your platform (e.g. in the event that it's distributed) increasing the number of people who use your platform.
Cons of user-generated content
- Higher risk of false or misinformation
- Bullying and intimidation
- Moderation is needed
Content created by the user
It's a Mighty Network
A Mighty Network is a community platform that gives Hosts ability to connect communities and transform lives. Members are able to participate in discussion, live events, courses as well as livestreams and other events. Community that are flourishing always enjoy great participation from members. (See some examples of here ).
Founded in 2010, the app for sharing photos was launched with the view to let users share pictures with filters. It grew quickly before expanding to include more features like Reels and has over 2 billion users.
YouTube
As we said, there's an average of 30,000 hours worth of new content on YouTube each hour. It would take you over 1900 years just to watch the latest uploads. YouTube is an absolute beast when it comes to UGC-and with 30 % of children saying that YouTuber is their "dream job," it has had an impact in our collective imagination. Whether they can monetize and make money with views or it's not possible, YouTube is a juggernaut to UGC.
Blog Comments
The phenomenon isn't as popular in the present, but establishing blogs and receiving blog comments were once the OG of user-generated content. It's still a common trend on certain blog sites, but especially on blogging sites like Medium. A few news websites have this issue as well.
Local Reviews
We've been talking about social media, however reviews for restaurant or attractions. on Google or Yelp provide a great instance of UGC.
Produit Reviews
Like local reviews, when you read product reviews prior to purchasing something from Amazon or another ecommerce business .
Forums
If you've ever spent time at all in social forums like reddit or Quora, you'll see that there are a lot of users that hang out on these sites, creating content that keeps the websites running. Reddit is expected to boast 53 million members by 2025.
Strategies to unlock UGC
1. Create amazing content
First and foremost, UGC is most likely to be derived from quality and engaging content. There are a myriad of tools out there to help to create lots of content. In terms of technology, you can endlessly produce AI text, and then share the content.
The best content, however, stands out and sparks conversations. When the content is genuine the readers step up and comment or even create.
2. Create niche spaces
Consider who is in charge of the algorithms. Hootsuite states that the average participation rate of a Facebook Page post is 0.07%. What kind of UGC will thrive in a social media environment in which it isn't seen? What kind of content creator would want to produce something that nobody is able to see?
It is best to make space that is not algorithmic for individuals to create and share. Email. Online communities. Chat rooms. Apps. It is necessary to design spaces which aren't based on algorithms to gain access to UGC.
3. Memorable social media campaigns
Even though algorithms change, UGC is still possible through social media-based campaigns. Pick your preferred platform and then create content that is engaging. There are also creative prompts to get people talking. Incorporating a contest or prize for contribution can increase engagement!
4. Reviews
The most significant types of UGC for brands is reviews, testimonials, and other forms of positive feedback (negative feedback is valuable too however in a different manner.) Getting UGC from review websites if there is a product you sell, or local reviews if you're on Google is vital as more of us depend on reviews to make buying decisions. Also, if you're using testimonials on your website, UGC can be really valuable here too.
In the event of obtaining UGC feedback, be sure to ask. Simple prompts to encourage individuals to post reviews or rating can make a huge difference to the level of the amount of activity.
5. Gamify contribution
If you want and need UGC and gamification, the whole process could make a huge difference. For example, Apple's brand support team is heavily influenced by its users which includes a large number of volunteer that are available to help with questions. The process has been gamified by introducing achievement levels as well as a private community for the top contributors. By incorporating rewards and gamification, you will encourage content creation.
Conclusion
The conclusion of the day UGC is a powerful tool. The top brands around the globe have relied on UGC to catapult to multi-billion-dollar valuations. It doesn't matter if it's billions people creating content or an entire community of people sharing what moves them, UGC taps into human creativeness in a way that is awe-inspiring.
Then Read: 11 Types of Online Communities That thrive