What Is User-Generated Content? + Examples |
What was the process that helped Meta create a platform that makes $44 for each user? How can LinkedIn achieve $8 billion in revenue by charging everybody from recruiters to premium members to employers?
Take a look at the social media giants that are worth billions and you'll notice that their value is directly linked to the users they serve. The user-generated content that they create is the reason behind these giants. However, it's also responsible for driving community forums on the internet, brands community sites, Discord servers, Medium, and even the comments section of a blog-if it's still a thing. And, as a community platform, we're able to have an insider's view of how UGC makes for thriving communities-many of which turn into 6-, 7-, and even eight-figure enterprises in their own right.
In this post, we'll talk about:
- What is user-generated content? are.
- Why it's so valuable (plus pros and cons).
- Examples of UGC.
- How to get UGC to promote your brand or your business.
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 photographs, text, or anything different. Many social media platforms are based on content created by users, however so do many other online sites, such as websites, online forums, and online communities. A lot of these platforms operate using a commercial model, that is where the platform hosts an application and users contribute the material.
Even if you're not the big social media company it is possible to make use of UGC to your benefit. In particular, the majority people are successful thanks to content created by users, as people come together to form a community, master something that interests them, and have some great conversation.
What is HTML0? UGC helps companies
Do you remember the application Clubhouse? It was marketed as a premium application for social listening and valued at the staggering $4 billion mark in 2021. It was not open to the public (you required an invitation) and featured frequent guest appearances from big names like Oprah Winfrey, Elon Musk as well as Kevin Hart, and it exploded.
As the ban on pandemics came to an end, Clubhouse had a tough time retaining those users-recently laying off a round of staff. And Clubhouse's active users have fallen for a couple of years, with about 10 million users per week-by comparison, even Pinterest has 482 million users/month.
The Threads platform is an interesting example. The platform reached 100 million users within 4 days! In the subsequent 210 days, it only added 60 million. The increase has generally slowed down, even though Meta isn't making it public anymore.
Source: Statista
160 million people using Threads isn't anything to laugh at. However, its competitor X (Twitter) has over 600 million monthly active users.
The viability or otherwise of these platforms, and the billion dollar valuations, depend on two factors: 1. Do people show up? 2. Are they creating material? Nothing else really matters.
This is evident in membership communities too. We found that we can accurately predict 93% the likelihood that an online community will succeed or fail. There are two things to consider: 1. Do people sign up? 2. Are they friends? The data was so powerful that we've begun building the software that does more than simply host UGC, but also is focused on helping users meet one another.
The foundation of all that is social a social network. Social network theory suggests the social network as human-centered communities that are based on. What is it that makes Facebook an one of the most powerful platforms that has more than three billion people using it? Maybe it's because Facebook is built upon the social network that is in person. You might get mad at someone you don't know on Twitter and decide to delete the account. If Facebook is the place you message your mom and grandma, and also sell things out of your garage, you'll probably at least keep it in the meantime.
To allow UGC to create businesses, it mustn't simply be a matter of throwing content into the void. Creating endless AI social media content isn't going to build your business.
That's the reason, for communities and blogs, social networks, and reddit-the real value of these platforms lies in the interaction.
UGC is the term used to describe engagement. Content creators. Readers of articles. If you do not possess UGC and you do not have engagement.
user-generated content has benefits and disadvantages
Content created by users has a lot of advantages for those who own or host platforms.
Involvement: Engaging users can scale content creation much more quickly and far beyond what could be accomplished by a private business or site. The major social media platforms create little to no content themselves. For instance, YouTube estimates that around 500 hours of content is posted every minute! No company could achieve the same amount of content, despite AI.
User-directed conversations The internet is full of bizarre and amazing items that people like to chat about on the internet. UGC lets people create the content and conversations they care about.
The diversity of perspectives: UGC gives people voices-especially those who may not normally have a voice in media. Anyone is able to contribute. Anyone can give their perspective.
The effect of networks The phenomenon of the network effect term used to describe how communities and platforms become more valuable with each new member that joins them.
Improved customer experience for a company or brand, user-generated content can be used to improve the customers' experience as well as customer service; for example, Apple's customer community includes users who respond to Q&As in their own way.
But there can be some disadvantages with user-generated content also:
- Incorrect and false information: With no gatekeepers UGC allows anyone to create anything. And with 55% of Americans saying the spread of misinformation is an issue that must be tackled, UGC can be a part of that problem.
- Bullying and intimidation: UGC created by content creators, and individuals who react (e.g. on the comment section) can mean intimidation and the use of bullying or specifically targets a group or person.
- Moderation: for the community host and social media companies alike, moderation has become a vital part in hosting UGC.
Don't be discouraged by this from accepting user-generated content. A lot of the negative effects are mitigated by good community moderation and guidelines. Giving users a way to help with moderation goes an extremely long way (e.g. an "report this comment" button ).
When your users invest the time and effort into your space, most of them will want it to be enjoyable. They're often happy to help with moderation.
Pros of content generated by the user
- Scale content creation fast
- Incorporate different voices and points of view
- increase organic reach and conversation
- UGC can bring new customers to your site (e.g. if it gets used in a shared way), growing your community
Cons of content created by users
- More risk of obtaining false or misinformation
- Bullying and intimidation
- Modification is required
Examples of content created by users
A Mighty Network
A Mighty Network is a community platform that gives Hosts power to bring together communities and change lives. Participants can participate in discussion, live classes, events, livestreams, and more. Thriving communities always have great participation from members. (See some of the examples here ).
In 2010, the app was created in 2010 in the hope of letting anybody share photos with filters. It quickly grew, and today has 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. It would take you over 1900 years to just watch current video uploads. YouTube is an absolute beast in the world of UGC and with 30 percent of kids calling YouTuber their "dream job," YouTube has made a mark in our collective imagination. It doesn't matter if they're able to make money and earn money from views or otherwise, YouTube is a juggernaut in the field of UGC.
Blog Comments
This isn't as prevalent these days, but starting a blog and getting blog comments were once the OG of user-generated content. You can still see this phenomenon on some blogs and, more specifically, on blog sites such as Medium. Some online news outlets still have this issue as well.
Local Reviews
It's been discussed a bit about social media for a while, but reviews for restaurants and attractions. are available on Google or Yelp provide a great illustration of UGC.
Product Reviews
As with local reviews when you read product reviews prior to purchasing something from Amazon or any other ecommerce business .
Forums
If you spend any moments at all on the social media sites like reddit and Quora, then you'll realize that there are many people that hang out on these sites, creating posts that keep the platforms running. Reddit is expected to boast 53 million active users by 2025.
Tips to unlock UGC
1. Create great content
The first and most important thing is that UGC is most likely to be derived from quality and engaging content. There are tons of applications available to assist you create a LOT of content. You can technically incessantly create AI text, and then share it.
But great content stands out and starts conversations. When the content is genuine, it prompts readers to engage in discussion, and create.
2. Create niche spaces
Imagine who has control over algorithmic processes. Hootsuite states that the average engagement rate for a Facebook Page post is 0.07%. What type of UGC is thriving in a social media environment where it doesn't get seen? What kind of content creator would want to produce something nobody sees?
There is a solution to this: create non-algorithmic spaces for people to share and create. Email. Online communities. Chat rooms. Apps. You need to create spaces that don't have an algorithm to gain access to UGC.
3. Memorable social media campaigns
Although algorithms can be unpredictable, UGC is still possible by using social media in campaigns. Pick your preferred platform and then create content that is engaging. You can also find creative ideas to stimulate people's attention. The addition of a competition or prize for contribution can increase engagement!
4. Reviews
One of the primary kinds of UGC to a company's brand are reviews, testimonials and other positive feedback (negative feedback is also valuable and in a unique method.) Getting UGC from review websites if you have a product, or local reviews if you're on Google is vital as more of us are influenced by reviews when making purchases. And if you use testimonials on your site, UGC can be really beneficial in that regard as well.
If you want to get UGC feedback, make sure to inquire. Simple prompts to encourage individuals to post reviews or ratings can make a big difference in activity.
5. Contribution to Gamify
If you want and need UGC and gamification, the whole procedure can be beneficial. 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. They've gamified the process with achievement levels and an exclusive community for top contributors. By incorporating rewards and gamification, you can incentivize creating content.
Conclusion
At the conclusion of the day UGC is a powerful tool. The top brands around the globe have relied on UGC to propel them to multi-billion dollar valuations. It doesn't matter if it's billions users creating content or a community that shares what moves them, UGC taps into human creativeness in a way that is awe-inspiring.