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Real People, Real Results: Why authenticity trumps AI on TikTok, Instagram, and beyond
User-generated content (UGC) is all the rage for growing brands (and for good reason). UGC helps brands create authentic and relatable content, save on production costs, and increase brand awareness through social proof.
Plenty of brands are using UGC successfully throughout their marketing campaigns. And if you want to do the same, you're in the right place.
Here, we've compiled some of our favorite user-generated content examples that you can use as inspiration. Plus, we've answered some of your most frequently asked questions about UGC.
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If conversations about your brand aren't happening online between your real customers, you're missing out on an easy way to connect with your audience. Using UGC in your marketing campaigns can provide social proof and credibility, create a sense of community and engagement, and increase reach and brand awareness.
Consumers don't want to follow brands on social media, they want to follow people. Through UGC, brands can tell their stories through content that's authentic, highlighting the human side of the brand.
By working with UGC creators in your marketing campaigns, you're able to stand out in a crowded marketplace by communicating your unique values, personality, and purpose. This can drive customer engagement, advocacy, and long-term growth.
UGC can be a powerful tool for building a community around a brand. Using UGC on your channels can help foster a sense of community. It's also important to use diverse content on your pages so every potential consumer feels included in the conversation. This can lead to a loyal fan base that feels invested in your brand and that wants to support it.
When customers see other customers talking positively about your brand, it can help create a sense of trust and credibility. UGC can also help humanize your brand and make it more relatable to your audience. When customers see that there are real people behind the company, they're more likely to trust it.
Brand awareness refers to the extent to which consumers are familiar with your brand and its products or services. It's a critical metric—without brand awareness, potential customers won't know about your brand or consider it when making purchasing decisions.
User-generated content can be a powerful tool for building brand awareness because it can help your brand get in front of a larger audience more organically. This has become increasingly important, especially as customers use TikTok and other platforms as search engines.
UGC can help brands boost their conversions by providing social proof, authenticity, and personalization. By leveraging the power of UGC, brands can improve the customer experience and increase the likelihood that potential customers will convert.
UGC on a website can help answer a consumer's questions versus them having to leave the site and find answers elsewhere.
Are you ready to reap the benefits of UGC? Take a look at the user-generated content examples below. These brands are using UGC to stand out on both Instagram and TikTok.
As a result, they're boosting conversions, having true conversations with their audiences, and scaling their businesses.
This creator is filming their kayak as they travel through the clear water in Norway. Notice how the creator doesn't add music on top and instead records the sounds of the water as an ASMR play. This is a type of video that performs very well on TikTok.
This video is unique in that it was filmed on a GoPro instead of using another device like an iPhone. GoPro knows that its community is looking for content that was actually shot using its product.
Do you have a car cup? We all do! This creator has several and is using this video to give a "tour" of her cups, which just so happen to be from Starbucks. The video starts with her talking directly to the camera in her car, which makes the content feel authentic. Plus, the text on the screen says "tour" which engages viewers to keep watching to see more.
This is a video of Dove promoting a few of their different hair care products and how they work for different hair types. This is a great example of a brand repurposing UGC across other content. These are all individual videos that Dove edited together to create a new piece of content to share with their audience on Instagram.
In this "Get Ready With Me" video, the creator starts on her hike and then shows viewers how she chose her full REI outfit. The creator starts the video selfie style, which feels very authentic, and then includes a voiceover talking about the clothing. After she gets dressed, the hike presumes, which keeps viewers engaged.
This video is of a creator talking about the benefits of Lululemon's wrinkle-free fabric. This content works because the creator is talking to the camera, showing off how the fabric works, and explaining the benefits of purchasing a shirt like the one displayed in the video.
The baby featured in this video is learning to walk for the first time. It's cute and funny, all at once. The video is less than 30 seconds, which is perfect for the channel that it's on. Plus, the creator uses a long-term TikTok trend: "POV" which means "Point of View."
In this video, a creator styles five different outfits while mouthing the words to a trending sound that Abercrombie remixed. While the creator isn't talking about the product, she's showing all of the different outfits you can make with Abercrombie's vacation-ready clothing.
In this video, the creator is standing next to themselves trying on different outfits that they found on eBay. This type of content works because people are interested in outfit comparisons. They also edited the video in a unique way that keeps viewers interested in the content.
Look at that deliciously pink drink! This recipe video features Force Factor's Total Beets powder. The creator mentions in the first couple of seconds that she has seen the powder all over TikTok, which is a popular hook to draw viewers in. While the creator is showing off the recipe, she also talks through the product's benefits.
This is a video of a pregnant mama easily folding her stroller in half and putting it in the car with her toddler on her hip. The brand uses a trending TikTok template and trending music to engage viewers. The video doesn't feel too "ad-like" but it still shows off one of their most popular product differentiators: ease of use.
This video shows a creator styling her Walmart Home finds as well as different ways to use the products. This is a great example of UGC because it's shot in a creator's home and not a studio. It serves as inspiration for Walmart's audience on how they can style their own finds.
In this video, you'll see one of TikTok's most popular features: the photo-focused video. The photo is of a shopping bag full of Poppi, and the green screen includes celebrity Kim Kardashian saying that she "loves it." This is a giggle-worthy video that leans into a trend without having to film a whole video around it.
This video includes a trending sound from a popular TV show. The creator uses the trending sound, and also one of TikTok's editing features to put eyes and a mouth on the product to humanize it. Using popular TikTok trends is a great way to get your audience engaged.
Nature's Lab used this video to feature a testimonial about its Apple Cider Vinegar product. It starts off with a hook asking the audience, "Did you know that a simple five-second daily habit can make a huge difference in your overall health?" This hook draws viewers in and keeps them watching the full video to learn more.
This brand is following a popular TikTok trend with a trending sound. The video has nothing to do with the product itself, but the creator is shown drinking a Koia shake. These videos work for organic Tiktok pages because they're authentic. Plus, these videos make people laugh and they don't try to sell the product too hard.
In this video, the creator is trying out different shades of the brand's new lip product. The video is less than 30 seconds and shows four different colors by using a transition technique. The video is quick and shows the viewer what the product may look like on her own skin tone.
This entertaining, holiday-focused recipe uses Bubbies mochi ice cream. The creator shows how to make Easter-themed treats with mochi, chocolate chips, and sprinkles. It's a simple video that highlights the product in a useful way.
In this video, the creator is headed to her local Sprouts to pick up a sushi deal. Who doesn't get excited about sushi? The creator also throws in that while they're at Sprouts, they should pick up SkinnyDipped peanut butter cups for dessert.
Cohley is a UGC platform that helps brands generate content that drives growth. Creators on Cohley can generate short-form videos (like the examples above), high-quality photos, and product reviews for paid channels, organic social, and ecommerce storefronts.
If you're looking for a way to scale your UGC efforts, look no further than Cohley. Schedule a consultation today!
User-generated content refers to any type of content that is created by individuals for brands rather than the brand themselves. UGC content can be created by a brand's customers or by content creators.
There are a few different types of UGC, including videos, photos, and product reviews. Through photos and videos, customers can create and share content that showcases how they're using a brand's products or services.
Through product reviews, customers share their experiences with a product or service. Brands can collect and showcase customer reviews on their website or social media channels to provide social proof and build trust with potential customers.
There are two key ways brands can create UGC. Brands can source UGC directly from their audience by running contests or asking for reviews. Brands can also source UGC by working with content creators.
An easy way to find the right creators for your brand is by working with a platform like Cohley. Using Cohley, talented content creators reach out to your brand. You can then view their social accounts and portfolios to decide if their capabilities are a great fit.
The West Coast Fitness UGC campaigns deserve the gold medal. They needed content focused on people's experiences at the fitness studio, Orange Theory. By launching campaigns on Cohley, and working with a diverse set of UGC creators, they were able to showcase the journey of a new member.
The content was inviting and motivating. Plus, it spoke to an audience of all ages and fitness levels. As a result, West Coast Fitness collected hundreds of videos and drove down their cost per lead by 68%.