What Is User-Generated Content? + Examples |
What was the process that helped Meta create a platform that generates $44 per user? How can LinkedIn achieve $8 billion in revenue by charging everyone from premium members to recruiters to employers?
Check out the billion-dollar social media companies and you'll notice that their valuations are directly linked to the users they serve. Content created by users is the key to these huge companies. It's also what's powering online forums, brand communities, Discord servers, Medium and even the comments part of blogs, if there is still such a thing. And, as a community platform, we've got a front-row seat to the ways in which UGC makes for thriving communities-many that turn into six or 7-figure businesses. even 8-figure companies as well.
In this piece We'll be discussing:
- What is user-generated content? can be.
- What makes it so important (plus pros and cons).
- Examples of UGC.
- How to get UGC for your brand or your business.
What is User-Generated Content (UGC)?
User-generated content is any content made by the users of an online platform rather than the platform's owners, regardless of whether the content is text, videos images, texts, or different. Many social media platforms are based on user-generated content. However, so do many other online platforms like online forums, as well as online communities. Most of these sites operate with a model of business that is where the platform hosts an application and users provide the content.
Even if you're not the social media giant it is possible to make use of UGC to benefit yourself. In particular, the majority of our thrive especially because of user-generated content, because people gather to build a community, learn something they are interested in as well as engage in great conversation.
How UGC helps companies
Remember the application Clubhouse? Pitched as an exclusive application for social listening and valued at an astounding $4 billion by 2021. It was not open to the public (you had to be invited) as well as featured regular guests from famous personalities such as Oprah Winfrey, Elon Musk as well as Kevin Hart, and it exploded.
However, as the restrictions on pandemics came to an end, Clubhouse had a tough retention issue, and recently laid off a round of staff. The number of active users at Clubhouse has fallen for a couple of years-roughly 10 million weekly-in comparison to Pinterest is home to 482 million people per month.
The Threads platform is an intriguing instance. It reached 100 million active users in 4 days! However, in the next two weeks, it only increased to 60 million. The increase has generally slowed down, even though Meta doesn't make it publicly available anymore.
Source: Statista
160 million users on Threads is nothing to be snoozing at. However, its competitor X (Twitter) has over 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 in membership communities too. We found that we can predict with 93% precision how an online community can thrive or fail. Two things matter: 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 provide hosting for UGC as it also helps members meet one another.
The basis for it is the social aspect of a social network. Social network theory sees the social network as the basis of human community. What makes Facebook one of the largest platforms with over 3 billion people using it? Maybe it's because Facebook is actually built on in-person, social networks. There are times when you're angry at an acquaintance on Twitter and then delete the site. But if Facebook is where you talk to your mom and grandma and sell stuff out of your garage, you'll probably at least keep it around.
For UGC to create a business, it can't only be a simple matter of dumping material into the air. Creating endless AI social media content isn't the best way to grow your business.
That's the reason it is for commenting on blogs and social networks and reddit-the real value of these platforms lies in the involvement.
UGC is engagement. Content creators. Users who consume articles. If you do not possess UGC and you do not have engagement.
User-generated content advantages and drawbacks
Content created by users has a lot of advantages for users who host or own platforms.
The scale: Making users active allows content creation to grow quicker and farther than can be done by an individual site or company. The major social media platforms create only a small amount of content. For instance, YouTube estimates that around 500 hours of video content are uploaded EACH MINUTE! The company cannot do this, not even using AI.
User-directed discussions: There are all sorts of weird and wonderful items that people like to discuss online. UGC lets users create discussions and posts they're 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 The network effect is the name for how communities and platforms become better with every new member they get.
Improving customer experiences: For an organization or brand User-generated content could be utilized to enhance the user experience, and also the customer experience. As an example Apple's community for customers includes people who answer questions in their own way.
However, there could be disadvantages to user-generated content also:
- False & mis-information: With no gatekeepers UGC allows anyone to create everything. In addition, with 55% of Americans saying false information is a concern which needs to be tackled, UGC can be a element of the issue.
- The words intimidation and bullying UGC from content creators as well as people responding (e.g. in the comments) can mean intimidation and the use of bullying or targets a specific group or person.
- Moderation: for community Hosts and social media companies alike Moderation is now a vital element for hosting UGC.
However, don't be discouraged by this from permitting the creation of content by users. The negative impact of this can be mitigated with an effective community moderation system and guidelines. The ability to provide users with a means to help with moderation goes an extremely long way (e.g. a "report this comment" button). ).
If your customers put their the time and effort into your place, the majority of them will want it to be a positive experience. They're usually happy to assist with moderation.
Pros of user-generated content
- Scale content creation fast
- Let in many voices and points viewpoints
- Expand organic reach and conversation
- UGC can bring new users to your platform (e.g. when it is used in a shared way), growing your community
Cons of user-generated content
- More risk of obtaining false or misinformation
- Intimidation as well as bullying
- Need for moderation
User-generated content examples
A Mighty Network
A Mighty Network is a community platform that gives Hosts ability to connect communities and transform lives. Participants can participate in discussions, live events, courses as well as livestreams and other events. Community that are flourishing always enjoy great member engagement. (See some of the examples here ).
In 2010, the photo-sharing app started with the view to let anybody share photos with filters. It quickly grew in popularity, and has since expanded to offer more options like Reels and has over two billion users.
YouTube
In the previous paragraph, we mentioned that there's an average of 30,000 hours worth of fresh content uploaded to YouTube each hour. This would mean it takes you more than 1900 years just to 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" it has had an impact on the imagination of our culture. If they are able to monetize their content and generate revenue from their views or not, YouTube is a juggernaut for UGC.
Blog Comments
It's not as common in the present, but establishing your own blog and taking comments were once the OG of user-generated content. It's still a common phenomenon on some blog sites, but especially on blogs like Medium. Some online news outlets still have this issue as well.
Local Reviews
It's been discussed a bit about social media, however reviews for restaurant, attractions, etc. through Google or Yelp can be a fantastic instance of UGC.
Product Reviews
Similar to local reviews when you read product reviews before buying something on Amazon or any other online retailer .
Forums
If you've ever spent time on online communities like Reddit or Quora, you'll know that there are many people that hang out on these sites, creating material that keeps these platforms going. Reddit will have 53 million members by 2025.
Strategies to unlock UGC
1. Make great content
The first and most important thing is that UGC is most likely to come from great material. There are tons of tools out there to help to create lots of material. In terms of technology, you can create endlessly AI texts and distribute it.
The best content, however, stands out and can spark conversations. When content is real, it prompts readers to step up and comment and even write.
2. Create niche spaces
Imagine who has control over algorithmic processes. Hootsuite says that the typical percentage of engagement for the Facebook Page post is 0.07 percent. What kind of UGC is thriving in a world of social media where it doesn't get seen? What kind of content creator would want to produce something nobody sees?
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 that don't have an algorithm to unlock UGC.
3. Memorable social media campaigns
While algorithms are fickle, UGC is still possible by using social media in campaigns. Select the platform you prefer, and make content that's engaging. You can also find creative ways to engage people. Incorporating a contest or reward for contributions can also boost engagement!
4. Reviews
One of the primary kinds of UGC to a company's brand are reviews, testimonials and other feedback that is positive (negative feedback is valuable too however in a different way.) In order to get UGC on review websites when you're selling a product or even local reviews when you're using Google is vital as more of us depend on reviews to make buying decisions. 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, don't forget to inquire. Simple prompts to encourage individuals to post comments or reviews can make a huge difference to the level of the amount of activity.
5. Gamify contribution
If you're in the market for UGC, gamifying the whole procedure can be beneficial. For example, Apple's brand support community is heavily driven by users which includes a large number of volunteer who come to answer questions. The process has been gamified with achievement levels and a private community for the top contributors. Incorporating rewards or gamification will encourage content creation.
Conclusion
In the end of the day UGC is a powerful tool. A lot of the top brands around the globe have relied on UGC to propel them to multi-billion dollar valuations. But whether it's billions of people creating content or a community that shares the things that inspire them, UGC taps into human creativity in a way that's amazing.
Then Read: 11 kinds of communities online that Thrive