In the digital age in which we live, the content generated by users (UGC, for its acronym in English) It was consolidated as one of the most powerful and effective tools in the marketing and communication strategies of brands. But what exactly is the UGC and why has acquired so much relevance in recent years?
The UGC is all that content created and shared by the users themselves on digital platforms, such as photos, videos, reviews, publications in social networks, blogs or even podcasts. This type of content has the peculiarity of being authentic, genuine and often viral, which makes it a tool of great impact to generate trust and connection with the audience. The fundamental difference with traditional advertising lies in its origin: it comes from real people, who share their experiences and opinions without a direct commercial interest, which gives it a credibility value difficult to match.
One of the highlights of UGC in marketing is its ability to increase the credibility of a brand. In a world saturated with advertising messages, consumers seek authenticity and transparency. The opinions and experiences shared by other users have a much greater impact on the perception of the brand than any conventional advertising campaign. Recent studies show that consumers trust more on the recommendations of other users than in the promotional messages of companies. This is because the UGC transmits a sensation of closeness and honesty that is difficult to replicate with pay advertising.
For example, in the fashion sector or cosmetics, many brands managed to enhance their scope and strengthen their image through campaigns that involve their clients in the creation of content. When a user shares a photo wearing an outfit of a brand or applying a facial cream, he is showing his satisfaction and becomes an ambassador of the brand before his network. These types of spontaneous and authentic recommendations generate a multiplier effect that can translate into a significant increase in sales and customer loyalty.
Another important advantage of the UGC is its ability to generate engagement with the audience. By allowing users to be an active part of the brand’s narrative, greater interaction and participation are encouraged. This strengthens the emotional bond with consumers and helps create a community around the brand. In addition, it should be taken into account that the active participation of users in UGC campaigns may include contests, challenges, specific hashtags or simply the invitation to share experiences related to the brand.
An emblematic example is the campaign of an international cafeteria chain that puts names in the vessels of its customers and invites them to share in networks photos of their drinks with a particular hashtag. With this, the brand obtains thousands of valuable (and free) content while making its customers feel part of a participatory community. These types of strategies generate a sense of belonging and fidelity that is hardly achieved only with traditional advertising.
However, not everything in the UGC world is positive or exempt from challenges. One of the main obstacles is the lack of control over the content generated by users. Although in most cases the UGC is positive and beneficial for the brand, there is always the risk of negative comments, criticism or inappropriate content that can damage the company’s reputation.
Crisis management in this context requires a proactive and well -defined strategy, which includes constant monitoring of platforms, rapid and transparent responses to any negative comment, and in some cases, moderation of content to prevent harmful publications from spreading.
For all this, it is essential to establish clear policies on how the UGC will be used, define the necessary permits and communicate to users the conditions to participate in campaigns. The key is to convert these challenges into opportunities to demonstrate commitment, empathy and responsibility, thus strengthening the trust and loyalty of the community.
The proper UGC management helps protect the reputation of the brand and encourages an environment of respect and authenticity that benefits all involved.
*María Laura Russo is an advisor and CEO of Mixel Communication and Marketing
By María Laura Russo
