Brands are scrambling to earn more UGC from customers and content creators alike.
Because seeing is believing for shoppers today.
Fact: 62% of consumers are likelier to buy something when they can see photos and videos of real people using it.
Modern shoppers browse so many sites and social feeds before making a purchase. Engaging with user-generated content during their research reassures them that your brand is legit.
This highlights the value of UGC in your marketing funnel. Videos, photos and reviews alike.
Many brands rely on UGC platforms to collect customer content. Should yours do the same?
Below we explain what UGC tools do and what brands need to know about using them.
What is a UGC Platform, Anyway?
Let’s kick things off with a UGC platform definition we can work with:
UGC platforms are tools that streamline the sourcing and gathering of user-generated content.
These platforms gather posts related to your brand on social media. This includes videos featuring your product or @tagging your brand. Some platforms solely identify and source posts. Others aid in generating new UGC via paid or gifted collaborations.
Features vary between tools. That said, most UGC platforms assist brands with:
- Content collection. This includes detecting, sourcing and aggregating social posts. For example, a UGC platform can track all of your brand’s @tagged content on TikTok and Instagram. Consolidating these posts into a single platform is a huge time-saver for brands. No need to chase URLs or save posts manually.
- Content creation. Maybe your brand is newer to social or doesn’t much have organic user-generated content in the wild. Some platforms can organize collaborations UGC creators or influencers to help you earn more. Your level of involvement in these collab can vary. Some platforms require more of your time. Others will run your campaigns for you from A to Z.
- Reporting and analytics. Some apps can actually measure the performance of your brand’s user-generated content. This includes engagement rate, comments, shares and more.
- Content rights management. This is crucial for incorporating UGC into your ads or paid promotions. Asking for permission to repurpose a post can be a time-sink. This is especially true if you frequently publish customer content. UGCs platform can automate the process.
- User-generated content review and approval. Let’s say you have specific creative requirements for user-generated or influencer-generated content. Some platforms offer quality control so your posts are s on-brand and promo-ready. Depending on the platform you choose, you may have to take the time to review your own content. On the flip side, a platform might review posts on your behalf based on the requirements you’ve outlined.
3 Popular Types of UGC Platforms (and Who They’re For)
Defining what a user-generated content platform does isn’t exactly one-size-fits-all.
To get more granular, here are the most common types of UGC platforms used today:
1. Content Aggregators
UGC aggregators source user-generated content from hashtags and @mentions across social media. These platforms are ideal for brands that already earn a lot of UGC from their customers. Some aggregators can also collect non-social content directly from customers. For example, a UGC platform might let customers upload photos to a product page or review.
2. Self-Service UGC Platforms
Self-service platforms offer a way for brands to find creators to post on their behalf. These platforms are ideal for brands that have time to manage campaigns in-house and are running one-off promotions with specific creators. Much like any database software, making the most of these platforms means knowing what you want. This includes which creators to target and instructions to provide them.
Keep in mind: some social media networks are cracking down on unauthorized data scraping, which can make influencer search tools in some self-service platforms completely defunct. Do your research before going in!
3. Scalable UGC Platforms
Scalable UGC platforms effectively match brands with relevant influencers and creators (no search tools required). These platforms effectively manage the process of generating new content for brands while also aggregating and analyzing your posts. Scalable platforms are ideal for brands that need influencer-generated or user-generated content ASAP and don’t have the time or resources to get it themselves.
UGC Platforms vs. Influencer Platforms
Honestly, the distinction between influencer and UGC platforms can be vague.
In some cases, they’re one and the same. Both types of apps can share features like aggregating social content and analyzing its performance. The key differences?
- Influencer platforms can help brands create new content. Many UGC platforms primarily focus on sourcing what’s already out there.
- For both types of platforms, you might be working with an in-house content creator network. This includes UGC creators and influencers alike.
- With UGC creators, you’re effectively hiring someone to make promotional content that looks like UGC. They may not publish that content to their social feeds. On the flip side, influencers post branded content to their own feeds for their followers to see. Authenticity and reach are factors to consider.
Either way, both types of platforms can produce the same result: content featuring your products in action.
Why Are Brands Investing in UGC Platforms?
Fair question! Brands are leveling up their marketing stacks to customer-created content at scale. Below is a breakdown of why a dedicated UGC platform is valuable for brands.
Growing Brands Need Authentic Content ASAP
Let’s say you’re not earning a ton of UGC.
Or maybe you need a high volume of customer content ahead of a launch or promotion.
UGC platforms offer brands a scalable way to generate a library of on-brand content without having to play the waiting game.
Given that buyers are 2.4x more likely to see consumer content as authentic versus branded content, the value of real people posting about products can’t be overstated.
This applies to influencer content and “true” UGC alike. Both types of posts are valuable for brands looking to highlight their base of satisfied customers.
LUS Brands’ Instagram feed illustrates how brands can create an engaging social presence featuring customers and influencers alike.
Brands should strive to keep their customer content front and center on social media and beyond. Doing so means that new customers can easily imagine your products in their hands. This also highlights the value of running always-on campaigns where your brand earns content consistently.
Many Brands Struggle to Earn On-Brand UGC
Even if you do have people posting about your brand, it doesn’t always mean your UGC is promo-worthy.
This highlights the value of a platform that ensures that your posts are on brand. For example, brands that work with influencers benefit from authentic content and the ability to offer creative direction so your posts send the right message.
Partnering with relevant micro-influencers gives brands the best of both worlds. Having on-brand content is especially important if you’re interested in whitelisting content on TikTok or running branded content ads on Instagram. And you get to leverage the creator’s network too.
Collecting UGC Manually is Tedious and Time-Consuming
Finding posts. Asking permission to republish. Making sure everything’s on-brand.
The process of getting more user-generated content requires a ton of moving pieces.
All of the above can be exhausting if you’re regularly reposting customer content. Rather than ask for posts one by one (see below), a UGC platform can streamline the process.
Picking the Best UGC Platform for Your Brand
If DIY campaigns are too much of a headache, we get it. UGC platforms make sense for brands that that see the value of user-generated content in their marketing mix.
Thing is, how do you choose the right platform?
We’ve talked at length about what brands need to look for with any given influencer platform. Likewise, picking the best UGC platform depends on your needs.
For brands today, scalability and quality matter. Hoping that “good” customer posts roll in on their own isn’t an option for brands in competitive industries. That’s why investing in a platform that guarantees ongoing, on-brand pieces of content is ideal.
And that’s exactly what Statusphere can do for your brand.
Our turn-key micro-influencer platform helps brands earn authentic user-generated content from creators at scale. From matchmaking to gathering content and tracking its performance, our platform does all of the heavy lifting for your brand.
Want to learn more about how our platform works? Get in touch with one of our consumer-to-consumer marketing specialists today to learn more.