User-generated content (UGC) has grown considerably in the Netherlands in recent years. Partly because of TikTok and Instagram Reels, it is now incredibly popular. That's because these channels are often used as sources of information. The result? Content with reliable information created by the user for the user.

With user-generated content, you create ultimate engagement with your customers. In the form of video, photo and/or text, they provide content - often already as fans - from their perspective. These expressions are then used by the content creator to promote a service, product or brand.

So the creativity lies with the creators, but the basic concept comes from a brand or company. For example, think about setting up challenges or crouwdsourcing that often involve pre-chosen hashtags. After recording a video, you can make it flashier by editing it in the app with filters and/or effects.

It is also possible to go live, allowing you to interact with others. Meanwhile, the app has over 1 billion active users worldwide. Enough potential to reach your target group!

When it comes to trying new things, we often trust the opinions of others. Whether it's finding a nice restaurant, choosing a good hotel or buying a new phone, recommendations from others are important to us.

So we often do extensive research before we open our wallets. But of course we want to see honest reviews, ratings and comments. After all, don't you recognize a typical marketing sales pitch when you hear one?

In short, UGC can be seen as the new word-of-mouth marketing. A form of marketing based on authenticity, where the target audience is central by using them as active content creators.

We briefly list the benefits of UGC:

• Encourage engagement with users:
  Because a true "fan" highlights the benefits of your service or product, users are more encouraged to like the content or share a comment. They are also more likely to share the information with others.
• Take advantage of social proof:
  UGC creators demonstrate positive experiences with a brand or product. By sharing information in a personal way, this reflects a better experience to the user.
• Save costs:
  UGC can save a lot of costs when compared to other marketing tools. Sometimes UGC content can even be obtained for free. This is especially possible when there is good consideration for the content created (we explain more about this in the examples below). In addition, in some cases it is also cost-saving because you outsource everything around content creation.
• Using multi-use content:
  Did you know you can also repurpose UGC content? The benefits of a product or service often stay the same, so you can repurpose a photo or video. Moreover, UGC creators like to use recognizable environments (for example, at home or in a café) and simple decoration that don't require a lot of budget.

The beauty of UCG is that you can engage with your clients about the form of valuable content for their target audience. A few applicable examples are:

• Reviews: short Instagram Reels and TikTok videos in which users share their opinions are very popular, easy to create and quick to share.
• Unboxing: literally unwrapping packages gives people the idea that they are discovering something together.
• Taking a day to watch: a vlog is a good example where viewers feel like they are really being taken in person. This is recommended when it comes to a particular service you offer.
• Contests and giveaways: one form of "free" UGC can be through contests and giveaways. With this form, for example, you ask users to come up with something new (such as a new flavor or design) or ask for an original submission with appropriate and compelling content.
• Using multi-use content:
  Did you know you can also repurpose UGC content? The benefits of a product or service often stay the same, so you can repurpose a photo or video. Moreover, UGC creators like to use recognizable environments (for example, at home or in a café) and simple decoration that don't require a lot of budget.

Do you also want to apply UGC in your content strategy? Then don't forget to always have a good agreement with creators. Also, always have a clear briefing: the more specific, the better. But of course, leave enough room for your own input and creativity.

In addition, always ask (written) permission to actually use and possibly reuse the content. This is because the rights of the created content always lie with the creator, despite it being created for a brand or company.

And finally, sometimes UGC content can (unintentionally) come off as negative. Be prepared for this and engage in the conversation precisely when things are unclear. Take responsibility if mistakes have actually been made. A little rethinking can provide a positive spin, giving your target audience a better understanding of your values.

Wondering how you can apply UGC in your content strategy? So are we. Get in touch and schedule a creative spa session.

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