What exactly is user-generated content? + Examples |
How did Meta develop a platform that makes $44 for each user? What is the way LinkedIn earn $8 billion charging all users, from recruiters to premium members to employers?
Check out the social media giants that are worth billions and you'll see that their value is directly linked to the users they serve. User-generated content is the secret to these huge companies. It's also what's driving community forums on the internet, brands communities Discord servers, Medium and even the comments part of blogs, if it's still something called. In addition, as a social platform, we've got an insider's view of how UGC creates vibrant communities, many of which become 6-, 7-, and even eight-figure enterprises as well.
In this post, we'll talk about:
- What user-generated content can be.
- What makes it so useful (plus pros and pros and).
- Examples of UGC.
- How to unlock UGC for your brand or your business.
What is user-generated content (UGC)?
User-generated content is any content made by the users of websites, rather than its creators, whether the material is written, video images, texts, or else. Most social media platforms rely on content created by users, however also many other online sites, such as websites, online forums and communities. A lot of these platforms operate using a commercial model, in which the platform provides a software and the users provide the information.
Even if you're not the major social media player it is possible to use UGC for your advantage. In particular, the majority people are successful due to user-generated content as people come together in order to create a community. master something that interests them, and have some great discussions.
What is HTML0? UGC helps businesses
Remember the application Clubhouse? The app was pitched as an exclusive social listening app that was worth a whopping $4 billion in 2021. It was exclusive (you required an invitation) as well as featured regular guest appearances from big names like Oprah Winfrey, Elon Musk as well as Kevin Hart, and it was a huge success.
However, as the restrictions on pandemics were lifted, Clubhouse had a tough retention issue, and recently laid off staff. The number of active users at Clubhouse has fallen for a couple of years-roughly 10 million each week. By comparison, Pinterest boasts 482 million monthly users.
The Threads platform is an intriguing example. It reached 100 million active users in 4 days! However, in the next two weeks, it only reached 60 million. The growth seems to have been largely stagnant, though Meta doesn't make it publicly available anymore.
Source: Statista
160 million people using Threads is nothing to be snoozing at. But its rival X (Twitter) boasts more than 600 million monthly users.
Success or failure for these platforms, and the billion-dollar valuations, hang upon two aspects: 1. Will people attend? 2. Do they create contents? Nothing else really matters.
It is the case in membership communities too. We have found that we are able to accurately predict 93% how an online community can prosper or fall. Two things matter: 1. Do people sign up? 2. Do they make a friend? The data was so powerful that we've been diving into creating a system that does more than provide hosting for UGC as it also helps members meet one another.
The foundation for all it is the social aspect of an online social network. The theory of social networks suggests the social network as human-centered communities that are based on. What is it that makes Facebook one of the top platforms with over 3 billion users? Maybe it's because Facebook actually is based on in-person, social networks. You might get mad at someone you don't know on Twitter and delete the platform. If Facebook is the place you talk to your mom and grandma and sell stuff from your garage, it's likely that you'll keep it around.
In order for UGC to actually build a business, it can't just be about throwing material into the air. Creating endless AI posts on social media isn't the best way to grow your business.
That's the reason it is for blogs, social networks, and Reddit, the real benefit of these platforms is the involvement.
UGC is the term used to describe engagement. People who write content. Users who consume the content. If you do not have UGC, you don't have engagement.
Content created by users has advantages and drawbacks
Content created by users has a lot of advantages for those who host or own platforms.
The scale: Making users active can scale content creation much more quickly and far beyond what could be achieved by a single business or site. The social media giants make little to no content themselves. For example, YouTube estimates that around 500 hours of content is being uploaded every minute! It's impossible for any company to achieve the same amount of content, despite AI.
Conversations with users that are directed by the user: There are all sorts of bizarre and amazing things people choose to chat about on the internet. UGC lets people create the content and conversations they care about.
The diversity of perspectives: UGC gives people voices-especially those who may not normally be heard in media. Anyone can contribute. Anyone can give their perspective.
The effect of networks: This phenomenon is the term used to describe the way that communities and platforms grow better with every new member they gain.
Improved customer experience for brands or companies User-generated content could be utilized to enhance the customers' experience as well as customer service. For instance the Apple customer community is comprised of members who can answer Q&As on their own time.
However, there could be some disadvantages with user-generated content also:
- False & mis-information: With no gatekeepers UGC allows anyone to create anything. With 55% of Americans say that false information is a concern which needs to be tackled, UGC can be a component of the problem.
- Bullying and intimidation: UGC created by content creators, and people responding (e.g. on the comment section) could mean intimidation or bullying, or content that specifically targets a individual or group.
- Moderation Moderation for community Hosts as well as social media firms moderating has evolved into a vital component for hosting UGC.
But don't allow this to discourage you from permitting user-generated content. The negative impact of this can be mitigated with an effective community moderation system and guidelines. Giving users a way to assist in moderation can go far (e.g. the "report the comment" button ).
When your users invest the time and effort into your place, the majority of them will want it to be positive. They're often happy to help with moderation.
The benefits of content created by users
- Scale content creation fast
- Incorporate different voices and points of point of
- Increase organic reach and conversations
- UGC could bring new users to your platform (e.g. if it gets used in a shared way), growing your community
Cons of user-generated content
- More risk of obtaining inaccurate or incorrect information
- Intimidation and bullying
- Moderation is needed
Content created by the user
A Mighty Network
A Mighty Network is a community platform that gives Hosts power to bring together communities to change the lives of people. Participants can participate in discussion, live streams, events streaming live, and much more. Communities that thrive have high member engagement. (See the following examples ).
In 2010, the photo-sharing app started in the hope of letting anyone share their photos using filters. The app grew rapidly in popularity, and has since expanded to offer more options like Reels and has over 2 billion people.
YouTube
In the previous paragraph, we mentioned that there are 30,000 hours of fresh content uploaded to YouTube each hour. This would mean it takes you more than 1900 years just to watch the latest uploads. YouTube is a monster with regards to UGC. And with 30 percent of kids say that they are YouTubers "dream work," it has had an impact in our collective imagination. If they are able to monetize their content and generate revenue from their views or otherwise, YouTube is a juggernaut for UGC.
Blog Comments
This isn't as prevalent in the present, but establishing blogs and receiving blog comments used to be the OG of content created by users. It's still a common happening on a few blogs, and especially on blog sites such as Medium. Certain news sites on the internet do this too.
Local Reviews
It's been discussed a bit about social media however, reviews of restaurants and attractions. through Google or Yelp provide a great instance of UGC.
Review of the Product Reviews
As with local reviews review product information before buying something on Amazon or another ecommerce business .
Forums
If you spend any moments at all on online communities like Reddit or Quora, you'll know that there are a lot of users who frequent these sites, creating material that keeps these websites running. Reddit will have 53 million members by 2025.
Tips for unlocking UGC
1. Create amazing content
The first and most important thing is that UGC will most likely come from great material. There are a myriad of applications available to assist you produce a lot of content. You can technically incessantly create AI texts and distribute the content.
However, great content is distinctive and sparks conversations. When content is real, it prompts readers to engage in discussion and even write.
2. Create niche spaces
Imagine who has control over algorithms. Hootsuite reports that the average engagement rate for an Facebook Page post is 0.07 percent. What type of UGC is thriving within a digital environment where it doesn't get seen? Who wants to create content which nobody can see?
The answer is to create environments that are not based on algorithms for users to collaborate and exchange ideas. Email. Online communities. Chat rooms. Apps. Spaces must be created which aren't based on algorithms to let you unlock UGC.
3. Memorable social media campaigns
Even though algorithms change, UGC is still possible by using social media in campaigns. Choose your platform, and create content that's engageable. You can also find creative prompts to get people talking. Adding in a competition or reward for contributions can also boost engagement!
4. Reviews
The most significant types of UGC for a brand is reviews, testimonials, as well as other forms of positive feedback (negative feedback can be valuable as well and in a unique manner.) Getting UGC on review websites when there is a product you sell, or even local reviews when you're on Google is necessary-more of us are influenced by reviews when making purchasing decisions. If you have testimonials on your site, UGC can be really beneficial in that regard as well.
In the event of obtaining UGC feedback, don't forget to inquire. An easy prompt to get people to leave reviews or rating can make a huge difference to the level of activities.
5. Gamify contribution
If you want and need UGC, gamifying the whole process could make a huge difference. As an example, Apple's brand support community is heavily driven by users and has a lot of volunteers that are available to help with questions. The process has been gamified with achievement levels and an individual community that is only available to the top contributors. Incorporating rewards or gamification can incentivize creating content.
Conclusion
In the end of the day, user-generated content is powerful. Many of the world's biggest brands have used UGC in order to boost their valuations. However, whether it's billions users creating content or a community that shares their thoughts, UGC taps into human creativity in a way that is awe-inspiring.