What is User-Generated Content? + Examples |
How did Meta develop a platform that generates $44 per user? What is the way LinkedIn achieve $8 billion in revenue by charging everyone from premium members to recruiters to employers?
Look at the companies that make billions of dollars in social media and you'll find the value of their businesses is tied to their users. The user-generated content that they create is the reason to these huge companies. But it's also the thing driving forums online, brand communities, Discord servers, Medium, and even the comments section of a blog-if it's still an option. And, as a community platform, we've got a front-row seat to how UGC makes for thriving communities-many of which become 6- or even eight-figure enterprises on their own.
In this post we'll discuss:
- What is user-generated content? are.
- Why it's so useful (+ pros and cons).
- Examples of UGC.
- How do you unlock UGC for your company or brand. business.
What is User-Generated Content (UGC)?
User-generated content is any content which is created by people who use an online platform rather than its owners, whether that content is video, text photographs, text, or anything different. Many social media platforms are based on content created by users, however so do many other online sites, such as websites, online forums, as well as online communities. Most of these sites operate with a model of business in which the platform provides a program, and users contribute the material.
Even if you're not the social media giant it is possible to make use of UGC for your advantage. In particular, the majority people are successful because of user-generated content, when people get together to build a community, discover something they like as well as engage in great discussions.
What is HTML0? UGC helps companies
Are you familiar with the app Clubhouse? It was marketed as a premium social listening app and valued at a whopping $4 billion in 2021. It was not open to the public (you needed an invite), had frequent guest appearances from big names such as Oprah Winfrey, Elon Musk and Kevin Hart, and it was a huge success.
As the ban on pandemics ended, Clubhouse had a tough retention issue, and recently laid off employees. And Clubhouse's active users have decreased for the past few years-roughly 10 million per week-by comparison, even Pinterest has 482 million users/month.
The Threads platform is an intriguing instance. The platform reached 100 million users within 4 days! However, in the next two weeks, it only reached 60 million. It seems the growth has been largely stagnant, though Meta isn't making it publicly available anymore.
Source: Statista
160 million people using Threads is nothing to be snoozing at. But its rival X (Twitter) has over 600 million monthly active users.
Success or failure for these platforms, as well as the billion dollar valuations, depend on two things: 1. Do people show up? 2. Are they creating content? It's not really a matter of importance.
This is evident in membership communities too. We have found that we are able to accurately predict 93% whether an online community will succeed or fail. There are two things to consider: 1. Do people sign up? 2. Do they have a relationship with a person? This data is so potent that we've begun developing a software system that can do more than just host UGC as it also focuses on helping members connect to each other.
The basis for that is social the social network. Social network theory suggests the social network as human-centered communities that are based on. What makes Facebook an one of the top platforms that has more than three billion users? Perhaps it's due to the fact that Facebook actually is based on the social network that is in person. There are times when you're angry at an acquaintance on Twitter and decide to delete the account. However, if Facebook is where you communicate with your mom or grandma and sell stuff in your garage it's likely that you'll keep it around.
For UGC to actually build an enterprise, it shouldn't only be a simple matter of dumping contents into the world. Making endless AI social media posts ain't the best way to grow your business.
And that's why it is for social networks and blog comments and reddit-the real value of these platforms lies in the engagement.
UGC is engagement. People who write content. Readers of articles. If you do not have UGC, you don't have engagement.
Content created by users has advantages and drawbacks
User-generated content offers a variety of advantages for those who manage platforms.
Involvement: Engaging users will allow content to be created more quickly and far beyond what could be accomplished by a private website or a company. The social media giants make very little or no content. As an example, YouTube estimates that around 500 hours of content are uploaded EACH MINUTE! It's impossible for any company to achieve that, even with AI.
Conversations with users that are directed by the user User-directed conversations: There's a myriad of weird and wonderful items that people like to chat about on the internet. UGC lets people create the conversation and content they are passionate about.
The diversity of perspectives: UGC gives people voices-especially those who may not normally have a voice in media. Anyone is able to contribute. Everyone can contribute their opinion.
The network effect The network effect is the term used to describe the way that communities and platforms grow better with every new member that joins them.
Improving customer experiences: For brands or companies, user-generated content can be utilized to enhance the customers' experience as well as customer service. For instance, Apple's customer community includes users who respond to Q&As at their own pace.
There can be disadvantages to user-generated content as well:
- False & mis-information: With no gatekeepers, UGC means anyone can create any thing. With 55% of Americans say that misinformation is a problem that needs to be tackled, UGC can be a component of the problem.
- Bullying and intimidation: UGC created by content creators, and those who respond (e.g. through comments) could mean intimidation or bullying, or content that specifically targets a group or person.
- Moderation: For community Hosts and social media companies alike moderating has evolved into a vital element for hosting UGC.
However, don't be discouraged by this from permitting user-generated content. A lot of the negative effects can be mitigated through proper community moderation guidelines and rules. Offering users the option to help with moderation goes far (e.g. a "report this post" button ).
If your customers put their hours and efforts into a place, the majority of them are likely to want the experience to be positive. They're usually happy to assist with moderation.
Pros of content generated by the user
- Scale content creation fast
- Let in different voices and points of view
- Expand organic reach and conversation
- UGC could bring new users onto your platform (e.g. if it gets shared), growing your community
Cons of content created by users
- More risk of obtaining inaccurate or incorrect information
- Intimidation as well as bullying
- Need for moderation
Examples of content created by users
It's a Mighty Network
A Mighty Network is a social platform for Hosts that provides them with the ability to connect communities to change the lives of people. Members are able to participate in discussion, live streams, events, livestreams, and more. Communities that thrive have high members' engagement. (See the following examples ).
Founded in 2010, the photo-sharing app started with the intention of letting anybody share photos with filters. It grew quickly, and today has expanded to include more features like Reels and now has more than 2 billion users.
YouTube
In the previous paragraph, we mentioned that there's 30,000 hours of new content on YouTube each hour. It would take you over 1900 years just to watch current video uploads. YouTube is the biggest in the world of UGC and the fact that 30 percent of youngsters saying that YouTuber is their "dream job" it's made an impact in our collective imagination. Whether they can monetize and make money with views or not, YouTube is a juggernaut to UGC.
Blog Comments
This isn't as prevalent nowadays, but starting a blog and getting blog comments were once the OG of user-generated content. You can still see this phenomenon on some blogs, and especially on blog sites such as Medium. Certain news sites on the internet do this too.
Local Reviews
There's been a lot of discussion about social media, but reviews for restaurants or attractions. through Google or Yelp are a huge illustration of UGC.
Product Reviews
Like local reviews, where you can read reviews about products before purchasing a product on Amazon or any other online retailer .
Forums
If you've ever spent time at all in online communities like Reddit or Quora, you'll know that there are many people who hang out in those places, making the material that keeps these platforms going. Reddit is expected to boast 53 million users by 2025.
Strategies to unlock 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 software tools available to help to create lots of content. In terms of technology, you can create endlessly AI text and share the content.
The best content, however, stands out and can spark conversations. When content is real the readers step up and comment and even write.
2. Create niche spaces
Imagine who has control over algorithms. Hootsuite reports that the average engagement rate for a Facebook Page post is 0.07%. What type of UGC is thriving within a digital environment in which it isn't seen? Are you the type of person who wants to make content that nobody is able to see?
There is a solution to this: create space that is not algorithmic for individuals to share and create. Email. Online communities. Chat rooms. Apps. You need to create spaces that don't have an algorithm to gain access to UGC.
3. Memorable social media campaigns
While algorithms are fickle, UGC is still possible through social media-based campaigns. Choose your platform, and then create content that is engaging. Also, you can find innovative prompts to get people talking. Adding in a competition or prize to reward contributions could also boost engagement!
4. Reviews
One of the primary types of UGC for brands is reviews, testimonials, as well as other feedback that is positive (negative feedback is also valuable however in a different method.) In order to get UGC on review websites when you have a product, or even local reviews when you're on Google is vital as more of us rely on reviews when making buying decisions. Also, if you're using testimonials on your site, UGC can be really beneficial in that regard as well.
If you want to get UGC feedback, make sure to request. An easy prompt to get users to write comments or reviews can make a a big difference in the amount of activity.
5. Gamify donation
If you're in the market for UGC gaming, then gamifying the entire process can make a difference. Like Apple's support community is heavily driven by users which includes a large number of volunteer willing to assist users with their questions. The process has been gamified through achievement points and a private community for the best contributors. By incorporating rewards and gamification, you can incentivize creating content.
Conclusion
The conclusion of the day, user-generated content is powerful. Many of the world's biggest brands have used UGC to propel them to multi-billion dollar valuations. However, whether it's billions users creating content or a community that shares the things that inspire them, UGC taps into human creativity in a way that is awe-inspiring.