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Utah Governor's Office of Economic Development

User-generated content has never been more abundant and thriving than today.

With social media, everyone is a publisher; everyone is a photographer; and everyone has an opinion.

Now, more and more marketers are starting to realize the weight all this authentic customer content carries, and the strength it adds to their marketing.

We wrote this comprehensive guide to share the insights we’ve gained to give you a solid understanding of UGC marketing. From the basics to advanced tools, you’ll learn all you need to know to get confident about building your brand with UGC.

In this guide to user-generated content:

User-generated content (or UGC for short) refers to any content (typically digital) that is created and shared by consumers or fans of a brand, about that brand. This includes anything from a casual Instagram post or Tweet, to something intentional, like a review or testimonial.

For example, let’s say you’ve just purchased a latte from your favorite coffee shop. Today they’ve done a particularly amazing job at creating that latte art swirl you love so much, and you just need to share this. So you snap up a pic and post it to Instagram.


De Mello Palheta Coffee Roasters ...

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And just like that, you’ve created a piece of user-generated content.

User-generated content is a shining beacon of light for marketers, because it falls into the category of earned media . You didn’t pay for this publicity — people have created it, however, and pushed it into the public eye because they like your brand well enough to talk about on their own time.

It’s in the name: user-generated content — content made by users . UGC is unbiased and created without an agenda. As a result, people perceive this kind of content to be more trustworthy, truthful, and authentic.

Social media content

Social media is a goldmine of user-generated content, including:

Whether your customers write reviews on a section of your website, or whether they use third-party review sites (such as , CafePress Super Granddad Flip Flops Flip Flops Funny Thong Sandals Beach Sandals Black ZLKgZB
, G2Crowd , Google , etc.) this kind of feedback is considered user-generated content.

Blog posts or video content

If for example you make lipsticks, any time a beauty blogger uses your product in a tutorial or in a review, whether it’s in a blog post or a video, this is user-generated content. And while you might think that blog posts and videos are more relevant for B2C companies, that’s not actually true! In the B2B world, marketers love reading and writing blog content. If your product or brand is featured as an example in round-up content, or as a key tool in a “how-to” blog post, that counts as user-generated content too.

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