{"id":6609,"date":"2024-05-20T12:31:29","date_gmt":"2024-05-20T10:31:29","guid":{"rendered":"https:\/\/www.mickyweis.com\/stoerre-guide-til-ugc-user-generated-content\/"},"modified":"2026-06-23T11:34:52","modified_gmt":"2026-06-23T09:34:52","slug":"user-generated-content","status":"publish","type":"post","link":"https:\/\/www.mickyweis.com\/en\/user-generated-content\/","title":{"rendered":"User Generated Content: Unlock the power of authentic voices to boost your brand"},"content":{"rendered":"<p><strong>User-generated content is a term used to describe content created by users about or in relation to a brand.<\/strong><\/p>\n<p>Instead of the company itself creating its content, in this case, it\u2019s the users who share experiences in a comment thread, post pictures and videos under a hashtag, tell stories in a forum, or something entirely different.<\/p>\n<p>The key point is that the content doesn\u2019t come from the company itself but from the users\u2019 authentic experiences with the product or service a brand offers.<\/p>\n<p>Let\u2019s take a closer look at why this type of content is particularly valuable when it comes to content marketing.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 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href=\"https:\/\/www.mickyweis.com\/en\/user-generated-content\/#Types_of_UGC_and_how_they_contribute_to_branding\" >Types of UGC and how they contribute to branding<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mickyweis.com\/en\/user-generated-content\/#Photos_and_videos\" >Photos and videos<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mickyweis.com\/en\/user-generated-content\/#Blog_and_forum_posts\" >Blog and forum posts<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mickyweis.com\/en\/user-generated-content\/#Reviews\" >Reviews<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mickyweis.com\/en\/user-generated-content\/#How_to_motivate_and_facilitate_UGC_from_your_audience\" >How to motivate and facilitate UGC from your audience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.mickyweis.com\/en\/user-generated-content\/#Legal_considerations_and_ethics_around_UGC\" >Legal considerations and ethics around UGC<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.mickyweis.com\/en\/user-generated-content\/#Case_studies_successful_UGC_campaigns\" >Case studies: successful UGC campaigns<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.mickyweis.com\/en\/user-generated-content\/#LEGO\" >LEGO<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.mickyweis.com\/en\/user-generated-content\/#Nailster\" >Nailster<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.mickyweis.com\/en\/user-generated-content\/#ARLA\" >ARLA<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.mickyweis.com\/en\/user-generated-content\/#Using_social_media_to_promote_and_share_UGC\" >Using social media to promote and share UGC<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.mickyweis.com\/en\/user-generated-content\/#Measuring_and_analyzing_the_impact_of_UGC\" >Measuring and analyzing the impact of UGC<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.mickyweis.com\/en\/user-generated-content\/#Best_practices_for_integrating_UGC_into_your_marketing_strategy\" >Best practices for integrating UGC into your marketing strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.mickyweis.com\/en\/user-generated-content\/#Future_perspectives_UGCs_role_in_digital_marketing\" >Future perspectives: UGC&#8217;s role in digital marketing<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_value_and_importance_of_UGC_for_modern_brands\"><\/span>The value and importance of UGC for modern brands<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When you look at the customer journey today, it\u2019s clear that traditional promotion alone no longer determines whether consumers ultimately purchase a product.<\/p>\n<p>When users search for information about a brand today, it\u2019s often the user-generated content that influences their decision to purchase a product.<\/p>\n<div class=\"greenbox\">\n<blockquote><p>In fact, statistics show that up to 70% of users trust personal and authentic reviews from other users more than information generated by companies.<\/p><\/blockquote>\n<p>User Generated Content, therefore, has a much higher credibility than what traditional advertising can achieve. This isn\u2019t new\u2014recommendations between consumers, which create <a href=\"https:\/\/www.mickyweis.com\/en\/social-proof\/\">social proof<\/a>, have always been highly valuable.<\/p>\n<\/div>\n<p>UGC is also particularly valuable because it helps reduce content production and advertising costs, meaning the company doesn\u2019t have to rely solely on their internal content.<\/p>\n<p>All in all, user-generated content can help increase credibility and authenticity around your brand, create engagement, and create a stronger sense of community around the brand.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Types_of_UGC_and_how_they_contribute_to_branding\"><\/span>Types of UGC and how they contribute to branding<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>User-generated content can manifest in various ways. Below, I\u2019ve compiled the most common examples of UGC and their contributions to branding.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Photos_and_videos\"><\/span>Photos and videos<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Authenticity has indeed become the keyword for today\u2019s branding strategies.<\/p>\n<p>As mentioned, users are no longer as interested in seeing polished commercials and ads for products, as these can quickly come across as too \u201cstaged.\u201d<\/p>\n<p>Instead, authentic photos and videos generated by users on social media, where products are being used and commented on, can give potential customers a real sense of the product.<\/p>\n<p>In other words, user-generated photo and video content helps showcase the product in the \u201creal world,\u201d demonstrating its actual features.<\/p>\n<p><a href=\"https:\/\/www.mickyweis.com\/en\/business-on-tiktok\/\">Should your business be on TikTok? Learn more in my post here.<\/a><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Blog_and_forum_posts\"><\/span>Blog and forum posts<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Today, users increasingly seek information about a product or service through user-generated content on various blogs or forums.<\/p>\n<p>Here, users can share questions and experiences with each other, providing the \u201cauthentic\u201d information they\u2019re looking for about a product or service.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Reviews\"><\/span>Reviews<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Positive reviews and good feedback support the brand and its credibility. For users, this is extremely valuable and, in most cases, encourages them to purchase the brand&#8217;s products or services.<\/p>\n<p>Negative reviews can actually also help strengthen the brand, provided the company quickly responds to the negative reviews and shows a clear willingness to improve and meet customer feedback.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_motivate_and_facilitate_UGC_from_your_audience\"><\/span>How to motivate and facilitate UGC from your audience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>For users to create user-generated content, it\u2019s necessary to provide incentives.<\/p>\n<p>It\u2019s important to be clear about the type of content you\u2019re looking for, which should not only benefit the company but also the users. In other words, they should feel motivated to create content.<\/p>\n<blockquote><p>If we imagine a user who has just received an online order, a company could advantageously send an email encouraging the user to write a review on platforms like Trustpilot via a direct link.<\/p><\/blockquote>\n<p>The incentive to write a review could be a discount code or something similar.<\/p>\n<blockquote><p>If it\u2019s a website that wants to use users&#8217; photos of their products \u201cin-action\u201d or \u201csuccess stories\u201d using the company\u2019s service, it would make sense to encourage users to take photos or write about their experiences and share them either directly with the website or via a hashtag on social media.<\/p><\/blockquote>\n<p>The incentive here would be the re-sharing of the best photos or the most compelling \u201csuccess stories.\u201d<\/p>\n<p>Acknowledging users\u2019 content will ultimately make them feel connected to the brand.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Legal_considerations_and_ethics_around_UGC\"><\/span>Legal considerations and ethics around UGC<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When sharing User Generated Content as part of your branding, it\u2019s essential to respect the copyright of this content.<\/p>\n<p>This is done by obtaining permission from the individuals who created the content and clearly crediting the original creators when the content is re-shared.<\/p>\n<p>Additionally, it\u2019s important to remember that anyone can use a hashtag or share content using your company&#8217;s name or hashtags.<\/p>\n<p>Be mindful of whether this content aligns with your company\u2019s values and is something the company can stand behind.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Case_studies_successful_UGC_campaigns\"><\/span>Case studies: successful UGC campaigns<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Many companies today use user-generated content as part of their branding with great success.<\/p>\n<p>Below, I\u2019ve gathered a few examples of Danish companies that I believe have hit the mark with their UGC campaigns.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"LEGO\"><\/span>LEGO<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Plastic is increasingly viewed as an unsustainable material, so there has been a need for LEGO to promote the recyclability and durability of their popular plastic bricks, making them suitable for repeated use in new building projects.<\/p>\n<p>This is precisely where we see a successful example of a UGC campaign.<\/p>\n<p>With LEGO Ideas, all LEGO enthusiasts can share their personal and creative ideas with other users, allowing them to use the bricks they already have in new and creative ways.<\/p>\n<p>LEGO Ideas can be found on their website and under the hashtag #LegoIdeas.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Nailster\"><\/span>Nailster<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Nailster is an example of a company I\u2019ve previously worked with and who, in my view, has been successful with their various UGC campaigns.<\/p>\n<p>Here, users are encouraged to share photos of their nail creations on social media and Nailster\u2019s website. This allows other users to see Nailster&#8217;s products in real-life situations.<\/p>\n<p>Additionally, Nailster has created a forum for nail enthusiasts who want to share experiences, photos, and questions with each other. This forum is currently available on Facebook and has nearly 25,000 members today.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"ARLA\"><\/span>ARLA<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Arla has successfully run several UGC campaigns on social media using hashtags like #madgl\u00e6de and #morgenkraft, which encourage users to share photos and videos of their food routines featuring Arla\u2019s products.<\/p>\n<p>This not only strengthens the usability of Arla\u2019s products but also generates authentic and inspiring content for Arla\u2019s social media.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Using_social_media_to_promote_and_share_UGC\"><\/span>Using social media to promote and share UGC<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The successful UGC campaigns mentioned above are clear examples of how social media is actively used for these campaigns.<\/p>\n<p>It makes sense, as users are already accustomed to sharing content on these platforms, and it\u2019s just a matter of incentivizing them to use a hashtag or tag the company in their content.<\/p>\n<p>Re-sharing this content can happen quickly and effectively through social media, helping to acknowledge the users&#8217; contributions.<\/p>\n<p>There\u2019s also a clear advantage in that users\u2019 individual networks will automatically be exposed to this content and the use of hashtags, ultimately leading to greater brand awareness.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Measuring_and_analyzing_the_impact_of_UGC\"><\/span>Measuring and analyzing the impact of UGC<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>User Generated Content is a strategy that becomes particularly valuable when continuously evaluated and adjusted.<\/p>\n<p>To measure and analyze the impact of user-generated content, it\u2019s necessary to set up a series of <a href=\"https:\/\/www.mickyweis.com\/en\/definition-for-kpi\/\">KPIs<\/a> that guide the company toward its ultimate goal for the UGC campaign.<\/p>\n<p><strong>These goals could include:<\/strong><\/p>\n<ul>\n<li>Increased engagement on social media<\/li>\n<li>Higher conversion rates or sales<\/li>\n<li>Increased brand awareness<\/li>\n<\/ul>\n<p>To measure the impact of a UGC campaign, it\u2019s necessary to have the right analytics tools for the company\u2019s website, social media, <a href=\"https:\/\/www.mickyweis.com\/en\/e-mail-marketing-guide\/\">email marketing<\/a>, etc.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Best_practices_for_integrating_UGC_into_your_marketing_strategy\"><\/span>Best practices for integrating UGC into your marketing strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To integrate UGC into a marketing strategy, it\u2019s necessary, as mentioned earlier, to create incentives for it.<\/p>\n<p>How this is best done depends entirely on the target audience.<\/p>\n<blockquote><p>For example, if you\u2019re dealing with physical and tangible products, it\u2019s a good idea to encourage the target audience to take photos of these products \u201cin-action\u201d and share them with the world using a hashtag.<\/p><\/blockquote>\n<p>Re-sharing from the company\u2019s side helps acknowledge the users\u2019 creativity, which will only create more engagement around the brand.<\/p>\n<blockquote><p>If it\u2019s a service that can be considered an intangible good in technical terms, it\u2019s beneficial to encourage customers to write a review that can later be featured on the company\u2019s website.<\/p><\/blockquote>\n<p>This helps increase the credibility of the service and creates trust around the brand for future customers.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Future_perspectives_UGCs_role_in_digital_marketing\"><\/span>Future perspectives: UGC&#8217;s role in digital marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a href=\"https:\/\/d1wqtxts1xzle7.cloudfront.net\/5654046\/eyes_on_you-libre.pdf?1390842412=&amp;response-content-disposition=inline%3B+filename%3DEyes_on_You_analyzing_user_generated_con.pdf&amp;Expires=1723279326&amp;Signature=fxkeOQl1JNlJImE8gWV8KKXL~b6yTcYN6-jprSf7XRpHYxHNgMe1e34kZ5FxaZj9VDBvcsODHNj265t8rVuME0xhjihO6190wpVBH6dJigEgM5cxKx6~BW~ZVw~H3TdLOQWiceDJxgcEdgQ6a0MgBIY51Yg5YV8W6m8WyUyA~zVsKZjEkozWFuuP3Y9R95UEliZvFXQmqXetY5r~twz8-IHJEbpAkm-rdafY5MN-JNBMfZQLlSJds9w4s7RUKML27Zpe4yu2d1hfyfMdDR3ZOd1JS3hx82TNxP~L16e1eBqHWPVyuU09oIeW4GnpRm7c5zGzu4L59jSx5AK070RFpw__&amp;Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA\" target=\"_blank\" rel=\"noopener\">UGC<\/a> will play a significant role in digital marketing in the future. User-generated content will continue to have an immense influence on users\u2019 decision-making processes and purchasing journeys.<\/p>\n<div class=\"greenbox\">\n<p>In fact, Vogue Business wrote an interesting article about how Generation Z has changed our perspective on a customer\u2019s buying journey through the sales funnel, precisely because of the significant influence that user-generated content has on social media.<\/p>\n<\/div>\n<p>It\u2019s clear that the authenticity that UGC provides significantly enhance the credibility of a product more than any advertisement or commercial ever could.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>User-generated content is a term used to describe content created by users about or in relation to a brand. Instead of the company itself creating [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":6207,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[87,83,79,80],"series":[],"class_list":["post-6609","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-en","category-digital-business-development-en","category-online-marketing","category-popular-posts"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>User Generated Content \u00bb How to use UGC for your business?<\/title>\n<meta name=\"description\" content=\"Learn how to leverage authentic user created content (UGC) to boost engagement, credibility, and brand awareness for your business.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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