Google is Emphasising User-Generated Content
User-generated Content (UGC)
User-generated content (UGC) is essentially a tech term for word-of-mouth advertising. It is content that customers write about a specific brand and its products or services. This can range widely, from customer reviews on the likes of Google or Trustpilot to deeper content such as YouTube videos talking about the pros and cons of certain products or services. Customer audiences deem UGC to be more authentic and natural because the opinions expressed are free of commercial influence, something that makes them trustworthy.
Why is User-generated content important for my brand?
It is important for a wide range of reasons. It builds trust and authenticity, encourages community engagement, provides valuable insights, and enhances brand visibility. It also drives higher conversion rates by leveraging real customer experiences and endorsements. It can be an incredibly effective way for a brand to deepen trust, influence its audience, and convert them into buyers.
Benefits of UGC:
Higher click-through rates. When consumers see UGC in their social media feed or an email newsletter, this prompts them to interact in greater numbers because they appreciate and engage with content from people like them. This, in turn, makes your brand and products more relatable and trustworthy.
Improved conversion rates. This is because UGC builds social proof for your brand. This, in turn, gives potential customers a reason to do something or make a decision based on identifying with and trusting the person delivering the message.
More returning site visitors. By featuring UGC on your website, you’re making it a place for users to find views and opinions from people similar to themselves. This will resonate you’re your users and help to build trust as it’s a place where they can find honest views and opinions.
Customers trust UGC more than brand content. Studies have shown that 90% of consumers now want to see brand context from existing customers. Users are more than 80% more likely to purchase from brands that share authentic UGC.
Greater authenticity. Consumers value UGC due to its unfiltered and honest nature. This is in stark contrast from the typically polished and refined marketing messages they’re used to receiving. UGC is therefore vital for effectively telling your brand’s story in a more authentic way.
Types of UGC:
Written content – this ranges from short reviews or testimonials to longer-form items such as blogs or articles.
Visual content – this typically includes photos or videos of customers using your product or service. It can take the form of YouTube videos or social media reels.
Audio content – this includes mentions of your brand and its products or services on the likes of radio stations or podcasts.
Google continues to refine its algorithms and signals to better evaluate UGC, with the goal of surfacing the most relevant and helpful content. As Google evolves in this area, it’s increasingly important to encourage the cultivation of communities to foster discussions that enhance UGC.