User-generated content (UGC) is an asset for brands and marketers as it works as an authentic element to help them promote their products and services.

The UGC has several benefits including improvement in brand engagement. Econsultancy’s Blake Cahill has highlighted the major benefits of using user-generated content for brand marketing with the helps of Starbucks example.

Cahill says, “Unlike authentic influencers, creators of UGC aren’t contracted. They’re closer to fans of the brand than partners. By purposefully drawing on an individual’s use of social media, companies can help boost their online presence and provide them with a third party endorsement that’s easy to replicate. It creates a virtuous relationship between consumer and brand.

Mixing in UGC increases brand engagement

Whilst most brands are still creating their own campaign content, using UGC and social media can spread brand messaging in a fun and engaging way.

According to a study by ComScore, brand engagement rises by 28% when consumers are exposed to a mixture of professional marketing content and UGC”.

Why user-generated content can be a key differentiator for brand marketers