User-generated content (UGC) refers to any form of content that is created and shared by users on online platforms. This content is produced by regular internet users and not professionals. UGC is increasing in popularity and now makes up a significant portion of content found online. There are many different types of user-generated content across various platforms and mediums.
What Does User-Generated Content Include?
User-generated content can take many different forms. Here are some of the main types of content that falls under the umbrella of UGC:
Social Media Content
Social media platforms like Facebook, Instagram, Twitter, and TikTok are filled with user-generated content. This includes:
– Status Updates – Text, photo, or video updates users post on their social media profiles.
– Comments – Replies and reactions users leave on posts from friends, celebrities, brands, etc.
– Reviews – Opinions and feedback left in the form of reviews for businesses, products, services, etc.
– Images – Photos and graphics users upload and share on social platforms.
– Videos – Footage recorded and shared by users across social sites.
– Stories – Visual content shared through ephemeral story features on platforms like Instagram, Facebook, and Snapchat.
Blog Posts and Articles
Content published on personal blogs, websites, and online magazines is often created by everyday internet users. Blog posts, articles, opinion pieces, and other long-form content count as UGC when produced by amateurs.
Forum and Discussion Board Posts
When users participate in conversations on online forums and discussion boards, they generate UGC in the form of posts, threads, replies, and commentary. Popular sites like Reddit and Quora are filled with this type of crowdsourced content.
Reviews and Ratings
Product, business, and service reviews contributed by customers make up a significant portion of UGC. These reviews that are left on sites like Yelp and Amazon influence purchase decisions and brand perception. Ratings and opinions constitute UGC too.
Q&A Content
Questions posted to Q&A platforms like Yahoo Answers and Quora, along with their user-submitted answers, are valuable UGC resources. The collective knowledge of online communities is showcased through this question-and-answer format.
Wikis
Wikipedia is one of the prime examples of user-generated content. The free online encyclopedia is entirely written and edited by volunteers. Other wiki sites also rely on crowdsourcing to build up their content.
Podcasts and Webcasts
While some podcasts and webcasts come from official media outlets, many are independently produced and distributed by everyday internet users. User-created audio and video casts help democratize content production.
Reviews and Ratings
Product, business, and service reviews contributed by customers make up a significant portion of UGC. These reviews that are left on sites like Yelp and Amazon influence purchase decisions and brand perception. Ratings and opinions constitute UGC too.
Commentary and Analysis
Bloggers and vloggers frequently share commentary, opinions, and analysis on various topics as user-generated content. These amateur pundits help shape discussion and perception around issues.
Creative Written Works
Fiction, poetry, lyrics, scripts, and other creative literary works produced by users constitute UGC. Writing platforms like Wattpad, Figment, and Archive of Our Own feature user-created stories.
Reviews and Recommendations
User reviews of products, businesses, services, entertainment, and more qualify as UGC. These crowdsourced reviews influence opinions and purchase behavior. Recommendations can take the form of product suggestions, travel tips, best practices, and more.
Collaborative Content
Wikis, forums, social annotation tools, and other platforms where users collaborate on content creation also produce UGC. The collaborative process aggregates knowledge, feedback, and creativity.
Research and Information
Surveys, polls, interviews, data sets, and other primary research created and shared by internet users provide valuable crowdsourced information. Similarly, informative guides and resources authored by site visitors or community members constitute UGC.
Benefits of User-Generated Content
User-generated content offers a variety of benefits for businesses, platforms, and consumers when leveraged effectively. Here are some of the key advantages of UGC:
Authenticity
Content directly from customers and users offers authenticity that branded content lacks. UGC provides real people’s honest opinions rather than paid endorsements. This makes it more relatable and trustworthy.
Social Proof
Positive reviews, ratings, recommendations, and other UGC acts as social proof for brands and products. User content builds credibility through the implied endorsements of others.
Fresh Perspectives
The diversity of user-generated content introduces new perspectives not found in traditional branded messaging. Different insights, use cases, and opinions emerge.
Improved SEO
UGC helps boost SEO results by increasing site traffic, keyword targeting, backlinks, domain authority, and more. Google values inbound links and engagement signals from user content.
Cost-Effective Content
Crowdsourcing content is often less resource-intensive than creating branded material from scratch. UGC provides content at scale without significant production costs.
Higher Engagement
Users engage more with content produced by other community members rather than brands. This increases overall engagement rates when amplifying UGC.
Market Research
User-generated content provides free market research. Brands can learn what resonates with audiences and what doesn’t based on UGC performance.
Customer Insights
First-hand feedback, opinions, and discussions in UGC offer customer insights that quantitative data lacks. Brands can better understand buyer journeys.
Lead Generation
User-generated content activates new brand advocates. Amplifying UGC helps identify and connect with potential customers.
Brand Building
Aligning with and promoting relevant UGC allows brands to build communities and be more relatable. User content humanizes brands.
Types of User-Generated Content Platforms
While user content can be found across the social web, certain platforms are more oriented around UGC than others. Here are some of the most popular categories of user-generated content platforms:
Social Networks
The top social media sites like Facebook, Instagram, Twitter, YouTube, TikTok, and Pinterest are goldmines for user-generated content. Billions of posts, videos, images, stories, and more are shared every day.
Rating and Review Sites
Platforms focused on ratings and reviews such as Yelp, TripAdvisor, Zomato, and Amazon feature UGC in the form of customer feedback and opinions covering millions of businesses and products.
Q&A Communities
Questions and answers sites including Quora, Stack Overflow, Yahoo Answers, and Reddit host user-generated questions, discussions, advice, recommendations, and informative responses.
Creative Sharing Platforms
Blogs, podcasts, digital storytelling, artwork, photography, and fanfiction sites enable users to publish, distribute, and discuss their own creative works as UGC.
Discussion Forums
Online forums and boards for topics from gaming to gardening rely on users sharing advice, starting discussions, asking questions, and providing commentary.
Collaboration Hubs
Wikipedia, Wikia, GitHub, wikiHow, and various crowdsourcing platforms collaborate with users to collectively create, expand, and refine content.
Ecommerce Sites
Retail sites like Amazon and Walmart integrate UGC like user reviews, Q&As, photos, videos, guides, and other content generated by customers into product listings.
News and Info Sites
Many online publications incorporate user-submitted articles, commentary, multimedia, and other UGC alongside professionally-produced content.
Platform Type | Examples |
---|---|
Social Networks | Facebook, Instagram, Twitter, YouTube |
Ratings/Reviews | Yelp, TripAdvisor, Amazon |
Q&A Communities | Quora, Reddit, Yahoo Answers |
Creative Sharing | Blogs, Podcasts, DeviantArt |
Discussion Forums | Reddit, Quora, GameForums |
Collaboration Hubs | Wikipedia, GitHub, WikiHow |
Ecommerce | Amazon, Etsy, Walmart |
News/Information | CNN, Buzzfeed, Vice |
Strategies for Leveraging User-Generated Content
Brands, publishers, and platforms can amplify their success by strategically leveraging user-generated content. Here are some tips:
Make UGC Creation and Sharing Easy
The more frictionless you make UGC creation, the more of it you will receive. Implement UGC widgets, sharing buttons, sign-in with social, and interactive features.
Encourage UGC with Contests and Rewards
Gamification through photo contests, contributor rewards programs, leaderboards, and other incentives stimulates UGC creation and sharing.
Crowdsource Specific Types of Content
Proactively seek out certain kinds of UGC aligned to your goals, such as reviews, FAQs, lists, polls, advice, and reactions to new products.
Repurpose Quality UGC
Identify high-performing user content worth repurposing across your properties and channels, like social media, newsletters, and ads.
Give Attribution
Always credit the author and link back when repurposing or embedding UGC. Ask for consent and give contributors recognition.
Moderate and Filter
Monitor UGC for quality, safety, and relevance. Use combinations of AI, human moderation, and user flagging to filter out undesirable content.
Analyze UGC Performance
Track UGC engagement and conversion rates using metrics tools. Learn which types of user content perform best.
Showcase UGC Prominently
Feature highly visible UGC sections on ecommerce product pages, news articles, landing pages, and anywhere else relevant user content can enhance experiences.
Promote Top UGC
Amplify standout reviews, testimonials, and user content across social channels. Syndicate it in newsletters, ads, and off-site networks.
Foster User Communities
Build branded online communities that engage customers and fans on social channels, forums, and review sites where they actively generate content.
Examples of Effective User-Generated Content
To demonstrate the application of UGC across different contexts, here are some real world examples of user-generated content being leveraged effectively:
Airbnb Host Stories
The accommodation platform features Host Stories that allow property owners to share photos, experiences, local recommendations, and stories about hosting. This UGC builds relationships between guests and hosts.
Reddit AMAs
Ask Me Anything (AMA) interviews on Reddit present an authentic way for celebrities and thought leaders to engage with users through UGC questions and conversations.
Yelp Business Pages
Yelp business listings prominently showcase UGC including ratings, reviews, photos, and Q&As that influence local purchase decisions and discovery.
Amazon Customer Images
User-submitted product images on Amazon provide additional visuals and angles beyond the manufacturer images to show items in real-world use.
TripAdvisor Local Guides
Passionate travelers can become Local Guides, creating city guide content and reviews as UGC that enriches TripAdvisor’s local travel resources.
Apple ‘Shot on iPhone’ Campaign
Apple leverages user-generated photography and videos shot on iPhones in marketing campaigns that feel more relatable than professional visuals alone.
Wikipedia Edit-a-Thons
Wikipedia hosts collaborative Edit-a-Thon events where subject matter experts and enthusiasts come together in-person to create and improve wiki articles as UGC.
Quora Spaces
Quora Spaces allows subject authorities to start community hubs around topics they know well, soliciting UGC questions, discussions, and content from engaged followers.
BuzzFeed Community Posts
BuzzFeed incorporates community stories, lists, polls, and other UGC submitted through their BuzzFeed Community platform into content.
Crowdsourced Documentaries
Interactive documentaries like Prison Valley incorporate UGC like photos, videos, interviews, messages, and artifacts from ordinary people that become part of the story.
Conclusion
User-generated content represents the democratization of content creation and information sharing online. It harnesses the knowledge, creativity, and authentic perspectives of community members and customers. When strategically leveraged, user-generated content provides brands, publishers, and platforms an array of benefits from more trustworthy content marketing to improved audience engagement. As more activity shifts online, finding ways to effectively incorporate UGC will only grow in importance.