The Power of UGC in Social Media MarketingBy Mia

2 min read

User-Generated Content (UGC) on social media is a powerful tool. So let's take a look at how to use User-Generated Content to your advantage.

The Power of UGC in Social Media Marketing

In an era dominated by de-influencing and micro-influencers, relying solely on polished product content and glossy paid advertisements is no longer enough. As we’ve previously discussed here at Swwim, today’s consumers seek more than just a transaction; they desire a connection with a brand. In fact, consumers need to be exposed to a brand message at least 7 times before it registers and starts to influence their purchasing decisions. The key to building this trust lies in User-Generated Content (UGC).

What is UGC Content?

User-generated content encompasses content created by real users for social media, online forums and reviews, that provide authentic opinions about a brand, product or service. This kind of content, often shared by customers, employees, or UGC creators, holds a unique value in today’s social media marketing landscape.

How to use User-Generated Content?

Unlike traditional influencer marketing or brand-generated content, UGC social media content provides a more authentic feel. This authenticity gives way to trust, with millennials trusting UGC 50% more than brand-created content. Hearing unscripted, unfiltered opinions from real people strengthens a brand’s reputation, subsequently fostering stronger and more trustworthy connections between brand and consumer.

Furthermore, incorporating UGC into your social media strategy is an effective way to boost brand exposure. When people create content about your brand it reaches their networks, exposing your brand to potential new audiences. Think of UGC as the digital form of word-of-mouth marketing, and with word-of-mouth marketing proving to generate more than twice the sales of paid advertising, it is a valuable opportunity for brands looking to elevate their presence.

For those still sceptical about the power of UGC, consider this - consumers find UGC 9.8x more impactful than influencer content. So not only is UGC a more trustworthy and impactful form of marketing, but it is also cost-effective.  Furthermore, UGC marketing will also drive conversions, with 70% of consumers turning to UGC reviews before making a purchasing decision.

If you’re struggling to source user-generated content for your brand, introducing incentives can encourage more people to share their opinions. Offering features on your social media, discounts on their next purchase or even implementing an ambassador/affiliate scheme are all effective strategies.  For a more consistent stream of authentic content, consider investing in UGC creators.

Want to explore how UGC can elevate your brand presence and build lasting connections with your audience? Get in touch at