UGC Creators: The Secret to Seeing Your Brand Grow

Here’s the thing, brand marketing isn’t exactly a walk in the park right now.

Algorithms are changing faster than the British weather, attention spans are shorter than a TikTok video, and consumers can spot a generic ad from a mile away.

So, how do you actually connect with your audience? That’s where UGC comes in.

This piece dives into what user-generated content is all about, who’s behind it, and why your brand might just want to get on board.

What Is a UGC Creator?

Alright, let’s start with the basics:

UGC stands for User-Generated Content, which, in a brand context, means content that looks and feels like it came from a real customer.

The key difference? UGC creators aren’t necessarily promoting your product on their social profiles. Instead, they’re creating branded content for you to use across your marketing channels.

Think of them as the love child of a talented videographer and a trusted customer.

They produce raw-but-relatable videos, aesthetic product shots, testimonials that don’t sound scripted, and day-in-the-life clips that feel way more “mate recommending something in the group chat” than “corporate campaign.”

Wait, So They’re Not Influencers?

Nope. And that’s what sets them apart.

Influencers are hired to speak to their audience. UGC content creators are hired to create content that you can use to speak to yours.

They don’t rely on follower counts or engagement rates. They rely on storytelling skills, creative chops, and a knack for making things feel natural.

They’re not the stars. Your brand is.

Why Should Brands Care About UGC Creators?

You’ve got your internal team, some slick campaigns brewing, and maybe even a few influencer partnerships in the pipeline, so why not throw UGC creators into the mix?

“UGC creators give brands a reusable bank of content for their socials and marketing. They’re easier to brief, since they don’t need to post on their channels,” says Immy Conoley, Senior Customer Success Executive at The Influence Room.

Here’s the scoop:

1. Authenticity Wins (Every. Single. Time.)

The truth is that we all crave authenticity.

Your audience is more likely to trust a relatable person sharing a genuine opinion than a polished ad with fancy lighting and a massive production budget.

UGC creators bring that raw, unfiltered vibe. It feels human. It feels trustworthy. And most importantly, it feels believable.

2. It Performs

This isn’t just a passing trend.

UGC consistently outshines traditional branded content when it comes to engagement, click-through rates, and conversions.

Why? It doesn’t come off as an ad. That scroll-stopping authenticity drives real results. That’s the magic.

As Immy mentioned, “UGC creators that have clear backgrounds, have nailed the product focus with nice lighting, and provide different shots with different angles. Content is more about the product than it is the influencer.”

3. Budget-Friendly, Big Impact

Influencer campaigns and studio shoots can quickly eat up your marketing budget.

But what about UGC creators? They deliver high-impact content at a fraction of the cost. Typically, UGC is associated with micro-influencers.

Many even work on a per-deliverable or package basis, making it easier for brands (especially startups or challengers) to scale without breaking the bank.

How Brands Can Leverage UGC Creators

Here’s how brands can make the most of UGC creators. UGC content creators aren’t just for TikTok. They’re a whole goldmine of assets for your entire marketing ecosystem.

Types of Content They Can Create:

Product demos & unboxings
Perfect for showing off features without sounding like a sales pitch.
Testimonials & reviews
Social proof that doesn’t feel like it was written by a copywriter.
Day-in-the-life or routine content
People want to see how your product fits into real life, and this does just that.
Aesthetic lifestyle content
Still want it to look great on the grid? UGC creators can give you those Instagram-ready visuals with a genuine feel.

Where You Can Use It:

Paid ads (Meta, TikTok, YouTube Shorts)
UGC outperforms traditional creatives in most paid ad tests.
Organic social content
Fills the content calendar without feeling repetitive or overly polished.
Email marketing
Incorporating short videos or quotes from UGC creators can bring authenticity to your communications.
Website & product pages
Including trustworthy testimonials or real-life product demonstrations can significantly boost your conversion rates.
In-store digital displays
Never overlook the impact of content driven by peers in physical retail environments.

Where to Find UGC Creators (Without Overcomplicating It)

Finding creators doesn’t have to be a grind. Here’s where to look, and how to know who’s worth your time.

Creator Platforms (like The Influence Room)
Want creators that understand your niche and brand vibe? These platforms are built to connect you with the right fit for any campaign.
Freelancer Marketplaces
Sites like Fiverr and Upwork are full of UGC creators ready to go. Browse their work, test a few out, and see who clicks.
Creator Communities
TikTok comments, X threads, and Facebook groups are full of creators showing off their stuff. It’s a great way to spot up-and-comers.
Agencies That Do It All
If you’d rather hand it over, UGC-focused agencies take care of the whole thing — from finding talent to final edits.
Start Small, Then Scale
Kick off with a short brief. Give creators room to be creative. If it lands, great — now you know who to invest in.

UGC in Action: Real Brand Wins

Let’s bring it to life with some homegrown heroes who nailed UGC with The Influence Room.

Barry M: Show Us Your Party Look!

Barry M turned up the volume on their seasonal glam with a UGC campaign that practically screamed sparkle.

Teaming up with just eleven UGC creators, they invited people to show off their boldest party looks using Barry M products.

Glitter, gloss, and glam galore.

The result? 74,000 impressions, 65,000 reach, and a wave of vibrant content that felt fun, authentic, and shareable. When your community is buzzing, your brand truly shines.

Holland & Barrett: A Cosy Autumn Night In

Holland & Barrett Went Full Cosy for Autumn.

Instead of pushing products, they teamed up with UGC creators to capture that warm, wind-down feeling — think herbal teas, candles, and all things self-care.

The content beautifully captured those snug moments we all long for. The results were impressive: 1.7 million impressions, 895,000 views, and a reach of 1.4 million.

This demonstrates that authentic, lifestyle-driven content resonates much more than a polished product shot ever could.

La Redoute: Valentine’s Day Ready

Let’s dive into what La Redoute has to say about Valentine’s Day. Instead of the usual staged bouquets and tired clichés, they’ve opted for a refreshingly authentic approach that really stands out.

By teaming up with UGC content creators, they provided outfit inspiration, dreamy home decor ideas, and relaxed gift suggestions.

The campaign was effortlessly chic and relatable. The results? 1.1 million impressions, 928,000 reach, and 684,000 views.

It seems audiences are drawn to content that feels both aspirational and attainable.

The UGC market is constantly evolving, with the roles of its creators expanding. Immy noted:

“In my current experience, brands are becoming less focused on reach and more focused on user-generated assets, as they come at a much lower cost than hiring a photographer.

There’s a growing need for brands to secure rights across content posted with campaigns, as they want to reuse everything as much as possible.”

Getting Started With UGC Creators

Ready to start working with UGC Creators? Here are the steps to get started:

Step 1: Set Goals

Decide if you are looking for engagement in a community, conversions, or increasing brand awareness. Have an idea of what success looks like through the eyes of your brand and what you want to achieve.

Step 2: Write a Comprehensive Brief

It is important to keep things simple but be specific enough. Include a clear tone of voice to communicate how the brand talks, their key message, and what to or not to include, as well as usage rights.

Step 3: Get the Usage Rights

Make sure you talk to the UGC creator about where their content is being used and how you intend to use it.

Step 4: Get a Roster of Creators

If the UGC creators delivered content you liked, keep them in rotation. Creating a long-term bond will help create content that is much more aligned to your brands and their goals.

Step 5: Measure Performance

Stop guessing!! Test, track the ad metrics, and your engagement data. And then see if those are working and producing the best results.

FAQs

What does the UGC stand for?
UGC stands for user-generated content. This is any kind of content - like text, images, videos, or reviews - that’s created and shared by regular users, not the brand itself.

What is a UGC creator?
A UGC creator is someone who makes content like videos, pictures, or social posts that look and feel like real, everyday content. It’s made to feel authentic and relatable, and brands usually use it in their own marketing.

What is an example of UGC content?
User-generated content can take many forms, including:

Customer reviews on products or services
Photos or videos shared by users featuring a brand or product
Unboxing videos created by real customers
Social media posts that tag or mention a brand
Testimonials shared on websites or review platforms
Blog posts written by users about their experience with a product

These types of content are created by real users and help build trust and authenticity for brands.

How do I get UGC content?
To get UGC, you can:

Ask your followers to share photos or videos using a specific hashtag
Run a fun contest or giveaway to get people posting
Team up with influencers or creators who can help spread the word

Just make it easy and fun for people to share their own content about your brand!

What is UGC for TikTok?
On TikTok, UGC (user-generated content) is content like videos, pics, reviews, or testimonials made by everyday people, not brands, sharing their real experiences with a product or brand.

Final Thoughts

User-generated content creators aren’t just a flickering trend; they represent the future of authentic, engaging brand storytelling.

They enable your brand to stand out amidst the chaos, forge genuine connections with audiences, and appear in feeds in a way that doesn’t come off as just another advertisement. And in today’s content-heavy world, that’s priceless.

So, if you’re ready to create content that people actually want to watch, it might just be time to give UGC creators a seat at the table.

Ready to tap into UGC?

Elevate your brand and book a demo with The Influence Room today and discover how real creators can transform your content strategy.

How Brands Can Use Social Proof in Marketing

Why Social Proof is the Secret Weapon for Every Brand

The online population causes people to believe in actual users as much as they trust businesses.

Social proof is a crucial marketing component due to its function as the psychological bias by which people make choices based on what other people do (herd mentality).

Social proof in marketing provides brands with credibility in the form of user-generated content and word-of-mouth that boosts conversion rates in the market.

The new online marketplace needs social proof to succeed today. This change turns random doubt into confident customers who stop surfing and become dedicated loyal buyers.

But how do you strategically leverage social proof in marketing to maximise impact?

In this article, we’ll explore:

The psychology behind social proof in marketing and why it works.
The different types of social proof examples (and which ones drive the most conversions).
Actionable strategies to seamlessly integrate social proof theory into your marketing.

Let’s dive in.

What is Social Proof in Marketing?

Essentially, social proof in marketing is that humans watch what other people do in order to guide their decisions - especially where they are unsure.

Psychologist Robert Cialdini, author of Effect: The Psychology of Persuasion, discusses social proof theory and social proof psychology and the reason why we believe in a restaurant that has a massive queue or buy a product that has thousands of positive reviews.

Examples of social proof in marketing can be a powerful tool to create credibility and drive consumer behaviour.
From powerful testimonials to user-borne content, brands use social proof to establish trust, remove friction at purchase, and induce conversions.

The Psychology Behind Social Proof

Why is social proof psychology so powerful? That is because it appeals to deeply ingrained human behaviours, such as:

FOMO (Fear of Missing Out): Seeing others engage with a brand triggers a psychological urge to join in before missing out on something valuable or an experience.
Herd Mentality: People follow the crowd, assuming that if a group of others is making a decision, it should be correct.
Trust & Credibility: Consumers naturally doubt marketing messages, but they rely on the recommendations of peers, affected and real customers.

In the digital world of today, where attention spans are short and competition is fierce, leveraging social proof in consumer psychology can provide the difference between a potential customer clicking away or joining.

Why Social Proof Matters for Brands

In an era where clients are bombarded with advertising messages, trust is the ultimate currency - and social proof is one of the fastest ways to gain it.

When prospects know that others trust and recommend your brand, it creates a ripple effect that:

1. Builds Credibility and Trust

Humans trust humans, not corporations.

Whether it's customer reviews, influencer endorsements, or user-generated content, seeing real people endorse a product reduces uncertainty and enhances confidence in a purchase decision.

2. Enhances Brand Reputation and Authority

A strong brand isn’t just about awareness—it’s about authority.
When industry experts and impressive and happy customers constantly advocate your brand, it presents you as a leader in your location and as a force for future authentic brand partnerships.

3. Boosts Conversions and Sales

Social proof is not perception - it converts into bottom-line sales.

Why? When consumers see evidence that another product is being loved, they're more inclined to take action and join in.

The correct strategy can transform passive browsers into active customers and activate customers among faithful defenders.

How to Successfully Use Social Proof as a Brand

Including social proof in marketing in an effective manner requires more than aggregating admissibility or featuring customer endorsements.

It is about using actual, relevant and strategic social proof examples that connect with your target audiences.

These are a few methods that brands can effectively leverage social proof to create trust and conversion:

1. Leverage Customer Reviews and Testimonials

Customer reviews represent a robust form of social proof because they are word-of-mouth endorsements that come from your customers and reflect their genuine experiences. To unlock the greatest potential of this type of social evidence:

Showcase Positive Reviews: Highlight your website, product pages and shining reviews on social media to create reliability.
Respond to Negative Reviews: Always reply to negative comments with a positive, well-thought-out and creative response, showing that your brand has given importance to the customer's comment and is keen to improve it.
Use Real Customer Names and Photos: Using real customer names, photos, and even videos on the fan makes them more credible.

2. Collaborate with Influencers and Leaders

Collaboration with the concerned or compassionate leaders in your industry can turn out to be a game-saver for your social proof procedure.

The sole catch here is to find out the influencers that represent your brand beliefs and attract your target users. While making use of influencers:

Choose the Right Influencers: Choose influencers whose followers resemble your target buyers and who truly relate to your product or service.
Encourage Authentic Content: Allow influencers to create authentic material that shows your product in a way that makes their audience feel naturally connected to it.
Track and Showcase Results: If an influencer’s endorsement drives traffic or conversions, use this data to showcase the effectiveness of your partnership in future campaigns.

3. Highlight User-Generated Content

User-generated content (UGC) is one of the most authentic and relatable forms of social proof, make sure you are making the most of collaborating with micro-influencers.
Encourage your customers to share images, videos, or reviews of how they've been with your brand. It helps make your product human and promotes a feeling of belongingness. This is the way to benefit from UGC:

Create a Branded Hashtag: Encourage customers to use a unique hashtag when posting about your brand so that you can easily collaborate and display their content.
Feature UGC on Your Website and Social Channels: Showcase UGC across your digital platforms to make your customers feel valued and inspire others to follow suit.
Run Contests and Campaigns: Engage consumers with UGC campaigns or competitions, offering encouragement for them to share material relevant to your brand.

4. Use Case Studies and Success Stories

Case studies and success stories allow you to present your product or service in action, demonstrating the results in the real world.
This form of social proof in B2B settings is particularly powerful, but it can be equally effective in B2C marketing.

To make the most of case studies:

Focus on Specific Results: Demonstrate how your product or service solved a problem or produced an actual benefit for the customer.
Incorporate Data and Metrics: Define the extent of success as an average effect, such as an increase in sales, reduction in time consumed, or an enhancement in the satisfaction of the customer.
Make It Relatable: Keep your case studies connected with your potential clients by including customers or circumstances they can associate with.

5. Show Social Media Engagement

A brand's fans or the likes can be an understated source of social proof. If you have a solid social following, let it do the job for you:

Showcasing Engagement Metrics: If you have reached landmarks - such as reaching a milestone number of fans, having engagement, or being awarded - showcase them on your site or your marketing campaigns.
Share Positive Social Mentions: Track and share your brand on social media, particularly when the affected, industry experts, or happy customers are praising you.
Encourage Social Sharing: Include easily used social sharing buttons on your website and encourage users to share their content.

6. Use Trust Seals and Certifications

Trust seals, certification, and industry awards can grant significant rights to your brand and ensure customers that they are safer while making a purchase.

To use trust seals effectively:

Display Prominently: Place associated trust seals or certifications next to product descriptions, checkout pages, or wherever customers may hesitate regarding security or quality.
Use Verified Platforms: Trust seals from renowned platforms like Google, Amazon, or third-party certification agencies show customers that your brand is trustworthy.

7. Create a Sense of Urgency with Social Proof

FOMO (Fear of Missing Out) can be a powerful motivator when combined with social proof in marketing. To implement this strategy:

Display Real-Time Activity: Demonstrate how many users are viewing a product right now or how many products have been sold in the last few days in order to create a sense of urgency.
Leverage Limited-Time Offers: Emphasise how well-liked the product or proposal is and offer limited-time availability to press customers to act quickly.

By implementing these social proof strategies in your marketing campaign in a strategic manner, your brand can establish trust, deepen customer relationships, and increase conversions.

The key is to make your social evidence sound real and relevant and align with your brand's goals and values.

With the proper approach, social proof in marketing can be the make-or-break element of your marketing campaign.

Common Mistakes to Avoid

While social proof in marketing can be a potent tool for building trust, it must be strategically applied.

Most brands, however, make general mistakes that not only bring down the power of social proof but also could backfire and damage their image.

One of the greatest pitfalls is using dishonest or exaggerated social proof.

Forged testimonials, inflated follower counts, or misrepresentative endorsements. These instil mistrust and potential lawsuits.

The second mistake is ignoring bad reviews or failing to respond to customer grievances. In the marketplace of today's consumer-oriented society, your response to criticism might be as important as your response to praise.

Finally, loading your marketing with social proof that is not pertinent to your group will water it down and make your message insignificant and phoney.

FAQs

What is the meaning of Social Proof?
Social proof is when people look at what others are doing to help them decide what to do, especially when they’re unsure. It’s basically the idea that if a lot of people are doing something, it must be the right thing to do.

What is social proof in influencer marketing?
In influencer marketing, social proof is when influencers and their followers make a product or service look legit. When people see influencers using and recommending something, they’re more likely to trust it and want to buy it too.

Why is social proof important in marketing?
Social proof in marketing is a big deal because it makes people feel like they’re making a safe choice. If they see others loving a product, they’re more likely to trust it and buy it too - it’s the whole "everyone else is doing it, so it must be good" effect.

What is social proof in consumer behaviour?
In consumer behaviour, social proof is when people follow the crowd. If they see a bunch of others buying or recommending something, they take it as a sign that it’s a good choice and go along with it.

What is social proof theory in digital marketing?
Social proof theory in digital marketing is all about using the fact that people trust what others are doing. Things like reviews, testimonials, and influencer endorsements help build trust and make people more likely to buy.

How do you build social proof?
To build social proof, you want to show off positive feedback—things like customer reviews, testimonials, case studies, and awards. The more you can show that others love what you’re offering, the more trust and credibility you build.

Looking Forwards

Social proof in marketing is a crucial element in shaping consumer decisions and building a sustainable brand with trust as a key element. When used correctly, it can help increase your reliability, increase customer's busyness and run conversions.

Now is the time for your brand to start integrating the social proof theory with consideration and strategy into its marketing efforts.

Whether it's using authentic reviews, collaborating with influencers, or showcasing real customer experiences, the key is that your social proof resonates with your audience and your brand values.

Ready to take your social proof strategy to the next level and elevate your brand?

Discover how The Influence Room can help your brand build real trust and boost conversions. Book a demo with us now!

Top 6 Social Media Trends in 2024

Now we’ve stepped into the promising year of 2024, it’s crucial to stay ahead of the curve and anticipate the trends that will dominate the social media space. Staying up to date with social media trends can help fuel your strategy and help you stand out from the crowd. From emerging technologies to shifting user behaviours, here's a comprehensive look at the social media trends that are set to redefine our digital experience in 2024.

Longer-form video content is making a comeback

Remember when TikTok was all about snappy, under-a-minute videos? Well, not anymore. In 2024, TikTok, the reigning king of short-form content, has surprisingly turned the tables, championing the resurgence of long-form content. You probably remember the switch in 2022 when TikTok expanded its video limit to a whopping 10 minutes, bidding adieu to those blink-and-miss clips. This has opened up a world of opportunity for creators to dive deeper into storytelling, share detailed narratives and create more immersive experiences for viewers.

Word on the street is that TikTok might further up the ante, potentially extending the video limit to a staggering 15 minutes! This shift is a testament to TikTok's commitment to embracing comprehensive narratives and championing the cause of long-form video content in 2024.

So, take note. It's time to brush up your storytelling skills, add layers to your content and make the most of this exciting trend.

AI take-over

As social media platforms continue to evolve, AI is becoming increasingly instrumental in shaping user experiences. Fancy a caption that resonates with your audience? AI's got you covered. It's not just about crunching numbers and analysing data. The AI of 2024 will be a creative beast, offering you tips for catchy captions that will have your followers hitting the 'like' button like there's no tomorrow.

And let's not forget images. AI tools are becoming more adept at recognising and categorising images, which could completely transform the way we use and engage with visual content on social platforms. Additionally, AI-powered tools are playing a pivotal role in content moderation, ensuring a safer and more inclusive online environment.

And here's the cherry on the cake - personalisation. AI will play a pivotal role in personalising user experiences on social media. Advanced algorithms can tailor content to individual users based on their likes, interests, and browsing history. This means more relevant content for users and more engagement for brands. It's a win-win.

So, brace yourself for a social media landscape that's more intuitive, more personalised, and with more potential.

Authenticity is key

Get ready to hear the golden truth of 2024, authenticity isn't just important, it's reigning supreme! Consumers aren’t just scrolling for a quick sales pitch or an obvious photoshopped advert. No siree, they’re hunting for something that's real, relatable, and genuine.

Today, consumers demand transparency. They want to see behind the scenes, understand your values and connect with your story. They’re seeking out brands and influencers who are 'keeping it real'.

Now, don't get it twisted, this doesn’t mean you have to ditch your well-curated aesthetics. It’s about striking a balance. Yes, make your feed look amazing, but also sprinkle in those candid moments, those real stories, those genuine connections. It’s about opening up, being vulnerable, and showing the world the true face of your brand.

So, if there's one trend you should be betting your marketing budget on in 2024, it's authenticity.

Influencer marketing is here to stay

Guess what's not going out of fashion any time soon? Yep, you've nailed it - influencer marketing. It seems we're not quite ready to wave goodbye to our favourite Insta-stars and TikTok sensations. Despite the whirlwind of new trends hitting the digital sphere, this tried and tested marketing method is here to stay.

But don't get complacent; there's a twist to the tale. The influencer marketing game is evolving. Say ta-ta to vanity metrics and hello to authentic engagement. In 2024, it's not just about having the most followers or the flashiest content. Brands are seeking out influencers who truly resonate with their audience, who are genuine, and who can spark a real connection.

It's not just about flogging a product, it's about creating meaningful relationships, sharing personal experiences, and building trust. If an influencer loves your brand, their followers will likely feel the same. This connection is far more potent than any traditional ad. So, if you're looking to jump into the influencer marketing game in 2024, remember - authenticity is key.

Keyword search & SEO takeover

Social media isn't just for scrolling, liking, and sharing, it's also becoming your go-to search engine. More and more people are turning to their favourite social platforms for a quick, hassle-free search.

Need holiday inspiration? People are flocking to TikTok for some exotic destination ideas. Want to try a new cuisine but not sure where to go? Instagram's got you covered with thousands of restaurant recommendations at your fingertips. And let's not forget fashion - social platforms are bursting with style tips, outfit ideas, and even direct links to snag those must-have pieces.

The idea is simple: why go to Google when you can get real-life experiences, tips, and recommendations from real people on social media? It's convenient, personalised and just a tap away.

This means optimising your posts with keywords has never been more crucial if you aim to enhance the discoverability of your content.

This trend is transforming the way we use social media, morphing it from a platform for connection and entertainment into a robust search engine. So, the next time you're unsure of something, don't just Google it, social it!

UGC creators soar

Hold onto your hats, because in 2024, User Generated Content (UGC) creators are not just flying, they're soaring! According to Forbes, a whopping 86% of companies are incorporating UGC as part of their marketing strategy. And why not? It's more trustworthy than traditional advertising, it adds credibility to your product, and it beautifies your feed no end.

So, what's the 2024 spin? UGC creators are now commonplace. They aren't mythical creatures anymore, but a major part of the social media ecosystem. With no obligation for a massive follower count or to show their face, more influencers are helping brands build a stockpile of UGC content all year round. And let's be honest, in an era where authenticity is key, this user-generated content is pure gold.

So, there you have it - the top 5 social media trends for 2024. From AI-powered marketing and long-form TikTok videos to authenticity and UGC creators ruling the roost, the digital sphere is ripe for innovation. As social media platforms continue to evolve, we can't wait to see how these trends shape our online experiences. So buckle up and get ready to ride the wave!

How to increase your influence as a UGC content creator

In response to the world’s ever-increasing appetite for authenticity, the concept of an ‘influencer’ has gradually evolved from its previous association with ‘celebrity’ and the most elite figures of society to the ‘everyday’ person.

The shift in the operation of influencer marketing has revolutionised how brands choose to interact with their audience. With many businesses now incorporating User-generated content (UGC) created by regular people into their marketing strategies, they can effectively bridge the gap between themselves and their consumers.

Whether you’re a veteran or just starting your journey as a UGC creator, in this article we will walk you through the steps to increase your influence, from understanding what UGC creators are to mastering the art of crafting compelling content. Let's dive in!

What is a UGC creator?

User Generated Content, also known as, UGC, has surged in popularity in recent years. UGC creators are individuals who harness the power of user-generated content to influence, engage, and inspire their online audiences. They create content that resonates with their niche community, leveraging platforms like social media, blogs, and forums to share their authentic experiences and opinions.

From that viral Peter Thomas Roth Eye Cream moment to fellow TikToker, Nathan Apodaca, casually drinking Ocean Spray whilst skateboarding to Fleetwood Mac's "Dreams", it’s clear that the unfiltered story-telling of UGC creates a monumental buzz around a product, undeniably shaping a consumer’s purchase choices.

Why is UGC so powerful?

Feels authentic

One of the primary reasons UGC is so powerful is its authenticity. Unlike traditional advertising, UGC comes from real people sharing engaging anecdotes to stimulate meaningful conversations and provide honest insights into their experiences. The personality element of UGC is a key reason why it is so appealing to the masses, allowing creators to naturally establish emotional connections with their audience. Consumers are 2.4 times more likely to view UGC as authentic versus content by brands. That’s why ensuring your content is authentic can help you build trust with your audience, which can ultimately help you become more relatable and trustworthy.

Boosts engagement

The relatability of this incredibly intimate content enables creators to connect with a range of different communities, boosting engagement, but also serving as social proof. Social proof is a social phenomenon in which people tend to emulate actions that have been endorsed by people they typically trust, which plays a pivotal role in attracting new consumers and fostering more successful conversions for businesses.

Influencer purchase decisions

With 79% of social media users acknowledging that UGC highly impacts their buying behaviour, it is not surprising that UGC is a commonly used

marketing tool in the digital age. By becoming a UGC creator, you can directly influence the choices of your audience.

Faster than producing content from scratch

Creating UGC is efficient. You're not starting from scratch; you're building on existing experiences or knowledge, which speeds up content production. This allows you to stay consistent and maintain a loyal following.

How to become a UGC creator?

If you’ve ever posted a hotel review or raved about your favourite makeup brand via your social media account, you’ve created UGC! If you want to turn this into a full-fledged career, we’ve created some steps to help you begin your journey as a UGC creator:

Step 1: Identify your niche

Explore your passions and find a gap in the market for each. Focusing on a niche can hone your expertise, allowing you to become the go-to creator for information or resources for your audience. Frequently test new styles of content and see how your audience engages. The more unique, the better!

Step 2: Utilise the right platforms

Identify what platform(s) work best for your audience and acquaint yourself with their special creator features and tools. This is key for establishing your community.

If you create content centred around business and entrepreneurship, LinkedIn is likely your go-to platform, or if you like to create short and snappy lifestyle videos, TikTok and/or Instagram is the best platform to receive high engagement. Wherever it is, just be where your audience can easily discover your content.

Step 3: Craft compelling UGC

Create content that provides value, educates, entertains, or solves problems for your audience. Your content should resonate with your niche and reflect your unique perspective. Test your ideas from step one to build your portfolio. When you figure out what works, learn how to develop a strong and consistent story within your content to increase engagement and familiarity with your page.

Step 4: Mastering hashtags and SEO for discovery

Research the best and most relevant trending hashtags in your niche. It is also worth creating a unique tagline or hashtag that your audience will know you by to enhance discoverability. Tools such as Semrush and Google Keyword Planner can aid you with this.

Step 5: Engage and build a community

Engagement is key. Respond to comments, participate in discussions, and build a loyal community around your content.Understanding who your audience is, creating content that resonates with them and engaging in authentic conversations helps foster trust and loyalty. Setting measurable goals will help you track your progress and identify areas to help you increase your engagement.

Step 6: Collaborations and partnerships

Collaborate with other creators and brands within your niche. Partnerships can expand your reach and introduce your content to new audiences. To help you easily find brands to collaborate with, look at using influencer marketing platforms like The Influence Room With exciting campaigns across a range of different industries that can be located via a browse wall, The Influence Room can help you secure partnerships and build relationships with the most exciting brands in no time!

A final thought

As a UGC creator, your content has the ability to connect with a wide range of people in meaningful ways. By identifying your niche, becoming a master of SEO and regularly engaging with your budding community, you can strengthen your influence and leave a lasting imprint as a UGC creator.

Frequently asked questions about UGC creators

How many followers do I need to be a UGC creator?

There isn’t a particular follower count needed to become a UGC creator. Brands tend to focus on your niche, the quality of your content and the relationship you have with your audience when considering a collaboration. Just remember; as your influence grows, so will your follower count.

How do I find brands to work with?

Reach out to brands that align with your niche and values. You can also join influencer marketing platforms, like The Influence Room, where brands seek UGC creators for collaborations. Building a strong online presence and a portfolio of quality UGC will attract brand partnerships over time.

What’s the Difference Between an Influencer and a UGC Creator?

While UGC creators and influencers share many similarities, they have their differences as well. Like influencers, UGC creators produce original content, but the difference is that UGC creators create content without being compensated by a brand. Influencers see this in the form of either payment or gifted products, whilst, UGC creators serve as brand advocates curating content that typically ends up on a brand’s own channels.