What is user generated content?
In this blog I will attempt to explain my understanding of user generated content.
It has been one of the buzz words for a while now and seems to be a really hot topic right now.
User generated content is exactly as it sounds. Its the content we all create on a daily basis. Now it often thought of primarily as photos and video but can also be text and audio too.
User generated content or UGC as it is sometimes referred to as, is the opposite of brand created content. This is important as user generated content is created for our own personal use and then often uploaded to social networks and other public platforms. Where brand created content is generated for an audience or community.
User generated content is often centred around an event or subject matter. Hash-tags are used to associate content to the subject matter or event.
The advantage for some brands is that people will create content around there brand. This is often the case with popular brands that people are happy to associate themselves with. The is of course all great for the brands when people create content around there product.
There is a side effect of user generated content in that it is trusted content because it was created by people with no agenda.
For the creators of this content the advantage is that they can connect with others and tell a story about themselves that may just happen to include a brand or event. Often at events there are thousands of photos and videos taken and by using a common hash-tag they are able to quickly form a community around the event and share their experience with others.
Brands are now looking to leverage user generated content in the form of competitions and such like. This encourages people to form these temporary communities for the chance to win something. For the brand this helps them find their audience and get some brand exposure by there customers to their respective audiences.
The theory behind this is quite simple. We tend to trust our friends family and extended connections on our social networks far more than brands. Seeing holiday photos or wedding venues tell us that these locations were good enough for them and therefore could be good for us too. They are tried and tested by people we trust. This of course works in the same way for negative experiences too.
So with this in mind it is understandable why brands want to leverage user generated content and showcase their customers and advocates and the content they have created.
So there is my understanding and hopefully explanation of what user generated content is. Do you create content is this fashion? Do you find your trust the brands and products your friends and family use? Let me know your thoughts?
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