UGC for CPG Brands: The Playbook for Content That Builds Trust and Drives Sales
Table of Contents
Organic User-Generated Content
Paid User-Generated Content
Influencer Content
Founder & Employee Content
The Playbook: Building a UGC Strategy That Drives Sales
User generated content is just that: anything created by a consumer. Reviews, ratings, blog posts, editorials, and what we’re going to cover today, social media content. Social media is word-of-mouth for the 21st century, but not all “mouths” are created equal.
When considering a new restaurant, you put more weight on the opinion of family and friends, less on strangers, and even less on the owner of the restaurant. UGC is the same understanding how each form works is imperative to utilizing them most effectively.
Content from different sources all has their place, with unique benefits and tradeoffs to each kind. We’ll explain the pros, cons, and best usage practices for UGC, and how best to fit them into your social media marketing strategy.
1.Organic User Generated Content
Video: @jocelynnmae_ via TikTok | Organic CeraVe product content
This is just as the name implies: content real users have created on their own accounts because they felt compelled to, not because they were compensated. This kind of content (when positive) is the most persuasive to other consumers (hello conversion!), and coming in at no cost to you, the most economical. The downside is a complete lack of control or licensing rights. Consumers can say whatever they want, whenever they want, however they want.
The best of the best content naturally rises to the top, at no cost to you. This allows you to hand pick content to reuse on your own website, socials, even as paid ads. Just make sure you receive explicit permission in writing to reuse the content. Remember: public doesn’t mean free!
2.Paid User Generated Content
Video: @honestamandafinds via TikTok | Example of creator-led CeraVe product content
Content can still comes from the same real people, same real opinion, no following required. Except, these videos are commissioned, and as such enable a much higher degree of control. These are a great option for paid social spend, as they perform better than polished brand creative, and sparking authentic online conversations. Paid UGC is oftentimes worth it because quantity is not often the issue: it’s quality. With Paid UGC, creators have a better understanding of the product, guidance on brand positioning, and knowledge of brand goals. This kind of content can be created by agencies, which allows for further strategic cohesion and quality.
3. Influencer Content
Video: @whitneyleavitt via TikTok | Example of influencer-led CeraVe content
Creators with an online community, by definition, have reach and inherent audience trust. Content from these individuals comes with a higher price tag in the form of monetary or product compensation. Larger influencers cost more and have the most reach, but smaller content creators actually have higher conversion rates. Sponsorship means control over output, timing, and usage, but it also means credibility takes a hit. Weighted with professional skill and audience expertise, influencer content is often an important facet of both awareness and conversion marketing.
4.Founder/Employee Content
Video: @cerave via TikTok | Brand-created content published on CeraVe's official account
With the highest degree of control comes the lowest degree of believability. Consumers know you have a vested stake in them purchasing the product, and as such you have the least power to influence. However, this content can be worth the cost and time of internal labor if it serves to humanize the brand, give a sneak-peek behind the scenes, and show brand identity (and personality!) People like people, and are more likely to buy goods if they feel like they’re forming a connection, not buying into a machine.
The Playbook Isn’t Identical, but it is Universal
Affiliate links and codes ensure you know exactly what videos and creators drove sales. However, this introduces an ulterior motive that erodes trust. Surveys avoid this problem, but have a low participation rate. Platforms like Tik Tok Shop dramatically shortens the path from awareness to purchase, but aren’t the right fit for every brand. None of these options are wrong or right–it’s up to you to determine your audience, your goals, and the best use of your ad spend. Oftentimes, the best strategy blends of all four–a social strategy working in unison, not on separate islands.
User generated content, and on a larger scale, sales in general, relies on trust. And trust can only be built by forming a relationship. As classified by the Diffusion of Innovations Theory, 68% of the population are early or late majority adopters. The vast, vast majority of buyers need to see real-world proof of application, benefits, and mainstream adoption before purchasing themselves. UCG functions like a line around the block for a new coffee shop, and your social media strategy will make potential customers feel like they need to join the party, not start it.
Book a free consultation today to discuss the best strategy for your brand!
