The Ripples of our Past

FOR THE LOVE OF CONTENT

Written by Kira Sarsfield

“Have you seen this TikTok?” How many times have you heard that phrase in the past six months?

Between the rise of influencers and bloggers, there seems to be a never-ending stream of content. Consider your TikTok For You Page, which is literally an unlimited scroll of online videos.

Like most social channels, this content is user-generated. User-generated content, or UGC for short, is original content posted on social media platforms. The most common form of UGC is Instagram or TikTok posts, but it can also range from podcast episodes to online reviews.

Nowadays, there is a new surge of user-generated content online. Major companies such as Starbucks, Airbnb, and GoPro are implementing user-generated content campaigns to reach diverse audiences around the world.

What Exactly Is User-Generated Content?

It’s cheap. It’s new. And it’s working.

Unlike scripted advertisements, UGC promotes values of authenticity and transparency that lures in Gen Z consumers. According to eMarketer, brands that use UGC report a 136 percent increase in conversions, which indicates the benefit of using real customer images and testimonials.

Take Apple’s #ShotOnAniPhone UGC that invited iPhone users to submit their best photos captured on an iPhone. This campaign received over 15 million online posts from users on Instagram, Facebook and Twitter.

The best part? The impressions from this campaign cost Apple nothing. The 15 million posts with Apple’s #ShotOnAniPhone was considered free advertising for the company. As seen from Apple’s successful campaign, UGC creates beneficial relationships between creators and brands.

Companies are able to advertise their brand in a unique way, while creators are encouraged to share their content online.

From a Penn State Student

Gen Z is at the forefront of creating and purchasing from brands that utilize UGC in their advertising campaigns. Andrea Prest, third-year student at Penn State University, creates UGC on TikYok. In comparison to influencer marketing, Prest has come to appreciate the freedom that accompanies UGC.

Photography by Kaylyn Thom & Zoe Eddy

"I think there's a lot of room for expression in user-generated content," Prest says. "When you collaborate with a big brand, there's usually guidelines and restrictions on the content you post. UGC allows for creators to post what they want and I think this is really freeing."

Prest creates UGC for her friends, but enjoys putting her own creative twist on online trends. “It’s a lot of following whatever sounds are trending on TikTok,” Prest says. “My content is always surrounded by what’s trending at the moment.”

For example, Prest has created UGC to the famous “It’s Corn” audio on TikTok. Chipotle, United Airlines and Scrub Daddy have also created TikTok videos with the same audio to keep up with online trends. Overall, Prest thinks that UGC helps companies create a more personalized approach to the Gen Z audience.

“Speaking from an advertising standpoint, UGC is really helpful because it shows the lifestyle aspect of a brand,” Prest says. “Companies are able to show real people using their products in their everyday lives, which is more personalized than your typical advertisement.”

Creating Deeper Audience Connections

More than ever before, Gen Z’ers crave authenticity from brands. They expect brands to value their interactions, reputation and overall image online.

Brands that implement UGC are creating honest, consistent and transparent interactions with consumers that last a lifetime.