Kelly Rocklein, the co-founder of UGC Pro, has educated over 5,000 aspiring creative marketers about the benefits of user-generated content (UGC) in advertising. UGC is a form of native advertising where brands launch ads on social platforms that blend in seamlessly with everyday content on social media. This type of advertising is effective because it looks and feels authentic, making people more likely to stop and engage with the advertisement, leading to potential actions such as clicking on a link or making a purchase.
Despite the proven effectiveness of UGC ads, some brands continue to doubt their ability to generate results. Many marketers get caught up in obsessive echo chambers where they focus on whether content is “on brand” or “off brand,” leading to endless revisions without tangible results. Rocklein emphasizes that while UGC may not be the best form of marketing, it is a format that every brand and agency should be testing, alongside other types of content such as static ads, GIFs, and HD videos. Diversifying the types of assets used in marketing campaigns can help better connect with various audience members who may respond differently to different formats.
Rocklein argues that UGC is a powerful tool in marketing due to its ability to connect with consumers on a personal level. Despite the concerns of some marketers about appearing scrappy or lowering their standards, UGC can uphold brand integrity while still being native to social media platforms. Consumers prioritize factors such as price, affordability, and trust over strict brand adherence, making UGC a viable option for reaching audiences in a more impactful way. By leveraging best practices and creating UGC content that resonates with consumers, brands can see measurable results and increased revenue.
In comparison to traditional advertising methods, UGC has the potential to outperform expensive 6- or 7-figure production campaigns. Rocklein highlights her experience in seeing brands overspend on commercials that ultimately failed to deliver significant results. Instead, she advocates for leveraging UGC creators and A/B testing individuals who match the brand’s target demographic. Consumers are more likely to trust content from individuals they can relate to or technical experts, making UGC a valuable tool for brands seeking to engage with their audience in a meaningful way.
Consumers are increasingly selective and value authenticity in their interactions with brands. Studies show that customers are more likely to recommend, share data with, and remain loyal to brands they trust. UGC, when executed properly, can help brands build trust with consumers and drive loyalty. Rocklein encourages marketers to approach UGC campaigns strategically and focus on creating content that resonates with their target audience. By understanding consumers’ preferences and behaviors, brands can effectively leverage UGC to enhance their marketing efforts and achieve sustainable growth.
In conclusion, Rocklein challenges the misconception that UGC does not work or is not suitable for all brands. She emphasizes the importance of execution in UGC campaigns and highlights the potential for this type of advertising to outperform traditional, expensive ad campaigns. By understanding the needs and preferences of consumers, brands can create authentic UGC content that resonates with their audience and drives measurable results. Through testing and diversifying their marketing strategies, brands can harness the power of UGC to engage with consumers and drive business growth.
