What Is UGC and Why Does It Matter?

User-generated content (UGC) is any content created and posted organically and publicly by ordinary humans. UGC is distinctly different from stock content and professional production because it is owned by its creator and was not created at the behest of a brand or company. UGC can include text, images, videos, reviews, and more. It is often found in the form of social media posts (including comedy, product reviews, gameplay and unboxing videos).

UGC was once thought of as lesser in quality to “full-up production”, but advancements in smartphone camera and editing technology, combined with the creator economy revolution, has turned modern visual marketing upside down. A new generation of marketers are embracing the authentic representation of their brands found in organic UGC. And consumers have responded to these genuine connections, turning user-generated content marketing into a vital tool for brands looking to scale their marketing efforts effectively.

This guide will show you how to leverage UGC to drive engagement, build trust, and achieve better ROI. You’ll learn actionable steps to source, license, and integrate high-quality UGC into your marketing strategy.

Why UGC Is Essential for Scaling Visual Marketing

The Power of Authenticity

We humans (you are human, aren’t you?) crave authenticity. And we can spot a fake a mile away. That’s why, these days, when we see traditional “ads”, we can feel a sense of mistrust. But when you use organic existing UGC, you put real people into your brand story, fostering trust and relatability. Suddenly even a traditional ad can feel like something inclusive and real. Using UGC for brands creates a sense of community, making their audience feel part of something bigger.

Real-World Examples

•#shotoniphone: Leveraging found UGC to demonstrate the product, Apple took consumer photos and put them on giant billboards in Times Square.

•Starbucks: Seasonal campaigns like #RedCupContest can encourage UGC with branded hashtags, leading to social proof of the brand’s popularity.

•Airbnb: UGC has long powered Airbnb's Instagram feed, highlighting authentic travel stories. But Airbnb has also used consumer photos in their television spots, telling the story of a stay through the eyes of the people who stayed.

Sourcing Authentic User-Generated Content

You don’t have to be a professional curator to find UGC content in the wild. Anyone with a social media feed can do it. If you’ve ever saved an Instagram post you’ve seen, you’re already curating. But how do you find the right content for your project? Here’s a few tips from the Catch+Release curators:

1. Start by identifying UGC that aligns with your brand values. Look for social media hashtags your audience engages with. These can be something related to your business, but can also be something more random. Dig into the comments on posts and see what ideas keep resurfacing. Follow the rabbit hole and see where it goes.
2. Join online communities frequented by people who are passionate about your niche. Listen and learn about the things that your audience cares about. Start identifying brand enthusiasts, especially those with a talent for storytelling.
3. Consider using a UGC creator platform like Catch+Release to simplify the search process. These can help get your search started by identifying creators who are already familiar with the licensing process, which can make your job easier when it comes to sourcing and deploying UGC.

Brands who license UGC directly from creators build one-to-one relationships that are deep and powerful. Paying your audience for their creations encourages participation and shows them that you value their contributions. It can also lead to great word-of-mouth marketing. 

Pro Tip: The Catch+Release UGC creator platform makes sourcing and payment effortless by connecting you with high-quality, licensable UGC from the creators themselves. Learn more about licensing UGC.

Licensing UGC Safely

Legal compliance is critical when using UGC. The risks of not getting a license can be more than monetary. Ironically, you may end up losing audience trust. Getting proper licensing ensures creators are fairly compensated and avoids legal risks.

Your license should take into account the following things:

• Distribution Channels: Is this for Social use? TV? OTT? OLV? Print?
• Usage Rights: Is this for global usage? Or is it geofenced?
• Term Length: Is this license for 1 year? 6 months? In perpetuity?
• Exclusivity: Can this content be licensed by other brands? Even those in your industry?

Want to simplify the Process? Use a content licensing platform like Catch+Release to streamline licensing and ensure compliance. Catch+Release licensing experts can handle everything from outreach, to signatures to payment. And you get all of your licensing information in one place. You can even give your team access to make your licensing process more collaborative.

Integrating UGC Into Your Marketing Strategy

Using UGC to make your marketing more authentic can change your creative process in lots of ways. Experiment with how and when you deploy UGC. What if you used it for in-store signage? Or on your website? What if you started curating funny or interesting product reviews like Amazon recently did?

Or consider building a UGC brand library. Saving links to all of your curated UGC into one place (regardless of licensing status) gives your team a visual mood board that can help you find the brand essence in the wild. Catch+Release is a great place to save all your favorite UGC shots from any platform. Just grab the url and paste it into a project called “[Your brand name] Brand Library”.

However you integrate UGC into your marketing, we think you’ll agree that it’s more than just a trend—it’s a scalable, impactful marketing strategy. By sourcing, licensing, and integrating authentic UGC, brands can create campaigns that resonate with their audience and deliver results.

Ready to take your marketing to the next level? Start sourcing and licensing UGC with Catch+Release today.

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