In today's digital marketing landscape, brands must establish trust to connect with their audiences effectively. One way they can do that is by using social proof on social media. Social proof can take various forms, including reviews, brand endorsements, and user-generated content (UGC). In this article, we will explore ways in which brands can utilize UGC as social proof to gain the trust of their audiences.

What is User-Generated Content?

User-generated content, also known as UGC, is content created by social media users who share their experiences with a brand and post them on social media platforms. The content can take various forms, including videos, images, testimonials, product reviews, and podcasts. UGC effectively provides social proof, showcasing previous product users' real-life experiences. Therefore, it can increase the brand’s credibility.

Types of UGC

UGC can take different formats. However, it can be categorized into major categories:

Organic UGC

Your customers share this UGC without the prompting or encouragement from your brand, and it is the most effective type. Organic UGC can further be categorized into:

Testimonials and Reviews

When customers leave online reviews, this can be considered UGC. This is particularly true, as you can share the positive reviews and ratings on social media and your website. You can even make them more interesting by presenting them in a graphical format.

Photos

Photos are also a common type of UGC. These usually appear as a custom image of a customer using your product or service and sharing the results. They're also an effective form of social proof, as they give credibility to your brand. To efficiently collect image UGC for resharing, consider using a specific hashtag. You can read our guide on TikTok hashtag strategies.

Videos

Videos are undoubtedly among the most popular types of content, and this also applies to UGC content, especially on YouTube, where product haul videos featuring multiple brands in one video generate a significant number of views. Other UGC videos can be unboxing videos, where customers film themselves opening your product, or review videos.

Social Media Posts

At times, the UGC can be a social media user positively mentioning your brand in their post. This also allows you to take a screenshot of the video to be reshared on social media platforms like Instagram.

Blog Posts

When a blogger mentions your product or brand in a blog post, that constitutes a form of UGC, whether in the form of a single review or a broader post that mentions several products. You can, therefore, share the blog post or a screenshot of their quotes on social media.

Paid UGC

The second type of UGC is paid UGC. If you are a new brand, you may not have the luxury of organic UGC, as customers may not have had experience with your product. A good idea would be to use paid UGC. While this is closely related to influencer marketing, it differs in that it often involves a genuine review of the brand.

You can use platforms such as Upwork and Fiverr to get UGC creators. Once they create the UGC, they can post it on their social media pages.

Benefits Of UGC in Providing Social Proof and Credibility

If you are unsure if UGC content is the right option for you, here are some benefits to consider:

• Authenticity. Studies indicate that social media users tend to trust content created by other users more than content created by a brand. That means when customers create content on behalf of your brand, it can help build trust with your audience, who sees genuine reviews and experiences.
• Engagement. Content created by social media users generates higher engagement compared to content created by brands. When your customers see others actively sharing their experience with your brand, they are also likely to share.
• Brand loyalty. When your customers create content on behalf of your brand, they feel like they are part of your community. This results in higher brand loyalty.
• Cost-effective. As compared to paid ads, UGC is more affordable. Additionally, you will save on the money you would have used on content creation when customers create content on behalf of your brand. Additionally, UGC is far more cost-effective than influencer marketing.
• SEO benefits. UGC also has SEO benefits as it increases your brand's mentions and content volume. Social media posts mentioning your brand and positive reviews can have keywords that can boost your ranking on search engines.
• Content curation opportunities. UGC isn't limited to social media marketing only. You can also use it on other channels. For instance, you can add a UGC image to emails sent after cart abandonment to encourage buyers to complete their purchase. You can also add UGC to key landing pages to increase the conversion rate.

Examples of Brands Effectively Utilizing UGC Content For Social Proof

If you are searching for brands to inspire you when using UGC content for social proof, here are a few examples:

Calvin Klein

This reputable clothing brand uses UGC in its landing pages to increase conversion. By showcasing real customers wearing the brand, they serve as social proof that these customers endorse the brand. This also shows customers how the product looks on a real human body rather than on models with a perfect shape.

Airbnb

Airbnb adds travel stories and user reviews to build its social proof. Customers add photos and share their experiences during their stays. This makes it easier for potential guests to be confident when booking. Since the brand has numerous authentic reviews, this helps showcase its credibility.

Warby Parker

The business runs a hashtag, #WarbyHomeTryOn, encouraging customers to share photos while trying on their eyeglasses. This campaign gathers social proof and creates a community of engaged users who promote the brand through their networks.

How to Encourage and Leverage UGC

To get the most out of UGC for social proof, use the following tips:

• Use branded hashtags. You need to ensure that you are keeping track of the content shared by social media users so that you can reshare it on your social media pages. You can encourage them to share their UGC using a branded hashtag.
• Feature UGC on your site. When people visit your site, it shows they are already interested in your products or services. However, they might still delay their buying decisions because they are undecided and still on the fence. You can convert such visitors using the reviews and testimonials of other users. In addition to providing social proof, this can also result in a more engaging and dynamic website.
• Run campaigns and content. Given the numerous benefits of UGC, every brand would like to leverage it. Run campaigns and contests with rewards and recognition to encourage social media users to create UGC for your brand.
• Appreciate your creators. When users create content about your product, take the time to appreciate them. Make sure you like, comment on, and share the post as a sign of your appreciation and to encourage them to share more UGC. 

Final Thoughts

Undoubtedly, user-generated content can enhance social proof and increase your brand’s credibility. When you showcase your customers' experiences, you can improve your audience’s level of trust and engagement. This is precisely what companies such as Clavion Klein and Airbnb are doing. 

By leveraging UGC, they can create credible and compelling content that easily resonates with their target audience. Therefore, by using UGC, you can create a vibrant advocate community to help drive your trust and growth.