User-generated content (UGC) is content that is uploaded to a company’s site by its users and customers through the use of blogs, community forums, reviews, and comments and opinions sections. There are many advantages and disadvantages of UGC. UGC can have either a positive impact or negative impact on a company’s marketing efforts and the image of the entire brand. In this post I will discuss two of the advantages of user-generated content to companies.

Firstly, UGC enhances the user’s experience in various ways.

• Allows users to voice their opinions
• Allows users to read comments or reviews posted by other users
• Allows users to feel that their view and opinion counts in the company and have a personal interaction with the company
• New and fresh content is uploaded to the site by users, which creates interest for other users
• More brand awareness for users as they read posts by others and as they browse the site

Secondly, UGC serves as its own marketing tool to promote the company and its products or services.

• The company is able to provide better service as it can directly address issues faced by its users
• Positive reviews by other customers and users create this positive word-of-mouth across not only the company’s site but also across various social media platforms, as a user is likely to post on other mediums
• The company can actively monitor, listen, and engage with users and provided a more effective service to its users

Here is an example of user-generated content used  in a Taco Bell advertisement, where the UGC is the instagram pictures.

UGC in Taco Bell Advertisement