The Power of User-Generated Content

This article was previously published by Mickey Markoff on Medium.

“Marketing” — like many industries, it has gone through several changes over the years. Like most things, it has adapted in order to survive. Innovations have moved the goalposts for marketing to the point where one could easily say the industry is unrecognizable when compared to just a few short decades ago.

The 1990s was not that long ago in the grand scale of human history, but when it comes to technology, it may as well be the stone age. Today, our mobile phones fit in our pockets and provide a gateway to millions of people around the world, a far cry from the car phones of yesteryear.

Why is this important? The invention of the Internet, mobile phones, and social media have transformed what it means to reach an audience. The world has ‘flattened’ in a sense. We are no longer limited to the audience that may live nearby our brick-and-mortar business, nor are we limited to the brick-and-mortar business model. Most if not all industries have been disrupted with innovations in technology, and marketing is no different. The landscape of remaining relevant and retaining a competitive advantage means adapting to changes and reaching your audience where they are.

Reaching your audience means, instead of following ‘traditional’ marketing approaches, we need to get more creative. ‘Old school’ marketing certainly isn’t dead by any stretch, but it begs to be complemented with digital marketing, too. Buy billboard space and radio time, but consider the power of social media, too. Web platforms hold immense potential as a platform for your product or service, and should be incorporated into a comprehensive marketing strategy.

There are countless examples of big brands getting big exposure on almost no budget, simply through different channels. User-generated content (UGC) is a perfect example. UGC or UCC (User-created content) flips the traditional concept of Professionally Generated Content (PGC) on its head.

Where PGC comes from the brand itself, UGC empowers users to share their own stories about a brand. This can great for a brand seeking to raise awareness, brand engagement, customer acquisition, etc. Users create their own content and share, often in the form of photos and videos on social media. This means brands get content and engagement at the same time. And this can also be great for increasing brand authenticity. It’s one thing for a brand to say they’re great — it’s a completely different thing for someone else to vouch for your brand.

Designing your marketing strategy should incorporate a healthy balance of both Professionally Generated Content and User-Generated Content. Of course, it seems on the surface nonsensical that one could plan for User-Generated Content. However, a good marketing campaign should encourage the users of a product, service, or brand, to share content on behalf of the company simply because they enjoy the value it provides them.

The merits of UGC over PGC are great. They allow the product or service to speak for itself, and the value your users reap proper users to be natural brand ambassadors. This can help to increase integrity and trust, as the consumer is the one vouching for what is on offer, rather than a carefully crafted in-house marketing campaign.

Of course, UGC is not a panacea. PGC definitely has its benefits — one of the largest being quality control. No one understands the mission, vision, or brand of the company like the brand itself. It makes sense to retain some of your content creation in-house. Ultimately, choosing the right mix of the two is a strategic choice best made after weighing the variables for your brand. But knowing the power of both is the first step.

About Mickey Markoff

Mickey Markoff - Air and Sea Show Executive Producer in S. Florida. President of MDM Group, an innovative firm which develops effective multidimensional marketing campaigns. Mickey Markoff is currently Executive Producer of the 2022 Hyundai Air & Sea Show, a National Salute to America's Heroes.