Users are gravitating towards more raw and authentic content produced by fellow brand users. This trend is also evident within applications.

At Thirdbridge, as an app designer, we help businesses strengthen the connection between users and the brand by creating applications and digital tools that add real value. Our observations show that incorporating user-generated content significantly impacts customer trust and engagement, as well as the visibility and ranking of the app in app stores.

Our role is to develop features that allow users to share, view, and engage with various types of content (videos, reviews, images, testimonials, etc.).

What is User-Generated Content?

UGC refers to content created by a brand’s consumers rather than the brand itself, shared across various platforms. This content can take many forms, including photos, videos, testimonials, and more. It provides users with a space to share their experiences with a product or service on social media or other communication channels.

By authentically sharing their experiences and outcomes, consumers contribute to the brand's digital growth. UGC is considered a modern form of word-of-mouth, playing a crucial role in influencing purchasing decisions.

The Benefits of User-Generated Content:

1. Unlimited Content and Extended Visibility

What could be better than content created by a brand's target audience? Businesses can benefit from a continuous stream of diverse content about their products. UGC is a cost-effective method for growing your business, diversifying your content, and expanding your online visibility. It plays a crucial role in the purchasing journey: according to a study, 74% of consumers are more likely to buy after seeing user-generated content. A strategy not to overlook!

2. Authenticity and Trust

In today’s economic context, many studies have assessed the impact of UGC on purchasing decisions. Indeed, 92% of customers trust content published by other users more than that from the brand itself, and 80% of consumers buy a product that has been recommended to them. This illustrates the trust placed in community-generated content. UGC replaces word-of-mouth in the digital age and positively influences purchasing intentions.

3. Closer Connection to the Brand

The need for belonging is a powerful driver in marketing strategies. Brands seek to establish strong connections with their users and gather data on their perceptions and preferences to adjust their products. UGC provides an opportunity to build closer ties with consumers. By sharing their opinions, experiences, and outcomes, users can enhance the brand's credibility. This can lead to increased reputation, quality engagement, and potential conversion.

Best Practices of the User-Generated Content:

1. Encourage Users to Talk About the Brand

To promote content sharing and diversify online posts, brands can organize contests or create hashtags to collect authentic and relevant content. This also allows for gathering feedback and constructive reviews on product usage. UGC thus becomes a valuable source of innovation and improvement, validated by the community, and serves as a wealth of information to create value.

2. Always Obtain Permission:

Since UGC is generated by third parties, it is crucial to obtain their permission before sharing this content on the brand's platforms, whether it’s testimonials or authentic posts. This helps drive user conversions and encourages their purchases. Real examples elevate the brand by showcasing its true essence without modification, thus facilitating product adoption.

Many brands have integrated UGC techniques into their strategies. Thirdbridge has contributed to this trend by developing features that encourage user participation and enhance content authenticity. This approach fosters engagement and brand expansion online. UGC is, therefore, a strategy not to be overlooked!