User-Generated Content: Trend to Boost Your Campaigns

In this article, we will talk about types of user content, methods of user content application, their advantages, and common mistakes you might want to avoid.

What’s a UGC?

User-generated content applies to any type of public content your clients have created. Let’s figure out types of user content, why consider using this format, and what does it affect.

UGC Types

There are a few types of user-generated content:

  • User feedback. All user reactions to your products affect the conversion rate. According to Stackla, about 80% of users decide to purchase a product once they check the reviews.

  • User reviews. Often, the community reviews the products, telling about their pros and cons. You can use such reviews to generate customer confidence.
  • User comments. Commenting increases user activity and engagement, and attracts organic traffic to social networks.
  • Motivated content. This is the type of content users create to participate in contests or other activities. Being an SMM tool, it increases user activity and outreach but does not add any value.
  • UGC photos and videos. User-generated photos will help generate consumer confidence, even if they don’t contain your product image. You can use them for creatives or landing pages because users trust photos taken by ordinary people more than ones taken in the studio.

Basic types of user content you can use in traffic arbitrage are user feedback, reviews, and UGC photos. Comments and motivated content aren’t suitable for a niche due to the specifics, as they are required for long-term social media management.

Apart from this, you can use user-generated content in traffic arbitrage to raise CR. According to research conducted by Stackla, about half of users refuse to purchase a product due to a lack of feedback, and therefore this format is extremely important.

Here’s how it looks in the context of user generations. The younger the audience— the more demanding it is to user feedback.

Let’s figure out what other benefits the content from your clients provides.

UGC Advantages

The key advantage that marketers use UGC for is that it generates consumer confidence. Users are less likely to trust brands, they are more interested in the opinion of consumers like themselves which affects CR big time. 80% of users noted that they are more likely to start from feedback and reviews when interacting with a brand than from the brand-generated content.

The other advantage of user-generated content is the improvement of search indexing. In addition to keywords and other SEO parameters, engines assess photos, reviews, comments, and community reactions to the product.

The share of organic traffic increases with new reviews.

It also affects the webpage’s performance. UGC photos file size is less than that of professional photos, and therefore it works better in GEOs with a low download speed.

The other advantage of user-generated content is that it deepens the marketer’s knowledge about the audience and the product. This aspect also has a knock-on effect on conversions, since the more you know about users, the more opportunities for content personalization you get.

For example, if a customer noted in the comments that he/she purchased a product for a sick relative, it can be assumed that other representatives of the target audience segment might also buy the product for others but not for themselves. You can use this information to customize the landing page for nursing care.

The other advantage of user-generated content is that it generates organic traffic from social networks. If visitors leave feedback on your web pages, the platforms will recommend your content to other users.

User-generated content has many advantages, and therefore you might want to use it in a promotion. Here’s how you can do that.

How to Use UGC for Promotion?

The most obvious and effective option is to place a feedback form on a landing page. To do this, hire a freelancer, or create the form yourself with the landing page builder.

After that, you must fill in the feedback. To do this, post feedback from different accounts yourself, or ask friends or colleagues for help. It’s important that you post detailed feedback. It should answer the consumers’ questions that they ask themselves before making a decision to purchase a product.

Most often, users look for the following product information:

  • Product performance. Tell people how the product has affected your life and showcase its effect. If possible, use photos and videos to prove it.
  • Delivery. The sooner the goods are delivered, the better.
  • Product efficiency. Product visual aspects and efficiency are equally important. The quicker a customer gets the result, the higher the chances of conversion.

Use these theses to prepare the feedback text which will help the page visitor to make a purchase decision.

Also, use UGC photos and videos on landing pages and creatives. Post footage from product reviews (if any) or random photos of ordinary people. For example, instead of a stock image related to weight loss, you can opt for a photo of a young woman who lost her weight.

It looks more lifelike than a stock image, isn’t it?

UGC photos and videos help to bypass banner blindness, as they stand out from the common ads. Besides, they generate consumer confidence, because they demonstrate a tangible result and help create a coherent story in case the landing page is represented as a personal blog.

But in order for user content to boost conversions, you must avoid some mistakes. Let’s consider them in detail.

Common Mistakes

Some common mistakes in user content integration may shake consumer confidence. Avoid them so that your approach brings more conversions:

  • Inefficient feedback form. It is important that all users can post feedback. If a user sees that his/her reaction wasn’t published— he/she is likely to mistrust other publications.
For example, you can add a feedback button to a form which will increase the user content efficiency.
  • Insufficient feedback content. Opt for detailed feedback and aspects customers consider before purchasing a product. If possible, include a photo of the product in the feedback.
  • The inefficient publication time factor. Take breaks when publishing feedback, so there is less chance of getting caught cheating.
  • Lack of control. If you have permitted user comments, you must clear them from negative feedback from time to time.
  • Incoherent stories. If your landing page represents a blog and your strategy is to promote the product on behalf of a particular consumer – prepare a pack of UGC photos with similar-looking people. If the audience notices that landing page characters differ at different stages of the sales funnel, it will shatter customer confidence.

All the above can unsettle the strategy. Avoid these mistakes, check the feedback forms and clear the landing page of negative feedback once a week — this is the best way to apply user-generated content.


People are less likely to trust branded content, preferring user-generated content. Apply it to your strategy and increase conversions with feedback forms and UGC photos, because people do pay attention to these things before making a purchase.

We wish you a high profit!

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