UGC: what is it and how do you best get started?

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UGC: wat is het en hoe kun je het beste aan de slag?

UGC is becoming an important part of online marketing for more and more brands. From social media and advertisements to product pages and webshops: content that appears natural and recognizable plays an increasingly important role in how people experience a brand or product. That is precisely why UGC has become an interesting topic for many companies.

This is not surprising, because in a time when consumers are becoming increasingly critical of online content, it is important to be visible in a way that inspires confidence. Brands are therefore increasingly looking for ways to use content that feels less polished and better matches how people see products in real life.

But what exactly is UGC, why has it become so popular, and what should you pay attention to if you want to get started with it? In this blog, we explain why UGC is becoming increasingly important and what you need to know about it.

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What is UGC and what does it stand for?

UGC is a phenomenon that is becoming increasingly popular. It stands for “User Generated Content”: content created by users. This means that these types of videos are not made by the brand or the provider of a product, but by users. On social media, you see many people creating such content and receiving compensation or a product in return. You will read more about this later.

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Why is UGC important for brands?

UGC is important for brands because it adds extra authenticity. When a brand creates a video about its own products, it naturally wants to present those products in the best possible light. You often see that the strengths are emphasized, and the less strong points are mentioned briefly or not at all.

For customers, this often comes across as less trustworthy, despite the brand's status. That's precisely why it can be powerful when someone outside the brand discusses a product, especially when that person shares a positive experience with the product and the brand.

What are the benefits of user-generated content?

User-generated content has many different benefits, both for a brand and for the video creators, and for potential customers. Below is an overview of the main advantages:

  • Authenticity: because someone outside the brand reviews a product, it often comes across as stronger and more reliable.
  • Key specifications are highlighted: a good UGC video mentions the most important specifications, so that a potential customer gets a clear picture of what a product can do.
  • Usage scenarios are covered: UGC videos are ideal for seeing a product in use in different situations, allowing a potential customer to better assess whether the product is suitable.
  • Stronger engagement: potential customers often feel more connected to a person than to a company. As a result, they are more likely to ask questions or respond more quickly to content about a product.
  • Versatile application: UGC videos can be used on many different channels without feeling out of place.

These are the main advantages of user-generated content, but there are many more, of course. With user-generated content, you not only help a brand, but especially potential customers.

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What do you need for UGC?

For UGC, you generally don't need much. You can approach UGC in various ways, for example, with an authentic video or with a video in a studio setting. Basically, you only need a phone (camera), but with a few extra tools, you can quickly make your UGC videos much higher quality.

  • Microphone: one of the most important components of a UGC video is audio quality. You provide your explanation through sound, and people quickly disengage if the audio quality is poor. A simple microphone can easily solve this problem. For UGC creators, the Ulanzi A200 is a good option.
  • Tripod: a UGC video looks much more professional if the image is stable and straight. You can easily solve this with a tripod. Some tripods even have extra features. For example, the MOJOGEAR TS4 has a tracking function, so you always stay perfectly in frame.
  • Video light: good lighting is very important for a UGC video. Often you can use natural light, but for extra adjustment and product focus, a video light is very useful. This allows you to emphasize a product a bit more or create a certain effect. The MOJOGEAR Lumi RGB is suitable for this and available in various sizes.
  • Selfie screen monitor: a selfie screen monitor is ideal for creators who record their UGC videos with their phone's camera. Normally, you would choose between the lower quality of the front camera, where you can see if you are in frame, or the better quality of the rear camera, without being sure if you are in frame. A selfie screen monitor solves that problem. With screen mirroring, you have an extra screen where you can see if you are in frame. There are various versions available, but the MOJOGEAR VS4 is very high quality, because you can control your phone via Bluetooth and touchscreen from the monitor.
  • Selfie stick: this is ideal for UGC creators who use a more vlog-like style. With the help of a selfie stick, you can also film your entire surroundings while recording. This is especially useful if you are making a UGC video about larger products.

So, as a UGC creator, you don't really need much. However, with the right gear, you can make your videos much better with relatively little effort.

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How do you get started with UGC?

It all sounds very appealing, but it's important to know how to start with UGC. You often hear people say, "just start," but in practice, it's harder than it seems. That's why we've listed our tips:

  • Work on your personal branding: you can't make a first impression twice. It's important that your image is professional and clear, both for brands and for potential followers or clients. To get your personal branding in order, it helps to build a portfolio and be visible on social media. Promote your UGC channels among friends, family, and acquaintances, and supplement your portfolio with videos so brands can see what you're capable of.
  • Prepare your videos well: good preparation saves a lot of work. If you work out a script beforehand with what you'll say and what will be seen on screen, you can take that into account during filming. This makes videos appear more professional and prevents you from having to endlessly make new takes because you don't quite know what you want to say or how you want to film something.
  • Make sure you have the right gear: we just mentioned it, but with the right gear, your UGC videos can look much more professional. Good equipment helps you avoid common problems such as poor audio quality, unstable images, bad lighting, mediocre composition, and incomplete shots.
  • Know what types of deals you can make: knowledge of the types of deals you can make is very important. As a beginning UGC creator, it's smart to enter into as many collaborations as possible, as this allows you to build your portfolio. Many brands offer barter deals: deals where you don't get paid, but you get to keep the product for which you create content. This is a win-win situation for both you and the brand: you get a free product and build your portfolio, while the brand receives content to highlight the product. When your portfolio is better filled with quality content and your reach grows, you can negotiate with brands for compensation for creating UGC content. Especially larger brands often have a budget for this, so you can be quite ambitious in that regard.
  • Immerse yourself in the product: this seems obvious but is often underestimated. If you're going to make a video about a product, it's important that you know the product well. In a video, you highlight the USPs (Unique Selling Points): why should a customer choose this product and not that of a competitor? If your product knowledge is limited, it will be difficult to convey those USPs convincingly.

Do you want more tips for beginning creators? Read our blog "How to become a content creator? Here's how to get started!" or check out our Creator Academy series on TikTok or YouTube!

Conclusion

UGC has become a valuable part of many brands' marketing strategies. Because this form of content appears more natural and credible, UGC helps to build more trust with potential customers. It also offers creators plenty of opportunities to collaborate with brands and build a strong portfolio. With good preparation, the right approach, and suitable gear, you can immediately lay a strong foundation for successfully working with UGC.

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