In today's digital landscape, the influence of user-generated content (UGC) extends far beyond the realms of fashion, beauty, and lifestyle. As the tech industry continues to thrive, UGC has emerged as a powerful force in shaping brand perceptions and revolutionizing digital marketing strategies.
Tech companies are recognizing the immense potential of UGC as a catalyst for engagement, trust-building, and brand advocacy. In this article, we delve into the world of UGC specifically tailored for tech companies. We explore how UGC is reshaping the tech industry, its unique benefits and challenges, and the transformative impact it has on digital and influencer marketing.
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The Role of UGC
UGC, or user-generated content, has revolutionized the world of marketing. With the power to leverage their audience's creativity, brands are now able to create authentic and engaging content that resonates with their customers. Sticking to traditional advertising methods is simply not enough anymore. With UGC, companies have the ability to connect with their customers and build a loyal community in ways that were previously not possible. They can showcase the benefits of their products, demonstrate how it fits into different situations, and show how diverse people interact with it, among other things.
In the previous episode of our podcast, we covered the basics of UGC. We talked about what it is, how it can be done, and how some big companies have been taking advantage of it. In case you haven't listened to it, here's a short recap.
So, what exactly is UGC? In simple terms, UGC refers to content that is created by fans, followers, consumers, and customers of a brand. This can come in various forms, such as reviews, social media posts, videos, or even blog posts. UGC is incredibly valuable because it showcases real experiences and recommendations from real people, which creates a sense of trust and credibility among potential customers. Most people are more likely to trust a real person rather than a curated ad.
In this episode, we will focus on how tech companies can utilize the potential of UGC in their content creation strategies. We will explore the unique opportunities and challenges that come with creating UGC for the tech industry and provide you with some solid tips and insights to help you get started.
UGC: The Key to Tech Marketing Success
Utilizing user-generated content (UGC) in your marketing efforts as a tech company can be daunting, but with the right approach, it can be a game-changer. By tapping into the creativity of your audience, you can create content that is not only engaging and authentic but also resonates with your target market. So, if you're ready to learn how to make the most out of your audience's creative potential and take your tech company's marketing efforts to the next level through UGC, let's unlock the secrets of successful UGC content creation in the tech world together.
First things first, let’s take a look at the benefits that UGC brings to the tech sector:
Community-Driven Credibility: Harnessing UGC to Establish Trust in the Tech Sector
First on the list, we have increasing brand awareness and trust. Building trust is paramount in the tech industry, where customers often invest in products that impact their daily lives. UGC provides social proof, allowing prospective buyers to see firsthand how your tech solutions have solved problems or enhanced the lives of others. It acts as a virtual word-of-mouth recommendation, boosting confidence and encouraging conversions. You might think that traditional ads do the same thing, but they are often perceived as more fake and staged, making it harder to relate to an actor smiling at you from the screen. User-generated content, on the other hand, makes the product feel more real. Different people have different emotions, tones of voice, reactions, and living situations - things that might not be perfectly curated, and that is what makes such content feel more authentic.
Some tech solutions may feel too distant or complicated when we see an ad. Sometimes we don’t even download an app because of the learning curve that comes after it. UGC plays a crucial role here by showcasing real-world experiences and recommendations. By allowing your customers to share their stories and opinions, you create a community-driven platform that fosters trust and credibility. Some brands might also benefit from letting their workers step in front of the camera and share their stories or show a bit of their day. It humanizes your brand and creates a sense of relatability, establishing a connection that goes beyond traditional advertising.
From Customers to Ambassadors
Moreover, UGC drives engagement by involving your audience directly in the content creation process. By encouraging user participation, such as hosting contests or challenges, you inspire creativity and give your customers a space to communicate with people who have something in common - your product and the problem it solves. This not only increases brand loyalty but also leads to increased brand advocacy as satisfied customers become brand ambassadors themselves.
Mining Customer Insights for Valuable Feedback
Last but not least, UGC can be a great step towards learning more about your consumers and what exactly they need. It may be that someone uses your product in a way that you first thought of as secondary, tertiary, or not needed at all. It might be someone commenting that they do not have the possibility to use your product in the intended way because of their location, house, or life situation. It might be people who point out that something is buggy or does not work properly. The possibilities are limitless, but each one of them can help a brand become better or fix some sort of issue.
Tech Titans: Inspiring UGC Success Stories Across Different Niches
Let’s take a look at some of tech companies from different niches that have effectively leveraged UGC as part of their marketing strategy.
Travel tech is probably one of the niches that relies mostly on UGC and has been doing so for years now. It is clear why as people always check the reviews before picking a hotel, an airline, or even a city or a specific country. While there are some bigger marketing campaigns always around the travelling industry like countries or cities releasing videos on youtube which show very well curated footage, drone shots and sometimes even celebrities, TravelTech has been mostly relying UGC.
Airbnb: Empowering Travelers to Share Real Experiences
First, we have Airbnb, which is ubiquitous. The hashtag "airbnb" has more than 6 billion videos on TikTok, many of which have high engagement numbers. People post footage from their trips and tag the company, while others discuss tips on how to pick a safe place or how to check if a chosen space is safe. Airbnb has also collaborated with many influencers, and there are even lists of the biggest Airbnb influencers online. While not all of the content posted is positive, it actually feels more relatable and real. Of course, not all of the places are equally nice or safe, and it is good that users are helping each other and sharing their real experiences.
I also think that user-generated content (UGC) is more suitable for companies like Airbnb, as it brings you closer to what real life in a city looks like, rather than curated hotels that might feel fake for some people. Therefore, it feels more natural when real people share their experiences about using the app
UGC Beyond the User: How Worker Experiences Enhance Tech Company Visibility
User-generated content (UGC) is incredibly important for food tech companies like Bolt, Uber Eats, and many other local alternatives. This type of content gives an authentic and relatable perspective on the takeaway dining experience. UGC can include mouth-watering food photos, reviews, and recommendations. It allows food tech companies to use the power of social proof and their customers' enthusiasm to promote their services. UGC not only makes their platforms more credible but also fosters a sense of community among users. By encouraging customers to share their experiences and interact with the brand through UGC campaigns and features, food tech companies can create a fun and engaging online environment. This can help build customer loyalty and attract new users too!
What is even more interesting about Food tech is that there is a significant amount of content coming from the workers of these companies. They share funny stories, show how much they earn, and what their days look like. This not only raises awareness around the brand or company but also educates others on how challenging the job can be.
Here is an example: a delivery guy from Wolt, a Finnish food delivery app, was trying to earn 10,000 euros a month and filmed his journey. He became somewhat of an influencer, and Wolt, the company he worked for, received free exposure from him for months. While it is not directly user-generated content (UGC) since the guy was not using the app as a customer, on the other hand, the people working there are also using the platform from the other end of it.
Memes, Engagement, and Fintech
Now, let's take a look at some fintech companies. First, we have Klarna. For those who have not yet heard of it, here's a quick explanation of what they do: Klarna is a payment service that allows online shoppers to buy now and pay later. Klarna partners with various retailers and offers flexible payment options, such as interest-free instalments, pay in 30 days or pay in full at checkout. Klarna also provides features such as price drop alerts, wish lists, and personalized recommendations.
If you go on TikTok and search for the "klarna" hashtag, you will find a whopping 327 million posts under one and 9 million under the other. There is a lot of meme content there, like "not me spending 400 on clothes and paying with klarna" or something along the lines of a person's salary coming in and them having a bunch of Klarna payments scheduled. Those posts also have a great engagement where people comment and ask whether it is truly a good solution, someone simply relating to a joke, and someone hating on it. It is also worth mentioning that their social media strategy is a bit different as well. Not only do they share stuff about their payment solution, but also regular updates or their view on trending things, and that is not something that many fintech companies do.
Another brand that is worth mentioning is Revolut. Revolut is a digital banking platform that offers a range of financial services, such as spending, saving, investing, and transferring money across borders. Revolut aims to provide a fast, easy, and transparent way for people to manage their money online or through a mobile app.
So, they do have some people talking about them on TikTok and Instagram, but what Revolut does focus on is people becoming real-world promoters. They offer some things that other banks don't, with the sheer purpose of you telling your friends about it. They also do this thing where they pay you some money for you to invite your friends and family to join the app. This strategy is a little bit different from direct UGC, but I think it is still a great way of alternative marketing.
Real Experiences, Real Insights: UGC's Influence in Evaluating AI Solutions
Let's not forget about AI - one of the most discussed tech solutions on the internet currently. It is obvious that people are talking about it as if it is something new, controversial, and exciting. Most of the big AI platforms, like chat GPT, Midjourney, Notion, and bing ai, are getting their fair share of user-generated content, starting from tips and ending with sharing their results for discussion. We also have taken part in this UGC wave, and you can find some prompts for chat GPT in one of our recent posts on Content Furies' Instagram. Go check it out!
When it comes to this niche, I feel like UGC is the smartest of all the marketing solutions, and that is because there is no better way to find out whether the tool is something that you need or not than to watch others use it. You have probably seen one or two misleading marketing campaigns for different AI services that claim to do something, and then they simply end up costing a fortune or not being good. I definitely have. Seeing people share their results gives me a much better understanding of what the platform is capable of and whether it is something I need to think about.
A lot of the content related to AI that is generated by users is facing some backlash, though, because not everyone is talking about the legal restrictions of services like a commercial license. Some people are simply filming a video because it is trending and because they want to educate their community. But that's how it is. There can be no good without evil.
These are just a few examples of tech companies from different niches that have effectively leveraged user-generated content (UGC) as part of their marketing strategy. Not all of these companies directly encourage content creation; in most cases, creators are inspired by community feedback. And that is one of the main tasks of UGC - to create a sense of community around a brand, product, or company.
Sometimes, you will have to boost the initial wave of UGC to get people talking with the help of traditional marketing. You can create buzz about upcoming products or solutions, get a few influencers or bloggers to talk about them, and then have other people follow in their footsteps and become brand advocates.
Of course, not all tech companies are B2C businesses, and therefore UGC in the form of digital content like TikToks, reels, stories, and the like may not be appropriate. In that case, you would rather want to build your community on appropriate platforms like LinkedIn and have businesses comment, write reviews, and share their stories. There is a way for everyone to leverage UGC in one way or another, but it is just as important to understand your audience as it is in traditional marketing.
Tech Titans: Inspiring UGC Success Stories Across Different Niches
While User-Generated Content (UGC) has many advantages, it is important to remember the problems that may arise. I covered most of them in the previous podcast episode, along with the basics of the whole UGC niche, but let me quickly remind you of one of the main issues: quality control.
When brands have influencers do a part of the marketing or use traditional marketing resources, they have full control of how their brand is presented. They can adjust the tone of voice, the picture, and follow all of the legal regulations, such as copyright. However, when real people talk about your brand, it becomes a problem.
It is also possible that someone may use swear words in a video review of your services or use a copyrighted picture or video without tagging the original creator. It is difficult to keep track of these things, but they can create unnecessary associations with your brand.
Another downside of UGC for tech companies is that everyone has different levels of digital literacy knowledge. Something might be difficult for one person and easy for another. If someone shares their negative experience, not because the tech solution is actually bad, but simply because they did not find the right way to use it, then these videos might scare off your potential customers.
If you have a team responsible for social media or customer relations, you should definitely reach out and try to clarify the situation.
Let me give you a not-so-good example of UGC. I once saw a video where a guy was saying how easy this one AI platform is and how it can replace product photographers because the results it gives are so great. When I opened the comment section, the percentage of negative feedback was around 80 to 20. Photographers were laughing it off and saying that they have tried it and it's quite bad, or that one must still know their way around photography to be able to use this app. Some were talking about legal issues that come with using such techniques for commercial purposes, and others were businesses saying that they did not understand anything and could not use that website at all. I do not specifically remember the name of the AI the video was about, but after trying to find it on TikTok, I saw that there are a bunch of different ones anyway. My opinion on that is somewhat negative because most of the results from these apps still require knowledge of Photoshop, creative thinking, and understanding how photography works. Not to mention that you cannot expect an exceptionally new idea or a unique design.
You can help your community by guiding them, commenting under their videos, and letting them know that you see them.
UGC and Digital Literacy: Mitigating Misinterpretation and Negative Associations
While User-Generated Content (UGC) has many advantages, it is important to remember the problems that may arise. I covered most of them in the previous podcast episode, along with the basics of the whole UGC niche, but let me quickly remind you of one of the main issues: quality control.
When brands have influencers do a part of the marketing or use traditional marketing resources, they have full control of how their brand is presented. They can adjust the tone of voice and the picture and follow all of the legal regulations, such as copyright.
However, when real people talk about your brand, it becomes a problem. It is also possible that someone may use swear words in a video review of your services or use a copyrighted picture or video without tagging the original creator. It is difficult to keep track of these things, but they can create unnecessary associations with your brand. Another downside of UGC for tech companies is that everyone has different levels of digital literacy knowledge. Something might be difficult for one person and easy for another.
If someone shares their negative experience, not because the tech solution is actually bad, but simply because they did not find the right way to use it, then these videos might scare off your potential customers. If you have a team responsible for social media or customer relations, you should definitely reach out and try to clarify the situation. Let me give you a not-so-good example of UGC. I once saw a video where a guy was saying how easy this one AI platform is and how it can replace product photographers because the results it gives are so great.
When I opened the comment section, the percentage of negative feedback was around 80 to 20. Photographers were laughing it off and saying that they have tried it and it's quite bad or that one must still know their way around photography to be able to use this app. Some were talking about legal issues that come with using such techniques for commercial purposes, and others were businesses saying that they did not understand anything and could not use that website at all. I do not specifically remember the name of the AI the video was about, but after trying to find it on TikTok, I saw that there are a bunch of different ones anyway. My opinion on that is somewhat negative because most of the results from these apps still require knowledge of Photoshop, creative thinking, and an understanding of how photography works. Not to mention that you cannot expect an exceptionally new idea or a unique design.
You can help your community by guiding them, commenting on their videos, and letting them know that you see them.
Conclusion
In the ever-evolving landscape of tech marketing, User-Generated Content (UGC) has emerged as a game-changer, offering unprecedented opportunities for brands to connect with their audience. As we have explored throughout this article, UGC provides a fresh and authentic approach to promoting tech solutions, showcasing real experiences and fostering community engagement. Companies such as Airbnb, Klarna, and Revolut have already recognized the potential of UGC, leveraging its power to amplify brand awareness and build trust among their customers. However, it is crucial to navigate the potential pitfalls of UGC, including quality control and varying levels of digital literacy. By striking a balance between embracing UGC's immense potential and being mindful of its challenges, tech businesses can unlock a new era of marketing that resonates deeply with their target audience and drives sustainable growth.
