Blog>Trade>Marketing>What is user-generated content and how can it help your business?
Last updated: 6 January 2025
What is user-generated content and how can it help your business?
User generated-content (UGC) is one of the simplest and most cost-effective ways to grow your trades business. If you're not sure what it is, or how to use it to your advantage, read on.
What is user-generated content?
User-generated content (UGC) is original content that is created by customers. It tends to be about specific brands or companies, posted online, typically on their social media platforms.
It's a way for consumers to share their experiences, opinions, ideas, or feedback on a brand.
What's the importance of UGC in marketing?
UGC in marketing, such as reviews and testimonials, can be a really powerful means to advertise your business.
When a customer sees content from a real homeowner, sharing their own positive experience of your services, it instantly increases your credibility.
Credibility = trust
Trust = more business
When potential customers see UGC, it is a great way of social proofing your business.
It's basically a way of encouraging new customers to your business by sharing the positive experiences that others have had. Of course, one of the best way to do this as a tradesperson is through reviews and testimonials.
Types of user-generated content
UGC can be created by customers in many different forms. Some user-generated content examples include:
Images
Images are one of the most popular forms of user-generated content. Visual marketing is a tool many businesses rely on, and images offer authentic content, showcasing real customers and real results.
Videos
UGC content, in the form of videos, is a powerful tool when it comes to marketing too.
Just like images, videos of recently completed work offer genuine insights and can help build further trust.
Reviews and testimonials
As touched on, online reviews and testimonials are key for generating trust and forging a sense of community.
Encouraging customers to leave reviews is a great way to enhance trustworthiness and boost business visibility.
A great example of user-generated content is word-of-mouth recommendations - but online! Traditionally, homeowners might recommend a tradesperson over the garden fence, now, they go online and tell their whole community!
How to use your customer reviews in your marketing
The importance of customer reviews When a potential customer looks for a service or a product, the most likely place to start is with an online search. That means they may find your business through your website, social media, or on a trade directory. When they find your business, they'll likely
User-generated content on social media
Marketing your business on social media is key to boosting visibility and generating leads.
Social media platforms provide the perfect opportunity for customers to share images and videos with their followers. Whether they have a handful of followers or millions, the scope for user-generated content to influence other people is huge.
A customer sharing a photo of your work and tagging your account provides powerful, free marketing for your business. As long as you've done a good job of course!
Marketing your small business on social media
Marketing, particularly social media marketing, can often be overlooked by small businesses as they assume it’s too much effort. Whilst it might require some time and energy, the business benefits of social media definitely make it a worthwhile job. To make sure you can find the best way to use
How to use user-generated content
So a customer has posted a photo of the work you've done on their own social media platforms. Amazing! This shares the content with their own network, which is great.
But could you share user generated content on Instagram for example?
It's good practice to ask before reposting someone else's content. It's like an online word-of-mouth referral.
How to encourage user generated content
If you’re just starting out, UGC is a great way to grow your business.
Ask permission to photograph the work you’ve done for a customer to post on your social media platforms. Tag the customer in the post, and they may repost it to their followers.
It’s a fantastic way to spread the word about your company and the services you offer.
Benefits of user-generated content
Providing customers are happy with your work and are sharing a positive experience, there are many benefits to be had.
UGC can help to increase brand awareness
When you share content on your company's social media platforms, it’s visible to those people who already follow you.
But when a customer shares their user-generated content on their own platforms, it promotes your company to all their followers. (I.e. people who may not have heard about your business).
Most importantly, UGC is honest and authentic, which increases the level of trust it creates for your brand.
It can help to boost your social media followers
When a satisfied homeowner shares an inspiring before and after photo, it’s quite likely you’ll pick up some new followers. These might be local people who need your services, either now or in the future.
The cherry on top would be if potential new customers engage with this content: saying how much they like it, or asking questions. An ideal opportunity for you to introduce yourself!
It can help with your SEO
There are various factors that can affect your SEO (search engine optimisation), with content, reviews, and links being just three.
When customers produce content and link to your business, it might help to boost SEO visibility. It works in your favour when it comes to how search engines rank your website on the search results page.
It’s free!
Creating your own content takes time and effort. When customers do it for you, not only does it carry all the benefits listed above, but it costs nothing!
Make your business stand out
Potential customers can see your reviews through Checkatrade
What to consider when it comes to user-generated content
As outlined, including UGC in your marketing is a great strategy.
However, it’s important to bear the following in mind.
Ensure you request permission: You should always get permission before reposting somebody’s images or videos
Crediting the creator: If you’re reposting an image from a customer, clearly credit where the picture came from
Set clear goals: This will allow you to harness the full potential of user-generated content to elevate your marketing strategy
If done well, it can be a fantastic way to show off your skills, letting your customers give their opinion, whether through words, images or videos.
It is important to stay in dialogue with your former customers, and if your work is to a high quality, they're more likely to refer your work. UGC is a relatively simple way for them to do this.
User-generated content statistics
If you’re still not convinced, perhaps these user-generated statistics from everyonesocial will help to persuade you.
92% of consumers turn to people they know for referrals above any other source
84% of consumers say they trust peer recommendations above all other sources of advertising
79% of people say UGC highly impacts their purchasing decision
74% of consumers rely on social media to inform their purchasing decisions
Statistics give a really good indicator of the overall effectiveness of UGC. If it works for others, it will likely work for your trade business as well.
Of course, those numbers are not the full picture, as there are some disadvantages to UGC that you should be aware of too.
Make your business stand out
Potential customers can see your reviews through Checkatrade
Disadvantages of user-generated content
Being that UGC is created by your customers, you need to be aware that it can go both ways.
Sometimes people will say and do things you don’t always agree with. Or that you feel are an unfair representation of your business.
That means that content that doesn’t reflect well on your company can be quite damaging.
It’s therefore important to closely monitor social media for mentions of your brand. It's also wise to have a strategy in place to deal with negative online comments swiftly.
Generally speaking, it’s best to respond promptly and politely, offer a resolution, and know when to say sorry. Once you’ve acknowledged the content, it can be prudent to encourage the discussion offline.
FAQs
If you’re a trade business owner, why not harness the power of user-generated content? Whether it’s images, videos, reviews or testimonials, it’s a popular way to market your business and boost credibility.
Some of the main frequently asked questions are:
Is user-generated content credible?
As it comes from other customer, UGC is thought to be credible. Consumers are sharing their own personal experiences and feedback on a brand, compared with content generated by the brand itself.
Is user-generated content free?
It’s created and posted by consumers, so there is no cost to you. They produce it themselves and share it on their own social media platforms.
What are the different types of user-generated content?
The different types of UGC include photos, videos, reviews, testimonials, and podcasts.
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