UGC or user-generated content has become a popular marketing tool globally over the past few years, and now it is rapidly gaining traction in Finland as well.
UGC content has traditionally meant content created by a brand's customers or fans on social media.
The profession of UGC content creators emerged when the effectiveness of traditional advertising began to decline in social media channels. TikTok changed consumer expectations and created a need for authentic and relatable content.
Today, brands need constantly new advertising material on social media, but traditional video production is often too slow and expensive. On the other hand, consumers trust real people much more than polished studio advertisements.
A new group of creators responded to this need: people who have the skill to capture credible everyday content, but who may not have their own large audience. UGC content creators (internationally UGC creators) are therefore professionalized content producers who create content on behalf of a brand that looks and feels like authentic user content. In reality, however, they are strategically scripted and paid content.
UGC marketing feels more native to the channel compared to traditional social media ads than traditional tactical ads. Messages coming through an authentic and relatable, ordinary person feel more credible than polished advertising films. It directly responds to current consumer habits.
Effective UGC content offers viewers a relatable experience at best, stops people's thumbs in their social feed, and directs the viewer to learn more about products on the company's website.
Getting started with UGC marketing doesn't require massive equipment investments, but it does require careful strategy. To get the most out of the content, it's worth breaking down the process like this:
Troot's tip: UGC doesn't exclude influencer marketing, but rather complements it. While an influencer brings their own loyal audience, a UGC producer brings your company smart, relatable material that you can freely use in your own channels and advertising.
UGC is here to stay, and companies that jump on board now are gaining a significant advantage over their competitors. At Troot, we understand social media's evolving trends and have networks with Finland's most skilled UGC content creators. We help you plan, produce, and curate content that turns views directly into revenue.
