What dangers does UGC pose?

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The advantages of user-generated content are clear. The disadvantages are relatively easy to circumvent: Of course, you must observe legal restrictions. For example, you cannot simply use user-generated content for your advertisements or on your website; you need their consent first.

A second potential danger concerns participation campaigns such as hashtag campaigns: With these, you naturally have little to no influence over what exactly people post. User-generated content therefore always carries the risk of communicating things that may not be in your best interest, which, in the worst case, could lead to a shitstorm. Nestlé is a negative pioneer here , malta phone number data having instead created a serious shitstorm with a participation campaign that was supposed to improve its brand image.

But this fear shouldn't hold you back, because in the vast majority of cases, UGC has a very positive impact on your brand image and your sales figures. Especially with UGC-based campaigns, always think carefully in advance and develop possible negative scenarios that your campaign could lead to in the worst-case scenario. This way, you can narrow down your campaign ideas and most certainly prevent the worst from happening. Furthermore, participation campaigns are by no means the only type of UGC. There are certainly ways you can harness the power of UGC without potentially triggering uncontrolled momentum: UGC meets performance marketing, it's called

How to use user-generated content for your marketing
You can use UGC for your brand in both organic online marketing and paid performance marketing. Here are some possible tactics that are rarely used by companies:

UGC meets Performance Marketing
User-generated content builds trust and communicates the benefits of your product more credibly than a traditional ad. So why not leverage this huge advantage for your performance marketing?

Why not use an authentic video review or unboxing video from a customer as the creative in your Facebook and Instagram ads? Edit together different reviews to showcase the diversity of your satisfied customers.

The trend in social media ads is moving away from excessive perfectionism. Social media users don't want glossy ads that immediately make it clear they're being sold something. They want entertainment, and above all, they want to see content from other people. It's especially important to use UGC in your ad creatives on TikTok .

So for your next promotional video, simply pick up your smartphone and produce a video with the look and feel of an Instagram Story. Ask your satisfied customers for self-created videos and photos in which they share their personal experiences with your product.

The problem? Not every customer knows what's important when it comes to performance-optimized videos for social media . The videos need a certain dynamic and, above all, a strong opening to even garner attention in the fast-paced world of Facebook and Instagram. Therefore, it's even better to have UGC videos produced by micro-influencers specifically for your Facebook ads . They bring the necessary experience in content production, and you also have the opportunity to include your most important benefits, which should be communicated authentically in the video.