Why user-generated content is better than your own content

With the ongoing pandemic, we are constantly reminded of the importance to shop local. Residents are encouraged to support small businesses in their community in order to boost the local economy during these difficult times.

What is really interesting is how consumers are choosing to support local businesses. They are not only deciding to shop local, they are also encouraging their friends and family to do the same by showing their support on social media. This made me realize how useful user-generated content can be, especially for smaller businesses with lower marketing budgets.

Photo by Tim Mossholder from Unsplash

A lot of small businesses are using user-generated content as a promotional tool on Instagram (usually in their Instagram stories)…and I have to admit, I like this content way better than the ads created by businesses to promote their own products.

By Pink Bow Tie on Instagram

By sharing user-generated content, it not only shows that your business is able to sell products and attract customers, it also shows to potential customers that ‘real’ people are supporting and loving your brand so much that they are willing to promote your products for free.

“…user-generated content is authentic content, not branded marketing content. It feels more genuine, and users generally agree that it’s more authentic. When a user is creating content for you, it comes from that user’s creativity, and not because you’re paying for it.” James Parsons, How To Grow an Instagram Profile with User-Generated Content

So user-generated content is a valuable marketing tool that you can use to promote your business at no costs. Despite the fact that it’s free, it can also help you establish a strong relationship with your customers and build a community.

What is your opinion on user-generated content? Are you more inclined to purchase a product when it is advertised by a customer vs the company itself?


Twitter post

Discover why using content created by your own customers on #socialmedia is beneficial for your #business: https://bit.ly/36S7opp

Facebook post

Are you using user-generated content to promote your business? Read my blog to learn why you should: https://bit.ly/36S7opp

6 thoughts on “Why user-generated content is better than your own content

  1. Hey Karine, I’m really glad you chose this topic. I think user-generated content is one of the hottest topics in social media, especially because it is so effective. I too am more inclined to purchase products advertised by user generated content. It does give me that reassurance that there was at least someone happy enough to take a picture of that item!

  2. Hi Karine,

    I like the topic of user-generated content. I’m not going to lie I am more inclined to purchase something if I see it through user-generated content and it tends to be more effective if it is generated by users I know. User-generated content gives products and services a sense of legitimacy that feels like the digital equivalent of a personal recommendation from a friend that you would have received in the days before the internet.

    • Hello Katrina, I am glad you liked the topic! It’s true, it does feel like a personal recommendation from a friend that we used to receive before social media became so popular.

  3. I love user-generated content, especially when it comes from someone I know. It is a great review that I know hasn’t been bought and paid for. I’ll admit, when it comes from someone I don’t know, I can be suspicious. So I do tend to check and see that what I am seeing is genuine and that the person isn’t either employed as an influencer by the organization or affiliated in any other way that makes their post bias.
    I agree that it is a much more personable way to advertise than the glossy ads that large organizations put out.

  4. I think user-generated content is one of the best ways to advertise as a small business. It’s the most genuine content out there. Especially in a small city like Ottawa chances are some of your other customers will know the person endorsing your product. You can’t get more real than that!
    I am definitely more likely to buy something if I see real people enjoying it. Great choice of topic. Thanks for the read.

  5. I totally agree. Right now I’m running the social for an event that is on pause due to the pandemic so I’m struggling to find content for my users. In the mean time I’m doing a lot of retweet, sharing, etc. to show our vendors that they’re still on our mind!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.