Incorporating User-Generated Content

Two weeks after I took over a brand’s account, a notification popped up that changed everything for me: “Your video is getting more engagement than 85% of other posts.” Not bad, right? But here’s the thing - it wasn’t a polished campaign. It wasn’t even branded. It was just a scrappy little clip… created by someone else. That was my lightbulb moment, and it’s one I need every B2B to hear. 
User Generated Content (UGC) isn’t a buzzword.
It’s the engine of authenticity and trust. In fact, 92% of people say they trust UGC more than traditional ads. Because when it’s not the brand talking, it feels real. Now, we all know the two main flavours: 
Organic UGC → created by genuine fans who love your product.
Paid UGC → creators you commission to simulate that same authenticity. But here’s where I want the B2B crowd to stop scrolling and really listen. ‼️ Employee Generated Content ‼️ (EGC). And no, I don’t mean forcing your people to post “I love working here” when half of them are on LinkedIn jobs. 🚩 I mean real moments: * The behind-the-scenes chaos. * The failed experiment. * The candid laugh in the office kitchen. * The internal competitiveness in your team. People are nosey. They relate to imperfection. They want reality, not spin. There was an INCREDIBLE example of this very recently: SULT posted: “We just had our first big argument.” Most brands would never share that. But they did. And it landed. Because it’s real. Other brands nailing EGC: 
Papa John’s → chefs spinning dough on TikTok. Innocent Drinks → staff messing around in the office. Fenty Beauty → employees showing creative processes. And yes, even the “serious” ones: 
KPMG → employees posting about sustainability.
Adobe → #AdobeLife encouraging staff to share unique experiences. 
Brands like Slack and Shopify leaning into humour in their tutorials. If you’re a B2B brand on TikTok, this is content that is going to win for you, because at the end of the day, trust isn’t won through the selling process. You build trust through telling your stories and demonstrating your values and culture in a real, lived out way.
 If you're struggling to know how to do that... well, that's where I come in! Drop me a note and let's talk.🫶

Just as it seemed to be exploding, influencer marketing may soon be on the decline. To a certain extent, it’s already happening. Brands have poured massive budgets into influencer partnerships, but the returns aren’t as strong as they once were. For one, engagement rates are dropping. Younger audiences are skeptical of branded content, and as the market becomes oversaturated, it’s harder to make an impact. Rising costs and declining trust make it difficult to justify the spend. But brands aren’t abandoning social influence altogether. Instead, they’re shifting toward more sustainable strategies—leveraging micro-influencers, KOLs (a big thing in China), and community-driven content. That could mean: - Allowing fans and super users to be brand ambassadors, which offers authenticity and a sense of relatability that resonates with customers. Ikea does a great job with this. Their Ambassador Club network of patrons has shared over 9,000 pieces of content, leading to 5% increase in sales. - Throwing employees into the mix. Team members offer the same realism, and have the advantage of knowing your target market. Perfect example: last year, the owner of a cafe in Illinois created a TikTok campaign pitching drivers on the restaurant’s pancakes. Her videos went on to accrue over 10.5 million views, and sales increased by 50%. - Repurposing material for targeted campaigns. Ads based on user-generated content get 4x higher click-through rates than regular ads, and campaigns that include UGC see 29% higher web conversions. Original, everyday voices can drive just as much—if not more—engagement as traditional influencers and reduce the drain on your budget. And they’re often easier to work with 🤣

I've taken brands from $30k/mo to $750k/mo solely with user-generated content. Here’s why I prioritize UGC for any brand I work with: 1. Social Proof When real customers share their experiences with your product, it’s far more convincing than any polished ad. I’ve seen firsthand how UGC can build trust, especially when potential buyers are on the fence. It’s raw, authentic, and more relatable. 2. Authenticity People today crave authenticity. There’s only so much curated content they can consume before it starts feeling disconnected. That’s why UGC is so effective. It’s genuine, and it captures the real-world impact of your product in ways you can’t replicate in a studio. 3. Cost-Effective Content I’ve worked with brands who struggle to keep up with the demand for new content. UGC solves that problem by providing a steady stream of fresh material. Not only does it keep your feed active, but it’s also more affordable than creating original content. 4. Engagement Booster Whenever I’ve incorporated UGC into a campaign, engagement rates shoot up. People love seeing content from people like them, and they’re more likely to interact with it. If you can use it to create a sense of community, even better. 5. Diverse Perspectives One of the best things about UGC is the diversity it brings. Every customer has a unique way of using your product, and showcasing that range allows others to see how it can fit into their lives. Incorporating UGC into your strategy isn’t only about leveraging your customers’ voices—it’s about creating a dialogue. It turns your audience into active participants in your brand’s story.

📸 Why Your Hotel’s Instagram Feed is Killing Your Brand If your hotel’s Instagram looks like a never-ending catalog of perfectly staged sunsets, identical pool shots, and over-filtered brunches, you’re not alone. But here’s the harsh truth: that overly polished, picture-perfect feed could be doing more harm than good. Guests don’t want perfect—they want REAL. In the quest to curate the “perfect” social media presence, many hotels are missing the mark on what truly resonates with travelers: authenticity, personality, and a sense of connection. Here’s how to stop the Insta-madness and start creating content that actually drives engagement—and bookings. 1️⃣ Ditch the Stock Photos and Over-Edited Content: Overly edited images may look stunning, but they’re also lifeless. Actionable Tip: Feature real guest photos, behind-the-scenes moments, and unpolished snippets of day-to-day life at the hotel. Authenticity beats aesthetics every time. Guests want to see the reality of what they’re booking—not an unrealistic, glossy version. 2️⃣ Showcase the People, Not Just the Place: Your property is beautiful, but it’s your people who bring it to life. Actionable Tip: Highlight your staff and their stories. Post short interviews, “meet the team” spotlights, or candid moments of staff interacting with guests. When people connect with the faces behind the brand, they’re more likely to feel connected to the hotel itself. 3️⃣ Tell Stories, Don’t Just Sell Stays: Guests are looking for more than just a room; they’re looking for an experience. Actionable Tip: Use Instagram Stories to showcase local attractions, cultural experiences, and guest adventures. Share testimonials, guest stories, and even a few “bloopers” from behind the scenes. Let your feed become a living, breathing narrative of what it’s like to stay with you. 4️⃣ Leverage User-Generated Content (UGC) Like a Pro: Guests trust other guests more than they trust you. Actionable Tip: Repost content from guests (with permission) and encourage them to tag your property in their posts. Create unique hashtags for your property and run campaigns that incentivize guests to share their experiences. It’s social proof—and it’s priceless. 5️⃣ Be Vulnerable: Share the Not-So-Perfect Moments: Not everything in hospitality is perfect—and that’s okay. Actionable Tip: Show the human side of running a hotel. Whether it’s a rainy day, a staff celebration, or even a maintenance challenge, sharing the “real” side of your business builds trust. Transparency is the new currency of loyalty. 🚫 The Bottom Line: Stop Selling Perfection, Start Sharing Authenticity Your guests don’t need another picture-perfect feed. They need a reason to connect, to care, and ultimately, to book. The days of curated perfection are over—it’s time for hotels to embrace the messy, the human, and the truly engaging. 💬 Agree? Disagree?

How to Leverage User-Generated Content (UGC) Introduction: User-generated content (UGC) helps brands connect authentically with audiences, as people trust peer recommendations over ads. Showcasing real user experiences builds credibility, strengthens community bonds, and turns customers into advocates, driving organic growth and engagement. Key Concepts -Social Proof: UGC demonstrates trust and recommendations, often more effective than ads. -Authenticity: Real customer content fosters trust as genuine endorsements. -Community Engagement: UGC encourages customer connection and sharing. -Content Variety: UGC provides diverse, reusable content for multiple channels. Challenges in Implementing UGC -Quality Control: Curating UGC for brand alignment can be challenging. -Permissions: Obtain creator permission to avoid legal issues. -Negative Feedback: Be prepared to manage unfavorable UGC without harming your reputation. -Incentivizing Participation: Encourage customers to share experiences through incentives. Strategies & Solutions To gather and utilize user-generated content (UGC), brands can create hashtag campaigns, run contests for product photos, and showcase testimonials on social media for credibility. Highlighting curated UGC demonstrates real product use, while repurposing it in emails and ads maximizes reach. Engaging with creators by tagging and sharing their posts strengthens connections and encourages more sharing. Benefits of Leveraging UGC User-generated content (UGC) enhances credibility and trust by showcasing authentic customer experiences, leading to higher conversion rates. It fosters brand engagement and loyalty while being cost-effective, filling content calendars without high expenses. UGC also improves SEO by generating relevant content that boosts discoverability through branded hashtags and reviews. Insights for Effective UGC Campaigns To maximize user-generated content (UGC), prioritize authenticity by encouraging customers to share genuine experiences instead of scripted or promotional ones. Monitor UGC performance by tracking metrics like engagement and conversions to understand what resonates with your audience. Additionally, create a streamlined content submission process with direct upload links or clear instructions to make it easy for users to share their content. Conclusion: User-generated content (UGC) builds social proof, fosters trust, and engages communities. By incorporating UGC into your marketing strategy, you transform customers into brand advocates, enhancing reach and connections. Utilizing hashtag campaigns, reviews, contests, and social media features encourages sharing experiences and cultivates a loyal community that spreads your brand's message organically. #UGCmarketing #brandUGC #contentstrategy #digitalmarketing #usergeneratedcontent #UGCstrategy #brandengagement #socialmediastrategy #contentcreation #UGCcommunity

Ever wondered if we could consumer perceptions, attitudes, and intentions without running endless surveys? In our latest article, published in Schmalenbach Journal of Business Research, Raoul Kübler, Susanne Adler, Lina Welke, Prof. dr. Koen Pauwels, and I discuss how user-generated content (UGC) - things like reviews, posts, search logs, and even podcasts - can help approximate key consumer mindset metrics (like awareness, consideration, satisfaction, or recommendation). We propose a four-step process, which comes with concrete recommendations for various tools to put each step into action: 1️⃣ Identify what aspect of the mindset you want to capture 2️⃣ Find the right UGC source 3️⃣ Extract the information with the right tools 4️⃣ Validate that the results actually predict relevant outcomes It’s not about replacing surveys entirely, but more about combining the “old” and “new” to get faster, richer insights into consumer perceptions, attitudes, and intentions. Check out the full article (open access) here: https://lnkd.in/da-BK3qR LMU Munich School of Management Institut für Marketing - LMU München