Why User Generated Content Works

User Generated Content (UGC) works. Why?

Because there is an immediate genuine connection between the person sharing their story and the person listening to that story (consuming that content).

The two parties are bonded by a similar need, or the seeking of a similar solution. One has identified and experienced a particular solution and the other (the one consuming the content) is usually seeking such a solution and wants to see themselves in the person sharing their story -- do they have a similar situation to mine, do they think about the need in a similar way, have their struggles to find a solution been similar?

If yes, the UGC will likely resonate in a far more effective (and less-biased) way than if the company making the product the content is talking about would have created that same content. Thus, the content will likely be better at provoking action from the viewer/reader/listener, ideally toward a sale.

I don't often talk about consumer products and customer marketing advocacy (CMA) tactics as most of my CMA experience is in the B2B world, but the fundamental reason it works overlaps either realm, though the execution is often a bit different.

I thought I'd share an example (see image) that speaks to my own interests, guitars. Glarry guitars are entry-level instruments that are surprisingly good for their low price point.

What Glarry does well, in my opinion, is they don't shy away from UGC right on their website. In fact, they encourage it. People who purchase a guitar from Glarry are provided the opportunity to share a review of the product that ends up right on their site, and Glarry even encourages people to do unboxing videos and share their opinions about their products -- good, bad, and beyond.

These reviews -- and especially the video reviews -- are helping Glarry extent their brand marketing reach (as most reviewers providing a video review have that same video on their YouTube channel), and these reviews are driving new sales. It helps that the product is good enough to get more positive than negative reviews.

P.S. I actually own this Telecaster-style semi-hallow body electric guitar with a humbucker neck pickup, and for the price it's a really fun little guitar with some great tone.

Plus, I was able to find it for cheaper on Amazon here: https://amzn.to/45vAOru (affiliate).

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