‘It’s a superpower into people’s businesses’: Why more brands need to be taking advantage of UGC
Veronica Cremen
User-generated content (UGC) is on the rise, and while brand content is not going anywhere, it’s time for brands to let the two coexist, according to Veronica Cremen, managing director at Vonnimedia and Creatoroo.
Having led digital marketing agency Vonnimedia for nearly five years, and Creatoroo, a creator network, for just over two years, Cremen knows a thing or two about the creator landscape and social strategies.
She said that UGC – which is described as content created by creators, rather than high-end production houses or brands themselves – can help brands scale and reach audiences in a more authentic way. And while some brands, particularly in the retail space, engage with UGC, more need to be taking advantage of it.
Veronica Cremen
“These creators are representing the brand, and doing different types of content, and it’s a really relatable and engaging way to connect with communities online,” she explained.
“It’s a superpower into people’s businesses,” she continued. “The media landscape is becoming a lot more about your creative, and where UGC is really integral is in its ability to get a brand’s content at scale economically, and avoid ad fatigue.”
With consumers more likely to engage with UGC content versus brand content (up to 40% more likely), she stressed that there is a place for it in a brand’s social strategy, alongside its regular brand content.
“Where UGC is helpful is producing content at scale, in a way that’s native to the platform, versus more of that branding – there’s a world for both.”
A common misconception of UGC is that it falls in the same category as traditional influencer marketing – but Cremen stressed they are very different.
“The framework is different. Influencer marketing, you’re paying for both sides of the coin. You’re getting access to content, but also to their reach and distribution,” she said.
“For UGC, it’s less about the creator’s reach and distribution, and more about unlocking that content side that a brand can then use on their own channels. Brands can use their own reach but in a more engaging and creative way. Without having to pay the costs associated with an influencer partnership.”
UGC creators are interested in brands, and want to be a part of their stories as avid customers, according to Cremen.
“They’re a brand’s biggest advocates and consumers of the products, so why wouldn’t you want that?”
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