There are some myths surrounding UGC that have been circulating since it spawned. We want to take some time to debunk these for you. Let’s take a look at some of the most common myths about UGC.
1. It’s easy to curate and license: Finding specific content to fit a creative brief can be more difficult than it seems. If your agency or brand has ever tried it then you know how time-consuming it can be to find the right content AND track down the owner of a particular piece of content. There are also specific legal requirements for clearance that are necessary to have the rights to use the content.
2. It’s free: Sometimes social media campaigns can get free content yes. However, creators will not want to license their photos and videos for free when curating and licensing content. A lot of times these people make money through their content and social media channels. This is their livelihood that’s at stake so be prepared to pay a little something if not a lot depending on their following, etc. If they are willing to license their content for free it must be stipulated beforehand. Everything must also be in writing in legal documents.
3. It’s only for social media campaigns: UGC has become mainstream now. It’s used in all things from social media marketing campaigns, hashtags, and photo books, to video advertisements.
4. It doesn’t generate revenue: The ROI of UGC advertisements can be up to 4.5% higher in terms of conversion rates. One of the reasons for the high return on investment of UGC advertising is that it costs so much less than traditional forms of ads. Yes, you will have to pay for licensing and labor costs but it will still cut your ad spend by about 60%.
5. It’s only for certain brands: UGC is for ALL brands and agencies. In any category, people will connect with real people that UGC offers. It fuels connections with authenticity. It humanizes brands.
6. UGC is low quality: This one is an age-old myth. We hope that most of you realize that it’s no longer true in the age of smart phones. While UGC was once a low-quality “VHS and Beta Rape” type of vibe, it has morphed into something special. Everyone is now a creator who can develop striking videos and images.
Debunked! We hope this helps you understand the ins and outs of UGC a bit better from the inside someone who understands and knows the industry. These are some typical myths that come along with the job but we want to set the record straight.
