User Generated Content (UGC) has enormous marketing potential for your brand – here’s how to lean into this resource as an effective amplifier on social media and why it should be an important part of your strategy.

When it comes to marketing, the shift in media use and the growth of new channels over the past few years has been extraordinary. It’s exciting times for digital media agencies who are on top of trends and undoubtedly overwhelming for brands dipping their toes into these often-muddy waters. The paradigm has shifted from traditional advertising to a more interactive and authentic approach where creators play a pivotal role in shaping a brand's narrative and UGC is seeing enormous growth and potential. Nicola Ashe is the Strategic Business Director and Partner at the Digital Media Collective (TDMC) and heads up the dynamic digital media agency’s content creator division. She shares some of her insights into the mercurial world that is shaping media as we know it.

Unlike brand-created content, UGC exudes authenticity often born out of genuine experiences and personal narratives. Its unique format, ranging from unfiltered testimonials to creative collaborations, has the ability to capture an audience's attention by fostering relatable connections. In essence UGC can set new standards for organic and, importantly, peer-driven engagement. Edelman's Trust Barometer reveals that 76% of consumers consider content shared by average people to be more honest than content shared by brands. This shift in perception has forced marketers to reassess their strategies, recognising the authenticity and relatability that UGC injects into campaigns. Ashe agrees wholeheartedly. “We see more and more – especially on TikTok – that content doesn’t have to be over polished and curated for audiences to engage. Our clients want real and relatable content that sparks conversation and we work hard to source content creators who are dynamic and brave with their content, it’s an exciting time for us,” she says.

The South African context is particularly alive, says Ashe, who works with hundreds of content creators that she and her team personally vet and who are cherry picked to align with each client campaign – “we find that a semi-manual process is the only way we can truly vouch for our creators.” She says they try not to be too prescriptive on campaigns and often leave the content totally up to the creator. “We know they have good relationships with their audiences and the authenticity is what’s most important to us.”

This article was first published on eCommerce.

Nicola Ashe is the strategic business director and partner at The Digital Media Collective (TDMC) and heads up the dynamic digital media agency’s content creator division.