How B2B Brands Can Leverage User-Generated Content

Recently, I have become obsessed with “Pack my Stanley” videos, but not because I own a Stanley tumbler or have any desire to “pack” it with custom ice cubes and snack accouterments before plunking it down in my also-nonexistent car. (Do I also find their popularity ethically dubious in the face of our ever-growing consumer waste? Sure!) No, I’m obsessed with them because they are a prime example of user-generated content finding its organic audience.

These types of videos are rampant on TikTok, and with many of these accounts promoting their own Amazon Storefronts, they are a great way for Amazon — and Stanley, for that matter — to leverage real-life user experiences. UGC often works so well because it doesn’t feel like an ad; it feels like a true-to-life testimonial that allows a viewer to envision how a product might actually function in their own life. And that can still be true, even when it comes directly through a brand’s owned channels. Here’s how.

The most important lesson from user-generated content

One word: authenticity. Again, UGC works well when it is a genuine, organic discussion of a product or service, rather than a paid-for ad placement. Oftentimes, that’s in the form of a social post showcasing a product in action. Warby Parker’s well-known campaign, encouraging users to show off their eyeglass options with the hashtag #warbyhometryon, was a great example of this, generating tens of thousands of organic social posts from real-life customers.

But, you don’t need to share user-generated content on social media alone. Client testimonials are a fantastic way to make use of UGC for B2B brands, especially when they can be framed in a solutions-oriented light. Adobe Experience Cloud features myriad customer-generated case studies. Users can even search by industry and product, adding an extra layer of customization. When I searched for case studies for the Document Cloud product in the financial service industry, I was met with three hyper-relevant testimonials without having to waste time scrolling through case studies that may not apply to my search terms.

Encouraging more engagement from your community

When it comes to customer-generated content, especially for niche or B2B brands, the key is to find organic ways to encourage your audience to participate in UGC in a way that is also helpful to them. And there is arguably no better resource for encouraging customer-brand engagement than internal help hubs.

The IBM Data Science Community is one of the best user-generated content examples. It features a “Join the Discussion” section highlighting trending topics that are relevant for data scientists, from embeddable AI to decision optimization (topics I, as a content marketer, totally understand inside and out). Scroll further, and you’ll find thousands of discussion threads started by IBM users troubleshooting issues, not paid brand ambassadors. It reads more like a subreddit than a content marketing hub — and that’s why it works.

Utilizing UGC strategies in brand-owned content

User-generated content marketing works so well in part because there is no legal or compliance department telling users what they can and can’t say to their audience about a product, especially when it’s not an outright sponsorship. Plus, internet users (and Gen Z in particular) respond well to low-fi content that specifically doesn’t feel overproduced. Luckily, that unpolished appeal of UGC is still something content marketers can lean into on owned channels.

For instance, the fast-growing piercing retailer Studs has made piercing feel more accessible for a wider audience thanks to their low-fi organic videos of users giving an educational overview of their piercing experiences. They don’t harp on how great their Studs-branded earrings are; they simply share the answers to questions the piercing-curious would naturally ask. The result? Videos that give more “pep talk from your cool older sister” than “advertisement from a jewelry company.”

The beauty of user-generated content is that you really don’t have to overthink it. Put yourself in the shoes of your core audience: what are they actually interested in learning about your product? It may be as complex as building out a hub of hundreds of case studies for your dozens (hundreds?) of products like Adobe, or it may be as straightforward as providing “(ear)ducation” like Studs.

Or, maybe it’s just as indulgent as whatever on earth we’re all getting out of the “pack my Stanley” videos.

Ask the Content Strategist: FAQs about user-generated content

How do you measure the success of user-generated content on owned channels?

Metrics like engagement rates, user interactions, and conversion rates are common indicators. It’s crucial to track how well UGC-influenced content drives authentic engagement.

What tools can brands use to source user-generated content effectively?

Tools like TINT, Olapic, and Stackla allow brands to aggregate UGC while ensuring proper permissions. They help streamline the process of discovering and curating user content.

How should brands handle negative user-generated content on their owned channels?

Brands should respond transparently and engage with negative feedback to resolve issues publicly. This approach builds trust by demonstrating a commitment to customer satisfaction.

To learn more about content strategy and best practices around user-generated content, subscribe to The Content Strategist.