User Generated Content Can Help You Rank In AI Overviews
By now, you’ve probably come across the phrase, “User Generated Content (UGC).” It’s also known as Consumer Created Content (CCC), and there’s a reason it’s on the tip of everyone’s tongue: AI loves it. Large Language Models source from this material as a way to sound more human and authentic. So, if you want to show up more in the new AI Overviews, you need to focus part of your SEO strategy on UGC. But what, exactly is UGC and how can you leverage it for your business?
What Counts As User Generated Content, Anyway?
User-generated content (UGC) refers to any content, such as text, images, videos, reviews, testimonials, and social media posts, created by customers rather than brands or their employees. This kind of content is valuable because it reflects real-life experiences, opinions, and interactions.
An important aspect of UGC is that it is unpaid. Unlike online influencers, who are often given special discounts, freebies, or an actual paycheck to promote items or brands, UGC is made solely because of a great experience with a product that someone wanted to share. It can have a huge impact on building trust and brand authority which, as we all know, are key players in SEO.
UGC is also diverse, which means you have a better chance of getting and keeping users’ attention. Where a photo didn’t work, maybe a forum post will. Here’s a short list of where you can often find user generated content to help you get started:
Product Reviews: The OG user-generated content. Customer reviews have existed long before the advent of social media or even the world wide web itself. We all know how important they are: a whopping 98 percent of us read them before going with a particular product or service. But reviews are important for SEO, too. Nowadays, Google and other search engines actually source from them for keywords. Long story short: if you’re not prioritizing online reviews, you should be.
Social Media Posts: This type of UGC is probably most familiar: photos, videos, and stories shared by users on platforms like Instagram, Twitter, or TikTok. One that comes to mind is a man skateboarding, listening to Fleetwood Mac, and sipping a gallon jug of Ocean Spray Cran-Raspberry juice. It was such a spontaneous, authentic moment that users ate it up. It went viral initially for the vibes, but it had another outcome: downloads of Fleetwood Mac’s “Dreams” tripled and the man got a commercial deal from Ocean Spray. A prime example of how user generated content can be mutually beneficial.
Testimonials: This is another iteration of customer reviews, but it typically exists on a website instead of a dedicated reviews platform. A website might have a dedicated testimonials page, a slider at the bottom of a Home page, or an interview with a satisfied customer. We’ll talk more about testimonials in a bit as an easy step you can take toward integrating UGC into your SEO strategy.
Forum Posts: These are showing up more and more. In fact, answers in forums or discussion boards, like Reddit, are often ranking one and two for search queries. This is especially true if a question is subjective, like “best sushi in Omaha.”
Google “best sushi in Omaha” and a Reddit post from an entire year ago shows up as the #2 result. Forums are increasingly leveraged by LLMs and Search Engines for queries.
Unboxing Videos: Users on YouTube, Instagram, TikTok, etc. post videos of themselves unwrapping new products and provide their first impressions and reactions. These are fun, but they are typically done more by influencers and toe the line between paid endorsement and an authentic experience.
Blog Comments: Readers commenting on blog posts, contributing insights, experiences, or feedback that adds value to the content. This type of content is prevalent on recipe blogs. We haven’t seen blog comments come up in AI overviews or organic search results yet, but never say never. Either way, comments are a form of engagement, and that boosts your site’s authority and usefulness in terms of good, old fashioned SEO.
Fan Art or Creative Content: Fan art is a particularly unique and expressive form of user generated content. It is also a true compliment for a brand, since content of this type takes longer to make. Fans creating artwork, designing costumes, or staging re-enactments are common forms of user generated content endorsing things like video games, Anime series, movie releases, etc. It is often combined with other UGC, like a Reddit Post discussing the inspo and process behind the artwork.
Tutorials or How-To Content: Users can create and share tutorials for how to make the most of a particular product or “hacks” for using it. For example, someone might post a thirty second Instagram discussing ways you didn’t know you could use apple cider vinegar. How many people do you think went out and bought a bottle of Bragg after watching this video?
How Can You Encourage More User Generated Content From Your Customers?
We know it’s important, but how can we actually get customers to make content around a product or service? And doesn’t soliciting feedback kind of negate the whole “authenticity” thing? Not necessarily. In the event you don’t have customers spontaneously creating content showcasing your business, there are ways to encourage them to do so. Most involve a little incentive, but there’s nothing wrong with that, so long as the review is honest and the request well-meaning.
- Prompt customers to leave reviews after purchases. This one doesn’t need an incentive, just an easy way for them to accomplish the task. You can create a popup that easily lets them give you a rating and a quick comment, or send an email with a link to your Google Business Profile. If you want, you could offer a coupon in exchange for a review, but you have to be willing to accept honest, possibly negative feedback.
- Run social media contests with branded hashtags. This is a great opportunity to curate the aforementioned fanart or hack videos. Ask users to create submissions based on a prompt, like “send us your best celebrity impression! The chosen winner will receive a FREE cruise.” #celebritycruises
- Feature customer photos or stories on your website or your own social media accounts. Reward unsolicited endorsements with a shoutout and a “thank you.”
- Sign up for a forum. Again, online forums are increasingly sourced for answers to common questions. Make a profile and get posting on Reddit or Quora in threads that are relevant to your business.
Common UGC Pitfalls and How to Avoid Them
When dealing with user generated content, there are a few things you need to be aware of to avoid inadvertently damaging your brand or even legal repercussions. The most common mistakes include:
- Lack of moderation: Unmonitored UGC can lead to spam or off-brand messaging. Use filters and approval processes before posting any content to your site or socials.
- Copyright issues: Always get permission or use a disclaimer that any submission is permission to reuse photos, videos, or testimonials.
- Low-quality content: Beggars can’t be choosers, but you can curate which videos/content you repost and encourage high standards by setting guidelines for future user generated content.
- Over-reliance on UGC: You can’t let your customers do all the work. Balance their content with professional, branded content to maintain authority and consistency.
Not Sure Where to Start? Let Us Help!
At RCG, we specialize in content strategies that move the needle. Whether you need help sourcing user-generated content, implementing it into your website, or optimizing it for SEO, we’ve got you covered. Contact us to turn your audience into your most powerful marketing asset.
