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In the marketing world full of content creation a lot of brands have adapted UGC, User Generated Content, which have taken the consumer world by the storm over the last few years. It has raised questions in brands how they should go about their strategy- should they continue with UGC only since it's so successful? Is professional photos taken by creative commercial photographers "a waste of money" if UGC performs better in certain ways?
Well I'm here to tell you that you should use BOTH in your strategy! And here's why:
Using both user-generated content (UGC) and professional photos can be highly beneficial for a beauty brand. Each type of content serves different purposes and has its own advantages. Here's why brands should consider using both:
Genuineness and Relatability:
User-generated content, or UGC, is approachable and authentic since it shows actual customers using the items in their daily lives. The audience for the brand may grow to respect and believe in it as a result of its authenticity.
Professional Photos: While professional photos may be visually stunning, they can sometimes feel more staged or less relatable to customers. So, when it comes to authenticity, UGC would perform better. But you shouldn't completely leave professional images out of the picture. By complementing professional photos with UGC, the brand can maintain a balance between aspirational imagery and real-life experiences.
Diverse Perspectives:
User-generated material, or UGC, offers a variety of viewpoints and first-hand accounts from a broad spectrum of users. This variety can demonstrate the items' adaptability to a wider market and aid in the brand's appeal.
Professional Photos: Professional images provide the brand authority over the visual style and guarantee branding coherence. They are especially helpful for keeping a professional brand image, developing unified marketing campaigns, and emphasising key product benefits.
Engagement and Community building:
UGC: According to Golden Hour Digital Media, as UGS places your products in realistic, real-world settings and fosters a feeling of community around your brand, it may be very powerful. Customers' sense of connection and loyalty may be strengthened when they see their material published or shared by the brand.
Professional images: Well-taken professional images have the power to grab viewers' attention and entice them to engage with the brand's marketing messaging. They are necessary for producing eye-catching material for advertisements and social media feeds that stands out.
Credibility and Image of Brand:
User-generated content, or UGC, showcases actual consumers' experiences and happiness with the items, which gives the company more authenticity and credibility. Potential buyers may be encouraged to test the items themselves by this social evidence. However, Nick Morrish from Morrish and Co had an interesting point of view when it comes to only utilising UGC:
An iPhone photo does not (subconsciously) convey to the public that a firm values excellent quality. "Will be budget if necessary" is what it can come off as. Do you think you'll get value for your money from that company?
And we totally agree with Nick's point.
Professional images: Professionally taken images project a feeling of quality and professionalism that benefits the company. They are especially significant for advertising campaigns, website images, and new product launches when a professional presentation is essential.
Both user-generated content and professional photos have their own unique benefits, and using a combination of both can be highly effective in your marketing strategy. This approach allows you to leverage the authenticity of UGC while also maintaining control over the visual aesthetic and professionalism of the marketing materials. So don't ditch one for the other, make them both work in harmony for the best outcome!