User Generated Content For F&B: How To Do It The Right Way

UGC or “user-generated content” is any form of content that’s created by the customers of a product or service. Examples range from unboxing videos and images to customer reviews and testimonials.

DTC brands heavily invest in UGC because it builds a lot of trust in the brand and in the products. It also provides social proof and allows the viewer to experience the product through the content creator.

Social proof is established by those we follow and trust (influencers) and from the general public (current customers).

A combination of the two creates a better and more authentic understanding of the product than if the brand were to promote it themselves.  

The two segments of UGC:

1) Customer Activation: 

Brands utilize current customers and incentivize them to post a picture/video on a specific platform. In exchange, customers usually receive a discount towards a future purchase or a free product. (if the COGS is reasonable of course)

For example, if you purchase a pair of Allbirds, they might include a note saying “post a picture of your Allbirds on Instagram, tag us, and we’ll send you a code for $25 off your next pair.” 

Remember, you’d be perfectly willing to pay your design agency hundreds of dollars for good ad content, why not pay that to your customers instead?

It's literally a win-win.

2) Influencers:

Brands partner with influencers to activate an audience through a trusted source. Influencers creates UGC and usually provide a discount code to their audience, encouraging them to purchase the product.

The most critical element in this case is finding influencers who fit your brand and create authentic content.

The difference between number one and number two is retention vs. acquisition.

Brands who’ve just launched rely heavily on influencers because of their need to acquire customers. Once a brand has established its customer base, the retention strategy can begin. Every brand will have a different balance between each strategy depending on what stage they’re at. 

Where the mistake happens:

Most Brands know they need UGC, they send out a ton of free product, receive content back, but they don’t have a clear idea of how they’ll use it to drive sales.

In order to receive UGC that will actually enable you to acquire more customers, you need to slow down and create a thorough strategy to avoid wasting resources.

This is the number one problem I see F&B brands have when it comes to coming up with UGC. 

Creating a UGC strategy with influencers:

First, understand the type of content your target audience resonates with.

Is it TikToks and Instagram Reels? Or maybe it’s unboxing videos on YouTube. Not sure? Ask them directly. 

Once you’ve determined the platform and type of content, build a list of influencers that align with your brand. Matching your brand with an influencer who shares similar values is crucial.

The third and most important step is understanding where UGC is needed within your funnel.

Top of funnel (TOF):

TOF UGC content focuses on educating and answering common questions about your product/service. Unboxing or explanation content is a great example, as it helps introduce the brand to a cold audience.

Examples of TOF UGC: 

• Customer reaction or first impressions videos 
• Compilation segments with customers raving about your product

Bottom of funnel (BOF)

BOF UGC content focuses on convincing an audience to purchase.

For example, an influencer may create content highlighting a current promotion or sale.This strategy works particularly well for an audience who’s already familiar with your brand and needs a push to purchase.

Understanding the type of content needed will allow you to provide better guidelines and instructions when contacting influencers and content creators.

To gain some inspiration, check out these brands with killer UGC! 

Hydration packets - Hydrant

Beer - Athletic Brewing

Superfoods - Athletic Greens

Tea - Pique Tea

Make sure to check out their FB Ad library, not just IG feed.

Thanks for reading this article!

Salif