Turning stories into sales with customer-generated content
By Gabriel Varrie
The Power of Customer-Generated Content: Revolutionising Brand Engagement
In today's digital marketing landscape, understanding the distinction between User-Generated Content (UGC) and Customer-Generated Content (CGC) is crucial. CGC represents an authentic reflection of consumer experiences shared on social media platforms. This type of content resonates deeply with audiences and significantly enhances brand perception.
A Tradition of Storytelling Transformed
bonds through shared experiences. These stories, once exchanged around fires, helped build trust and relatability. Though today’s conversations have shifted to digital platforms, their essence remains intact—promoting genuine interactions among individuals.
From UGC to CGC: A Strategic Shift
While UGC holds value, it often misses a personal touch connected to a brand’s products or services. CGC, on the other hand, stems directly from customers who have actively engaged with a brand. This level of authenticity—be it through reviews, testimonials, or direct feedback—sets CGC apart, enabling consumers to recognise the sincerity behind real user experiences.
Albert Makoeng, Managing Director of Nfinity Influencer Group, explains the shift: “Moving from UGC to CGC signifies a profound evolution in digital marketing. CGC leverages authentic customer stories, allowing brands to connect more deeply with their audience.”
At theSalt, our expertise in conducting nano-influencer campaigns has demonstrated the substantial value of authentic storytelling in improving both brand voice and overall sentiment.
Leveraging CGC for Enhanced Brand Success
- Building Trust and Reliability: Over 90% of consumers place greater trust in CGC over traditional brand-generated content. This trust leads to higher engagement rates and increased conversions.
- Fostering Community Engagement: CGC encourages a sense of community and interaction, linking consumers with relatable real-life experiences.
- Reducing Marketing Costs: By capitalising on CGC, brands can significantly cut production costs while still delivering compelling and effective content.
- Boosting SEO and Expanding Reach: CGC naturally improves SEO outcomes and increases content reach across various platforms due to its diverse and engaging nature.
Jhene Nel, Divisional Head of Sales at Nfinity Influencer Group, adds, “Our commitment has always been to real people and authentic interactions. Our influencer database is populated with everyday users who truly love and advocate for the brands they represent. This shift towards CGC is an organic evolution that amplifies the effectiveness of our campaigns.”
Focusing on nano-influencers—real people with genuine connections—theSalt pioneers this approach, utilising today's digital storytellers to influence communities effectively and meaningfully.
Gabriel-Varrie
Marketing analyst
