UGC and Marketing: Veronica Lin Shares Her Perspective

Today’s consumers are cynical when choosing MULO (multi-location) brands. They realize that most advertising and PR is created by brands and therefore potentially inauthentic. That’s where User Generated Content (UGC) plays a huge role in marketing today.

“Content created by real people greatly sways purchasing choices across age groups, with 79% of individuals influenced by it and 93% finding it extremely helpful.” Source

We recently caught up with Veronica Lin, Head of Brand & Strategy at Playsee. Their social media app highlights authentic local connections and interactions.

Why is UGC so important today?

“UGC is vital today because it builds authenticity and trust. As consumers increasingly seek genuine recommendations and real-life experiences, UGC serves as social proof, influencing purchasing decisions and fostering brand loyalty.

It’s more relatable than traditional ads that are curated by brands, often leading to higher engagement and conversions. This is what we see a lot of on the Playsee app – people are looking to see where others in their community are spending time, where they are eating breakfast, and what they are doing on the weekend. With so many paid ads and a variety of options in every neighborhood of where to go, this social proof has become critical – especially for smaller, local businesses that have smaller budgets for marketing campaigns.”

With the rise of online commerce, where does local fit in today? 

“Local still plays a crucial role in today’s online commerce landscape, particularly when it comes to driving foot traffic and offering in-person service.

Physical stores provide unique, hands-on experiences that online platforms can’t replicate, such as personalized customer service and the immediate gratification of purchasing in-store. Moreover, local businesses are at the heart of community connections, fostering relationships and loyalty through face-to-face interactions. By blending online presence with in-person value, local businesses can create a strong, engaged community, making them indispensable even in a digital world.”

How can consumers distinguish between paid influencers and “real fans” of a product, service, or experience?

“Consumers can differentiate by looking for transparency in content, such as disclosure tags like #ad or #sponsored, and by assessing the consistency and enthusiasm of the influencer’s engagement with the product over time. Authentic fans often share spontaneous, unpolished content that reflects genuine enthusiasm rather than a polished marketing message.”

What are some of the ways UGC is being integrated into mass advertising campaigns?

“UGC is being leveraged in advertising through curated social media posts, customer testimonials, and branded hashtags. Brands increasingly showcase customer photos and videos in their ads, creating a more relatable and authentic connection with the audience.”

What are your predictions for the future of UGC?

“UGC will remain vital in online social content as people increasingly seek authentic and relatable experiences. UGC offers a level of trust and connection that branded content often can’t achieve. In the future, User Generated Content will likely become even more integral to marketing strategies as brands leverage the power of everyday voices to build credibility and foster deeper engagement with their audiences.”

At Street Fight LIVE 2024, we’ll be delving into the role of influencers and User Generated Content in the marketing mix and how and why agencies are now incorporating it into their creative process and campaigns. Please join us to learn more about this powerful marketing medium!