User-generated content (UGC) is any content including photos, videos, reviews, or testimonials, that are created by users or consumers instead of the brand or company itself. This content is shared by individual users on their own social media pages, or by the brand/company on their social platforms and website. The importance of UGC lies in its authenticity and its ability to build trust and credibility amongst an online community or audience, and this can be leveraged beyond products and services to events.  

So, you’re interested in UGC for events promotion? Let’s delve a bit deeper… 

Authenticity and credibility 

 As we mentioned UGC is inherently authentic, coming directly from experiences and perspectives of event attendees or participants. It provides a more real-time, real-life experience of an event compared to polished marketing content. This adds credibility as people often trust the opinions and experiences of their peers more than traditional marketing messages and advertising. 

Increased reach, visibility and engagement 

UGC has the potential to reach a broader audience beyond your brand or company’s immediate followers social platforms. Encouraging users to create and share content from (or before) your event fosters engagement and interaction, improving the relationship with your audience and increasing reach to a broader pool of interest. When attendees share their experiences through photos, videos and stories on social media platforms, it exposes your event to their networks. This can lead to increased visibility and potential new attendees, whilst also creating a sense of community. 

Social proof 

 UGC is a form of social proof that showcases the positive experiences of event goers that are actively participating in the event (you know the you-had-to-be-there sort of vibe). This can influence the decisions of potential attendees, with individuals often relying on the opinions of their peers when making decisions. As we mentioned earlier, encouraging UGC can foster a sense of community among event participants. Shared experiences create a bond, and when attendees share event-related content it can contribute to building a community around your brand / event that is both vibrant, excited and engaged. 

Cost-effective marketing and collateral 

When leveraged well, UGC can be a cost-effective marketing strategy. Brands can encourage event goers to generate content organically (which is essentially event promotion without any additional cost to you) or hire UGC creators or influencers to generate content through their experience of the event. This can make a significant difference to the overall marketing strategy for events, especially for smaller-scale events with limited budgets. UGC also provides a valuable source of collateral for your future marketing efforts, with content being able to be repurposed for promotional materials and event highlights – saving you time and ensuring that your efforts resonates with your audience.  

The incorporation of UGC into your event strategy not only enhances the experience of attendees but amplifies the impact of your event through the genuine, authentic, and diverse voices of those who participated. It can create a buzz and excitement before, during and after the event, and valuable insights and feedback for future events. 

If you’re interested in how our team can help you promote your next event through UGC, get in touch with us here.