A few months back, while scrolling through Instagram, I stumbled upon a suggested post from a “UGC” page, and it piqued my interest. As with social media and the internet, a simple interaction with a particular type of content can set off a chain reaction of algorithmic suggestions, leading to the discovery of similar pages and content.
With my curiosity piqued, I delved deeper into the world of user-generated content, or UGC, as it is commonly known. So, what exactly is UGC? It’s nothing short of a game-changer! Imagine a world where you have the power to create and share your stories, photos, videos, and experiences with the world. That’s the magic of UGC—it’s all about everyday people like you and me contributing to the content we love to consume.
UGC doesn’t simply end with consumers generating content featuring products they adore. With the appropriate strategies, the generated content can be monetized and marketed to brands, offering a new avenue for earning income by being compensated for providing honest product reviews.
I met Omotola Igbenoba at an event. In addition to being a YouTuber, she was the first Nigerian I met—in Nigeria—who introduced herself to me as a UGC content creator, so of course, I had to pick her brain on what it’s like to explore that field and monetize it.
Can you share the story of how you started your YouTube channel with us? What inspired you to become a digital content creator?
In August 2022, I had just been placed on bed rest from surgery, so I had unlimited time to surf from one app to the next. I watched so many movies and vlogs and travelled from Snapchat to Instagram to TikTok every day. One morning, I thought to myself, “When I’m back on my feet, I’ll finally start my YouTube channel.” I didn’t even know where the content would come from; I only knew I needed to start my channel ASAP. Fast forward to almost two years later, I have put out content weekly, and I don’t intend to stop.
The first upload on my channel was an introductory video, and from there, I shaped my channel into lifestyle, beauty, fashion, and travel vlogs.
What challenges did you face when you initially started? How did you overcome them?
Hmmm… I would say getting content ideas and ensuring I post at peak periods. Those two were my major challenges. My minor challenges were always people looking at me weirdly when I was filming in public. Oh, they always gave me the “stare.”
As days turned into months, I kept learning how my YouTube insights worked; I watched many other vlogs to get inspiration. I pen out so many ideas in my head and filter them based on what has done well and what hasn’t done well in the past on my channel.
As for people staring at me in public, I had to grow thick skin. Whether you are filming or not, people will always stare at you, so give them a show. I like to get my job done and keep pushing! I always don’t want to get back home and regret not taking some shots.
How has social media influencing on platforms like Instagram complemented your YouTube presence? How do you leverage both platforms to engage with your audience?
I have a broader audience on Instagram, so I always post on my Instagram whenever I have a new video up on my channel; that way, I can draw the attention of my Instagram followers to my YouTube channel. With YouTube, I can only reply to comments, but with Instagram, I can chat with some of my subscribers when they send me DM’s, and that makes interaction a bit more personal.
UGC has become a significant trend in digital content creation. Could you explain to our readers how you first learned about UGC and what it means to you as a content creator?
I was scrolling through TikTok one day and stumbled on a video that wasn’t advertising a product but also was simultaneously advertising it. I went ahead and scrolled through this person’s profile, and I saw that she has many posts about UGC. I researched UGC, and I had my light bulb moment. I already loved creating content and staying at home (LOL), so I might as well learn more about UGC and make this a job.
UGC (User-Generated Content) means I get to express myself creatively by bringing to life the ideas I have in my head. I like to say it’s a form of me bringing my intelligence to life. The best part is that you don’t need a large following on any platform to be a UGC creator. UGC doesn’t apply the “What if people don’t buy the product or don’t like it?” pressure. That’s for influencers!
What are the key advantages of incorporating UGC into your content strategy? How has it enhanced your relationship with your audience?
The advantage of UGC is that people trust the products I create content with. They know, one way or another, that I’ve used this product, and my content isn’t created in a way that persuades them to buy… NO! It’s created in a way that attracts my audience to the product. I always ask myself, “If you saw this video elsewhere, would you be attracted to the product?”. Once I like a brand, I will keep singing the praises of that brand to anyone who cares to listen.
Many marketers believe that UGC is the future of marketing. In your opinion, why is UGC such a powerful tool for brands and businesses? How do you see it shaping the marketing landscape in the future?
Many customers trust the reviews and recommendations shared by people rather than advertisements. Incorporating UGC into a company’s marketing strategy helps build trust and authenticity for the company or brand. 79% of people, if not more, say UGC highly impacts their purchasing decisions.
I’d rather purchase a product I’ve seen used by a consumer just like me than from a strategically planned advert where everyone in the video reads from a script.
The world in which we live has everyone making use of their platform in one way or another. People leave reviews or make videos about items they purchase, whether they have been paid for them or not. UGC will always be a marketing strategy because people like to listen to others when they speak and spend hours on social media. We might as well give them something to watch.
How do you ensure the quality and authenticity of the user-generated content you feature on your platforms? Do you have any tips for content creators who want to incorporate UGC into their strategies?
Most of the brands I’ve worked with are ones that I have patronised before. Now, one might only be able to purchase these items sometimes, but once a brand sends me a package, I use it for a few days before creating a script for the client and then moving on to creating the content. I must use it and love it. That way, my videos come from the heart.
Think of UGC as a fun job. You are the user; you are simply creating content with a brand that you use. Be it soap, lip gloss, or perfume, YOU are the user! As a user, how would you pass a message across to other intending users??
Could you share a memorable experience or success story related to UGC that significantly impacted your career as a content creator?
After doing my research, I created so many UGC-related videos, and I also went ahead and created my portfolio. After doing all that, I sent out so many emails and got no response for months. I didn’t give up; I returned to my drawing board and concluded that Nigerians don’t read their emails.
On a particular morning, I checked my DM. There, a makeup brand was ready to work with me. I sent in my rates, and I was a bit scared because it was my first gig, and I wasn’t budging on the fee I charged. Now, it was only me who knew that was my first gig. The client didn’t know that was my first gig, so I stood my ground with my rate even though I was so scared. The moment I read “send me back details,” I was overjoyed!! I screamed, saying to myself, “If I can get paid once for UGC, I certainly will make millions from it.” Since then, I have never stopped pushing, emailing, learning, and much more.
Generating earnings from UGC is a topic of interest. Can you shed light on your different monetization strategies for user-generated content? How do you strike a balance between creating valuable content and earning revenue?
My rates vary depending on what the clients want. I also give them package deals where needed. I have rates for one, two, or three organic videos. Some may include images or hooks, and sometimes both. There is also a separate rate for content that will be used for sponsored posts. Because they intend to make money off the content I’ve created for them, I add extra percentages for content that will be used for sponsored ads.
The love for the job is simply enough balance for me. Because I enjoy doing what I do, I don’t focus on the earnings. Don’t get me wrong, I love the money, but I also enjoy creating the content. I enjoy prepping my set and editing. That enough gives me the energy to think of the content properly and make sure I deliver nothing but the best.
As a lifestyle magazine, we want our readers to understand the potential of UGC. How do you envision UGC shaping the future of marketing and content creation?
I see people relying on what another person has said about a product before purchasing it because I do it all the time. I read reviews and watch so many videos before making purchases. I use other people’s reviews as a deciding factor when shopping, and it has been a game changer.
