For many marketers, user-generated content (or UGC) is a dream come true—and it’s not hard to understand why. One reason is obvious: Free content frees up time and dollars for other campaigns. An-other reason is its effectiveness: Done right, UGC does a better job of increasing brand engagement than traditional promotional activities.
In addition, users are twice as likely to share UGC than content generated by a brand. Not to mention that UGC can significantly boost SEO.
While this sounds like a win-win situation, it can also be your worst nightmare—if you don’t do it right.