The most important user-generated content trends at a glance

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User Generated Content currently belongs to the key trends in digital marketing and your company should also know how to integrate users into your campaigns. We've taken a closer look at why you shouldn't just rely on big influencers, how you can create more engagement online, and how you can communicate your company's story in an original and interactive way.

The basics - you should definitely keep an eye on these user-generated content trends

In 2020, the COVID crisis accelerated a movement that had already been evident in the years before: Authentic Stories are gaining in weight. In a time that was culturally characterized by the home and physical distance, there were fewer large narratives, but all the more small ones.

Because every account on Social media is itself a potential content creator. When you combine the collective power of individual users, you get authentic and credible Brand ambassadors. This will also naturally increase your visibility on social networks.



It is not only the reach of user-generated content that is crucial, but also the Credibility. Trust in personalities on Instagram, YouTube and the like has grown in recent years. Companies also have the advantage that A user-centric content strategy is usually more cost-effective than a broad-based campaign.. So even smaller companies can easily get involved here and build themselves up as a brand

In essence, none of this is anything new, but simply the consistent digital continuation of word-of-mouth advertising, albeit expanded to include clear measurability.

Implementation of user-generated content trends

The campaign hashtag - You want your brand to be the talk of the town and you want to remain authentic and approachable, but at the same time manage the most important posts easily? The best way to achieve this is with a campaign hashtag, which in the best case scenario is has nothing to do with your company. If users have to tag their posts with #IhrUnternehmen, this again looks explicitly like advertising. But that's not what user-generated content is about, because your brand grows out of engagement.

A campaign hashtag should targeted be aligned with your campaign, product and company, but don't sound like naming brands. #EinfachLächeln for dental care products, #KochenwieOma for baking tips or #DerperfekteRun for running shoes. Create more engagement here and make sure users don't feel like advertising pillars. After all, it's their content that gives you Added value generated.

Use hashtags for user generated content campaigns
Use catchy hashtags. (Image:

Combine influencer and community
- Influencer marketing can be part of a comprehensive Marketing strategy but this must go beyond the use of influencers if it is to be successful in the long term.

Influencers, paid product placement, and affiliate marketing are important tools to add value to your campaign. more fame to help them. Ultimately, however, they should learn to stand on their own two feet. Influencer Marketing is comparable to SEA for search engine marketing, again you get the most leverage if you use this at the beginning of a campaign.

With the help of influencers and the community, you can optimize their conversion, reach and brand image.
With the help of influencers and the community, you can optimize their conversion, reach and brand image. (Image:

Also use sponsored posts for your campaign. This will help you achieve a high initial reach. This is the starting point for user engagement.

User-generated content not only attracts users to your site, but it can also Increase dwell time. This is relevant not only because it provides more opportunity for conversions, of course, but also because Google uses these Dwell time (Dwell Time) as Ranking factor for advice.

Also allow free exchange with each other (in the form of forums or comments), make the experience even more interactive.

However, be sure to ask permission or share the original link or post.

Quality instead of quantity - Enduring user-generated content trends include the creation of meaningful engagement. Especially companies and brands often find this difficult, because they are not perceived so organically by users.

Particularly relevant for you as an SME: The commitment is usually higher for smaller accounts than for the very large ones. This is precisely why user-generated content is so relevant.

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Learning to listenData based work is what makes online marketing such an efficient discipline, and user-generated content is no different. The aforementioned campaign hashtag, for example, gives you a quantifiable benchmark and shows at a glance how much users like following your content.

At the same time you should use the human value of a post, because this also gives you valuable feedback about your product and your brand. How do users show up with your products? How are they used? How creatively are they misappropriated?

Gratefully accept and take note of this free feedback and value it as an emotional interface with your brand.

Make your social media strategy a little more human in 2021

User-generated content trends show how you can use creativity and comparatively modest resources to increase your reach while getting to know your subscribers and customers better.

The real beauty of this strategy is that it can Further closes the gap between your customers and your company. You learn more about the people who love your brand and can show your human side at the same time. User-generated content is approachable and carries on many small shoulders, which even a large campaign often cannot lift.


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