09-Module+5+Lesson+6+

This lesson discusses the differences between Brand-Generated Content (BGC), User-Generated Content (UGC), and Influencer-Generated Content (IGC). BGC is created in-house or by professionals, UGC is generated by customers and enhances brand authenticity, while IGC is produced by influencers and often performs better on social media. Understanding these content types is crucial for effective marketing and audience engagement.

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09-Module+5+Lesson+6+

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Module 5, Lesson 6
Start & Scale

Brand-Generated Content (BGC) vs. User-Generated Content (UGC) vs. Influencer-

Generated Content (IGC)

In this lesson, I'm going to discuss the difference between three main types of content that you'll
be using across your branded channels. Brand-Generated Content, User-Generated Content and
Influencer-Generated Content. It's important to understand the difference between these, so that
we know the types of content that we'll need to be focusing on generating and posting at any
given time. If we don't focus on each of these different forms of content, we're missing out on a
great opportunity to create more engaging content for our audience. So first up, what are the
differences between each?

Brand-Generated Content is generated either in-house by your brand, or by engaging

professional photographers on your brand's behalf. The main type of content that you'll want to
have brand generated, is your product photography. The main benefits of Brand-Generated
content, is that your brand entirely owns the rights to it and it can be created at your will. This
might simply be shot on your iPhone for example.

The main problems with Brand-Generated Content, are that not every brand founder is
necessarily going to be a good content creator. So Photographer, Videographer, and editor. So
often you need to rely on professionals who can be quite costly. User-Generated Content on the
other hand is created by your customers. And often shared to social media, or directly with your
brand. User-Generated Content is something that I've paid particular focus on with all of my
brands.

And that's because your customer's [always going to be a more genuine brand advocate.
Harnessing the power of User-Generated Content will increase engagement, consumer trust and
ultimately drive sales. User-Generated Content is a great way to show off positive experiences
your customers are having with your brand and products. It provides social proof and makes your
brand look more authentic and trustworthy, because other people can literally see the result of
your happy customers.

There's no better social proof than showing everyday people like you and me, buying and using
your products. If you have this constant flow of content from your customers, then you don't need
to worry as much about always having to come up with new ideas for content because it's already
right at your fingertips. If you're not using User-Generated Content or UGC, then you're missing
out on a really powerful tool for you to help grow your audience and your marketing.

There are so many things that you can do with UGC. It's so versatile that every brand should be
using it wherever they can. Now UGC can be anything. It literally means any content that's
generated by a customer. It can be things like people taking pictures of themselves with your
product, or doing an unboxing video. Even stuff like customer reviews and testimonials. But
people aren't just going to create content for you, for no reason. You need to find a way to
incentivize them and encourage customers to create content on behalf of your brand.

For example, what we did at THE 5TH, was we did a monthly give away were we gave away
$1000 worth of prices to someone each month. In order to enter this giveaway, people had to take
photos of themselves wearing their watches, or showing off their watch in a really cool way. And
they have to use our hashtag. We got all these really cool professional looking photos that we can
use wherever we want. We can repurpose this content or use it on our site, or our social media, or
in a blog post for example. Since we have so many people posting these posts themselves on
social media, they're actually promoting THE 5TH to all their friends and family as well.

And as we know, a referral is the best kind of lead. So think about what kind of User-Generated
Content you want to ask your customers for. And start brainstorming all the different ways that
you could use it. Remember that the best way to sell your product is to show everyday people
using it. My recommendation, is that you should encourage people to take a photo of themselves
using your product and tag you in it. Keep an eye on the hashtags and post that content to your
account as well. Because you need to remember that people love to be featured It's basically their
15 seconds of fame.

In our lesson on the Post-Purchase stage of the funnel, we are going to discuss in detail, some
different points to focus on, in collecting User-Generated Content and strategies to incentivize it
as well. And finally, Influencer-Generated Content, is content created for your brand by
influencers. Usually in return for being gifted product, or for a directed payment for your brand.
One of the main benefits of Influencer-Generated Content is that it's almost always higher quality
than User-Generated Content, as influencers, at least the ones that we're going to select to work
with, for our brands, are skilled content creators.
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Transcription
Module 5, Lesson 6
Start & Scale

Influencer-Generated Content is often more authentic than Brand-Generated Content. And it's
Platform-Native, meaning it looks like it belongs on the social platform that it's created for. As I
just said, the problem with professionally created branded content, is that it can be really
expensive to create with professional Photographers, studio fees, models, lighting, editing, the list
goes on. And even then, Branded Content doesn't perform as well as Influencer-Generated
Content on social media.

This is because consumers are increasingly tuning out Branded Content. Think about when you're
scrolling through your Instagram feed and you see a stock image or something that looks like
overt advertising. What do you do? You keep scrolling. Influencer-Generated Content on the other
hand is Authentic Platform-Native content that audiences can both identify with and engage with.
In our module on Influencer Marketing, we'll go into far more detail, on how to have Influencer-
Generated Content, created on behalf of your brand, using a product for content campaign for
example.

So that was quite a quick lesson, that was simply intended to help you understand and start
noticing the difference between these three different types of content. As an Action Item for this
lesson, I want you to begin to look at the different types of content that your favorite brands are
putting out. And identifying it where you can as Brand-Generated Content, User-Generated
Content, and Influencer-Generated Content. I'd use some of the brands that you put down on your
Brand Spy List, back in our Branding module.

And take a look at their website and social channels in particular. Are they using and User-
Generated Content or Influencer-Generated Content well on their websites? Maybe even on their
product or review pages. Which types of content are they posting the most to social media? This
will begin to give you an idea of the different types of content that you're looking to create or have
created on your brand's behalf and when and where you could be using these.

We'll also provide plenty of examples of Brand-Generated Content, User-Generated Content and
Influencer-Generated Content in the resources section for this lesson as well. So go ahead, do
that now and I'll see you in the next lesson.