We live in a world where the attention span of a typical Gen Z is a mere 8 seconds, and the average adult checks their mobile device up to 58 times a day. We’re consuming content at a rapid pace, with shorter attention spans and a voracious hunger for new, exciting content or the next trend.
From traditional advertising to the rise of the influencer, the ways in which we consume content continue to evolve, and as we forge ahead in 2024, there’s a new content hero in town – Community-Generated Content (CGC). If your organisation isn’t utilising the power of CGC yet, then it’s probably about time you start!
Put simply, CGC is any form of content – text, video, imagery, etc.– created by your community members rather than your organisation. It’s authentic, purpose-driven content created by those who champion your brand, shifting the narrative from corporate to the real, genuine stories of your members.
And it’s powerful stuff – just take a look at Myprotein’s Move Club as an example, where fitness enthusiasts share their running journey via Strava, competing on leaderboards and bonding over shared experiences backed by engaging social media hashtags. Another great example is celebrity-driven CGC e.g. Taylor Swift – Swift offers her fans unique experiences that go beyond just music, compelling her community to create their own content – from hidden ‘Easter Eggs’ to encouraging fan activities like exchanging friendship bracelets at her concerts, these activities deepen the relationship between her and her fans, but also illustrate the power of CGC in building a tight-knit and loyal community.
When people feel part of a community, they’re more likely to invest in your content and keep engaging with your organisation, again and again.
CGC is fundamental for several reasons. Firstly, as the stats show, authenticity is critical to 86% of the population when choosing which brands to support. With people trusting user-generated content more than any other media, CGC fosters an authority that simply cannot be matched by traditional content marketing.
The trust that comes with CGC can, therefore, significantly influence things like decision-making and brand perception.
Empowering your community members to contribute and curate content isn’t just beneficial for your organisation. It’s a strategic imperative for fostering a vibrant, self-sustaining ecosystem.
Community managers play an important role in ensuring that CGC remains high-quality and relevant. While they empower and encourage member contributions, they also have the job of striking a delicate balance between nurturing a free-flowing exchange of ideas and upholding standards that align with the community’s objectives.
Community-generated content is a massively valuable tool for organisations to build trust, improve reputations, and increase engagement, loyalty, and retention, thereby weaving a stronger social fabric that binds the community together.
Whether you’re just starting or looking to improve your existing community, talk to one of our community experts today.
