Last Updated: December 2023
User-generated content is one of the most powerful marketing strategies that can bring leads to your business.
Why? Because consumers rely on user-generated content. Seventy percent of consumers place peer recommendations and reviews above professionally written content.
Seems like user-generated content offers a more genuine buying experience to consumers than the content provided by a brand itself, making it vital for you as a marketer to use UGC as a marketing strategy for your business.
Collecting user-generated content is no piece of cake. But a good UGC tool/platform can help.
What Exactly Are UGC Tools/Platforms?
User-generated content (UGC) platforms enable brands to find, schedule, and track user-generated content all in one place.
Here’s how these platforms help you collect and manage user-generated content:
- They help with User-generated content discovery and delivery.
- Most platforms allow social integration across multiple platforms and also have scheduling tools.
- They help acquire and document content rights from users.
- They contain tools to create contests, giveaways, and other types of campaigns.
To sum it up, they’re a one-stop-shop for all your UGC marketing needs.
But which UGC platform is best to start your UGC marketing journey? Have a look at the top 5 tools that can help you with your UGC marketing strategy.
Top 5 User-generated Content Platforms
If you’ve never run a UGC campaign before, Happine is a great place to start. This platform’s approach is very straightforward:
- Help identify your most satisfied customers.
- Enable and Inspire these customers to create video testimonials.
- Use this content to drive sales.
In short, Happine can help convert your customers into influencers. Unlike other platforms, Happine primarily focuses on organic customer collaborations rather than just paid collaborations.
Happine also provides:
- An automated dashboard to easily manage user-generated content.
- A team of dedicated professionals to help with influencer collaboration.
- A unique trackable link for performance analytics.
- An automated reward system.
- Expert team to streamline the entire process.
- AI-powered platform.
- Easy to manage content.
- Influencer performance tracking.
- Great UGC tool for small businesses.
- Can be time-consuming sometimes.
- Focuses on nano and micro-influencers collaboration only.
Hop on a call with Happine, they can walk you through how it works and answer your questions.
2. AspireIQ (formerly Revfluence)
San-Francisco-based AspireIQ is a software solution for brands to schedule, publish, and optimize user-generated content at a significant scale. AspireIQ differentiates itself from its competition by creating a centralized system for managing your influencer or UGC marketing campaign.
AspireIQ offers the following features to its users:
- Make automated workflows for your marketing programs to organize the creation, review, and approval of contributed work.
- Improve the efficiency of campaign management processes.
- Create a set of terms and conditions to share with influencers.
- Evaluate the performance of influencers and related marketing campaigns using key performance indicators (KPIs) such as revenue, brand mentions, etc.
- Offers a comprehensive CRM.
- No fee for using the platform to make influencer payments.
- A comprehensive analytics dashboard that keeps track of all relevant metrics.
- Dedicated customer success team.
- Good for large brands only.
- Content guidelines cannot be modified.
- There is no calendar function for scheduling posts.
- Small occasional glitches.
AspireIQ has some major brand influencer marketing clients, including Sony Music, Samsung, and Pandora.
Onalytica is more than just an influencer marketing platform. Founded in 2009, this platform stands out as a true method for collaborating with influencers and monitoring their impact on marketing goals. Onalytica’s credibility has progressively increased over time to become a recognized industry leader, working with companies such as Google, Accenture, and Amazon.
Here’s how using Onalytica can help you.
Key Features of Onalytica:
- An integrated approach to influencer-brand communication.
- A massive database of more than 700,000 influences.
- Measure the impact of your content marketing program using in-depth analytics.
- Makes it easy to keep track of influencer relationships.
- Excellent customer service.
- They focus on organic engagement to generate leads.
- Good for large brands only.
- It takes some time to get used to the UI.
- Irrelevant influencers showing up on searches based on keywords.
- Lack of storage for customers purchasing patterns data.
Traackr helps you manage the complete cycle of your UGC marketing program. Traackr stands out because of its collaboration capabilities, which enable clear communication throughout.
With Traackr you can:
- Create custom workflows for content collaborations, events, etc.
- Keep a clean and transparent database of influencers, campaigns, and performance metrics
- Track campaign performance and communicate results across your organization using shareable interactive reports.
- Built-in effective communication tools.
- The campaign management system seems very practical.
- See the performance of individual influencers in conversion campaigns, using UTM links.
- Not good for small-cap companies.
- Needs UX improvements for sorting / downloading data.
- Constant changes to UI.
Traackr’s list of clients includes L’oreal, Michelin, Wella, etc.
5. YouTube BrandConnect (formerly Famebit)
Thinking of promoting your products on Youtube? BrandConnect can help.
FameBit, the influencer marketing platform purchased by Google in 2016, was primarily focused on connecting YouTube creators with various brands. It was eventually rebranded as YouTube BrandConnect, making it exclusive to YouTube content and creators.
Brandconnect makes it simple for businesses to collaborate with relevant YouTube creators to reach out to their target audiences with authentic content.
The platform provides:
- Insights-based matchmaking tools.
- Real-time campaign results for branded content.
- Measurement solutions for brands such as ‘brand interest lift & influencer lift.’
- ‘Brand interest lift’ allows advertisers to measure consumer search behavior.
- ‘Influencer lift’ measures consumer sentiment on Purchase Intent, Brand Recall, and more.
- More reliable, measurable data, about your campaign through Google analytics.
- Good for YouTube collaborations.
- Limited influencers and creators on the platform.
- Limited to YouTube collaborations only.
Why Should You Use These Tools For UGC?
There are several reasons why these UGC tools are so popular among brands and marketers. Here’s how they can help boost your influencer marketing efforts:
- Find large amounts of diverse, relevant content at a fraction of the cost.
- Assists with the curation and management of this content.
- Scalability in operating dozens of UGC campaigns.
- Provides assistance in acquiring media rights from the appropriate users.
- Track campaign performance using different KPIs (key performance indicators).
A lot’s clearly changed in the user-generated content space. The arrival of digital platforms with new and improved features is a welcome change for both brands and marketers. These platforms make it easy to collect and manage user-generated content, increasing your business’s revenue, reach, and trustability.
To summarise, user-generated content platforms can be the key to your influencer’s marketing success.