THE BEST 9 USER-GENERATED CONTENT MARKETING SOFTWARE IN 2024

Find the best 9 user-generated content marketing software in 2024. Compare top user-generated content marketing tools & platforms. The best list of UGC software and tools.

Brought to you by Mau, a Senior Content Marketing Specialist at eDigital.

⚡️ Popular read > The best user-generated content terms of use – template

THE MARKETING POWER OF USER-GENERATED CONTENT 

Over the past decade, new social media channels have completely transformed the way marketers create and share content. Year over year, the sheer volume of content in the world has grown exponentially, and today, more than two billion user-generated photos are posted and viewed across social media platforms daily.

Social media has not only changed how people share but what people share as well.

Traditional photo albums are usually mostly filled with life moments like birthdays, vacations, graduations and anniversaries.

Today, however, events that are deemed worthy of documentation have expanded to include life’s micro-moments including things like favourite outfits, a home redecoration and, of course, brunch 🙂

With this new behaviour in how consumers communicate and offer advice and inspiration, marketers need to adapt how they communicate, market and position their brands accordingly. The best way to do this is by leveraging the user-generated content (UGC) consumers are already publishing on their social media channels.

Pulling user-generated content into your brand’s communications is an effective way to showcase your customers’ and brand advocates’ loyalty and demonstrate how your products can authentically be used, worn or consumed. But while virtually all marketers can agree that being authentic with consumers is ideal, there are a few different ways to approach this.

BUILD YOUR FAN COMMUNITY

One of the most effective ways to build buzz and interest for your brand is to build your own fan community. These are people who proudly shout their love for your products.  According to a recent study by Olapic, 53% of millennials say user-generated content influences their product purchases.

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A USER-GENERATED CONTENT EXAMPLE

With its wildly successful #MyCalvins campaign, Calvin Klein has not only resurged its popularity but also amassed a huge social following and catalogue of user-generated content. In 2014, celebrity endorsements for the brand sneakily started popping up across Instagram. Selected influencers such as blogger Leandra Medine, model Miranda Kerr and singer Fergie began posting low-key, authentic photos of themselves in gifted Calvin Klein sports bras, bikini bottoms and boxer briefs, all tagged with #MyCalvins. Once the initial phase gained enough momentum, Calvin Klein enlisted arguably the most influential millennials, Justin Bieber and Kendall Jenner, to headline a full-blown editorial campaign. (Wise choices since together the two boast 125 million Instagram followers). According to WWD, Calvin Klein earned 3.6 million additional followers across its social channel shortly after the campaign launched.

#mycalvins user generated content UGC Calvin Klein

#mycalvins user-generated content UGC Calvin Klein. Almost 1 million UGC content pieces on Instagram

The brand has more user-generated content than it knows what to do with. Currently, there are almost a million posts on Instagram tagged with #MyCalvins, with that number growing daily. As the campaign continues to evolve (and stir controversy) the brand proudly showcases a carefully curated collection of submitted user-generated content on a #MyCalvins microsite.

USER REVIEWS

Another way to leverage user-generated content is to provide a platform for your customers to share opinions, feedback and reviews with one another.

In a time where consumers are voicing frustrations with over-the-top Photoshop images and a lack of ethnic diversity in models, consumers are turning to each other to show how clothing can be worn in different ways on different body types.

Not surprisingly, 63% of consumers trust user-generated content more than other branded images and 32% of consumers say they’d be more likely to buy clothing online if photos feature real people wearing it (source: Olapic). In essence, styled photoshoots are great for inspiration, but people also want to see how clothes fit real people.

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EMAIL MARKETING THAT MAKES PEOPLE BUY

The customer purchase journey doesn’t only exist on a brand’s website.

Email is one of the most popular channels retailers use to engage with new and returning shoppers. Triggered emails are especially powerful for re-engaging visitors who have abandoned some type of action on your site, such as cart abandonment.

While email marketing is powerful in its own right, it is even more so when it incorporates personalised, user-generated content.

Integrations between email marketing platforms and consumer-generated content platforms are becoming very popular. (Example: Bluecore and Olapic). Having consumer and product catalogue data with user-generated content, marketers now have the power to deliver authentic and real-time emails that are uniquely tailored to consumers’ interests.

This visualisation and authenticity through user-generated content directly correlate to revenue and engagement. On average, Olapic found that retailers that use its user-generated content in email see a 43% increase in click-through rates and a 2-3X conversion rate.

As consumer behaviour continues to evolve, so will the way retailers market to them. Although these are just three ways to leverage user-generated content in marketing, authenticity is a trend that has proven to be important to shoppers and doesn’t show signs of going away anytime soon.

THE BEST 9 USER-GENERATED CONTENT MARKETING SOFTWARE IN 2024

You can inspire your customers, fans and advocates at every touchpoint with authentic user-generated content with one of the best UGC management software.

With the below UGC management tools, you can discover, curate, rights manage and display user-generated content (UGC) across your online experiences—from websites and emails to social media, ads, etc.

The below UGC solutions can help you build more authentic and relevant content experiences that drive discovery, boost sales, and grow customer loyalty at every stage of the customer journey.

9. NOSTO

Nosto is one of the most complete content aggregation and marketing platforms for serious marketers. Nosto allows you to discover the best user-generated content from more than 25 of the world’s most popular social media platforms, blogs, RSS and any custom content source. You can discover content by specific #hashtags, keywords and/or brand mentions. Nosto technology helps you access user-generated content from a specific geo-location, ensuring you get the content from the exact places that matter.  You can also use Nosto campaign services to run multi-network social media competitions. Nosto bought Stackla in June 2021. Top key features include:

  • Have the exact UGC content you are interested in ready. Filter content by source, media type, sentiment, location and more. Create custom moderation views, workflows and approval processes. You can also tag and categorise UGC content in your library. Link content to your product SKUs and create custom CTAs and clickthroughs.
  • Quick curation process. Reduce moderation time by automating with smart rules. Schedule content publication ahead of time.
  • Rights Management tool included. Reach out directly to content creators to request explicit permission to use their content. Content creators can approve with a single hashtag reply, or direct them to complete a form to accept your legal T&Cs and provide their contact data.
  • Dynamic Visualisations. Bring content to life with customisable Widgets, big-screen displays, interactive maps and real-time data visualisations.
  • Identify your top brand advocates. You can find out that your top brand advocates already publishing the most engaging content on social media. Rank your advocates by volume, interaction, sentiment, conversions and more.
  • Clients: Virgin Holidays, Timeline Widget, The Leading Hotels “Trending Moments” Widget.

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8. OLAPIC

Leading retailers use the Olapic User-Generated content tool to increase conversion rates from visual digital campaigns by collecting and amplifying Visual User Generated Content on social media associated with their products and brands. 

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7. PIXLEE

pixlee logo png instagram analytics platform tool

Pixlee logo png Instagram analytics platform tool

Pixlee is one of the User Generated content marketing platforms around the world. If your business can afford it, then you will be using one of the most complete tools to bring all your relevant user-generated content to life. Some of their key features are:

  • Shoppable Social Galleries. Make commerce more social and improve product discovery
  • Social Reviews on Product Pages. Create a more authentic shopping experience
  • Shoppable Instagram. Convert social engagement into sales and increase website traffic
  • Mobile App UGC Integration. Easily integrate UGC in mobile apps with out-of-box mobile SDK
  • Social Contests & Campaigns. Enables marketers to launch social contests that work
  • Dynamic UGC Ads. Help use high-performing UGC to fuel your content engine and avoid ad fatigue.
  • Social Email Personalisation. Showcase customers wearing, using and enjoying your products through your email marketing
  • Influencer Marketing. Get direct ROI from influencers and grow the brand community.

⚡️ Popular read > The best user-generated content terms of use – template

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6. SHUTTLEROCK

Leverage your existing social media advocates. Shuttlerock fully manages the process of converting social content into consented marketing creative. Unlock fresh, authentic content daily. Shuttlerock’s ContentSquads mobile solution enables you to collect consented photos & videos from hand-picked influencers, via your own branded app for iPhone & Android. You can request timely and relevant content on-demand.

If you write the best influencer brief document, you can directly collect content by easily deploying competitions or promotions, with voting, sharing and commenting capabilities built-in; or work with a Shuttlerock strategist to create an always-on mechanic.

The Shuttlerock team also help companies take existing TVC assets and cut them down into more digestible short-form video adverts (ideal for mobile). Shuttlerock can rework your existing TV commercials into short-form, mobile-optimised video ads. Shuttlerock’s recent work with Absolut Elyx was an example of taking a 30-second television commercial (TVC) and editing it into a PockeTVC. Five short-form edits were created which were tested for performance within the Facebook newsfeed. These variations gave a new lease of life to existing TVC content and allowed the brand to create new narratives cost-effectively. Shuttlerock can re-work the aspect ratio of your TV ad to square to maximise visibility on your Instagram feed.

“There will be more demand for user-generated content as more marketers want to promote their brands on social media. For example, TikTok is supporting marketers with tools and programs designed to help them partner with content creators who can provide user-generated content that feels dynamic and native to the platform. The TikTok Creator Marketplace and Spark Ads are already in place, and with the recent launch of the Creative Exchange Platform, it’s expected that this type of brand and creator collaboration will expand to help brands find relevant content creators who understand TikTok”

Mau, a Senior Content Strategist at eDigital

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5. SPRIKLR

sprinklr logo png social media marketing tool platform software

sprinklr logo png social media marketing tool platform software

Sprinklr is an enterprise-level social media suite with features for social media management, social media monitoring, user-generated marketing, social media content aggregation, social advertising, and social analytics. Sprinklr can access a variety of social media sites including Facebook, Twitter, Linkedin and Instagram. Sprinklr offers users customisable social media components to integrate with many departments within a company. Sprinklr bought Postamo in April 2016.

Just updated > The best user-generated content terms of use – template

4. STORYFUL

storyful logo png

storyful logo png

Storyful (A division of News Corp) is a social media intelligence agency that sources and verifies insights for media, communications and brand partners by analyzing digital content. You can get user-generated video ad campaigns curated by Storyful’s creative team.  Using authentic footage sourced from real people means reduced production costs, shorter lead times, higher impact and more engaging video advertising. With access to the best social video content, Storyful can license UGC for your campaigns and help you build a successful video strategy. Clients: Reuters, Visa, Google, Dettol, Unilever, American Express.

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3. STORYSTREAM.AI

StoryStream’s Artificial Intelligence (AI) helps you publish the content that matters the most for your business in front of your customers to build a deeper brand relationship and influence their buying behaviour. Alex Vaidya and Neil Witten founded StoryStream in 2012. With years of experience in marketing and technology, they reacted to the growth of content marketing and the eruption of social media by building a platform that connects the two in a way that allows businesses to tell their brand stories in an authentic, more trustworthy way. Key features include:

  • User-Generated Content Curation and Management. Discover, organise and manage the very best hyper-relevant social content that relates to your brand from the largest pool of online sources available to marketers. Use Story Stream curation and workflow tools to break silos across marketing teams and build a library of authentic, on-message content assets. Understand the context of imagery and video through Artificial Intelligence (AI) powered search and curation tools for effective content management.
  • Brand Generated Content Management. Bring your brand’s content – imagery, articles, and videos – into your digital touchpoints and combine it with your User Generated Content for ultimate customer engagement.
  • Responsive publishing options. Showcase your content beautifully and elegantly at any customer touchpoint via a range of responsive publishing options that make your customers fall in love with your brand over and over again.
  • Content Intelligence dashboard. Understand how your content is performing through visualised analytics that gives you the power to report on ROI and optimise your content with actionable insights.
  • UGC Rights Management. Get explicit permission from your customers to use their content in your marketing at scale by using StoryStream FanShare™ rights management tool, ensuring a positive advocate experience every time.
  • Call to action visual content. You can easily add Call-to-Actions to your visual content to influence conversion behaviour.
  • Deeper content insights. Discover hidden audience segments from millions of visual social media posts to unlock new revenue opportunities.

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2. TAGBOARD

tagboard logo png

tagboard logo png

Tagboard allows you to engage live audiences by quickly searching, capturing consent and visually your favourite social media posts and showing results live across all screen types including big format impactful display screens at your live broadcast events, corporate campus and – of course – through web and mobile properties. You can curate content in a different diversity of feeds: multiple hashtags or user feeds. You can filter your results by text only, rich photos, videos and location. Tagboard offers a Chrome extension. When running a campaign with tagboard you also get a PDF with campaign stats such as cross-network volume and reach. You can also run a social media contest with this tool. 

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1. BAZAARVOICE

bazaar voice logo png

bazaar voice logo PNG

With BazaarVoice you can create beautiful product pages with user-generated images or videos. Marketers are turning their biggest advocates into their best brand promoters. You can source authentic content from users and influencers alike. Display it on your site with easy-to-build, customisable carousels and gallery pages that feature product tags, enabling your customers to discover new products. Celebrate the customers who love your products. Build brand affinity and multiply your revenue.

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CONCLUSION

Some of the best UGC management software and tools are an important element in social media marketing because they can help marketers harness the power of user-generated content, which generally tends to be authentic, engaging and influential. 

User-generated management tools and software can build a positive brand reputation, promote authenticity, and provide a cost-effective source of varied and relatable content for your marketing efforts. 

eDigital can help you conceptualise, plan, develop, run and optimise successful UGC campaigns that generate leads and sales for your brand.

Our digital marketing services include:

  • Strategic planning for social media and other digital marketing channels.
  • Online advertising management and optimisation: Google Ads Search, Display, Re-marketing and social media advertising.
  • Training: social media marketing training and digital marketing training. 
  • SEO strategy and execution. Including content development:articles, stories, eye-catching and SEO-optimised visuals.
  • Celebrity and influencer marketing campaign strategy. 
  • Brand development. Logo creation, brand personality development and design of marketing materials.
  • Consumer contests/competitions/giveaways.
  • Email marketing. Dip sequence design and deployment. 
  • Conversion rate optimisation. It is also called “path to purchase” optimisation. 

Contact us today and start boosting your leads and sales.

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THE BEST USER-GENERATED CONTENT MARKETING SOFTWARE

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