User-Generated > Well-Produced

Hello, it's Sam!

Today, we’ll dive into the power of user-generated content (UGC) and how it can boost your brand’s authenticity, build trust, and create stronger connections with your audience.

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Content Breakdown

User-Generated > Well-Produced

We've all seen videos on social media where creators make content about a product or share their opinions.

These videos are considered User-Generated Content (UGC).

User-generated content refers to any content such as images, videos, or reviews—created by individuals rather than the brand itself.

To watch the full video, click here.

This video is from GoPro's Instagram page. If you're not familiar with GoPro, it's a camera company that specializes in manufacturing action cameras.

In this video, we see a rider using a GoPro camera while riding a bike at night.

If you watch closely, you'll notice how well the camera captures everything in extreme conditions, with impressive video quality, even at night.

Instead of posting videos created by themselves, GoPro shares videos made by their users. You can check their social media, where they feature mostly user-generated content instead of their own.

GoPro has the resources to produce high-quality content to market its product—so why does it rely on videos made by users?

Why This Worked?

GoPro’s UGC strategy worked because it felt real.

User-generated content is perceived as more authentic because it comes from real users, not brands.

This makes it more relatable and trustworthy, especially for GoPro’s target audience — people who are passionate about extreme sports or high-adrenaline activities.

For example, when a new company releases a product, like a new pair of shoes, a UGC video where a user shares a video of themselves using the product and giving an honest review can provide clear visual proof of its quality and help potential buyers make a decision.

When potential buyers see these real-life adventures captured by fellow users, they can instantly see how the product performs in action, helping them make a more confident purchase decision.

Additionally, UGC is much more cost-effective for brands. It reduces the need for expensive production costs and professional content creation, while still delivering a constant flow of engaging, authentic material.

This strategy helps GoPro build trust, foster community, and save on marketing expenses all at once.

Takeaways

• Authenticity Builds Trust: User-generated content feels genuine because it comes from real people, not brands. When potential customers see content from others like themselves, it feels more trustworthy and relatable, which encourages them to engage with the brand.

• Supports Decision-Making: When users share their experiences with a product or service, especially through video, it helps others see how it works in real life. This visual proof can make potential buyers feel more confident about their purchase decisions.

• Cost-Effective: UGC allows brands to share a wide variety of content without the need for expensive production. This makes it a cost-efficient way to keep content flowing while still providing material that resonates with the audience.

Theory of the Day

The Golden Circle

The Golden Circle, introduced by Simon Sinek, is a framework that helps us understand why some leaders and brands inspire while others don't.

It emphasizes starting with why—the purpose or belief behind what you do rather than just focusing on how you do it or what you offer.

At its core, the Golden Circle consists of three layers:

• Why (Brand Purpose): This is your purpose or belief. It answers the question, "Why does your organization exist?"

• How (Mission): These are the actions or processes that set you apart and bring your purpose to life.

• What (Positioning): The tangible products or services you offer.

Sinek argues that most people and organizations work from the outside in, starting with what they do.

However, truly inspiring leaders and brands communicate from the inside out—beginning with why. By doing so, they connect with people on an emotional level and build loyalty that goes beyond just products or services.

Simply put, people don’t buy what you do; they buy why you do it.

Let's look at Amazon and Netflix through the lens of Simon Sinek's Golden Circle to understand their brand purpose, mission, and positioning strategy:

Amazon:

Netflix:

Amazon and Netflix both start with a clear "Why"—Amazon aims to simplify shopping, while Netflix seeks to make entertainment enjoyable and accessible.

Their "How" and "What" reflect this purpose: Amazon delivers through low prices, wide selection, and convenience, while Netflix focuses on easy content discovery and seamless streaming.

To learn more about the Golden Circle, check out this blog, and click here for more examples.

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