User-Generated Content (UGC), as Wikipedia has it, can be any form of content, such as blogs, wikis, discussion forums, posts, chats, tweets, podcasting, pins, digital images, video, audio files, and other forms of media that is created by users of an online system or service, often made available through social media websites.
Let us see how user-generated content positively influences a website’s success potential.
- Improves user engagement: As users get to upload content onto the site, user engagement is increased. With an increase in engagement, the volunteering users become proactive brand ambassadors, who will take the lead in building initiatives around the possibilities.
- Traffic increase: As users upload their content on the site, they would like to have their circle of friends and relatives to view their contribution. In the process, we are creating a fairly big contingent of new visitors, who, in turn, can again become the agents of further expansive growth in number of visitors. Communities can be formed around the central site, thus improving stickiness and loyalty.
- Dynamic content: The content is created and constantly updated, not by the editorial team of the site, but by its users. With little intervention, the content available on the site is always increasing, quantitatively and qualitatively.
- Revisits: Since they expect fresh content, user-generated content can create and sustain the interest of revisitors.
The bottomline is that the websites whose business models are based on substantial proportion of user-generated content can look forward to sustainable growth.