User-generated content (UGC) has become a cornerstone of modern marketing, offering authenticity that traditional advertising often lacks. Brands incorporating real customer experiences build stronger trust and engagement. However, many struggle to collect high-quality UGC at scale, especially content that aligns with their brand vision.
This is where agencies can step in, offering UGC collection as a service to bridge the gap between brands and their audiences. With tools like BrandLens, agencies can streamline the process of video collection and co-creation, transforming it into a scalable service offering.
The Growing Importance of UGC
In 2025, UGC is not just a trend but a vital component of effective brand storytelling.
-
Authenticity and Trust: Consumers are increasingly skeptical of polished advertisements. Studies show that 93% of marketers find UGC performs better than traditional content, highlighting its authenticity (Backlinko).
-
Influence on Purchasing Decisions: Approximately 79% of consumers say UGC highly impacts their purchasing choices (POWR).
-
Cost-Effectiveness: UGC is more cost-effective than professional content creation, with 85% of marketers viewing it as a cheaper alternative (Backlinko).
-
Scalability: With platforms like BrandLens, brands can collect UGC from anywhere, anytime, without the need for expensive studio setups.
Challenges in UGC Collection
While the benefits are clear, collecting UGC at scale presents challenges:
-
Quality Control: Ensuring consistency and quality in user submissions can be difficult.
-
Disorganized Submissions: Gathering content through various channels like emails or social media can lead to chaos.
-
Legal Concerns: Securing rights for repurposing UGC is often complex.
-
Motivating Participation: Encouraging users to create content requires effective strategies.
Leveraging BrandLens for UGC Services
Agencies can utilize BrandLens to overcome these challenges and offer efficient UGC collection services:
1. White-Label UGC Campaigns
BrandLens allows agencies to create branded UGC campaigns without requiring users to download an app. Users can submit content through a simple link or QR code, following brand-provided instructions.
Example: A beauty brand wants customers to share their makeup routines. The agency sets up a BrandLens campaign with prompts like “Show us your before & after!” Users submit videos seamlessly through the platform.
2. Template-Based Video Creation
To maintain brand consistency, agencies can provide on-template video prompts. Features like on-screen text and overlays help standardize submissions while keeping content authentic.
Example: A fitness brand seeks customer testimonials. The agency creates a structured BrandLens campaign where users answer predefined questions, resulting in polished yet genuine responses.
3. Scalable Collection for Events
For large-scale events, BrandLens enables real-time content collection across multiple locations.
Example: A beverage brand sponsors a music festival. The agency uses BrandLens to collect attendee videos enjoying the event, accessible through a QR code displayed on-site.
4. Automated Rights Management
BrandLens simplifies legal complexities by automatically securing content rights upon submission, allowing brands to repurpose content without legal concerns.
Example: A sneaker brand wants to use customer videos for a TikTok ad campaign. With BrandLens’s built-in permissions, they can proceed confidently.
5. Data Analytics for Performance Tracking
Agencies can access data on engagement, submissions, and video performance, enabling data-driven optimization of campaigns.
Example: An agency runs a UGC campaign for a skincare brand and needs to report on engagement. With BrandLens analytics, they can showcase the number of video submissions, completion rates, and social shares, proving campaign success.
Transforming UGC into a Scalable Service
By integrating BrandLens into their offerings, agencies can provide clients with:
-
Branded UGC Campaigns: Structured content prompts that guide users.
-
Seamless Collection: App-free video submissions via links or QR codes.
-
Consistent Branding: On-template videos with overlays and guided instructions.
-
Legal Assurance: Automatic content rights management.
-
Insightful Analytics: Data-driven insights for measurable results.
This approach not only adds a revenue stream but positions agencies at the forefront of content marketing innovation.
Embracing the Future of Content Marketing
The demand for authentic, engaging content continues to rise. Brands that involve their communities in content creation stand out in a crowded marketplace. Agencies offering turnkey UGC solutions will be essential partners in this evolution.
With BrandLens, agencies can streamline UGC collection, enabling brands to capture real stories without compromising quality or consistency.
If you’re an agency aiming to enhance your content services, consider incorporating UGC as a service. Explore how BrandLens can elevate your offerings and help build authentic connections between brands and their audiences.
Note: Statistics and insights are sourced from Backlinko and POWR.
