---
title: "Content strategy: give your community a voice!"
description: User-generated content (or UGC) is an important tool in your content strategy and a guarantee of authenticity.
---

[Super Agency Blog](https://inbound.lasuperagence.com/en/blog-agency)

# [Content strategy: give your community a voice!](https://inbound.lasuperagence.com/en/blog-agency/strategie-communaute-ugc-contenu-genere-utilisateurs)

 Written by [Sarah Mouton](https://inbound.lasuperagence.com/en/blog-agency/author/sarah-mouton) | Sep 29, 2021 5:02:24 AM

Because of a lack of resources or to get closer to their community, brands are increasingly turning to **user-generated content** to feed their news feed. How does it work?

### More and more data

In 2010, Google's CEO Eric Schmidt had announced that the amount of content created in the last 2 days exceeded that produced **by all human civilization up to 2003** (approximately 5 exabytes of data).

This was [probably overkill](https://blog.rjmetrics.com/2011/02/07/eric-schmidts-5-exabytes-quote-is-a-load-of-crap/) but did show **the exponential inflation** of content production since the beginning of the digital age.

Brands simply cannot compete with such a **constantly refreshed influx on social networks**.

We're seeing more and more brands **letting fans** have their say, for example, about their experience with a product.

This helps **relieve the pressure marketers** carry to always produce more content. 

For all that, just because you have a fan or customer base, doesn't necessarily mean you have **a community**.

### What characterizes the community ? 

In a community, there are **different degrees of involvement**, with influencers and followers. 

Members share some common values and have a **strong sense of belonging** to the group. 

Community members know **the unspoken rules** in place.

Brands with a strong community give their members **the opportunity to become ambassadors by playing on interactivity**.

Today, UGC (User Generated Content) is increasingly appealing, especially in **the generation of "digital natives"**.

By finding the right medium and letting a constructive message spread, **brands build a strong and inspiring image**. 

### The "home" Pinterest of Made.com

 

###### At Made.com, UGC is used to create a Pinterest-like user experience.

In the example above, furniture site [Made.com](http://www.made.com/) designed a page called [Unboxed](http://www.made.com/unboxed/fr/), a kind of dedicated Pinterest.

This is the place where the lucky owners of furniture purchased on the site show c**how they arranged their interior** with their purchase.

This allows Made to **capitalize** on this important resource of photos that showcase its products. 

### The LEGO Kronkiwongi Project

Following its [LEGO Movie](http://www.lego.com/fr-fr/movie), the Danish toy brand has launched a [campaign](http://www.lego.com/fr-fr/campaigns/kronkiwongi) to  reveal and celebrate the creative potential in every child ". 

To show the talent and imagination that lies within them, LEGO encouraged them to **build something** based on a wacky name. 

 

LEGO used Facebook to start its project and asked kids to build something from the word "[Kronkiwongi](https://www.lego.com/fr-fr/campaigns/kronkiwongi)".

On its website, the brand then created **landing pages** containing videos where each child is invited to present his or her creation. 

**The results LEGO achieved:**

- **Impressions**: 27 million thanks to sponsored reach from 80% of mothers and organic reach from 3.3 million people.
- **Engagement** likes, clicks, comments and shares up 61% across all LEGO pages ( Source: [Search Engine Watch](https://searchenginewatch.com/2016/02/11/how-legos-kronkiwongi-campaign-drove-customer-engagement/))

### Give voice, keep control!

User-generated content is **an important tool in your content strategy**.

As we can observe with these two examples, **giving users a voice** does not mean letting them feed your page's news feed unattended.

On the contrary, by providing a clear framework and **a few rules of conduct**, exchanges only become more natural (while still assigning a role to a [Community Manager](https://inbound.lasuperagence.com/blog/why-the-community-manager-is-different-from-the-social-media-manager) in charge of coordinating everything).

Are you giving voice to your community? What is your [strategy](https://inbound.lasuperagence.com/inbound-recruiting-guide-definition)?

[View full post](https://inbound.lasuperagence.com/en/blog-agency/strategie-communaute-ugc-contenu-genere-utilisateurs)

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