User-generated content (UGC) is one of the biggest factors that has affected brand engagement in the past decade.

If you’re not familiar with the term, user-generated content is original content produced by your customers to promote your brand. Users aren’t paid to produce user-generated content: it is organic and natural, with customers sharing their thoughts, opinions, and imagery because they want to. And this is the best kind of recommendation any brand can receive.

So what impact can this have in the events arena? What is the power of user generated content at events? Here’s everything you need to know.

There are so many benefits of harnessing user generated content at your next event. Firstly, it is a great way to enhance the event experience for your event attendees, encouraging them to interact with your brand and interact with each other.

From a business perspective, user generated content also builds trust and credibility for your brand. It shows that your events are authentic, that real people are attending and hopefully, that they’re having a great time!

User generated content is also incredibly cost effective. No need to pay for a photographer, videographer, or even a social media specialist. Although user generated content does need monitoring, to ensure the right message is being shared with your customers, it is a low-effort strategy with the potential for huge returns.

So what strategies could you adopt to leverage user generated content at your next events?

Firstly, you need to make it as easy as possible for your users to share their images. Websites like EventsAlbum are great tools for creating a QR code for your own event album, which you can easily share with your guests. The easier it is for your guests to share content, the more likely they will.

Creating a memorable hashtag for your event and encouraging attendees to use it is also a good strategy if you want your guests to share their content straight to social media, but beware! This approach means that all content, both good and bad, will go straight to your customer base.

Finally, don’t be afraid to incentivise the sharing of user generated content at your event, if the budget allows. This will encourage attendees to share their images to your event album. Perhaps free product or product discount codes for every shared image that you go on to share to your own social media accounts?

Some examples of successful user generated content campaigns include Starbucks' White Cup Contest, which encouraged customers to doodle on their coffee cups and then share the images with the brand. Or the Share a Coke campaign, where Coca-Cola drinkers were asked to share photos of themselves and their friends with the drink, in the hopes of winning a prize.

Harness these examples by encouraging your customers to share their event images and using these so that your brand can benefit from this user generated content.

User generated content is an important part of any modern event. And websites such as EventsAlbum mean that sharing that content is easier than ever, with no risks. There is even an option to approve photos before they're displayed if you think there's a chance someone might upload something inappropriate. Then, you can choose which images you go on to share on social media

Promote your brand, build trust and credibility and interact with your customers without breaking the bank.