11 Alternatives to User-Generated Content for Authentic Marketing

To explore authentic marketing alternatives to user-generated content, we asked CEOs and digital marketers this question for their expert opinions. From sharing your brand story to showing behind-the-scenes, here are the top eleven strategies these professionals recommend for genuine marketing.

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Share Your Brand Story

Instead of relying on user-generated content, incorporate your own story into your marketing strategy. By sharing the journey behind your brand, highlighting customer success stories, and showcasing behind-the-scenes moments, you show an authentic side of your brand, which creates a genuine connection with your audience.

When done effectively, storytelling can drive significant growth for businesses. Creating compelling content that resonates with your audience can attract new followers, increase engagement, build brand loyalty, and ultimately, drive conversions.

Katharina Garmon, CEO & Founder of Socialkind Studio, Socialkind Studio LLC

Use Expert Certification

To be very specific, one of the biggest alternatives to user-generated content we see in our SaaS industry is definitely expert certification! This means a proven way to use experts in your marketing activities that, by many standards, is their certification, awards, education levels, etc. The more recognizable their certification in your industry, the better and more authentic. 

To expand on this, special access to certain certificates, such as ISO, or access to social media network APIs, has also helped us become very authentic in differentiating. A few years ago, when we became a Facebook marketing partner, that badge alone helped the company engage with much more serious companies who recognized it and used it as a trust signal to start working with us. 

Katerina Bojkov, Head of Growth, EmbedSocial

Partner With Influencers

Influencer partnerships are one particular option. Influencer partnerships, in my opinion, are fantastic because they enable you to establish a connection with audiences via a person they already respect and follow. Influencers have developed devoted followings, and people respect the advice and perspectives they share. 

Compared to typical advertising, speaking with an influencer about a product or service feels more sincere and intimate. It is comparable to receiving a friend’s suggestion. Influencers can promote your goods in a style that appeals to their followers since they frequently have a thorough awareness of the likes and dislikes of their audience. 

Working with the proper influencer can significantly increase the reach and credibility of your business. Selecting influencers who truly connect with you and share your values is crucial.

Kartik Ahuja, Digital Marketer, kartikahuja.com

Highlight Customer Success Stories

Another potent alternative to user-generated content is customer success storytelling. This kind of approach mainly focuses on showcasing real-life examples of how a company’s products or services have positively impacted its customers, presented in a narrative format that highlights genuine experiences and outcomes. 

Customer success stories go beyond simple testimonials by diving deep into the customer’s journey, challenges, and the specific ways the company’s offerings provide solutions. These narratives can be presented through various formats such as case studies, video interviews, or podcast episodes. 

The key is to present a balanced, honest account that includes not just the positive outcomes but also the obstacles overcome. This transparency adds credibility and relatability to the stories. By featuring diverse customers across different industries or use cases, brands can demonstrate the breadth of their impact while providing potential customers with relatable scenarios.

Tom Richards, Director and Founder, Adbetter

Leverage Earned Media

One specific alternative to user-generated content for authentic marketing is earned media. Earned media is content created by journalists, bloggers, and influencers about a brand, products, and services. Unlike user-generated content, earned media is not made at a brand’s request, but it appeals to the quality and relevance of the brand to the creator. It has a higher level of credibility and authenticity compared to traditional media. Customers want authenticity from the media, like influencers and bloggers they follow, due to their original content. Hence, earned media is more likely to attract customers as compared to user-generated content.

Faizan Khan, Public Relations and Content Marketing Specialist, Ubuy Australia

Create Documentary-Style Stories

Using documentary-style brand storytelling involves creating high-quality, journalistic material that tells actual tales about the brand’s goal, goods, or influence. Companies can develop captivating content that connects with viewers by concentrating on authentic stories of customers, workers, or communities touched by the business. This strategy gives you more control over the production quality while yet keeping authenticity with actual stories and real people. It frequently produces emotionally compelling material that can be utilized across many marketing platforms.

Rebecca Xing, CEO, Trustana

Encourage Employee Content

We found that our employees are some of the best brand ambassadors because they provide genuine insights and share real experiences about working with our company. Encouraging employees to create and share content about their day-to-day activities, company culture, and their professional growth helps build a relatable and trustworthy brand image. 

For instance, we’ve seen significant engagement on posts where our team members share behind-the-scenes moments, which resonate well with our audience and add a layer of authenticity that polished marketing campaigns often lack. In my experience, this has been instrumental in building long-term relationships with our customers and differentiating our brand in a crowded market.

Dinesh Agarwal, Founder, CEO, RecurPost

Conduct Man-on-the-Street Interviews

As an alternative to user-generated content, try “man-on-the-street interviews” (or “woman,” etc.) for authentic marketing. The idea is simple. Have an energetic and personable team member interview random people on the street about your product, service, or brand. Ask them questions about their likes and dislikes. Then, tie their ideas to ways that your company can address their concerns. 

Think of the old Pepsi vs. Coke taste tests we used to see as TV commercials. If you can replicate the idea of a random person on the street endorsing your brand in some way, then you’ll come across as authentic and trustworthy. This sort of content is great for social media, and if you make it entertaining, it’s highly shareable.

Dennis Consorte, Digital Marketing & Leadership Consultant for Startups, Brand Boba

Produce Time-Lapse Videos

What works really well for an AV integrator client of ours is creating time-lapse videos of their work. It requires a professional camera being mounted high up in the physical space where they are installing equipment. We record very long videos—4-5-8 hours’ worth of footage. That’s then sped up and edited. What you end up with is an empty room at the beginning of the video and a finished installation 3 minutes later. 

I think it’s a great alternative to user-generated content because it’s still a genuine representation of how you work and what you deliver. There is no fluff in showing the actual work; prospects and clients appreciate it more than a promotional web page, for sure.

Hristina Stefanova, Head of Marketing Operations, Goose’n’Moose

Generate Expert Content

One compelling alternative to user-generated content is expert-generated content (EGC). EGC leverages the knowledge and credibility of industry leaders to create high-quality, informative content that resonates with your target audience. By partnering with experts or thought leaders in your niche, you can tap into their established trust and influence, lending an air of authenticity and authority to your brand.

For instance, we frequently work with numismatists and coin collectors to produce in-depth articles, videos, and podcasts. This EGC strategy has enhanced our platform’s reputation and fostered a loyal community of coin enthusiasts who trust the information we provide.

Chris Yang, Co-founder & CEO, Coins Value

Show Behind-the-Scenes

That would be creating behind-the-scenes content. This approach involves showcasing the inner workings of your business, such as how products are made, day-to-day operations, or the team behind the scenes.

For instance, sharing stories about the people who create your products or offering a glimpse into your company culture can build trust and authenticity with your audience. It provides transparency and helps customers connect with your brand on a personal level. This kind of content often resonates well because it humanizes your brand and offers a genuine look into what makes your business unique.

Alexander Smith, Manager, Overlook Boots

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