Why User-Generated Content is Invaluable to Marketing Teen Programs

Reaching today’s teens is challenging. The best way to connect? Social media. According to a two-month study conducted by Pew Research Center in the fall of 2024, over 90% of Gen Z uses its platforms. 

• 90% use YouTube
• 60% use TikTok and Instagram
• 55% use Snapchat
• 32% use Facebook (a 39% drop from 2014-2015)
• 23% use WhatsApp
• 17% use X (a 6% drop from 2023 and 16% drop from 2014)
• 14% use Reddit

Nearly 75% of teens visit YouTube, and 60% use TikTok every day. About half of teens use Instagram or Snapchat daily, too. These numbers suggest that social media remains the best way to reach this demographic. But here's the rub: developing content gets expensive, and you must still purchase ads to reach a broader audience.

One option for preserving your marketing budget's bottom line? User-generated content. Its greatest benefit? Offering an authentic, inside view of your programs. Keep reading to learn more about leveraging user-generated content in your marketing strategy.

What is user-generated content?

User-generated content (UGC) — sometimes called user-created content — refers to any media a user posts on your website, social media or other online channels. It can include:

• Images
• Videos
• Testimonials
• Audio
• Text
• Reviews
• Blog comments

It's a valuable source of marketing content because it provides an authentic perspective from real people, building trust and credibility with potential customers — especially Gen Z, who highly value authenticity and peer recommendations when making purchasing decisions. Think of UGC as another form of word-of-mouth marketing.

Because it's created by real people, it's perceived as more genuine and trustworthy than traditional brand advertising. Seeing others use or benefit from a product (or experience) can influence potential clients to explore further as they see positive experiences shared by peers as social proof. Encouraging UGC can boost engagement on social media platforms, as people tend to interact with content created by their peers.

Finding UGC

Want to incorporate UGC into your social media marketing? Fortunately, you don't have to search too hard to find it.

Program participants offer some of the most transparent and real perspectives of any content generator. They likely have a network with similar followers that fit the target demographic for your programs.

Employees and volunteers provide an insider view, too. Ask them to give a personal account of "a day in the life" or a behind-the-scenes look to add a unique perspective to your marketing messaging. Set parameters and then encourage your employees and volunteers to share their perspectives on social media, highlighting your program, its mission, and anything else of interest.

Whether you work with school counselors who refer students to your programs — or accept donations to fund your work — tapping into your advocates or brand loyalists offers yet another perspective. Ask these individuals to share details about what motivated them to get involved or what value they see your programs offering the students they refer.

Influencers provide a different type of UGC as they're often paid to share their perspective. While the content they provide may not have the same authenticity as organic UGC, it still holds value. Smaller programs lacking an on-staff photographer or videographer can pay an influencer to provide high-quality digital content for use in different mediums, for example.

While some UGC is easy to spot because it comes from social media tags, website reviews, or Google update notifications, other forms of UGC are harder to find. Social listening tools help you find legitimate UGC by following your organization and program names. The following social listening tools have a basic, no-cost level, but to access more advanced features requires a subscription.

• Brandwatch
• BuzzSumo
• Followerwonk
• Google Alerts 
• Hootsuite
• Owler
• Social Mention
• X Pro

Working with a streamlined budget? Schedule 15-30 minutes once a week to search for your company and program names on social media. This approach ensures that you’ll catch posts where your program hasn't been tagged and can still keep a pulse on new content. Share positive content with your followers and add it to your feed for future reference. Address negative feedback, which shows your commitment to providing excellent service and resolving issues that may arise. 

The value of UGC

UGC supplies potential customers with valuable content as they learn about your programs. All generations — but especially Gen Z — appreciate genuine connection and interaction with brands, and UGC offers the social proof they may need to justify asking for more information or taking that next step and signing up. Well-managed UGC can help increase conversion rates while offering content for social media, email marketing, and landing pages. 

1. It’s deeply authentic

Ninety percent of consumers emphasize the importance of authenticity, and 50% view UGC as more trustworthy than other media types. UGC offers an authentic look into a customer’s perspective, often using images and video to back it up. You can't fake UGC because it will lack that authenticity — and savvy users can tell the difference between legitimate visuals versus those created by AI. It's easier to differentiate between what's real and what a brand creates to elevate its online presence. Good UGC content must pass the gut check for authenticity. 

2. It increases community

UGC also helps increase the feeling of community. As stakeholders share their experiences — and see that you've reposted or repurposed that content — they feel validated, and others can read those opinions to form their own positive impression of your organization. UGC effectively starts conversations and engages users in valuable interactions, creating a sense of shared identity and encouraging interaction between individuals who feel connected through their contributions, ultimately fostering a more vibrant, engaged community around your organization. An added bonus? You’ll build more meaningful relationships with your stakeholders because they’ll feel more loyal to you.

3. It increases conversions

Sure, you can talk about how great you are, but previous customers saying you're great — and bringing receipts — is far more effective for converting prospects. And the numbers don't lie. According to EveryoneSocial:

• UGC-based ads get 4X higher click-through rates and a 50% drop in cost-per-click than average
• Campaigns and websites using UGC see 29% higher web conversions
• UGC generates more than double the sales than paid advertising

Even more powerful? In 2022, analyses revealed a significant 103.9% increase in conversion rates among visitors who actively engaged with user-generated photos and visitors. Clicking to expand the image gallery demonstrated a strong correlation with conversions, resulting in a 103.1% lift. Navigating through visual content, whether by clicking to view the text (106.3%) or previous (93.8%) image/video, also positively impacted conversion rates.

4. It’s cost-effective

Hiring a photographer or videographer is expensive, and paying influencers adds up quickly, making UGC one of the most cost-effective methods for creating content. It costs very little — perhaps just the expense of a few contests, swag and promotional materials — to encourage UGC. You can also repurpose content for other marketing campaigns to extend its lifespan and boost ROI.

Generating UGC

Users will likely post about your programs, whether encouraged or not. But incentivizing feedback and UGC should increase participation. 

1. Run contests and specials

Reward your followers for sharing their experiences on social media by running contests or special promotions. Subtract a percentage off your program costs or offer a digital $10 gift card to the local ice cream shop, for example. Run contests weekly or monthly. A steady cadence of incentives will encourage social sharing and build up your UGC. 

2. Make contributors feel special and valued

Acknowledge user contributions! Doing so contributes to the influencer vibe many Gen Zers like to feel. Reshare content across your platforms or feed for others to see, and include the original contributor's handle. Celebrate their input and make it clear that you appreciate what they've said.

Also, recognize that some UGC may include negative comments or thoughts. Positive content offers a first-hand look into your program offerings. Negative content gives your organization a chance to address concerns. Send a direct message to answer questions, offer a solution for the problem, or clarify any misunderstandings. Thank contributors — whether they've shared something positive or negative — for sharing their experiences.

3. Send follow-up emails

Want to increase your online reviews and mentions? Send follow-up emails inviting program participants to share their thoughts. Request a Google review and provide tips explaining how to leave a good social media testimonial and why you're asking for their feedback. If you're offering incentives to encourage social mentions, include that information in the email, too.

If you're worried these emails will create a ton of work for your team, automate them to send after an event or at the start of a new school year to relieve pressure. Automating also helps ensure you never miss an opportunity to thank students for their participation — and it may encourage those who meant to leave a review earlier (and forgot) to do so now.

4. Involve your stakeholders

While your first obvious go-to for UGC should be your program participants, don't overlook other stakeholders. Encourage your staff, counselors, donors, investors and other advocates to contribute, too. Customers comprise just one source for UGC, but anyone with a relationship with your program can (and should!) share their perspectives, too. A variety of voices and ideas merely enrich the conversation.

Build awareness for your programs

Your marketing efforts should bring awareness to your programs. When marketing to Gen Z, leverage UGC on social media platforms where Gen Z is most active. They already share authentic, relatable content via short-form videos, stories, and posts. The content reflects their real-life experiences and resonates with their values much more so than overly polished marketing campaigns. Use this trend to create connections, build community, generate leads, and convert more sales.

Whether you oversee a summer program, gap year program, teen volunteer opportunities or college admissions resources, TeenLife can help you reach your target audience and develop high-quality leads. Contact us now to learn more about how to get your program in front of students, parents and counselors.