User-generated content (UGC) is reshaping how brands build trust, engage audiences, and enhance their digital presence. Check out or latest marketer interview to learn more!
Background: The Highlights
At the forefront of this movement is Natalia Lavrenenko, UGC Manager and Marketing Manager at Rathly. With a background spanning makeup artistry to marketing at Amazon, Natalia has honed her expertise in leveraging authentic content to drive brand success. In this interview, she shares her journey, insights on UGC’s impact, and advice for brands looking to harness the power of real customer stories.
From Makeup to Marketing: A Creative Journey
Jenn: Natalia, can you tell us a bit about yourself and your journey to becoming a UGC expert?
Natalia: I have a passion for creativity and clear communication. I started my career in makeup artistry and moved to marketing roles. My work at Amazon showed me the power of user-generated content. My current work has helped me test ideas and improve how brands connect with audiences. Balancing work with raising two kids has taught me to keep messages simple and honest.
Why UGC? The Power of Authenticity as a Marketer
Jenn: What initially drew you to the world of UGC and content creation, and how has your experience shaped your perspective on its importance?
Natalia: Curiosity about user-generated content began during my makeup work. Creative work caught my attention when I saw how posts and videos genuinely engaged viewers. A project at Amazon showed how honest content builds trust and connects brands with real people. One video series I worked on helped a brand connect with its audience and see clear results. That experience changed how I view UGC and its role in today’s digital world.
Jenn: You mentioned that UGC is a game changer for SEO. Can you elaborate on how brands can effectively leverage UGC to boost their search engine rankings?
Natalia: User-generated content sends fresh signals to search engines. Customer reviews, photos, and posts add keywords and details that search engines notice. I saw a brand add customer feedback to product pages and watch its rankings rise. Genuine opinions fill content gaps and signal activity. I advise brands to include user-generated content in website copy and social feeds to boost search rankings.
Keeping it Real: Avoiding Common UGC Pitfalls
Jenn: You’ve emphasized the significance of authenticity in UGC. What are some common pitfalls brands should avoid to ensure their use of UGC feels genuine and resonates with audiences?
Natalia: Many brands over-edit user posts until the natural voice disappears. Some stage feedback or only show positive comments, which can seem forced. A mix of honest user input helps build trust and connect with audiences. Accepting all feedback makes UGC feel real and relatable.
The Rise of Video UGC and the Modern Marketer
Jenn: Video content is king, and you’ve had success with short video reviews. What advice would you give to brands looking to incorporate more video UGC into their strategy?
Natalia: Video reviews have proven their value in my work. Customers share short clips that display honest opinions. The format works well on mobile and social feeds. Test different video lengths and simple edits to find what connects with viewers. Feedback from real users guides the process. Keep videos natural and honest. Ask customers to share their experiences on camera. A brief call-to-action can be added without interrupting the flow. Let genuine feedback shape your content. Watching these clips improves audience engagement and boosts overall trust in the brand.
Encouraging UGC Participation
Jenn: How can brands encourage their audience to create and share UGC, and what are some creative ways to incentivize participation?
Natalia: I advise brands to ask followers to share their stories using a dedicated hashtag and reward contributions with discounts or product giveaways. Highlighting top submissions on official channels makes fans feel valued and proud. Clear prompts and simple guidelines inspire quality posts and boost engagement.
Staying Ahead of UGC Trends as a Marketer
Jenn: How do you stay updated on emerging platforms and trends relevant to UGC and content creation?
Natalia: I follow industry blogs, podcasts, and social media channels that share trends. I check out new platforms and join online groups where content creators exchange ideas. Plus, I pay attention to UGC that connects with audiences, and study what works. I also attend webinars and read guides from peers.
A UGC Campaign That Delivered Results
Jenn: Can you share an example of a successful UGC campaign you’ve worked on and highlight the key elements that contributed to its effectiveness?
Natalia: I led a campaign for a beauty brand that invited customers to share short video reviews using a custom hashtag. The campaign offered a chance to be featured on our social channels, along with small giveaways for quality content. Clear guidelines and recognition of honest feedback drove high engagement and built trust with the audience.
The Future of UGC
Jenn: What are your predictions for the future of UGC, and how do you see it evolving in the coming years?
Natalia: User content will become a key tool for brands in telling their story. More people share short videos and images that show true experiences. Quick posts and honest reviews build trust. This shift helps brands connect with audiences that value genuine voices over polished ads.
Brands will invest in mobile-first methods to spark more participation. Simple calls to action and small rewards inspire customers to share their work. Companies should welcome raw and unfiltered content. This approach builds trust and improves how messages reach new viewers while keeping content fresh and engaging.
How a Marketer Can Turn Customers into Brand Advocates
Jenn: Thanks for sharing your knowledge and expertise. Is there anything else you’d like to add?
Natalia: I appreciate the chance to share my thoughts. I think brands succeed when they let genuine voices shine through clear, honest content. Experimenting with new formats and listening to audience feedback builds trust and keeps conversations fresh. Stay curious and open to change.
Check out Natlia’s LinkedIn profile to learn more about her experience with user-generated content and its importance.