In a digital landscape where views, likes and shares seem to determine the success of any post, it is easy to fall into the idea that content only has value when it goes viral. For brands, this perception can lead to performance being judged mainly by reach, pushing other equally important factors into the background, such as the ability to spark interest, build trust or influence a purchase decision.
This is where User-Generated Content (UGC) becomes relevant. Through demo videos, unboxings, tutorials or content that shows products in everyday situations, UGC allows brands to communicate in a closer and more visually natural way. However, its value should not depend solely on how many people see a post. A piece of content may not reach thousands of views and still fulfil an important goal for the brand.
Going viral is not the same as being effective
Going viral can be an opportunity to raise brand awareness, but reach alone does not guarantee results. A video can rack up thousands of views without sparking interest in the product, driving relevant traffic or contributing to a purchase decision. Likewise, content with a smaller reach can get to a particularly interested audience and respond to a concrete need.
With UGC, this distinction is especially important because content can be used at different stages of the customer journey. Some pieces aim to spark curiosity, while others are meant to explain how a product works, show its benefits or answer questions before purchase.
A video showing how to use a skincare product, for example, may not perform exceptionally well in terms of views. Even so, it can help a potential customer understand the product’s texture, see how it should be applied and assess whether it meets their needs. In this case, the value of the content lies in the information it conveys and in how it makes the product easier to evaluate.
That is why measuring all content against the same indicators can lead to inaccurate conclusions. Before analysing results, we need to understand the purpose each piece was created for.
UGC’s value also lies in its ability to build trust
One of the main advantages of UGC is the chance to present products in a practical, visual and contextualised way. Rather than simply listing features, this type of content shows a product in use and helps the audience picture how it fits into their own daily lives.
This can be particularly relevant in categories where the visual experience influences the purchase decision, such as beauty, technology, decor or homeware. Watching a product being applied, seeing its details or following a demonstration can answer questions that a written description cannot always resolve.
A UGC strategy should start with the goal, not the hope of going viral
To make the most of UGC, brands need to define what they want to achieve before producing content. If the goal is to raise awareness, reach and views may be relevant indicators. If the intention is to present a feature, answer questions or encourage a purchase, other metrics need to be considered.
This approach also shapes how briefs are built. Rather than trying to create content with viral potential at all costs, brands should identify the key message, the audience they are speaking to and the role each piece plays in the strategy. From there, it becomes possible to develop content in different formats and approaches, without expecting all of it to deliver the same kind of performance.
It is equally important to recognise that the success of a strategy does not necessarily depend on a single piece of content. A set of pieces can contribute to different stages of the decision-making process, reinforcing the brand’s message and offering the consumer complementary information.
Evaluation should therefore consider both individual results and each piece’s contribution to the overall strategy. This perspective allows for better-informed decisions and prevents potentially useful pieces from being discarded simply because they did not reach a large number of views.
Going viral remains a relevant opportunity, but it should not be mistaken for the only sign of success. A solid strategy requires clear goals, suitable indicators and an analysis that takes into account the role of each piece of content.
Rather than asking how many people watched a video, brands should try to understand what that content actually achieved. Because, in the end, content doesn’t need to reach everyone to make a difference to the right people.
