In today’s world of relentless content consumption, customers want more than just a product—they want a connection. They want authenticity, engagement, and a sense of community with the brands they support. This is where user-generated content (UGC) has typically come into play, but there’s a twist: Brand-Generated Content (BGC) is carving out its own niche. BGC lets brands take the reins, producing authentic content directly rather than relying solely on customers or influencers to tell the story. It’s a term I hadn’t heard until Chris Lang from Fresh Chile dropped it in a LinkedIn post, and I have to say, I love it.
At BattlBox, we’ve been doing BGC for years, even if we didn’t have a name for it. We’ve always believed that our brand’s voice and connection to our community were essential to who we are and how we interact with customers. BGC lets us deliver that experience on our own terms, creating content that speaks directly to our audience without needing to wait on external creators. There’s something powerful in that, and as more brands look to build deep connections with their consumers, BGC offers a compelling path forward.
What Is UGC, and Why Has It Worked So Well?
UGC has been the gold standard for a while now. It’s content that’s created by your customers, influencers, or other creators who genuinely love your product. The appeal is clear: UGC offers authentic, relatable experiences straight from those who have bought, used, and enjoyed your product. The value of UGC is in its realness and relatability—when people see others like them using a product, it builds trust and social proof. It’s authentic and feels like a friend’s recommendation rather than a sales pitch.
That said, UGC can be tricky to scale and control. It’s unpredictable, and if you’re looking to communicate a specific message or aesthetic, you’re at the mercy of what your creators and customers choose to produce.
What’s Different About BGC?
BGC, or Brand-Generated Content, flips the script. Instead of waiting on customers and creators, brands like BattlBox create the content themselves, showcasing the product in a way that’s real, yet refined. We take control of the story, the aesthetics, and the message, reaching our customers in a way that feels directly “from us” while still being authentic.
With BGC, you can create high-quality, consistent content that aligns with your brand’s personality and values. It allows you to drive the conversation, giving customers an insider’s view of your brand while maintaining control over the narrative. And while UGC relies on customers and influencers, BGC lets you do it yourself—no need to wait for creators to come through with content or worry about how they interpret your brand.
Pros and Cons of BGC vs. UGC
Pros of UGC:
- Authenticity at Scale: People trust content from real users, so UGC provides valuable social proof.
- Community Building: UGC invites customers into the brand experience, making them feel part of the brand’s journey.
- Cost-Efficiency: Often, UGC can be gathered without significant cost, as enthusiastic users will post about your product for free or in exchange for small incentives.
Cons of UGC:
- Less Control: With UGC, brands have limited control over content quality and messaging, which can dilute the brand if not carefully managed.
- Inconsistent Quality: UGC can vary widely in quality, style, and messaging, making it hard to maintain a cohesive brand identity.
- Dependence on Customer Enthusiasm: You’re relying on customers to keep creating content, which may slow down or drop off.
Pros of BGC:
- Total Control Over Brand Story: With BGC, you control every aspect of your brand’s message, visuals, and voice.
- Consistent Quality and Aesthetic: You can create a cohesive, polished look that aligns with your brand, making it easier to establish and maintain a strong brand identity.
- Agility and Speed: You don’t have to wait on anyone to post; you can create and distribute content as quickly as needed, allowing for greater responsiveness.
Cons of BGC:
- Higher Cost and Resource Intensity: Producing high-quality content requires time, money, and resources, which can be a barrier for some brands.
- Less Authenticity Perception: Some consumers might feel BGC lacks the authenticity of UGC, as it’s clearly created by the brand itself rather than actual users.
- Limited Community Involvement: BGC doesn’t directly involve customers, so it may not build the same sense of community or social proof that UGC offers.
So, Which Is Better: UGC or BGC?
Honestly, it’s not about choosing one over the other—it’s about finding the right balance. Both UGC and BGC have their strengths, and a smart content strategy can leverage both to build brand loyalty and deepen customer engagement.
At BattlBox, we’ve seen firsthand how powerful BGC can be in building our community. We get to share our products in a way that’s authentic and in line with our values while keeping full control of the message. But at the same time, we still value UGC and all the trust and connection it brings. That mix of customer stories and our own branded content allows us to connect with our audience on multiple levels.
The bottom line is that in today’s content-driven world, brands have to be intentional about how they’re showing up. BGC gives you the reins, allowing you to take the bull by the horns and build a brand experience that feels both personal and powerful.
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