In the era of growing digitalization, online advertisements have emerged as a dominant force, reshaping the marketing landscape. As a result, digital marketers discovered an effective way to simplify content creation by introducing a game-changer: user-generated content (UGC).
UGC has taken over traditional advertising overnight, encouraging countless users to engage with brands and share their experiences. It has empowered customers to actively participate in a brand’s growth, influencing engagement and conversions positively.
Unfortunately, this openness has also attracted bad actors seeking to cause harm. In response, leading brands are implementing user-generated content moderation measures to safeguard their loyal customers from inappropriate behavior and potential harm.
Table of Contents
What is User-Generated Content Moderation?
User-generated content encompasses all brand-related material generated by customers and brand advocates, distinct from content produced by employees or official brand representatives. This content can take various forms including videos, images, texts, or audio recordings. Some examples of UGC include a fan’s Instagram post, an unboxing video on Tiktok, or even podcasts.
Conversely, UGC moderation is the vital process of ensuring that all UGC aligns with your brand’s values and community standards. Its primary goal is to foster authenticity and cultivate a positive online atmosphere for users while safeguarding your brand’s reputation.
Without proper supervision, UGC can inadvertently include inappropriate content, leading to negative experiences that might dissuade potential customers. Therefore, having content moderation in place is crucial to maintaining the safety and integrity of your platforms.
Types of UGC Moderation
The choice of UGC content moderation types depends on the specific platform, the volume of content, the nature of the community, and your brand’s moderation goals.
● Pre-Moderation
Pre-moderation involves content moderators reviewing and approving UGC before it is published, ensuring a high level of control over the content’s quality.
● Post-Moderation
User generated content is instantly published but is subjected to review and removal by moderators after it goes live which allows for real-time content visibility.
● Reactive Moderation
Users are urged to report any content they perceive as inappropriate or offensive, and moderators then evaluate these reports and take appropriate actions accordingly.
● Automated Moderation
Machine learning algorithms and artificial intelligence tools are employed to automatically identify and filter potentially inappropriate content.
● Hybrid Moderation
This user-generated content moderation method combines an automated UGC moderation tool and human judgment to create a comprehensive and effective approach.
● Community Moderation
This approach entails cultivating a self-regulating community where users flag and rate content. Content with high ratings is promoted, while flagged content undergoes additional review by moderators.
● Shadow Banning
UGC is concealed from other users without the original poster’s awareness, leading them to believe their content is still visible to others. This cover approach is employed to suppress inappropriate content without notifying users of its removal.
UGC Moderation Benchmarks: Setting the Standard
Prior to encouraging audience contributions, it is crucial to implement measures that uphold an appropriate standard. These measures aim to safeguard your brand’s integrity and identity, foster a sense of security and authenticity, and ensure compliance with relevant laws and regulations.
To curate and moderate UGC at an outstanding level, here are the practices to adhere to:
● Publishing Guidelines
To maintain a community that produces quality content, establish explicit rules, and ensure their visibility. Clearly outline the acceptable and unacceptable content behavior and language.
Ensure that the rules and guidelines are transparent and subject to regular review to ensure fairness. Remember that there is no one-size-fits-all content moderation plan, and it should be tailored with the audience in mind during the drafting process.
Display the guidelines in locations easily accessible to users, such as a link in the navigation menu or the website footer. Guidelines should be shared with users upon registration, and if possible in multiple languages to ensure clarity on the rules and consequences of any violations.
● Protocols for Actions
Establish clear and enforceable penalties such as content removal, temporary suspensions, and permanent blocking for violating user generated content moderation rules. Suspensions should have specific timelines, such as a one-month suspension for a single offense. Ensure that the guideline includes clear actions or consequences corresponding to the severity of the content.
● Reward Quality Contributions
Implement strategies to reward contributions and motivate community members to be more active. Utilize badges like “top fan” or “top contributor” to recognize their efforts. Demonstrating the value of users’ contributions boosts engagement and inspires greater participation from others in the community.
● Avoid Filtering Out All Negative Comments
The instinct to remove all negative comments is common due to potential brand harm. However, strategically preserving some negative comments and responding appropriately can enhance transparency with users.
While attaining an entirely positive reputation may be unrealistic, how the company handles comments matters. Promptly addressing complaints and resolving customer queries demonstrates a commitment to customer support and openness.
● Take Into Account All Content Types
Ensure comprehensive consideration of user-generated content in your moderation guidelines, encompassing not just written comments but also images, videos, links, and live chats. Content moderation plays a vital role in delivering a safe user experience across all types of viewing scenarios.
● Encourage Staff Participation
Depending on the nature of the business, employees can influence the tone of conversations on social media. They can initiate discussions, guide people on what to post, and offer informed responses to questions in the comments.
Taking Control
UGC has the capacity to significantly elevate your brand’s visibility, serving as a valuable means to nurture a strong sense of community around your business.
Recognizing the importance of user generated content moderation is essential for running successful campaigns and protecting your brand’s reputation. Through effective moderation, your brand can authentically embody the sentiments of your target audience.
To fully leverage the potential of user-generated content, consider implementing UGC moderation services as a proactive approach to drive your brand forward and ensure it remains on the path to success.
