User-generated content (UGC) is the most time-honored method of training — informally spreading one’s personal knowledge of a subject to peers. In the workplace, it’s been delivered unofficially in the lunchroom or in random conversations. But, in our ever-evolving world of communication technology, the delivery of UGC and its relevance has become an important part of modern training programs. Internet-based apps and platforms are now available on laptops, smartphones, and tablets. Blogs, wikis, YouTube, podcasts, and other tools are all employed for informal and social learning. By including learners as active participants in the content creation process, organizations encourage engagement, collaboration, and ownership of learning experiences.
What is User-Generated Content?
User-generated content (UGC) is any type of content created by users, rather than traditional content creators or experts. UGC in eLearning includes discussion forums, peer-to-peer feedback, collaborative projects, multimedia presentations, and user-generated quizzes or assessments. Using an organization’s collective knowledge, experiences, and perspectives can enrich the eLearning experience and create more impactful and personalized learning environments.
Encouraging and using UGC requires a mind shift from a passive to an active learning model, where users are actively engaged in creating, sharing, and evaluating content. Supplementing expert-created training with UGC enables companies to harness the knowledge, experience, and ideas of their workers.
Why is User-Generated Content So Popular?
UGC has been popular in marketing departments for quite some time, allowing customers to help with marketing: think online reviews, social media sharing, testimonials, and video reviews. It was only a matter of time before Learning and Development (L&D) teams implemented it in their training programs, considering its success.
- 79 percent of consumers agree UGC content impacts purchase decisions.
- Ads using UGC earn four times higher click-through rates than other ads.
- 80 percent of organizations are using UGC in their L&D strategies.
Benefits of User-Generated Content in eLearning
Boosts engagement. Learners are more likely to engage with content created by their peers as it tends to be more relatable and addresses the challenges they face every day, resulting in high engagement, increased motivation, and successful learning outcomes.
Improves institutional knowledge. Promoting mentoring and coaching through UGC is a useful substitute for classroom-based training, helping organizations hold on to the knowledge of senior employees before they retire.
Maintains relevance. Content generated by fellow users is often viewed as more relevant and easier to engage with by colleagues. Employees know that one of their own has generated the content from their firsthand experiences in the same or a similar field of work, helping it maintain relevance.
Reduces cost and time. Creating high-quality eLearning content can be expensive and time-consuming. UGC helps use the expertise and creativity of learners, reducing costs and freeing resources for other initiatives. Contributions are captured, stored, cataloged, edited, improved, and rated by the user community thanks to on-demand availability, with minimal acquisition costs.
Offers personalized learning experiences. Learners can contribute content that reflects their unique interests, preferences, and learning styles, allowing for more personalized and relevant learning experiences.
Encourages knowledge sharing and collaboration. UGC facilitates knowledge sharing and collaboration among learners, enabling them to learn from each other’s experiences, perspectives, and expertise.
Fosters empowerment and ownership. UGC transforms learners from passive consumers to active creators who create learning material and participate in discussions, boosting confidence while giving employees a sense of ownership in their own learning journey. Plus, learners get the satisfaction of being heard and recognized for their efforts.
Includes diverse perspectives. Instead of one voice sharing information, UGC offers differing viewpoints and experiences that increase understanding while catering to various learning preferences. Participating in these busy hubs of collaboration and discussion helps employees build a powerful sense of community through sharing experiences and supporting each other.
Challenges of User-Generated Content in eLearning
Despite so many advantages, UGC also has some disadvantages:
Quality control. Content moderation is important to maintain accurate and quality info. Assign moderators or purchase an AI system that will automatically do so. Encourage learners to report inaccurate or inappropriate content they find. This will give them control over the information they access.
Reliability of content. The authenticity and reliability of UGC can be an issue. Experts can moderate the content, but that will take quite a bit of that expert’s time. Moderation will be needed continually, increasing dependency on the expert.
Coverage of curriculum. Don’t rely solely on UGC, as it will create a skewed perspective. Users will post their favorite while leaving other areas out entirely. Information can become biased when a few users push their knowledge and opinions on the rest of the team. Ensure ground rules and expectations are clear.
Risk of bad information. What is the risk of learners getting bad or incorrect information? In some industries, bad or out-of-date information can lead to compliance issues and fines. Understanding these risks makes a difference when determining how many resources you put into moderating UGC.
Privacy. Workers may be reluctant to participate at first, feeling their content isn’t appropriate for sharing or worrying about privacy concerns. Highlight the value UGC adds to the training experience, stress that participation isn’t mandatory, and reiterate that users can observe the process before deciding to share information. Most importantly, communicate your privacy policy with employees so they know how your organization will use their data.
Best Practices for Implementing User-Generated Content
To effectively harness the power of UGC in eLearning, organizations should follow these best practices:
Find suitable topics. As with all types of training, UGC isn’t ideal for all learners and all topics. However, it is helpful in programs that include case studies, real-life scenarios, or practical skills. Pinpoint areas that can benefit from workers’ experiences, insights, and practical knowledge, and ensure your UGC always aligns with organizational training goals and individual professional objectives.
Provide clear guidelines and expectations. Clear guidelines are key to maintaining quality in UGC. Include instructions for formatting content and the appropriate use of multimedia elements. Include instructions regarding quality standards, copyright guidelines, and community guidelines to foster respectful and constructive interaction. Don’t forget technological requirements for images, infographics, videos, and animations. Leaders and experts need to participate, responding to content and sharing their own thoughts, adding value to the learning experience. Encourage all participants to fact-check and question everything, and ensure they understand cybersecurity risks and don’t share personal information.
Establish a fun and supportive learning community. Create a supportive and inclusive learning environment where learners feel comfortable contributing their ideas, sharing their experiences, and providing feedback to their peers. Make participation fun by incorporating polls, quizzes, challenges, battles, team events, and scavenger hunts. Try hosting a meme creation or photo caption contest.
Offer training and support. Help learners develop the skills and confidence they need to create and share UGC effectively. Offer templates, tutorials, and resources on topics such as content creation, digital literacy, and online collaboration.
Leverage technology. To encourage participation, include user-friendly and intuitive software to make creating content as easy as possible. Look for features like chatting tools, collaborative document editing, graphic design (with templates), and image galleries. Platforms should have on-screen instructions for first-time users, as well as support options. Choose software that is accessible to all, regardless of individual technological expertise or device.
Encourage collaboration and feedback. Facilitate opportunities for learners to work together on projects, provide constructive feedback, and learn from each other’s contributions. Remember to ask for their feedback regarding the UGC program. Their suggestions will help improve the system.
Recognize and celebrate contributions. Creating content takes time, and sharing insights can be intimidating. Drive activity with real world rewards or gamification features like badges and leaderboards. Celebrate the contributions by highlighting exemplary content, showcasing success stories, and providing opportunities for peer recognition and appreciation.
Final Thoughts
By empowering users as co-creators of content, organizations can profoundly impact learner empowerment. When individuals are actively involved in creating and sharing content, they develop confidence and a sense of autonomy, becoming more motivated to see opportunities for growth and development. Learner empowerment extends beyond the eLearning environment, allowing employees to apply their new knowledge and skills in real-world contexts. Whether they are collaborating on projects, sharing insights with colleagues, or applying new knowledge to solve problems, UGC-empowered learners make a positive impact on their organizations.
By inviting learners to become co-creators of content, organizations can create engagement, collaboration, and ownership, leading to more personalized, relevant, and impactful learning experiences. As businesses continue to embrace learner-centered approaches to eLearning, UGC will play an increasingly vital role in shaping the future of education and training.
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