User-generated Content (UGC) | Good, Better, Best

UGC stands for user generated content. The explanation can be found in the name: it is content created by the user. Any reel or tiktok you see with someone talking to the camera? User generated content. Someone filming an employee making a milkshake? UGC. A video where they have the different kitchen staff all making dessert blindfolded? You guessed it, UGC. In the world of user generated content, there is no wrong way to make content, though it does help to know your audience and how best to get their attention. In this case, I think that there are three separate categories for this type of content: good, better, and best. Let me be clear: there is no “bad” category, only because if a business is genuinely trying to make content and it’s appropriate for their market, then the content can be by default good. (Appropriate is referring to content related to the business itself, meaning that everything follows terms and conditions and has no ill will or intent towards any specific person or company.) With that said, let’s dive in!

GOOD

Good content is attributed to businesses actively trying to make content. As long as it is being made specifically for an audience, then it can be good! What can really bump good content up to being better is purely down to how a company engages with the audience, whether it be on Instagram, Facebook, tiktok, etc. No matter the platform, engaging with users is hugely important to succeeding on social media. Who your audience is also matters, and good content is posted specifically for current followers. People who already follow you interact with these posts with likes and comments, but they don’t get a lot of outside traction. There is nothing wrong with this type of content and businesses should absolutely be interacting with their current followers. If a business wants/expects growth, however, there needs to be some adjustments made in order to find the opportunity for new growth. This is where the better and best tiers come into play.

BETTER

The next step in making content is looking into intentional marketing, and that comes from finding your true demographic audience. Research shows that people aged 34 or younger are regular social media users. As of 2025, there are roughly 10 million people in Canada under the age of 34. This is a HUGE group of people who are intentionally ingesting content on a regular basis! It also means you need to do your research to ensure you are getting the reach you want while also making sure the reach is to people who are looking to interact with your specific business. A more deliberate way of reaching a new audience comes from putting in the work and that also means figuring out who you want your audience to be. You can still make UGC and have done some work to get the reach you want and it still doesn’t get past a few hundred likes. “What gives?” While this is still a fantastic step in the right direction, there is still something else that can be done:  demographic research and post scheduling. 

BEST

The best thing you can do for your business is to do your research and make connections with your audience. The only thing worse than no social media is an inactive one, which is where a post schedule comes into play. Studies show that regular interaction with consumers on social media make them more likely to recommend you to other users and more likely to use your services. The best way to get the best results is to combine all of the above: UGC for your specific and intended audience with demographic research to help invigorate your socials. Marketing plays a huge part when it comes to any business, and yours is no exception. Having a post schedule and posting on a regular basis allows you to be more involved with regular followers in addition to giving you an opportunity to bring in users who may not know who you are or what your business is. If you lack the time to dedicate to posting regularly, it’s always a good idea to reach out to a marketing team or firm that can handle your social media accounts. Consumers are always looking for a way to engage with businesses, and food service is no different! 

Consumers are looking to create para-social relationships with your business and staff (whether they are aware of it or not), not be shouted at and pushed into in a sales pitch. They are looking for transparency first and foremost, and that's where UGC can really stand out. This is where we come in! Helios Cinematography offers free consultations for independently owned food services/restaurants looking to grow their social media presence. Reach out at hello@helioscinema.com or fill out our contact form to get started growing your business into the best version of itself it can be!