Social media is all about storytelling. When social first became popular, companies created their own stories, inviting users to passively watch and interact with them on their terms. But part of every business’s story is their customers. That’s why more often we’re recognizing the important role users and customers play in developing a thorough, accurate, and engaging story. Hence the growth of user-generated content. Just as it sounds, it’s content created by the people using the products and services offered by your business. It can take the form of pictures, videos, articles, comments, and much more. Instead of telling people what’s great about your products from your own perspective, you can show how your products make consumers’ lives better from their point of view, which is a much more sincere and uplifting storytelling technique. It’s also a great opportunity for users to get involved with your brand, making them feel significantly greater loyalty.