User-Generated Content Guide: What Is It & How to Use It
In the digital marketing world, user-generated content (UGC) has become one of the most authentic ways to connect with audiences. From customer reviews to social media posts, UGC enables brands to showcase real experiences, foster trust, and drive engagement.
This guide will walk you through the ins and outs of UGC, along with practical ways to use it in your marketing strategy, supported by fresh examples.
What Is User-Generated Content?
User-generated content refers to any content—text, videos, images, reviews, or social media posts—created by people rather than brands. This type of content is typically shared online and is often created by customers, fans, or even employees.
UGC is powerful because it’s genuine, relatable, and cost-effective. In a time when consumers value authenticity, showcasing real-life experiences through UGC can elevate your brand credibility.
Why Is UGC So Important?
UGC is more than a marketing trend—it’s a trust-building tool. Studies show that:
- 79% of people say UGC highly impacts their purchase decisions.
- UGC is 2.4x more likely to be perceived as authentic compared to brand-created content.
- Consumers are 6x more likely to engage with UGC-based ads over branded ads.
Types of User-Generated Content
Here’s a breakdown of UGC categories, accompanied by unique examples:
1. Social Media Posts
Customers often share their experiences with products or services on platforms like Instagram or TikTok.
Example: A small bakery posts a customer’s TikTok review showing the “behind-the-scenes” of how their birthday cakes are made, highlighting its custom designs.
2. Product Reviews and Ratings
Reviews and ratings provide social proof and help new customers make informed decisions.
Example: An eco-friendly clothing brand integrates video reviews from real customers on its website, demonstrating the comfort and durability of their products.
3. Video Testimonials
Video testimonials humanize your brand, giving potential customers an honest look into your product or service.
Example: A SaaS company asks its top clients to create 30-second video testimonials explaining how its software saved them time and resources.
4. Community Forums or Discussions
Users often create content in the form of questions, answers, or opinions on discussion platforms.
Example: A skincare brand hosts a “Skin Solutions” community where users share their skincare routines and favorite products, generating a library of authentic user content.
5. Branded Hashtag Campaigns
Branded hashtags encourage customers to share their experiences using a specific hashtag.
Example: A fitness gear brand launches #MoveWithYou, where customers share their workout photos and videos, showcasing the versatility of their products.
How to Encourage Users to Create UGC
1. Run a Contest
Create a campaign where users submit content for a chance to win prizes.
Example: A travel agency invites users to share their best vacation photos with the hashtag #MyDreamTrip to win a free vacation package.
2. Reward Loyal Customers
Give loyal customers incentives like discounts, exclusive access, or recognition.
Example: A coffee chain features top customer posts on its in-store screens and offers free beverages to those featured.
3. Partner With Micro-Influencers
Micro-influencers often create highly engaging UGC.
Example: A pet food brand partners with pet influencers to showcase their furry friends enjoying their products, tagged with #HealthyPawsHappyTails.
Best Practices for Using UGC
- Always Seek Permission: Whether it’s a photo or a review, ensure you have the user’s consent to share their content.
- Credit the Creator: A simple mention or tag acknowledges and rewards the creator.
- Maintain Authenticity: Keep the content genuine—avoid over-editing or modifying the original tone.
- Incorporate Across Channels: Use UGC in social media, email campaigns, website galleries, and even ad campaigns.
Brands Successfully Using UGC
- GoPro: GoPro features extreme sports footage shot by users to showcase the capabilities of their cameras.
- Lush Cosmetics: Lush frequently reposts user photos on Instagram to highlight the variety of ways customers use their products.
- Peloton: Peloton motivates its community by sharing users’ fitness achievements and workout milestones across social media.
Final Thoughts
User-generated content is a marketing goldmine waiting to be tapped. By encouraging customers to share their authentic experiences and leveraging UGC across platforms, you can enhance trust, build community, and ultimately boost your brand’s success.
Start small: launch a hashtag, highlight a customer story, or create a UGC-powered contest. Every piece of content created by your users becomes a part of your brand’s evolving story.
