The Power of User-Generated Content
In a world overloaded with ads, polished campaigns, and branded messaging, what people trust most is other people.
That’s where user-generated content (UGC) comes in.
UGC is any content - photos, videos, reviews, testimonials, stories - created by your customers, not your brand. And it’s one of the most effective, authentic, and scalable ways to build credibility and community online.
Let’s break down why it works and how you can get more of it for your business.
Why User-Generated Content Matters
1. It Builds Trust
According to studies, 79% of people say UGC influences their buying decisions more than branded content. When your audience sees real people using and loving your product or service, it adds instant social proof.
2. It’s Authentic
People are tired of being “sold to.” UGC feels real, relatable, and unscripted—which makes it far more likely to resonate and convert.
3. It Increases Engagement
UGC typically sees higher engagement than branded content. Why? Because it sparks conversation, showcases real experiences, and invites others to share their own.
4. It Saves Time & Money
Creating content takes time. UGC lets you scale your social presence without constantly producing new material. With permission, you can repost photos, videos, testimonials, and more.
How to Encourage More UGC
UGC doesn’t always happen by accident. Here’s how to spark it intentionally:
1. Ask for It!
Sometimes it’s that simple. Ask your audience to share their experience using your product or service. Be clear about how and where to share (e.g., tag your profile, use a hashtag, submit a review).
Example: “Loving your new planner? Tag us @YourBrand for a chance to be featured!"
2. Create a Branded Hashtag
A unique, easy-to-remember hashtag gives your customers a place to contribute and helps you track submissions.
Example: Nike uses #JustDoIt; Glossier uses #glossier. What’s yours?
3. Feature Real Customers!
Shout out real users on your Stories, feed, or email newsletter. When people see others getting love from your brand, they’ll want to join in.
Pro Tip: Always ask for permission before reposting someone’s content - especially on platforms like Instagram or TikTok.
4. Run a UGC Campaign or Contest
Incentivize participation with a prize, discount, or simple recognition. People love being seen - and rewarded.
Example:
"Post a photo using our product with #MyBrandStory and win a $50 gift card!"
5. Use Reviews & Testimonials Creatively
Don’t limit UGC to photos. Screenshots of DMs, Google reviews, or client emails (with permission) make great social proof content.
Bonus: Where to Use UGC
Instagram Stories & Reels
Website testimonials
Product pages
Email campaigns
TikTok mashups
Facebook ads
Highlight covers
Final Thoughts
User-generated content isn’t just a marketing tactic. It’s a movement.
It’s about shifting from brand-centered messaging to community-powered storytelling.
When your customers become your content creators, your brand becomes more trustworthy, more relatable, and more human.
So start asking, sharing, tagging, and celebrating your audience - and let them help you tell your story.
Need help creating a UGC strategy that works? Let’s chat.
I’d love to help you turn your happy customers into your most powerful marketers.
Olivia
Social & Co Studio
www.socialandco.co.nz