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UGC strategies
User-generated content
UGC for brands
UGC marketing
Brand engagement
ARTICLE #18
How to get user-generated content for your brand?
UGC strategies
User-generated content
UGC for brands
UGC marketing
Brand engagement
UGC strategies
User-generated content
UGC for brands
UGC marketing
Brand engagement
Written by:
5 min read
Updated on: March 9, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Scrolling through social media can feel like you are stuck in a carnival of corporate voices. Everybody’s talking, but not everyone is connecting. So, how do you stand out? One answer is to let your customers do the talking. When people see genuine snapshots of everyday folks enjoying your product, they tend to trust those real experiences far more than polished ads.
If your best mate swears by a new workout app, you will probably give it a second look. That genuine, human touch is exactly what user-generated content (UGC) provides and it might just be your best bet for cutting through the clutter.
Scrolling through social media can feel like you are stuck in a carnival of corporate voices. Everybody’s talking, but not everyone is connecting. So, how do you stand out? One answer is to let your customers do the talking. When people see genuine snapshots of everyday folks enjoying your product, they tend to trust those real experiences far more than polished ads.
If your best mate swears by a new workout app, you will probably give it a second look. That genuine, human touch is exactly what user-generated content (UGC) provides and it might just be your best bet for cutting through the clutter.
What is user-generated content?
What is user-generated content?
User-generated content (UGC) includes anything your customers create about your brand—like a selfie in your merch, a glowing review on Instagram, or a quick video showing how your product tackled a tricky problem. You do not have to invest a penny to make it happen, yet it can be the final nudge that moves someone from a cautious “maybe” to a confident “I’m in.”
According to Adweek, 85% of people say content from fellow consumers carries more sway than posts from brands themselves. UGC typically falls into two broad categories.
Organic: People naturally post about your brand without any direct incentive.
Paid: You pay someone (often an influencer) to feature your product in a post, usually focusing on driving immediate action or sales.
Either way, the personal flavour of UGC can help your brand feel more approachable while growing your community.
User-generated content (UGC) includes anything your customers create about your brand—like a selfie in your merch, a glowing review on Instagram, or a quick video showing how your product tackled a tricky problem. You do not have to invest a penny to make it happen, yet it can be the final nudge that moves someone from a cautious “maybe” to a confident “I’m in.”
According to Adweek, 85% of people say content from fellow consumers carries more sway than posts from brands themselves. UGC typically falls into two broad categories.
Organic: People naturally post about your brand without any direct incentive.
Paid: You pay someone (often an influencer) to feature your product in a post, usually focusing on driving immediate action or sales.
Either way, the personal flavour of UGC can help your brand feel more approachable while growing your community.
Benefits of generating UGC
UGC connects with audiences at various stages of their buying process. It can spark interest, add social proof, and ultimately encourage sales. Surveys indicate that 93% of marketers believe people trust this kind of peer-based content more than materials crafted by brands. Another report shows that 79% of consumers claim UGC heavily influences what they decide to buy.
Gives credibility
There is no stronger endorsement than seeing a real person benefit from a product or service. It speaks to that subtle voice in our heads saying, “If it worked for them, it might work for me.” A sponsored ad can say the same thing, but it rarely has the same effect. Prospects want proof, not promises.
Increases engagement
UGC often generates more interaction. A fully involved customer can contribute 23% more revenue compared to a casual browser, according to research. If somebody scrolls past a relatable Instagram post from another consumer, there is a decent chance they will pause, double-tap to like it, or even leave a comment. That direct engagement is precious for brand building.
Widens your reach
Studies suggest that 85% of consumers are twice as likely to share user-generated content with their network. More shares translate into broader brand exposure. You will reach people beyond your typical sphere, making it easier for potential new buyers to notice you.
Fuels community building
When people see others sharing a certain lifestyle, product, or approach, it can create a sense of belonging. There is a reason sportswear brands often repost images of fans wearing their gear at marathons or workout sessions—it shows real people sharing common goals. This community vibe can be the secret sauce that keeps users coming back.
UGC connects with audiences at various stages of their buying process. It can spark interest, add social proof, and ultimately encourage sales. Surveys indicate that 93% of marketers believe people trust this kind of peer-based content more than materials crafted by brands. Another report shows that 79% of consumers claim UGC heavily influences what they decide to buy.
Gives credibility
There is no stronger endorsement than seeing a real person benefit from a product or service. It speaks to that subtle voice in our heads saying, “If it worked for them, it might work for me.” A sponsored ad can say the same thing, but it rarely has the same effect. Prospects want proof, not promises.
Increases engagement
UGC often generates more interaction. A fully involved customer can contribute 23% more revenue compared to a casual browser, according to research. If somebody scrolls past a relatable Instagram post from another consumer, there is a decent chance they will pause, double-tap to like it, or even leave a comment. That direct engagement is precious for brand building.
Widens your reach
Studies suggest that 85% of consumers are twice as likely to share user-generated content with their network. More shares translate into broader brand exposure. You will reach people beyond your typical sphere, making it easier for potential new buyers to notice you.
Fuels community building
When people see others sharing a certain lifestyle, product, or approach, it can create a sense of belonging. There is a reason sportswear brands often repost images of fans wearing their gear at marathons or workout sessions—it shows real people sharing common goals. This community vibe can be the secret sauce that keeps users coming back.
How to get user-generated content?
Encouraging customers to make content is sometimes tricky, but there are several reliable methods. When executed properly, your site and social channels will feel more lively, and sceptical visitors might finally convert into buyers.
1. Ask for feedback from customers
One of the simplest ways to gather UGC is to ask for it directly. You can do this by sending an email prompt or including a feedback form on your website. Keep it straightforward: offer a quick call-to-action (CTA) such as “Share your thoughts” or “Leave a review,” and make sure there are no complicated steps to discourage participation.
It helps to acknowledge and thank people for taking the time to share. That little bit of gratitude goes a long way, and it can motivate others to contribute too.
2. Pay attention to customer trends
If you want UGC to resonate, you should know what your customers already like to post. Are they sharing workout selfies? Are they discussing certain challenges or preferences in your industry? Knowing this helps you set a more effective plan. One way to learn is by researching hashtags or specific keywords used by your audience. Another is by running short surveys on your site or social channels, asking people what they love about your product and what they might want to see more of.
Once you identify those preferences, you can prompt people to share precisely the kind of content you know will fit your brand’s overall tone.
3. Launch a contest on social media
Many people enjoy a friendly competition. Offering a simple incentive (like a product giveaway) can encourage a flurry of posts from participants. Starbucks has had success with its yearly #RedCupContest on Instagram, which results in thousands of festive photos each December. Participants buy a drink in a red cup and post a photo with a related hashtag. Starbucks reaps the reward of overflowing free publicity, and fans enjoy a sense of involvement (plus the chance to win something).
If you decide to run a contest, outline the rules clearly. Include steps like how to enter, relevant hashtags, and any deadlines. This minimises confusion while boosting submissions.
4. Use branded hashtags
Hashtags are helpful for keeping track of conversations around your brand and can drive more engagement (29% more interactions, according to some research). You can either jump onto existing hashtags that tie into your niche or create a fresh one for your brand. Then, promote this hashtag on your social channels, website, and email marketing. People need a small reason to use it: maybe they want to be featured, gain recognition, or enter a draw.
A branded hashtag acts like a virtual “meeting place” for fans. It can also be a quick way to find user posts to share with your broader audience and increase brand engagement.
5. Create an employee engagement program
Your employees could be your most loyal ambassadors. After all, they know the ins and outs of your brand. A great example is HubSpot’s “HubSpot Life” Instagram account. The company hands the account over to a different employee each week to offer behind-the-scenes glimpses of office life, local culture, or whatever that employee finds interesting. The results add genuine personality to the brand, which draws potential customers closer.
If you want to try something similar, set clear guidelines on tone and content, but also allow employees the freedom to show their personal experiences. Let them be themselves—you might be surprised how creative they can get.
6. Collaborate with influencers
Influencers often have a dedicated following that trusts their opinions. Research suggests that for every pound spent on influencer campaigns, brands can see 18 pounds in return. When people admire an influencer, they tend to pay attention if that influencer recommends a brand or product.
You can ask an influencer to test your product, review it, or co-host an online giveaway on a blog post, infographic or social media post. This collaboration can spark plenty of UGC, as fans may want to share their own experiences to join the conversation. Remember to pick influencers who truly match your brand ethos. If you sell sports gear, for instance, you want someone known for fitness, not digital marketing tips.
7. Offer your customers an incentive
Sometimes people need a small push. They might already adore your brand, but they are too busy to snap a photo or write a testimonial without some added motivation. An incentive could be a free sample, a small discount, or even a shout-out. G2 once offered Starbucks treats to people on Twitter to thank them for providing feedback. That small gesture can yield a lot of goodwill and encourage others to jump on board.
Of course, some of your fans will gladly create posts without any incentive, especially if they truly love what you do. Still, a bit of extra encouragement never hurts.
Encouraging customers to make content is sometimes tricky, but there are several reliable methods. When executed properly, your site and social channels will feel more lively, and sceptical visitors might finally convert into buyers.
1. Ask for feedback from customers
One of the simplest ways to gather UGC is to ask for it directly. You can do this by sending an email prompt or including a feedback form on your website. Keep it straightforward: offer a quick call-to-action (CTA) such as “Share your thoughts” or “Leave a review,” and make sure there are no complicated steps to discourage participation.
It helps to acknowledge and thank people for taking the time to share. That little bit of gratitude goes a long way, and it can motivate others to contribute too.
2. Pay attention to customer trends
If you want UGC to resonate, you should know what your customers already like to post. Are they sharing workout selfies? Are they discussing certain challenges or preferences in your industry? Knowing this helps you set a more effective plan. One way to learn is by researching hashtags or specific keywords used by your audience. Another is by running short surveys on your site or social channels, asking people what they love about your product and what they might want to see more of.
Once you identify those preferences, you can prompt people to share precisely the kind of content you know will fit your brand’s overall tone.
3. Launch a contest on social media
Many people enjoy a friendly competition. Offering a simple incentive (like a product giveaway) can encourage a flurry of posts from participants. Starbucks has had success with its yearly #RedCupContest on Instagram, which results in thousands of festive photos each December. Participants buy a drink in a red cup and post a photo with a related hashtag. Starbucks reaps the reward of overflowing free publicity, and fans enjoy a sense of involvement (plus the chance to win something).
If you decide to run a contest, outline the rules clearly. Include steps like how to enter, relevant hashtags, and any deadlines. This minimises confusion while boosting submissions.
4. Use branded hashtags
Hashtags are helpful for keeping track of conversations around your brand and can drive more engagement (29% more interactions, according to some research). You can either jump onto existing hashtags that tie into your niche or create a fresh one for your brand. Then, promote this hashtag on your social channels, website, and email marketing. People need a small reason to use it: maybe they want to be featured, gain recognition, or enter a draw.
A branded hashtag acts like a virtual “meeting place” for fans. It can also be a quick way to find user posts to share with your broader audience and increase brand engagement.
5. Create an employee engagement program
Your employees could be your most loyal ambassadors. After all, they know the ins and outs of your brand. A great example is HubSpot’s “HubSpot Life” Instagram account. The company hands the account over to a different employee each week to offer behind-the-scenes glimpses of office life, local culture, or whatever that employee finds interesting. The results add genuine personality to the brand, which draws potential customers closer.
If you want to try something similar, set clear guidelines on tone and content, but also allow employees the freedom to show their personal experiences. Let them be themselves—you might be surprised how creative they can get.
6. Collaborate with influencers
Influencers often have a dedicated following that trusts their opinions. Research suggests that for every pound spent on influencer campaigns, brands can see 18 pounds in return. When people admire an influencer, they tend to pay attention if that influencer recommends a brand or product.
You can ask an influencer to test your product, review it, or co-host an online giveaway on a blog post, infographic or social media post. This collaboration can spark plenty of UGC, as fans may want to share their own experiences to join the conversation. Remember to pick influencers who truly match your brand ethos. If you sell sports gear, for instance, you want someone known for fitness, not digital marketing tips.
7. Offer your customers an incentive
Sometimes people need a small push. They might already adore your brand, but they are too busy to snap a photo or write a testimonial without some added motivation. An incentive could be a free sample, a small discount, or even a shout-out. G2 once offered Starbucks treats to people on Twitter to thank them for providing feedback. That small gesture can yield a lot of goodwill and encourage others to jump on board.
Of course, some of your fans will gladly create posts without any incentive, especially if they truly love what you do. Still, a bit of extra encouragement never hurts.
Case studies of user-generated content in action
Even the largest players in the market rely on UGC to remain fresh, credible, appealing and increase conversions. Meanwhile, smaller brands can punch above their weight by letting their enthusiastic supporters do the talking.
Lululemon
Lululemon is known for popular yoga attire, with a focus on comfort and performance. They routinely invite fans to post pictures of themselves wearing Lululemon outfits, often tagging posts with #thesweatlife. By re-sharing those posts, Lululemon effectively demonstrates how everyday enthusiasts use their products, which inspires others to do the same. As a result, the brand forms stronger connections with its fan base, pushing word-of-mouth marketing to new heights.
Well Traveled
Well Traveled is a community-based travel business that makes active use of UGC to highlight the perks of membership. They show off curated experiences, exclusive deals, and satisfied members enjoying locations worldwide. Laura DeGomez, who leads Partnerships and Brand Marketing, mentions that nobody tells their story better than the members themselves. For a smaller brand, this approach can give customers a real sense of community without an over-the-top advertising budget.
CeraVe
Influencer Hyram spoke passionately about CeraVe on his personal channels, causing a sudden surge in sales—before CeraVe had even done an official deal with him. After the hype, the brand’s media value reportedly climbed by 128% year over year, and over 2,300 influencers eventually joined the conversation, according to WWD. L’Oréal’s president told CNN that social media word-of-mouth boosted sales.
Even the largest players in the market rely on UGC to remain fresh, credible, appealing and increase conversions. Meanwhile, smaller brands can punch above their weight by letting their enthusiastic supporters do the talking.
Lululemon
Lululemon is known for popular yoga attire, with a focus on comfort and performance. They routinely invite fans to post pictures of themselves wearing Lululemon outfits, often tagging posts with #thesweatlife. By re-sharing those posts, Lululemon effectively demonstrates how everyday enthusiasts use their products, which inspires others to do the same. As a result, the brand forms stronger connections with its fan base, pushing word-of-mouth marketing to new heights.
Well Traveled
Well Traveled is a community-based travel business that makes active use of UGC to highlight the perks of membership. They show off curated experiences, exclusive deals, and satisfied members enjoying locations worldwide. Laura DeGomez, who leads Partnerships and Brand Marketing, mentions that nobody tells their story better than the members themselves. For a smaller brand, this approach can give customers a real sense of community without an over-the-top advertising budget.
CeraVe
Influencer Hyram spoke passionately about CeraVe on his personal channels, causing a sudden surge in sales—before CeraVe had even done an official deal with him. After the hype, the brand’s media value reportedly climbed by 128% year over year, and over 2,300 influencers eventually joined the conversation, according to WWD. L’Oréal’s president told CNN that social media word-of-mouth boosted sales.
Frequently Asked Questions
What makes a successful UGC piece?
There is no one-size-fits-all rule, but genuine experiences, relatable storytelling, and a dash of creativity go a long way. If your UGC shows real customers achieving real results, you have an excellent chance of turning onlookers into buyers.
How to ask customers for UGC?
A direct request is usually enough. Send an email, post a quick note on social media, or include a feedback form on your site. The key is to specify what you would like them to share, whether it is a photo, a testimonial, or a quick video. Offer guidelines without making it too formal, and let them know why their contribution matters.
How do you credit user-generated content?
There is no strict formula. In many cases, a simple @mention handles it. You could tag the creator in a social media post or mention their name in the caption. This quick shout-out shows that you appreciate their work and encourages others to share as well.
Final thoughts
User-generated content can breathe energy into your brand, whether you run a global chain or a small local shop. It can make your products more credible, widen your visibility, and build a vibrant community around your name. You will not see miracles overnight, but consistency is crucial. Keep providing great products, listen to customer feedback, and appreciate every share or review that comes your way. Before you know it, you will have a growing library of voices singing your praises.
Frequently Asked Questions
What makes a successful UGC piece?
There is no one-size-fits-all rule, but genuine experiences, relatable storytelling, and a dash of creativity go a long way. If your UGC shows real customers achieving real results, you have an excellent chance of turning onlookers into buyers.
How to ask customers for UGC?
A direct request is usually enough. Send an email, post a quick note on social media, or include a feedback form on your site. The key is to specify what you would like them to share, whether it is a photo, a testimonial, or a quick video. Offer guidelines without making it too formal, and let them know why their contribution matters.
How do you credit user-generated content?
There is no strict formula. In many cases, a simple @mention handles it. You could tag the creator in a social media post or mention their name in the caption. This quick shout-out shows that you appreciate their work and encourages others to share as well.
Final thoughts
User-generated content can breathe energy into your brand, whether you run a global chain or a small local shop. It can make your products more credible, widen your visibility, and build a vibrant community around your name. You will not see miracles overnight, but consistency is crucial. Keep providing great products, listen to customer feedback, and appreciate every share or review that comes your way. Before you know it, you will have a growing library of voices singing your praises.
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Work with us
Click to copy
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FOR® Industries
We’re remote-first — with strategic global hubs
Click to copy
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Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
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Click to copy
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Copyright © 2024 FOR®