User-Generated Content
What It Is and How to Use It to Boost Your Brand
Consumers today are overwhelmed with marketing messages, making it harder than ever for brands to stand out. Traditional advertising is losing its edge, while trust in peer recommendations and authentic experiences is stronger than ever. So, how do you stand out? User-Generated Content (UGC) might just be the answer to boosting brand engagement and building a loyal community.
From Instagram stories and product reviews to viral hashtag campaigns, UGC is a powerful tool that builds trust, fosters community, and drives engagement – all while saving you time and resources. In this blog, we’ll explore what UGC is, why it’s so effective, and how you can use it to grow your brand.
User-generated content is any type of content – text, images, videos, reviews, or social media posts created by your customers, not your marketing team. Think of it as digital word-of-mouth, where real people share their experiences with your brand.
From an Instagram story of someone unboxing your product to a glowing Google review, UGC is social proof in action. People trust people, and when potential customers see others enjoying your products or services, they’re more likely to convert.
UGC builds credibility and drives engagement in a way that brand-generated content simply can’t match. But why exactly is UGC so effective? Here’s a closer look at what makes it such a valuable asset for brands.
Modern consumers are savvy. They can spot an overly polished ad from a mile away, and they’re increasingly skeptical of traditional marketing tactics. User-generated content, on the other hand, feels real. It’s created by genuine customers who have experienced your brand firsthand, making it far more trustworthy and relatable.
UGC tends to generate more likes, shares, and comments than brand-created content because it feels more personal and community-driven. When people see others like them enjoying a product or service, they’re more likely to engage with the content and, ultimately, with your brand.
Creating high-quality branded content can be expensive and time-consuming. UGC, however, allows you to tap into content that your customers are already creating for free. By featuring their photos, videos, and testimonials, you not only save on production costs but also gain fresh, authentic content that resonates with potential customers.
UGC isn’t just good for social media – it can boost your search rankings, too. Customer reviews, testimonials, and user-generated blog content provide fresh, relevant content that search engines love. More reviews and organic mentions of your brand can increase your online visibility and drive more traffic to your website.
Consumers trust other consumers. A BrightLocal survey found that 98% of people read online reviews before making a purchase. Whether it’s checking TripAdvisor before booking a hotel or scrolling through Amazon reviews before buying a product, social proof plays a huge role in purchasing decisions. UGC helps reassure potential customers that they’re making the right choice, ultimately driving more conversions.
Now that we know why user-generated content is so powerful, the next step is figuring out how to use it effectively. The key to success with UGC is encouraging your audience to create and share content while seamlessly integrating it into your marketing strategy.
From social media campaigns to website testimonials, here are some of the best ways to utilise UGC to grow your brand.
If you want UGC, you have to ask for it! Encourage your audience to tag your brand on social media, leave reviews, or share their experiences. Consider:
Running a hashtag campaign (e.g., #MadeWithYourBrand)
Offering discounts or giveaways for user-submitted content
Featuring customer photos on your website or socials
Online reviews are UGC gold. Display positive reviews prominently on your website, emails, and social media. If someone leaves a stellar review, repurpose it into an eye-catching social media post or video testimonial.
Your customers are already creating amazing content – why not showcase it? Repost UGC to your own social channels, but always get permission and give credit to the content creator.
Brands like Glossier and Gymshark thrive on community-led content. Create a higher engagement rate by:
Micro-influencers (10k–50k followers) have highly engaged audiences that trust their recommendations. Partner with them to generate authentic, relatable UGC for your brand.
User-generated images and testimonials make for high-converting ad creatives. They feel more organic and trustworthy compared to standard brand ads. A/B test UGC-based ads and watch the engagement rate double.
By personalising bottles with names, Coca-Cola encouraged customers to share their drinks on social media, creating a viral UGC sensation.
The result? Millions of people worldwide shared images of their Coke bottles, turning what started as a simple marketing idea into a global UGC phenomenon. It led to a 7% increase in Coca-Cola sales in Australia (where the campaign first launched) and became one of the brand’s most successful digital activations ever.
To maximise reach, Coca-Cola didn’t just rely on organic UGC; they supported it with a 360-degree marketing push, including:
TV & Radio Ads – To introduce and reinforce the campaign messaging.
Billboards & In-Store Displays – Grabbing attention in physical stores.
Social Media Activation – Hashtags like #ShareaCoke made it easy for users to get involved, while interactive elements (name generators, competitions) kept engagement high.
Custom Bottle Printing Stations – In key locations, people could print their own names, further boosting the UGC element.
Instead of expensive productions, GoPro leans heavily on user-shot videos, proving their cameras are worth the hype.
By showcasing real user experiences, GoPro has built a highly engaged global community. Their UGC-driven approach has helped them dominate the action camera market while keeping marketing costs low compared to traditional advertising.
Social Media Challenges & Contests – GoPro frequently runs competitions like “Photo of the Day” and “Million Dollar Challenge”, rewarding top UGC submissions with prizes or cash.
YouTube-Focused Strategy – Instead of typical product ads, GoPro’s YouTube channel is packed with real user videos, generating billions of views and turning the brand into a content powerhouse.
Collaborations with Athletes & Influencers – GoPro partners with action sports athletes who naturally generate high-quality UGC, further reinforcing the brand’s credibility.
Lush’s Community-Driven Approach – Lush consistently features customer photos and videos, making their brand feel more personal and relatable.
Lush’s customer-led approach has not only strengthened its brand authenticity but also built an engaged community that actively promotes the brand without paid advertising. Their UGC-driven marketing is a prime example of how empowering your audience can create lasting brand loyalty.
Featuring Customer Photos & Videos – Lush’s Instagram and website regularly showcase real users trying out products, creating an authentic and relatable feed.
Hashtag Campaigns – Tags like #LushCommunity encourages customers to share their skincare routines and product experiences, generating a steady stream of UGC.
Behind-the-Scenes Content – By being transparent about their ethical sourcing and handmade products, Lush has cultivated a loyal fanbase that naturally wants to share their love for the brand.
User-generated content isn’t just a trend, utilsing it correctly builds trust, engages audiences, and ultimately drives sales. Whether you’re a startup or an established brand, tapping into UGC can give you an authentic edge in today’s crowded digital space.
Start small by asking for reviews, creating a hashtag campaign, or simply engaging regularly with your audience. The more frequently you involve your customers in your brand story, the more they’ll want to be part of it.
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