User-generated content (UGC) is marketing gold. It’s authentic, engaging, and best of all, free. Or at least way more cost-effective than a high-budget production shoot. Whether it’s a glowing product review, an Instagram story featuring your brand, or a creative TikTok from a loyal customer, UGC builds trust + boosts brand credibility.
The challenge? Getting people to actually create + share it. If you're struggling to turn customers into content creators, don’t worry, we’ve got you covered.
What is User-Generated Content?
User-generated content (UGC) refers to any content, including images, videos, reviews, testimonials, blog posts, or social media mentions created by your customers or audience, rather than your brand itself. It's essentially free marketing, powered by real people who love your brand enough to share their experiences.
UGC works because it’s authentic, relatable, and highly persuasive. People trust content from real customers more than polished ads because it feels genuine.
From an Instagram post showing off a new outfit to a YouTube review of the latest tech gadget, UGC brings social proof to your brand, making it easier to attract new customers + build credibility.
Why is User-Generated Content Important for Your Brand?
User-generated content isn’t just a marketing trend, it’s a powerful tool that can shape your brand’s reputation, build trust, and drive sales. In today’s digital landscape, people trust recommendations from real customers far more than traditional brand messaging. UGC provides authenticity, making your brand feel more relatable + credible.
Beyond trust, UGC is also cost-effective. Instead of constantly producing content yourself, you’re leveraging your community to create engaging, shareable material — essentially turning happy customers into brand ambassadors. Plus, UGC improves engagement and conversion rates, with studies showing that customers are more likely to purchase a product when they see real people using it.
By incorporating UGC into your marketing strategy, you’re not just selling a product but building a community-driven brand that people want to be part of.
Now, let’s dive into 10 effective ways to start collecting UGC for your business.
1. Ask, But Make It Easy
It might sound simple, but many brands miss the obvious: ask your audience to share their content. Customers won’t always think about posting about your brand on their own, so a little nudge can go a long way.
Here’s the key: make it ridiculously easy. Provide clear instructions, a branded hashtag, or even a template to follow. For example, skincare brands often encourage customers to post their “before and after” transformations. Just be direct: “Tag us in your posts for a chance to be featured!”
2. Create a Branded Hashtag
A branded hashtag acts as a UGC collection hub and makes it easier for customers to engage with your brand. Think of #ShotOniPhone for Apple or #MyCalvins for Calvin Klein; both encourage users to share content while making it easily discoverable.
Choose a hashtag that’s short, memorable + relevant to your brand. Then, promote it everywhere — your website, social media bios, product packaging + even email campaigns.
3. Launch a UGC Contest or Giveaway
People love free stuff, and a contest is a great way to incentivize content creation. The mechanics can be simple:
- “Share a photo using our product and tag us for a chance to win!”
- “Post your best travel shot with our gear using #OurBrandName to be featured!”
Choose a compelling reward like discounts, free products, or even a social media shoutout and watch the UGC roll in.
4. Feature UGC on Your Own Channels
People enjoy recognition, so highlight your community’s content on your website, Instagram stories, or even email campaigns. When users see that their content is being shared, it motivates others to participate.
For example, fashion brands often post customer photos wearing their products. Outdoor brands do this with adventure shots. Whatever your niche, make your customers feel like part of the brand story.
5. Partner with Micro-Influencers + Brand Ambassadors
You don’t need celebrity influencers with million-dollar price tags. Micro-influencers (10K – 50K followers) and brand ambassadors are often more trusted and have highly engaged audiences.
Encourage them to create content showcasing your product in an authentic way. Instead of a scripted ad, let them share their genuine experience. In return, offer free products or affiliate commissions.
6. Leverage Reviews + Testimonials
Reviews and testimonials are one of the most effective forms of UGC — and they don’t just have to sit on a product page.
- Share positive reviews on your Instagram stories
- Highlight customer testimonials in email marketing
- Turn star ratings into compelling social media graphics
The trick? Encourage reviews by sending a follow-up email after purchase, asking customers to leave feedback. Sweeten the deal with a small discount on their next order.
7. Use Interactive Features (Polls, Questions, Challenges)
UGC isn’t just about product photos — engagement-based content counts too. Use interactive tools like:
Instagram Polls: Ask customers to vote on new product colors
Q&A Stickers: Collect user tips, experiences, or fun responses
TikTok Challenges: Encourage users to create content based on a trending theme
This lowers the barrier to participation. People are more likely to engage when it takes just a few seconds.
8. Create a UGC-Friendly Product Experience
If you want people to share their experience, make it visually appealing. Think about how your product or packaging lends itself to social sharing:
- A beautifully designed unboxing experience; Apple does this flawlessly
- Customizable products that encourage creativity
- Limited-edition or exclusive items that spark excitement
When your product naturally fits into the social media aesthetic, people will be more inclined to share.
9. Reward Loyal Customers for Sharing
Turn repeat customers into brand advocates by offering UGC incentives. For example:
- A loyalty program that rewards points for tagged photos
- Special discounts for customers who leave video testimonials
- Early access to new products in exchange for feedback
People love being part of an exclusive club, so make sharing content feel like a VIP experience.
10. Tap Into Trends + User Creativity
Sometimes, the best UGC happens organically when brands jump on viral trends. If you see customers using your product in a unique way, lean into it.
For example, when the “What’s in My Bag?” trend took off, brands selling tote bags and backpacks encouraged customers to showcase their everyday essentials. Similarly, fitness brands encourage users to share their workout routines featuring their gear.
The takeaway? Pay attention to what your audience is already doing, and find ways to amplify it.
Final Thoughts
User-generated content isn’t just a marketing trend, it’s a powerful way to build trust, strengthen your community, and create authentic brand advocacy. The key is to make participation easy and rewarding.
Encourage customers to share, recognize their efforts, and give them a reason to show off your brand. When done right, UGC becomes a self-sustaining cycle — one that boosts brand credibility and delivers engaging, high-converting content.
If you’re looking for an agency to help with your UGC strategy, book a call with a Breef Marketing Strategist to get started. They’ll help you determine the kind of support you need and find the perfect team.
