User-Generated Content: How to Encourage and Leverage It
In a world where people trust peers more than brands, user-generated content (UGC) is marketing gold.
Think about it: What’s more powerful than your audience sharing your product, singing your praises, and creating content for you, without you lifting a finger? That’s UGC in action.
Whether it’s a TikTok review, an Instagram Story shoutout, or a customer testimonial, UGC builds trust, drives engagement, and boosts conversions. In this post, you’ll learn how to encourage more of it—and how to turn it into a valuable part of your content strategy.
What Is User-Generated Content (UGC)?
User-generated content is any form of content—text, images, videos, reviews—created by your audience rather than your brand.
Examples include:
Social media posts featuring your product
Customer reviews and testimonials
Unboxing or how-to videos
Blog posts mentioning your brand
Forum or community discussions
UGC works because it’s authentic. It shows real people using and loving your product—and that’s infinitely more relatable than traditional marketing.
Why UGC Matters in 2025
Trust factor: 90% of consumers trust UGC more than brand-created content
Increased conversions: UGC on product pages can boost purchases by up to 30%
Scalable content: Your audience helps fill your content calendar
Community building: Encouraging UGC builds loyalty and turns fans into ambassadors
In short? UGC is cost-effective, community-driven, and incredibly persuasive.
How to Encourage User-Generated Content
Want more UGC? Make it easy, fun, and rewarding for your audience.
1. Ask Directly
Sometimes, it’s as simple as asking. Include CTAs like:
“Tag us in your photos for a chance to be featured”
“Leave a review and share your experience”
“Use #MyBrandStory to show us how you use [product]”
Be clear about what kind of content you want—and what’s in it for them.
2. Create a Branded Hashtag
A good hashtag gives your community a rallying point and makes content easy to find.
Example: Coca-Cola’s #ShareACoke or Glossier’s #GlossierIRL
Promote it across your social channels, packaging, and emails.
3. Run Contests or Giveaways
People love incentives. Host a UGC contest like:
“Post a photo using [product] and tag us to win”
“Best video using our app gets a 3-month subscription”
Just make sure the rules are simple, the prizes are tempting, and the process is easy.
4. Feature UGC Publicly
Nothing encourages more UGC like seeing others get featured.
Repost customer content on your social channels
Add reviews and UGC images to your product pages
Highlight community stories in your newsletter
It shows appreciation and motivates others to join in.
5. Engage With Your Community to Encourage
If someone posts about you—respond! Like, comment, and thank them. This small act builds relationships and encourages repeat engagement.
Where to Use UGC in Your Content Strategy
Once you’ve got great UGC, don’t let it sit in your DMs or comments. Put it to work across your content ecosystem:
Social Media: Repost stories, reviews, and customer shoutouts
Website: Add testimonials, customer photos, or review sections
Emails: Include real-life use cases or spotlight fans of the month
Ads: Use UGC in paid campaigns for more relatable content
Product Pages: Showcase how real customers use the product
Example: A skincare brand might use a customer’s before-and-after photo on its landing page to build credibility.
UGC and Legal Considerations
Before reposting someone’s content, get permission—even if they tagged you. A simple DM or a terms-of-use agreement can protect both sides.
Also consider:
Crediting the original creator
Setting clear contest guidelines
Including disclaimers if needed (especially in giveaways or influencer-style posts)
✅ Final Thoughts on User-Generated Content: How to Encourage and Leverage It
User-generated content is one of the most powerful tools in your content marketing toolbox. It’s genuine, cost-effective, and builds real trust.
To recap:
Make it easy and fun for people to create UGC
Show appreciation by featuring your community
Use UGC strategically across all your platforms
Always get permission and give credit
