Why You Should be Using UGC in your Marketing Strategy
People today crave authenticity. Think about it: When shopping for something, you want to see real people using that product, right? Everyone checks out reviews and testimonials, wondering, “Is this worth my money?” As a marketer or business owner, it’s your job to show them it is—not just tell them. That’s where user-generated content (UGC) comes in. It’s more than just showing off your products; it’s about letting your customers share their stories and experiences, turning them into your best advocates.
By tapping into your customers’ creativity and enthusiasm, you can transform your marketing strategy and see amazing results.
Let’s get into it! Here are the reasons why UGC should be central to your strategy.
What is User-Generated Content?
Let’s start with the basics. What is User-generated Content (UGC)? UGC is content created by real people—your customers, fans, and followers—rather than your marketing team. This authentic, unfiltered content resonates with consumers in a way that polished, branded content simply can’t match. In fact, a study by BazaarVoice found that ‘78% of shoppers gain more confidence in a purchase when they see UGC.’
Building Trust and Credibility with UGC
One key reason UGC is so powerful is that it builds trust and credibility for your brand. When potential customers see real people using and enjoying your products, it provides social proof that your offerings are high-quality and worth purchasing. This is particularly important for e-commerce brands, where consumers can’t physically interact with products before buying.
UGC as a Cost-Effective Marketing Strategy
Not only is UGC highly effective at influencing purchase decisions, but it’s also incredibly cost-effective compared to traditional marketing tactics. Rather than spending thousands on professional photoshoots or video production, you can tap into the creativity of your existing customer base. People can make great content just by using their smartphones. So why not utilise this?
Many brands incentivise UGC creation through contests, giveaways, or simply featuring customer content on their social media channels or website. This approach not only generates a wealth of authentic content but also creates a sense of community and loyalty.
Leveraging UGC Across the Customer Journey
The good thing about UGCis that it can be used at every stage of the customer journey to build trust, drive engagement, and ultimately boost conversions. Some key ways to incorporate UGC include:
By strategically integrating UGC throughout your marketing efforts, you can create a more authentic, customer-centric brand experience that resonates with your target audience.
Real-World Examples of Successful UGC Campaigns
Many brands have seen significant success by incorporating user-generated content in their marketing strategies. For example:
- Crocs launched the #MyCrocsEra campaign on social media, encouraging people to show off how they style their Crocs with Jibbitz (those fun shoe charms). It’s not just about fashion; it’s about building a community too.
- Glossier, the beauty brand, credits its success to its super-active community and the user-generated content they produce. Customer photos and reviews are a big part of their marketing strategy. Recently, they introduced a rewards program called ‘G Collective‘ designed to bring together people with similar interests. Members of the G Collective get to join private chats and participate in challenges. They can earn daily rewards by giving feedback, creating content, and participating in various activities. In return, they earn ‘G Coins’ that can be traded for exclusive perks.
Engaging Customers and Building a Community
Beyond building trust, UGC is a powerful tool for engaging customers and building a sense of community around your brand. When you encourage and showcase UGC, you invite customers to be part of your brand story. This creates a two-way dialogue that makes customers feel valued and heard.
Engaged customers are more likely to become brand advocates and generate more UGC. This creates a virtuous cycle where UGC breeds more UGC.
Types of UGC
1. Product Reviews and Ratings
Product reviews and ratings are among brands’ most powerful forms of user-generated content. According to a survey by BrightLocal, ‘the percentage of consumers’ always’ or ‘regularly’ reading online reviews has held fast over the last three years (75% in 2024 against 76% in 2023)’.
Detailed product reviews provide valuable insights into the user experience, helping potential customers make informed purchasing decisions. Ratings, on the other hand, offer a quick snapshot of a product’s popularity and performance. The combination of reviews and ratings instil confidence in shoppers and reduces the perceived risk associated with online purchases.
Strategies for Encouraging Product Reviews and Ratings
To maximise the impact of product reviews and ratings, brands should:
- Send post-purchase email reminders encouraging customers to leave reviews
- Offer incentives, such as discount codes or loyalty points, for submitting reviews
- Make the review process simple and user-friendly across all devices
- Display reviews and ratings prominently on product pages and in search results
- Respond to both positive and negative reviews to show active engagement and care for customer feedback
2. Customer Photos and Videos Showcasing Products in Use
Visual user-generated content, such as customer photos and videos, provides authentic and relatable examples of how products look and function in real-life settings. Platforms like TikTok are full of user-generated content. This type of content is effective for so many industries, whether fashion, beauty, lifestyle, or travel and tourism.
Customer photos and videos can be sourced from social media platforms, where users often share their experiences with products using branded hashtags or by tagging the company. Brands can also encourage customers to submit their visual content. But what are the benefits?
Incorporating customer photos and videos can:
- Increase engagement and time spent on your website
- Provide social proof and build trust with potential customers
- Showcase the versatility and adaptability of your products
- Inspire creative ways to use your products
3. Social Media Posts Mentioning or Tagging Your Brand
Social media platforms have become powerful tools for amplifying brand visibility and engaging with target audiences. When customers mention or tag your brand in their posts, they expose your products to their followers and create valuable word-of-mouth marketing opportunities.
To capitalise on social media UGC, brands should:
- Monitor brand mentions and tags across platforms using social listening tools like Hootsuite or Sprout Social
- Engage with users who share content related to your brand by liking, commenting, and reposting their content (with permission)
- Create branded hashtags to encourage user participation and make it easier to track and collect relevant content
- Showcase social media UGC on your website, in email campaigns, and in social media ads to build social proof and credibility
Influencer Partnerships and User-Generated Content
Collaborating with influencers can help brands tap into new audiences and generate high-quality, trusted, user-generated content. Influencers often have engaged followers who value their opinions and recommendations, making their endorsements particularly impactful.
When working with influencers, brands should:
- Choose influencers whose values, aesthetics, and target audience align with yours
- Provide clear guidelines and expectations for the type of content and messaging you want to see
- Allow influencers creative freedom to maintain authenticity and credibility with their followers
- Measure the success of influencer partnerships through metrics like engagement, click-through rates, and conversions
By incorporating influencer-generated content into UGC strategies, brands can expand their reach, build trust, and drive sales among new and existing audiences.
4. Testimonials and Success Stories from Satisfied Customers
Customer testimonials and success stories provide in-depth, narrative-driven examples of how your products have positively impacted the lives of real people. These forms of user-generated content go beyond simple reviews or ratings, offering potential customers a more comprehensive understanding of your product’s value. This can be done in various forms, such as:
- Written case studies that detail a customer’s challenge, solution, and results
- Video interviews with satisfied customers sharing their experiences
- Quotes or snippets from customer feedback highlighting specific benefits or outcomes
To gather testimonials and success stories, brands can:
- Reach out to loyal customers or those who have provided positive feedback in the past
- Conduct surveys or interviews to uncover compelling stories and experiences
- Offer incentives, such as exclusive discounts or complimentary products, in exchange for participation
When showcasing testimonials and success stories, it’s essential to:
- Choose a diverse range of customers and experiences to demonstrate the broad appeal and versatility of your products
- Use engaging visuals, such as photos or videos, to bring the stories to life
- Highlight specific pain points, challenges, or goals that your products helped address
- Include quantifiable results or outcomes whenever possible to demonstrate tangible value
Testimonials and success stories can create powerful social proof that resonates with potential customers and drives conversions.
Conclusion
User-generated content (UGC) is a fantastic way for brands to build trust, engage with customers, and boost conversions. By highlighting real customer experiences, you can create a sense of community and turn your customers into brand advocates.
Adding UGC to your marketing mix gives you social proof and helps you scale your content creation without breaking the bank – it’s a no-brainer!
From shoppable Instagram feeds to customer review sections on your product pages, there are endless ways to tap into the power of user-generated content.
So, why wait? Encourage your customers to share their stories about your brand and see your business thrive. How will you start using user-generated content in your marketing strategy?
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