User-generated content is the most trusted form of marketing available. Consumers trust UGC 2.4 times more than brand-created content because it comes from real people with real experiences. Here is how to build a UGC strategy that turns your customers into your marketing team.
Why UGC Outperforms Brand Content
UGC is authentic, relatable, and diverse. It shows your product in real-world contexts that professional photo shoots cannot replicate. UGC also scales naturally — as your customer base grows, so does your content library, without any additional production costs from your team.
Encouraging UGC Creation
Create branded hashtags that customers can use. Run contests that reward the best customer content. Feature customer content on your official channels. Send follow-up emails after purchase encouraging photo reviews. Make it easy and rewarding for customers to share their experience with your brand.
Curating and Repurposing UGC
Always ask permission before sharing UGC on your channels. Credit the original creator prominently. Repurpose the best UGC across your website, social media, email marketing, and even paid ads. UGC in advertising consistently outperforms studio-produced creative in conversion rates.
UGC in Paid Advertising
UGC-style ads on Facebook and Instagram generate 4x higher click-through rates than traditional brand ads. The authentic, unpolished look blends into the social media feed naturally, overcoming the ad blindness that consumers have developed toward polished brand content.
Building a UGC engine takes time and intentionality, but the payoff is enormous. Your customers become your advocates, your content costs decrease, and your marketing authenticity skyrockets. Start building your UGC strategy today.