How User-Generated Content (UGC) Helps Your Brand Grow

The internet is the go-to research tool for every shopper. In the market for a new car? You’ll find thousands of online reviews and videos showing everything from interiors to off-road adventures. (Yes, a Kia Sportage can climb that hill.) Considering a fancy harness for your dog? There’s a good chance someone’s talking about it on Reddit or Instagram. 

User-generated content (UGC) like this isn’t just random chatter or entertainment. It’s a trusted resource for countless consumers. In fact, a 2024 Power Reviews report found that the majority of shoppers search for user-generated visual content always (60%) or regularly (33%) before buying products. These customers want authentic content from fellow consumers, not glossy brand photos.

But what is UGC content, and how can you use it to win over customers? This article explores popular types of UGC and shares practical tips for adding it to your marketing strategy. 

What is User-Generated Content (UGC)?

Traditional marketing — such as billboards and video advertising — is almost always positive. After all, you want to woo potential customers and build your reputation. Shoppers know that, so they often view marketing campaigns with a skeptical eye.

By contrast, user-generated content is promotional materials made by actual customers. They share their real experiences with brands through their social media channels or third-party platforms.

Customers create many types of UGC, including: 

• Blog posts 
• Forum discussions 
• Product reviews 
• Social media posts, such as Instagram Reels
• Short videos
• Testimonials 

Unlike businesses, shoppers have no incentive to talk up a product or make exaggerated claims. They’re just sharing their opinions. That’s why this content often seems more authentic and relatable than ads. 

Importance of UGC in Modern Marketing

In the pre-internet era, shoppers typically relied on word of mouth. They might ask their coworkers to recommend a reliable mechanic or buy the same toolkit their parents had owned. It was a decent system — unless no one in their circle had heard of a given brand. 

Now, customers crowdsource ideas and opinions from thousands of strangers. This UGC is an incredibly affordable way to raise awareness of your brand. Instead of pouring money into ads, you can sit back and let your loyal clients share their positive experiences. Plus, their content may reach people outside your target audience, expanding your reach even more. 

This type of content builds credibility and trust, too. After all, any business can claim to offer friendly service or fast repairs. But when a hundred customer reviews say that — well, that’s much more persuasive. It’s no surprise that conversion rates increase by 102% for people who interact with user-generated content. 

UGC can also help you build an emotional connection with existing customers. Just think about it from a shopper’s perspective: You must really love a product or service if you take the time to post about it online. If the company takes the time to respond — or, even better, share your content — you’d probably feel flattered. Valued, even. And that builds long-term loyalty. 

Of course, businesses have less control over UGC than traditional marketing channels. You can choose to create paid ads or post a video on your socials, but you can’t force a customer to promote your brand. That’s why UGC works best when it’s one of several digital marketing strategies, not the whole campaign. 

How UGC Attracts Customers

You might wonder, “What is UGC content really accomplishing for brands?” The answer is simple. It’s one of the best ways to grow your customer base. 

This content type gives your brand more authenticity than you can get from paid marketing. When shoppers see real people praising your products or services, they’re more likely to view your business as legitimate. Given that almost 90% of customers trust word-of-mouth recommendations, embracing user-generated content is an obvious win. 

UGC is also an excellent addition to any social media strategy. Even the savviest marketing teams can only churn out so much content before they run out of ideas (not to mention resources). Plus, you don’t want to overwhelm your audience with an avalanche of brand-made content. 

With UGC, you can appeal to customers more organically. For example, users might create short-form videos showing how they use your products. All you need to do is leave appreciative comments (“We’re so glad you love our car cleaning kit!”) and share their content, and voila — you’ve grown your online presence in seconds. 

Strategies for Getting and Using UGC

You already know that you can’t make your customers create content for your brand — well, unless you hire them, but that’s not UGC anymore. But that doesn’t mean you need to sit around refreshing your Facebook feed until someone posts about your business.

Start by asking yourself, “What is a UGC creator looking for?”. Some people want to give back to their online community or build relationships with businesses. Others care about earning incentives or recognition. Here are a few techniques that you can use to encourage customers to make UGC. 

Creating Branded Hashtags

Every social media platform lets creators add hashtags to their posts, but those tags can be wildly inconsistent. One customer might tag their product review as #floormats, while another uses #floormats4life. Users who click these generic hashtags might see hundreds of posts that have nothing to do with your company. 

Designing a branded hashtag is a simple solution. It gathers all the user-generated content about your business in one spot. That way, users can just click the hashtag to see posts related to your brand instead of relying on the platform’s search bar.

Plus, a hashtag is a powerful recruiting tool. Explicitly invite all your customers to share their experiences using your branded hashtag. Over time, you can build a huge archive of UGC that customers can easily browse. 

Offering Incentives and Rewards

Traditionally, user-generated content has always been organic. However, many businesses now offer incentives for customers who take the time to share their experiences. This could involve: 

• Entering UGC creators in giveaways 
• Hosting contests for the best UGC 
• Providing free products in exchange for reviews
• Sharing discount codes 

Just be sure that your incentives comply with each platform’s policies. For example, Google doesn’t allow companies to offer any reward for reviews. 

Engaging Actively With the Community

Take the time to build meaningful relationships with your target audience by: 

• Kickstarting interesting conversations 
• Liking and sharing their content
• Responding to comments 

When people are truly invested in your brand, they may feel more motivated to create content about it. 

Collaborating With Micro-Influencers

Every niche has “micro-influencers” — people with less than 100,000 followers — who share photos, videos, and other content. Partnering with these creators can help you strengthen your reputation and reach new customers who might not come across your business otherwise. 

Here are a few ideas for effective collaborations: 

• Ask influencers to demonstrate how they use your products 
• Let an influencer film a behind-the-scenes look at your business 
• Send product packages for unboxing videos 

Even the smallest creators can help you take advantage of the power of video content. A recommendation or two from the right micro-influencer could be exactly what you need to boost sales. 



Utilizing UGC Videos for Your Business

User-generated content isn’t just about getting clicks. It’s an incredibly effective way to make genuine connections and build a thriving community around your brand. Plus, it can help you understand how customers perceive your business. 

Take your brand to the next level with Optimize Digital Marketing’s social media management services. Our social CRM software will help you post content across platforms and engage users. Contact us today to schedule a free consultation.