User-Generated Content: Building Authenticity Through Your Customers

Customers trust other customers. User-generated content (UGC) such as photos, videos, reviews and posts created by real customers shows your brand through their eyes, and it's often more persuasive than anything you produce yourself. Here's how to encourage it and use it well.

This guide is part of our digital marketing strategy series.

Why UGC works

• Authenticity: real people, real experiences
• Social proof: evidence others choose you (social proof)
• Volume: a steady flow of content you didn't have to create
• Community: customers feel seen when you feature them

Types of UGC

• Photos and videos of your product or service in use
• Reviews and testimonials
• Social posts and Stories mentioning you
• Unboxing or before-and-after content
• Contest entries

How to encourage it

1. Create photo-worthy moments: packaging, décor, a finished project reveal
2. Use a branded hashtag and show it everywhere
3. Ask directly: after a great experience, invite customers to share
4. Feature customers on your channels so others want to be featured
5. Run a contest (following the rules; see interactive content and contests)
6. Make sharing easy: QR codes, links and clear instructions

Get permission, give credit

• Ask before reposting ("We love this! May we share it on our page? We'll credit you.")
• Get written permission for use in ads, email and your website
• Credit the creator
• Respect requests to remove content

Where to use UGC

• Social media feeds and Stories (ephemeral content)
• Product and service pages
• Email campaigns (email marketing)
• Social ads, where UGC-style creative often performs well (social media ads)
• In-store displays and even billboards (with permission)

Paid UGC and disclosure

Many brands pay creators to produce UGC-style content. That's fine, but where there's a material connection (payment, free product, discounts), disclosure rules apply when the content is posted as an endorsement. See influencer PR and disclosure.

Moderation

Review content before featuring it. Make sure it's appropriate, accurate and doesn't include other people without their consent (especially children).

A permission request you can use

"We love this photo! Would you be happy for us to share it on our social media and website, with credit to you? Reply 'yes' to give permission, and we'll tag you."

For advertising use, get a signed or emailed release that states where and for how long you'll use the content.

UGC campaign ideas

• A seasonal photo challenge with a branded hashtag
• "Show us your setup" for product users
• Customer transformation stories (with consent)
• Event photo walls (experiential marketing)
• A monthly customer feature on your channels

Measure

• Volume of UGC over time
• Engagement on UGC posts vs. brand posts
• Conversion rates on pages or ads using UGC
• Hashtag use and mentions

UGC works best as part of a genuine community. Build one with brand advocate programs and great customer experiences.