Content remains king today, as it did in the past. But not just any content, mind you, but helpful content. As consumers become more discerning when purchasing, the need for more valuable content becomes more crucial.
One such way of delivering value to the audience is through user-generated content (UGC). It has emerged as a game-changing force in marketing. Gone are the days when brands only focused on traditional advertising.
Today, consumers trust reliable, customer-created content more. They trust their fellow consumers.
This shift isn’t merely a trend: it’s a fundamental change in how consumers make purchasing decisions. In bazaarvoice’s shopper experience index volume 18, it shows 55% of shoppers are now saying they’re unlikely to buy products without seeing UGC, like reviews, Q&As, and customer photos. That’s how important UGC’s have become in the last decade, especially with the rise of social media marketing.
What truly matters isn’t just the existence of User Generated Content. Customers will always discuss products they enjoy. What brands need to understand is how to leverage this content strategically to build trust and drive conversions.
In this blog post, we’ll look at what constitutes user-generated content, its types and examples, and how brands can leverage it for marketing.
What is User-Generated Content?
User-generated content (UGC) is basically any kind of content that’s created and shared by everyday people, not companies or brands.
When doing content marketing, there are usually two types of content: brand and user-generated content. As the name indicates, brand content comes from the seller’s side, and user-generated content comes from the buyer’s side.
Brand content comes in many forms as long as it is produced within a business. The goal is to promote products and services. Great brand content highlights the benefits and features of what the business is selling. It’s also a chance to showcase its edge against competitors.
On the other hand, user-generated content encompasses any authentic content created by consumers rather than brands. UGC takes many forms, from a casual coffee shop photo shared on Instagram to detailed product reviews on YouTube. It can include images, videos, testimonials, blog posts, and podcasts. At its core, UGC is the digital transformation of word-of-mouth marketing.
For newer businesses trying to establish brand awareness, UGC can be a way to demonstrate their credibility. According to the same consumer report, 40% of shoppers now consider UGC “extremely” or “very” important in their purchase decisions, outranking both product comparison charts and promotional videos.
Jump to the How to Use It section
Types of User-Generated Content & How to Use Each One
Not sure which kind of customer content works best for your business?
Many companies know they need content made by their users but get confused about which types will actually help them reach their goals. With so many choices—from simple reviews to viral video challenges—picking the wrong type can waste time and money.
Let’s look at the main types of user-made content so you can choose the ones that will connect with your audience and give you the results you want. We’ll also add some examples of how different businesses can utilize user content in different ways to give you an idea.
1. Product or Service Reviews
This is the most popular type of user-generated content.
Reviews are detailed evaluations of products and services. They often include star ratings, detailed descriptions of experiences, pros and cons, and sometimes photos or videos showing the product in real use.
For example, on Amazon, a customer might leave a detailed review of an air fryer, describing what cooked food from it looks like, its functionality, and even including pictures of their air-fried chicken.
Another typical example is restaurant reviews on Yelp, where diners share their dining experiences, food quality ratings, and photos of their meals.
Product reviews can range from simple one-liners like “Great product, works as described!” to comprehensive breakdowns like what Wired have in their website. In this article their product reviewer covers the performance, build quality, and value for money of an Iphone 16.
Popular review platforms like Trustpilot and G2 are trusted by consumers seeking honest feedback about products and services before purchasing.
Brands like Sephora have successfully integrated product reviews into their shopping experience by allowing customers to filter by age range or seeing non-incentivized reviews only, making the feedback more relevant to potential buyers.
2. Customer Testimonials or Recommendations
While similar to product reviews, customer testimonials and recommendations are typically more personal and narrative-focused endorsements that highlight specific success stories or positive experiences with a brand or service.
Unlike product reviews, which often include detailed pros and cons, star ratings, and technical specifics, a testimonial is consumer generated content that tends to focus on emotional impact and transformational outcomes.
Consider how a B2B software company might feature a client’s success story on its website rather than the unedited reviews on its G2 page. Like this:
On social media platforms like Facebook and LinkedIn, recommendations serve as professional testimonials, focusing on working relationships and outcomes rather than specific product features.
For instance, Peloton uses customer testimonials in their ads to tell inspiring transformation stories, while their product pages display traditional reviews discussing bike features, delivery experiences, and technical specifications.
Another excellent example of this difference can be seen on Nike’s website, where product reviews discuss shoe durability and fit, while their testimonials feature stories of athletes achieving their goals using Nike products.
Small businesses particularly benefit from testimonials because they can highlight specific ways their service made a difference. A wedding photographer sharing a bride’s emotional testimonial about capturing perfect moments in their same-day edits (SDE) rather than review-style feedback about pricing and photo quality is a great way to boost the confidence of would-be clients.
3. User-Generated Image
Images that are considered UGC can include personal photographs, infographics, digital artwork, screenshots, or memes that users share on any platform.
They can also include customer selfies with products, before-and-after transformation photos, or user images of services or products in action.
For instance, a real customer’s photo of a restaurant meal typically feels more genuine than its professional food photography. Instead of seeing stylized images of the food, customers can see how the food actually looks when served.
Restaurants can benefit from these UGCs by ensuring their social media handles are visible on tables so customers can easily tag them on posts.
Beverage company LaCroix has a dedicated page on their website showing UGC images coming from Instagram. Users are encouraged to use the #LiveLaCroix to join in on the fun.
E-commerce landing pages frequently use customer photos in review sections. This allows visitors to visualize products in everyday settings rather than just heavily stylized studio shots.
Clothing brands also often integrate social media photos of customers wearing their items and reshare them across their channels. These UGC images allow customers to envision how the clothes look on actual people and motivate them further to purchase.
If you’re a home decoration website, you could showcase customer-submitted photos of rooms styled with their products. Using before-and-after home renovation photos can also be effective as social proof for construction businesses.
The authenticity of user-generated images often makes them more relatable and trustworthy to other consumers than professional marketing materials.
4. User-Crafted Video Content
Videos as UGC encompass content like vlogs, tutorials, reaction videos, gaming streams, and short-form content like TikToks or Reels. Videos give an in-depth look into user-generated reviews and allow for longer interactions with the audience, especially when used on a well-designed landing page video to showcase product experience.
Tutorial videos from users are one of the most valuable kinds of this UGC. For example, a beginner user of a photo editing software will look for tutorial videos on YouTube that give them a step-by-step of a “beginner’s guide to using the software” or something more specific like “how to create gradients.”
Seasoned software users can create their own tutorial videos to teach new users and, therefore, are considered UGC.
Tech companies also frequently integrate user-submitted troubleshooting that shows how actual customers are using their products or services to solve specific problems.
Online course platforms can also feature success story videos from actual students discussing their learning journey and career outcomes after completing the program.
UGC Video is also a great medium for unboxing or product testing. One such successful video content creator was Dope or Nope (currently Dope). They test out products ordered from e-commerce sites. Viewers can see the price of each product, and the video tester rate whether it’s worth the money they paid for.
5. Customer Social Media Posts
Social media posts can overlap with other types of user generated content because it can also consist of images, videos, and testimonials. What makes this unique as a type of UGC is that it tends to be platform-specific.
For example, Facebook Groups are usually built for niche communities. That means there are groups mainly created for those who want to learn about, say, epoxy and, therefore, discuss epoxy products and usage within it.
Some groups are led by the brand companies themselves but mainly are managed by influencers. Here, they discuss different types of products, ask for recommendations, and compare brands with one another. These groups can also be geo-targeted according to country or even state and can be great for local promotions.
Companies also often encourage users to share photos through branded hashtag campaigns or contests, then curate the best submissions for their landing pages to create social proof.
Some brands create dedicated galleries or sections on their landing pages specifically for user-generated images, often incorporating them alongside customer testimonials for maximum impact.
Moreover, a home decoration website could showcase customer-submitted photos of rooms styled with their products. Using before-and-after home renovation photos can also be effective as social proof for construction businesses.
6. User-generated Written Content
Just as there are video tutorials, there are also user-generated blog tutorials and articles. Written content can also include product and service reviews and recommendations, but these are usually informative in nature.
Recipe blogs are one good example of user-generated written content. These articles usually include detailed instructions and reasons why certain brands are best used for specific recipes. It can also contain affiliate links where users can buy ingredients or materials needed for cooking.
Food sites also commonly showcase user-submitted recipe blogs, complete with personal stories and cooking tips, to demonstrate the versatility of their products or services.
Forum discussions, expert user guides, and case studies from third-party sites are also considered user-generated content.
Tips to Use Different Types of UGC in Landing Pages
Each type of UGC serves different purposes and can be strategically used across various marketing channels, from landing pages to social media platforms.
The key is selecting the right type of content that aligns with your brand goals and resonates with your target audience.
Here’s how you can add each type of UGC on landing pages:
Use UGC as Social Proof
Reviews are particularly powerful because they serve as a foundation for a strong social proof landing page, offering an insider view of what to expect when availing of any service or product.
When a potential customer sees that others have had positive experiences, it builds trust and confidence in the purchase decision. When they see the negatives, they are able to weigh them against competitors. This is why reviews typically live on product pages or third-party review sites.
However, having both positive and negative aspects within the product review makes it more authentic and believable to the reader. As such, you need to find the right balance.
The authenticity of user-generated images often makes them more relatable and trustworthy to other consumers than professional marketing materials.
Incorporate a Comments Section
Adding a comments section to your landing page builds trust, even when visitors don’t leave comments themselves. When people see real feedback from other customers, they feel more confident about your business.
This works because we naturally trust what others say more than what businesses claim. Even just seeing that you allow open comments signals transparency and shows you have nothing to hide.
This simple addition creates a feeling of community and honest communication that can turn uncertain visitors into customers who feel comfortable taking the next step.
Show Credibility with Testimonials & Recommendations
Companies often curate and solicit testimonials. To add credibility, they may include the customer’s name, photo, and sometimes their professional title or company name. It’s up to you what amount of information you and your customer are willing to reveal to the public.
Strategically placing these on your product and landing pages can increase conversions.
Here’s an example of a for a weight loss program, with a customer sharing her journey and results with before and after photos:
Help Customers Visualize Products
Product landing pages of e-commerce businesses frequently use customer photos in review sections. This allows visitors to visualize products in everyday settings rather than just heavily stylized studio shots.
Clothing brands also often integrate social media photos of customers wearing their items and reshare them across their channels. These UGC images allow customers to envision how the clothes look on actual people and motivate them further to purchase.
Of course, videos are the best way to help customers visualize products. Product or service demos are usually added on product pages.
People are motivated to buy when instructions are clear on how to use them, and can actually see what goes into the product packaging. Unboxing videos that we discussed above are a great example of this.
Solve Problems with UGC
Tech companies frequently integrate user-submitted troubleshooting videos showing how actual customers are using their products or services to solve specific problems. Online course platforms can also feature success story videos from actual students discussing their learning journey and career outcomes after completing the program.
Some of these videos can take off, earn thousands of views, and be picked up by brands for a paid partnership. More UGC creators can then be motivated to do their own videos to get sponsored. These UGC videos can be included in product landing pages, like this:
Another interesting example is IKEA Australia’s “Looks by you” section. They encourage their followers to share posts for a chance to be featured on their Instagram page using #yesIKEA.
The posts are then curated to include all products used in the photo. Clicking on a button opens a tab where customers can instantly add these specific products to their cart.
Aside from inspiring new ideas, they paved the way to solve the most common question, “What product is this?” from users, making product purchase easy and seemless.
Integrating User-Generated Content in Other Marketing Strategies
What makes UGC particularly powerful is its evolution beyond simple customer feedback. Today’s user-generated content often features high-quality images, engaging videos, and thoughtfully written content that seamlessly supports brand identity.
The rise of smartphones has made it incredibly easy for anyone to create and share well-made visual content, leading to an explosion in UGC. Platforms like Instagram, TikTok, and YouTube have built their entire business models around hosting and distributing user-generated images and videos.
As User Generated Content emerges as a powerful tool for transforming landing pages from standard marketing materials into dynamic, trust-building platforms, businesses must learn how to integrate it into their marketing strategy.
Let’s explore the different marketing approaches where brands can leverage UGCs.
Influencer Marketing
When consumers post about a brand on social media, they can significantly influence their followers’ buying decisions. In an Adweek study, 85% of people see UGC as more influential than brand-created content.
This is the whole idea of influencer marketing—brands sponsor influencers to post about their services or products but keep the “voice” personal instead of branded.
Here’s an example of a travel influencer promoting a product on their videos by simply using it during one of their trips. As you can see on the bottom left corner of the YouTube video, there is an option to “View Products” that they’ve used.
You may be asking if this is still considered user generated content. This is why we highlighted the idea of brand-sponsored user-generated content, aka Paid or Incentivized UGCs.
UGCs are technically made by users, so regardless of whether a brand sends them samples of products to review or sponsors them to create videos, they are still user-generated.
Influencers may opt to show the positive and negative side of a product, and that’s a risk brands take when they use this strategy. But again, a little bit of negative feedback adds authenticity, so you can still consider that as a win!
However, kee in mind that different platforms have different specifications and trends for UGC and brand partnerships. For instance, Meta platforms require influencers to indicate whether their post is a brand sponsored or not using #Ad.
User Generated Content Marketing
The actual value of user-generated content isn’t merely in its existence—after all, people have always discussed products they enjoy. Instead, how brands strategically leverage this content makes the difference.
Incorporating customer-created content into marketing strategies allows companies to showcase real-world product applications and create more engaging customer experiences.
Smart brands recognize that UGC is more than just free content; it’s a powerful tool for building authentic connections with their audience.
When content comes from actual customers rather than the brand itself, it carries the weight of genuine word-of-mouth promotion, making brands more approachable, relatable, and, ultimately, more sellable.
Some examples of UGC applied to content marketing are case studies of customers successfully utilizing your product or service.
Applying UGC to content marketing can improve your brand sentiment. Plus, compelling UGC can lead to virality. Users start sharing articles, remixing viral memes, or promoting trending video formats, which can quickly increase a brand’s following and conversions.
Affiliate Marketing
Affiliate marketing is a performance-based marketing model where individuals (affiliates) earn commission by promoting other companies’ products and generating sales through unique tracking links or codes.
These affiliates create content featuring product recommendations and reviews to drive their audience to purchase. When customers buy products through an affiliate’s unique links, the affiliate earns a percentage of the sale value.
This is a win-win situation where brands get sales and affiliates earn income from their promotional efforts.
These affiliate links can be incorporated in any type of UGC. For example, an outdoor blogging site can insert links to products they use for camping and hiking, such as tents or ropes. The idea is that these content creators have used these products themselves and can vouch for their quality.
What brands get out of this relationship, aside from access to authentic content created by real users, is their expanded reach through creator networks.
Affiliate marketing usually works together with influencer marketing. It’s cost-effective content generation that provides diverse content formats and perspectives.
Companies that effectively integrate UGC into their marketing strategies can increase viewership and conversions. While UGC generally has a positive brand impact, it’s important to note that opening the door to this type of content means managing both positive and negative feedback as part of maintaining authentic customer relationships.
Now that you have more idea what strategies go well with UGC, it’s time to collect them and understand the best practices for incorporating these into your marketing campaigns.
7 Ways to Collect User-Generated Content
It’s relatively easy to gather user-generated content. Gathering quality UGC is an entirely different thing because, as we’ve mentioned, there’s a chance of negative feedback from your users.
However, certain ways to collect content can help your brand shine against competitors. Here are some ways to excite followers to share their own content about your brand:
1. Run Ugc Competitions With Prizes
Running competitions where customers create and share user content in exchange for rewards creates excitement and motivation for participation.
For example, Fenty Beauty ran a campaign called “Smell However The F*** You Want” TikTok contest where 10 winners will receive their own Fenty Parfum.
These campaigns incentivize users to generate authentic content and increase brand visibility as participants share their entries across social platforms. Notice how they ask for TikToks, but this particular post is on their Instagram. This proves how cross-posting can reach a wider audience.
2. Utilize Trending Hashtags or Create Your Own
Creating your own brand hashtag is one of the easiest ways to gather content from your users. When you encourage customers to use hashtags like your brand name or a catchy campaign phrase, you can quickly find all their posts in one place.
For example, beauty brands often monitor popular hashtags like #getreadywithme or #GRWM, where people show their morning routines using various products. Smart brands create their own version like #GRWMwith[YourBrandName] to collect these authentic user videos.
Many social media users don’t need prizes or money to create content—they simply want recognition from brands they love. When someone tags your business in their post or uses your hashtag, they’re often hoping you’ll notice them.
Sharing their content on your official accounts is a powerful way to make them feel valued. When a brand reposts someone’s picture or video, that person feels proud knowing their content is reaching a wider audience, and they’re likely to create more content for you in the future.
This creates a win-win situation where users get recognition while you get authentic marketing material without spending extra money.
3. Create Instagram-Worthy Unboxing Experiences
Have you seen unboxing videos that are so satisfying you want to buy the product yourself? The moment of opening a product package is highly emotional and shareable, making it crucial to design packaging that delights and surprises customers.
Small businesses include beautiful custom boxes, personalized thank-you notes, carefully arranged products, or unique packaging elements that create a memorable reveal moment. For instance, a subscription box service might include a confetti pop when opening the box or layer products in a way that creates an exciting discovery experience.
These posts tend to use Autonomous Sensory Meridian Response (ASMRs) because it becomes more satisfying for watchers. If you don’t know what ASMR is, you haven’t been checking your socials enough, and we recommend you do if you want to enhance your marketing skills!
Before the 6th season release of the popular TV series Game of Thrones, they sent out popular unboxing creators swords used by the series’ characters. This created a lot of buzz within and outside the fandom.
4. Design Shareable In-Store Spaces
Physical retail spaces should include designated areas specifically designed for social media sharing and photo opportunities. This might involve creating artistic wall murals, interactive displays, clever signage, or unique product arrangements that naturally encourage customers to take and share photos.
Consider how makeup retailer Sephora creates well-lit selfie areas near makeup stations or how hotels set up photo-worthy lounge areas.
One notable brand that does this exquisitely is Aesop. Their stores around the world feature fantastic architecture and well-designed product shelves that UGC creators often tag their IG in their posts. Simply put, aesthetics plays a huge part in motivating users to snap pictures.
5. Host Events With Photo Opportunities
Events should be designed with specific moments and spaces that encourage natural photo-taking and sharing. This could include step-and-repeat walls with brand logos, interactive activity stations, or memorable moments during the event program that attendees want to capture.
Fashion brand Guess launched a Love Guess event, featuring stunning event designing that inspired creative poses from guests.
6. Organize Brand Activation Experiences
Brand activations should create immersive, shareable experiences that connect customers with your brand in meaningful ways. These include pop-up shops with unique themes, interactive installations, or special guest appearances that create memorable moments worth sharing.
A beverage company, for instance, might hold a summer pop-up beach experience in an urban area, complete with sand, seating, and special product sampling stations, all designed to encourage social sharing.
Here’s Jim Beam’s summer brand activation campaign in Australia with Kombi&Co. This creates excitement around the brand and drives sales during peak season.
7. Provide Designated Pages on Your Website
One way to curate written UGC content is to create designated pages for users to submit them directly. This is an easy way for users to reach out and pitch their ideas.
Take this example from CreamFilledChurros.com, which encourages users to share their favorite dessert recipes. The recipe will then be featured in the brand’s dessert blog. It’s a great way for them to feature new recipes and interact with their audience.
Gathering content created by your customers doesn’t have to be complicated or expensive. By using simple strategies like branded hashtags, engagement prompts, and community recognition, you can build a valuable library of authentic content that connects with new customers.
Remember that many users create content simply for the joy of being seen and appreciated by brands they support. With these collection methods in place, you’ll have a steady stream of real customer stories to enhance your marketing efforts.
Best Practices for User Generated Content
Before we close this article, let me leave you with some best practices when collecting and utilizing user generated content so you’ll be off to a great start.
- Start with Defining the Brand’s UGC Goals
Before starting a UGC campaign, consider what you want to achieve.
Is the goal to gather more informative UGC that encourages purchase? Do you want to drive brand awareness? Or do you aim to curate content that fills a brand-new social media profile?
Identifying the goal of why a brand asks for UGCs can help you determine the type you need to focus on and the marketing you can incorporate it into. Set KPIs to monitor in this stage.
- Identify User Generated Content Type and Proper Channels
Where will these UGCs go? Are they going to your website or your social media channels? Which social media profiles? You need to understand your audience and what kind of content they like seeing from your channels.
Consider Sephora again. Because their product landing pages are meant for shopping, so it shows more product reviews from past customers. On the other hand, their Instagram is filled with how-to videos and product highlights from their users.
- Incorporate Asking for UGCs in the Buyer’s Journey
Which part of your buyer’s journey is emotionally charged? Where can you ask for your viewer’s feedback? How can you ask them to share their thoughts?
For example, a fitness coach is promoting a five-day free fitness training event. When a user signs up, they get to the thank you page, which contains an image that can be shared in an Instagram story. It says, “I’m joining a fitness coach training event. Come workout with us!”
This makes it easier for the user to share about the event on their profile. Now, their followers and friends see their story, and you get more sign-ups.
The thank you page is a perfect touchpoint to motivate users to engage more. This can also apply to after-purchase pages or even to confirmation emails.
- Actively Ask Users to Share UGCs
Going back to Ikea’s #IKEAatmyplace and La Croix’s #LiveLaCroix hashtag campaigns, actively asking your users to create content with or without incentives will boost your UGC curation.
Make the incentives exciting and interact with your audience when they post for more engagement.
But make sure you ASK. “Post pictures or videos of yourself using our product with the hashtag #branded,” is one way to do so, but you can experiment with what works best for you.
Whether on your dedicated landing page, website, blog, or social media pages, make sure to incorporate a Call To Action. How else would your customers know what to do next?
- Always Ask for Permission When Sharing Content
Remember this golden rule on social media. Request for permission to share content and always give credit where it is due. You don’t want to be the brand called out on social media for “stealing” content.
Furthermore, it elevates your relationship with your users by reaching out to them. This also allows the brand to tag the original UGC creators on their social media channels, showing the UGC’s authenticity.
- Start Promoting the Content
Of course, in addition to having the UGCs, you also have to ensure that your content reaches the right audience. Insert reviews into your marketing emails, add testimonials to product or service landing pages, and use ads to highlight your best UGCs.
- Monitor and Optimize UGC Campaigns
Like any other marketing strategy, it’s important to know how your campaign is tracking. This way, you can optimize your UGC curation and promotions. As you begin implementing UGC strategies, it’s essential to consider potential landing page mistakes that could undermine your campaign results, even when the content is authentic and well-produced.
Go back to your KPIs from the first stage. What’s working well? What’s not resonating with your audience? How can you create more cost-effective UGCs for the brand? The numbers will help you answer these questions.
Now that you are equipped with the best tips and practices for building a brand’s User Generated Content campaign, it’s time to put them into practice! Share your findings with us and tell us what helped you the most from this article.
