What’s Consumer-Generated Content material? And Why is it Necessary?

user generated content

Bought some cool new garments that you simply’re prepared to point out off to the world? Chances are high you’ll snap a pic and submit it in your social profiles. Perhaps you’ve acquired a flowery new product and need to submit an unboxing video to your YouTube channel. Whether or not you understand it or not, each of those examples are user-generated content material (UGC).

Nonetheless confused? Don’t fear; we’ve received you lined.

On this article, you’ll be taught what user-generated content material is, plus a number of different issues:

Perceive the advantages of utilizing UGC in your campaigns

See how massive and small manufacturers execute UGC

Get actionable suggestions to assist rework your user-generated content material into extra engagement and conversions on your model

Bonus: Learn the step-by-step social media technique information with professional tips about develop your social media presence.

What’s user-generated content material (UGC)?

Consumer-generated content material (also called UGC or consumer-generated content material) is authentic, brand-specific content material created by social media customers and revealed on social media or different channels.

UGC is available in many kinds, together with photographs, movies, product evaluations, a testimonial, or perhaps a podcast.

Right here’s an instance of UGC created by a buyer after which reshared on planner Day Designer’s Instagram:

Supply: thedaydesigner on Instagram

Sorts of user-generated content material

Consumer-generated content material is changing into an vital a part of many advertising methods, and it is available in many kinds and codecs that can assist you discover the suitable match on your model.

Nevertheless, there are two important overarching sorts: natural UGC and paid UGC.

Natural UGC

Natural UGC is content material that your real-life clients share of their very own accord. That is essentially the most genuine kind, and what you’re hoping to see out of your clients.

Opinions and testimonials

On-line evaluations rely as a sort of UGC. Constructive rankings and evaluations might be shared throughout your web site and social media as social proof. Manufacturers may even flip testimonials into little graphics they will share on their social media accounts.


Images, in fact, are one of the widespread kinds of UGC. This usually appears to be like like a picture of a buyer utilizing your product or sharing their outcomes out of your product. Utilizing a hashtag to assist accumulate these makes it straightforward to search out and reshare them by yourself platforms.


Social media and YouTube movies will also be nice types of UGC. The truth is, many YouTubers will share “product hauls” of things they purchased not too long ago, that includes a number of manufacturers in a single video. Share that video—or the snippet mentioning your model—to showcase what they need to say about your product.

Social media content material

Typically, even a easy constructive point out of your model might be nice content material to reshare. Repost in case you’re on X (Twitter), or take a screenshot and share it as a graphic on a platform like Instagram.

Weblog posts

Bloggers may point out your model or product in one in all their weblog posts. This may very well be a standalone evaluation or a swift point out in a broader submit. Contemplate sharing their quote on social media or your web site to unfold the phrase.

Paid UGC

The opposite important kind of UGC is paid UGC. That is changing into increasingly in style, particularly for newer manufacturers that need to share any such content material however don’t have sufficient clients sharing pictures but.

Paid UGC is made by UGC creators. That is totally different from influencers and is often simply as honest as common UGC—you’re simply footing the invoice.

You may attain out to UGC creators by yourself, utilizing a platform like Fiverr or Upwork, but when your model has followers already, creators might come straight to you.

Both method, when you’ve sorted out a deal, you may take the content material they create and share it in your web site or social media accounts as user-generated content material.

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Why user-generated content material is vital

UGC is used throughout all phases of the customer’s journey to assist affect engagement and improve conversions. This customer-centric content material can be utilized on social media and different channels like e-mail, touchdown pages, or checkout pages.


These days, manufacturers need to combat to be seen on-line, and competitors is fierce for viewers consideration. Consumers are extra selective concerning the manufacturers they work together with and buy from.

Nevertheless, no different content material kind is extra genuine than UGC out of your clients. 86% of shoppers usually tend to belief a model that shares UGC in comparison with 12% who’re more likely to buy a product promoted by influencers.

Simply don’t be tempted to pretend your user-generated posts or advertising campaigns. Audiences will shortly sniff out the false sentiment, which may injury your model repute. As an alternative, all the time be certain that your UGC comes from one in all three cohorts: your clients, model loyalists, or staff.

Consider UGC because the modern-day phrase of mouth — most individuals belief suggestions over straight-up promoting.

Model loyalty

Folks thrive off being a part of one thing greater than themselves, and creating UGC permits them to be a part of a model’s neighborhood. That’s enormous for enhancing model loyalty and affinity.

UGC additionally opens up conversations between a model and client, and this stage of brand name interplay helps construct and develop an engaged neighborhood.

Sharing viewers content material additionally works to develop and deepen viewers/enterprise relationships, driving extra model loyalty.

Social proof

Keep in mind when Fyre Pageant was marketed as an “immersive music pageant over two transformative weekends,” however the occasion was truly rain-soaked tents in a area with no electrical energy or meals? Because of this folks don’t belief entrepreneurs or advertisers.

The truth is, solely 32% of People have a “honest quantity” or “nice deal” of belief within the media, a document low since 2016.

Manufacturers have to work tougher than ever to determine themselves as reliable. And social proof is a method to try this. Social proof is a psychological phenomenon that makes folks need to do what others take pleasure in.

UGC is the proper instance of this. When potential clients see current clients completely satisfied along with your product, they’re psychologically extra more likely to attempt it for themselves.

Content material curation

UGC doesn’t need to be restricted to social media advertising, both. UGC content material will also be used on different channels.

For instance, attempt including UGC photographs to a cart abandonment e-mail to assist nudge the potential purchaser to buy. You may also add user-generated content material to key touchdown pages to assist improve conversion charges.

Calvin Klein even created a touchdown web page only for UGC content material.

By exhibiting actual examples of shoppers styling their Calvins, customers see different shoppers endorsing the model and showcasing how the merchandise look on precise people as a substitute of overly styled fashions.


The common value of hiring an influencer can run into thousands and thousands of {dollars}. However the common value of asking your clients to share posts of them having fun with your product? Subsequent to nothing.

UGC is an economical technique to scale your small business and diversify your content material. Plus, there’s no want to take a position {dollars} in costly advert businesses or flashy campaigns.

UGC permits you to join with crucial folks in your small business: your viewers. Most will likely be excited to be featured in your channel.

For smaller manufacturers or these simply beginning out than investing in larger-scale model consciousness campaigns, UGC is commonly far cheaper and simpler to handle.

5 nice examples of user-generated content material

Regardless of their measurement, manufacturers use user-generated content material to drive consciousness, improve conversions and social engagement, develop their attain, and cost-effectively develop their enterprise.


Video gear firm GoPro makes use of UGC to maintain its YouTube channel, with its prime three movies all initially filmed by clients. As of March 2024, these three movies have racked up over 400 million views mixed.

Not dangerous for content material that value GoPro nothing to supply.

The truth is, UGC for the corporate received so massive, they now run their very own awards present and promote day by day photograph challenges to encourage their shoppers to get inventive.


Canadian athleisure model lululemon is primarily recognized for its costly leggings and yoga clothes. To extend firm attain throughout social media, they requested followers and model loyalists to share pictures of themselves in lululemon clothes utilizing the hashtag #thesweatlife.

Not solely did this end in a treasure-trove of simply searchable UGC content material for lululemon to repurpose, but it surely additionally organically expanded the corporate’s model consciousness and attain throughout social media as they shared content material from model ambassadors.

This submit, particularly, is motivating and thrilling to its viewers because it shares a few of lululemon’s ambassadors’ greatest moments of 2023:


In the same technique to lululemon, glowing water model LaCroix additionally makes use of a hashtag (#LiveLaCroix) to mine for UGC on their social media channels. Nevertheless, LaCroix depends much less on model loyalists and shares content material produced by anybody, irrespective of their follower rely.

This makes their user-generated content material hyper-relatable as a result of audiences see themselves mirrored in these pictures quite than model ambassadors or loyalists with increased follower counts.

Properly Traveled

UGC isn’t only for bigger, well-established manufacturers. Smaller corporations additionally use UGC of their social campaigns. Properly Traveled is a community-driven journey model that makes use of member-generated content material to spotlight the perks of membership, the standard of property companions, and different unique choices from model companions.

Properly Traveled’s Director of Partnerships & Model Advertising and marketing, Laura DeGomez, says, “As a service in such a visible trade, the ‘proof’ offered by member content material is immeasurable. The attractive journeys found, deliberate, and booked on Properly Traveled are an outstanding advertising and retention software.”

DeGomez makes use of UGC to visually have interaction members or potential members and improve model consciousness, develop attain, and construct neighborhood.

She goes on to say, “Nobody tells our story higher than our members. The Properly Traveled neighborhood is the important thing right here. Each time we are able to let their experiences shine, we do.”

Edloe Finch

Boutique furnishings model Edloe Finch collects UGC by way of hashtag (#EdloeFinch), however additionally they permit folks to submit their pictures to their web site. The model then showcases these buyer pictures proper on their product pages.

By putting buyer content material on its product pages, potential clients can see what Edloe Finch’s merchandise appear to be in different clients’ houses. Buying furnishings on-line might be nerve-wracking, however these pictures function a terrific type of social proof.

Supply: Edloe Finch

4 greatest practices for user-generated content material

Creating user-generated content material is a great technique for your small business. Hold these greatest practices in thoughts as you implement UGC into your total content material plan.

At all times request permission

Consent to share content material is necessary. At all times ask earlier than republishing or utilizing a buyer’s content material.

Folks might use your branded hashtags with out essentially realizing you’ve tied them to a user-generated content material marketing campaign. Sadly, re-sharing that content material with out specific permission is a surefire technique to kill goodwill and annoy a few of your greatest model advocates.

If you ask permission, you present the unique poster that you simply admire their content material and get them enthusiastic about sharing their submit along with your viewers. You additionally preserve your self out of scorching water concerning copyright considerations.

Credit score the unique creator

If you share user-generated content material in your social media channels, give clear credit score to the unique creator. This contains tagging them immediately within the submit and indicating whether or not you’re utilizing their visuals, phrases, or each. At all times give credit score the place credit score is due.

In the event you plan to share user-generated content material throughout social media platforms, test for a way the creator needs to be credited on the varied channels. For instance, if you wish to share a photograph from Instagram in your Fb web page, ask the unique creator if they’ve a Fb web page you could possibly tag.

Offering correct credit score is a crucial technique to acknowledge the work of content material creators. It helps be certain that they keep enthusiastic about utilizing and posting about your model.

It has the additional benefit of constructing it straightforward for followers and followers to confirm that the content material was created by somebody outdoors your organization.

Be clear about what sort of content material you’re searching for

UGC creators need you to share their content material. Which means they need you to inform them what sort of content material you’re almost definitely to share.

Don’t be afraid to get particular and make it straightforward for folks to share content material that matches your wants.

Be strategic and set objectives

How will you understand what kind of UGC content material to ask for in case you don’t know the way it matches in along with your marketing campaign technique? Certain, it’s good when folks tag you in fairly photos, however how are you going to use that content material to assist your advertising objectives?

Firstly, sit down along with your social media technique doc and search for methods UGC aligns along with your current advertising objectives. Then, create a easy assertion primarily based on that data that tells customers particularly what sort of content material you’re almost definitely to characteristic.

After getting a transparent UGC ask, share it anyplace individuals are more likely to work together along with your model:

Your social channels bios

Different user-generated posts

Your web site

Your bodily location

Your product packaging

UGC technique goes past understanding the kinds of content material you want out of your clients. You additionally have to align your UGC marketing campaign with broader social media objectives.

For instance, are you seeking to improve model consciousness or drive extra conversions (or each)?

Measure the success of your campaigns utilizing a software like Hootsuite Analytics or a social listening software akin to Hootsuite Insights to know model sentiment and belief.

Prepared to begin displaying genuine user-generated content material throughout your social channels? Use Hootsuite to publish and schedule posts, discover related conversions, have interaction the viewers, measure outcomes, and extra. Attempt it free in the present day.

With recordsdata from Chloe West.

Do it higher with Hootsuite, the all-in-one social media software. Keep up to the mark, develop, and beat the competitors.

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