What is user-generated content?

User-generated content

User-generated content (UGC) is any content created by your customers, fans, or audience rather than your brand. This includes photos, videos, reviews, testimonials, social media posts, and blog mentions that feature your products or services.

Think of it as digital word-of-mouth. When a customer posts an Instagram story showing off their new purchase or leaves a detailed review on your website, they're creating UGC. This content carries weight because it comes from real people sharing genuine experiences, not from your marketing team crafting a message.

Why UGC matters for your marketing

People trust other people more than they trust brands. When potential customers see real users enjoying your product, that social proof removes friction from the buying decision.

UGC also solves a practical problem: content creation is expensive and time-consuming. Your customers are already creating content about you, and tapping into that stream gives you authentic material without the production costs of professional shoots or agency fees.

The authenticity factor matters more than ever. Polished ads have their place, but they can feel distant. A customer's unfiltered video showing how your product fits into their daily life creates connection that scripted content struggles to match.

Types of user-generated content

UGC takes many forms, each serving different purposes in your marketing strategy.

Visual content includes photos and videos customers share on social platforms. An unboxing video on TikTok or a styled product photo on Instagram shows your offering in real-world contexts.

Reviews and ratings provide detailed feedback that helps other shoppers make decisions. These work especially well on product pages where buyers are weighing their options.

Testimonials go deeper than star ratings. They tell stories about how your product or service solved a specific problem or improved someone's life.

Social media mentions range from quick shoutouts to detailed posts. Even a simple tag or hashtag use signals that someone chose to associate themselves with your brand publicly.

How to encourage customers to create content

Getting UGC requires making it easy and rewarding for customers to share.

Create a branded hashtag that's simple to remember and spell. Promote it on your packaging, in post-purchase emails, and across your social channels. When customers know where to share, they're more likely to do it.

Ask directly. A follow-up email after purchase inviting customers to share their experience works better than hoping they'll think of it themselves. Keep the request specific: "Show us how you style your new [product]" gives clearer direction than "Share your thoughts."

Feature customer content prominently. When people see that you actually use and celebrate UGC, they're motivated to contribute. Repost customer photos to your feed, add reviews to your landing pages, and include testimonials in your email campaigns.

Run campaigns that invite participation. Photo contests, challenges, or creative prompts give customers a reason to engage beyond just liking your product.

Best practices for using UGC

Always get permission before repurposing someone's content. A quick DM asking "Can we share this on our page?" protects you legally and builds goodwill with the creator.

Credit the original creator when you share their work. Tag them, mention their handle, and make it clear this content came from a real customer. This acknowledgment encourages others to create content too.

Curate thoughtfully. Not every piece of UGC fits your brand aesthetic or messaging. Select content that aligns with your values while still feeling authentic, since overly polished UGC defeats the purpose.

Integrate UGC across channels, not just social media. Add customer photos to product pages, include review snippets in abandoned cart emails, and feature testimonials on your homepage. The more touchpoints where prospects encounter social proof, the stronger its impact.

Where to use UGC in your marketing

Product pages benefit enormously from customer photos showing items in real settings. Shoppers want to see how that jacket looks on someone who isn't a professional model, or how that furniture fits in an actual living room.

Email campaigns gain credibility when they include customer voices. A testimonial in your welcome sequence or customer photos in your promotional emails adds authenticity that pure brand messaging lacks.

Social media feeds feel more dynamic when they mix brand content with customer contributions. This variety keeps your presence from feeling like a constant sales pitch.

Paid advertising often performs better with UGC creative. Ads featuring real customer content can feel less intrusive and more trustworthy than traditional ad formats.

Organic vs. paid UGC

Organic UGC happens naturally when customers share their experiences without prompting or compensation. This content carries the highest authenticity because it reflects genuine enthusiasm.

Paid UGC involves compensating creators to produce content that looks and feels like organic customer posts. This approach gives you more control over messaging and quality while maintaining an authentic aesthetic. Many brands work with UGC creators who specialize in producing this style of content.

Both have their place. Organic UGC builds credibility through its spontaneity, while paid UGC ensures you have a steady stream of quality content when organic contributions are sparse.

FAQs

How is UGC different from influencer marketing?
Influencer marketing focuses on leveraging someone's established audience and reach. UGC emphasizes authentic content from everyday customers, regardless of their follower count. The distinction blurs when brands pay creators for UGC-style content, but the intent differs: influencer campaigns prioritize reach, while UGC prioritizes authenticity.

Do I need permission to use customer content?
Yes. Even if someone tags your brand or uses your hashtag, you should ask before repurposing their content for your marketing. This protects you legally and maintains trust with your community.

What if I don't have much UGC yet?
Start by asking. Send post-purchase emails requesting reviews or photos, create a simple hashtag and promote it, and consider working with UGC creators to build initial momentum while your organic content grows.

Can UGC hurt my brand?
Negative UGC exists, and ignoring it isn't the answer. Respond thoughtfully to criticism, address legitimate concerns, and let your positive UGC speak for itself. A mix of reviews, including some that aren't perfect, actually increases credibility.

Ready to put customer content to work in your campaigns? Start your free ActiveCampaign trial and see how automation makes it easy to request, collect, and deploy UGC across your marketing.