User-generated content: How to get it, how to use it

By Mae Strehlow

What is user-generated content (UGC)? UGC is content about a product or service that is created by individuals, like customers, volunteers, supporters or fans, instead of the brand itself. It’s a marketing strategy that has exploded in popularity with the rise of social media and is a powerful way for brands to build trust, establish credibility and connect with audiences. Let’s explore ways to gather UGC, and then use it to power your digital marketing.

How to gather UGC

UGC marketing can have a big impact. In fact, more than 28% of ecommerce marketers believe visual content from real customers—think video and images—that most impacts purchase decisions. So, how do you get UGC?

• Let it arrive naturally: You may already have a steady flow of UGC ready to go. Search Facebook^®, Instagram^®, LinkedIn^® and other platforms for your company name or a specific product. Or look at your brand’s account mentions and tags to explore potential opportunities.
• Encourage hashtag use: Promote official hashtags so users can share their experiences on social media. This can help filter relevant UGC into one place. And as others see the content, it can motivate them to jump on the trend.
• Offer incentives: Invite users to post on social media or submit content through email or a web form to earn prizes. Give small gifts, like stickers or sport flyers, for each submission. Or enter users into a drawing for a more substantial gift, like a Bluetooth^® speaker.
• Tie to a loyalty program: Give loyalty points to customers who submit content by tagging your brand on social or submitting a product review. This creates a win-win, where customers score points while you get UGC.
• Ask for reviews: Collect testimonials from customers after they make a purchase. For online sales, include a review submission at the end of the checkout process. For in-person interactions, direct customers to your website. Incentives can help too. Offer a shaker bottle or color-changing tumbler for a customer’s first review.

How to put user-generated content to work

Reposting content from others is a simple yet effective way to show enthusiasm. It also encourages others to share, knowing your brand may put them in the spotlight. When customers post a testimonial or share a fun way to use a product, show appreciation for their brand cheerleading and send them team spirit items, like buttons or pom-poms.

When you receive a powerful testimonial, incorporate it into your paid advertising. UGC can improve authenticity and boost credibility without coming off as salesy. Displaying real customer testimonials and photos can make product pages more compelling. Seeing how others use products in an authentic way can inspire customers to act.

Build user-generated content momentum

UGC is a powerful marketing tool for brands across industries. Not only can it generate engagement, build trust and enable a steady stream of new content, it often requires minimal resources. With the right approach, your biggest fans can become your best marketers.

Trademarks & Sources