The Ultimate Guide for Deploying UGC Effectively in Black Friday and Cyber Monday Campaigns
You already know you need User Generated Content in your marketing plan for your holiday strategy. We don’t need to tell you that. But knowing we need to do something and actually having a strategy that will DELIVER VALUE? Well, that’s a whole other game.
That’s why we asked our 100 top UGC customers what they are doing in their playbook for UGC execution this holiday season to seamlessly integrate UGC into their Black Friday and Cyber Monday marketing plans. The key themes? There are 3 parts of the playbook where you can steal their best ideas and use it to support your business this time of year.
3 Part Playbook for Seamless UGC Execution this Holiday:
Part 1: Write creator briefs that align to gifting and giving -- not just purchasing
“One big mistake we used to make is having creators talk about why they would have wanted a product for a gift. We are in fragrance so we would send out units to creators and then have them talk about why they love it as a gift for themselves. Last year, we flipped the script and sent to male creators and asked them to discuss why this was what they would gift to their partners, friends, moms or wives. It was far more effective.”
Big takeaways:
- You have to invert the buying psychology this time of year to reflect the season we are in!
- Gifting is a critical narrative this time of year. Not just buying.
- Tone and visuals need to represent the holiday season through and through.
Part 2: Add UGC to your PDP
“Our big winning strategy last year was taking our favorite UGC and placing it on point of sale product display pages. It helped drive recognition from ad dollars and boosted conversion of existing promos.”
Big takeaways:
- Place UGC videos AND photos on product detail pages to support purchase decisions
- Repurpose it for paid ads, email campaigns, and gift guides where social proof matters most
- Align with promos for maximum effect
Part 3: Give your UGC creators discounts and promotions over and above the already planned sales
“We used to work exclusively in the influencer space, but have been surprised to find that promo codes aligned to creator content that we put ad dollars behind works just as well for redemption. For example, we just ask the creator to mention the discount in the videos we produce, and then run that ad from our channels. Plus, no revenue shares!”
Big takeaways:
- Feature UGC alongside discount codes or limited-time offers to boost conversion (“See how real people use this — now 20% off”)
- You don’t need to seed codes only with influencers
- This strategy may drive savings on revenue share models
Getting Started with Your Holiday UGC Strategy
Begin by auditing your current UGC approach against these three pillars. Are your creator briefs focused on gifting scenarios? Does your UGC appear on product pages where conversions happen? Are you combining authentic content with promotional offers?
The holiday season rewards brands that understand seasonal psychology and create content that feels authentically connected to the gift-giving experience. By implementing these strategies, you'll transform your UGC from generic product promotion into powerful holiday marketing that drives real results.
The Ultimate Guide for Deploying UGC Effectively in Black Friday and Cyber Monday Campaigns
You already know you need User Generated Content in your marketing plan for your holiday strategy. We don’t need to tell you that. But knowing we need to do something and actually having a strategy that will DELIVER VALUE? Well, that’s a whole other game.
That’s why we asked our 100 top UGC customers what they are doing in their playbook for UGC execution this holiday season to seamlessly integrate UGC into their Black Friday and Cyber Monday marketing plans. The key themes? There are 3 parts of the playbook where you can steal their best ideas and use it to support your business this time of year.
3 Part Playbook for Seamless UGC Execution this Holiday:
Part 1: Write creator briefs that align to gifting and giving -- not just purchasing
“One big mistake we used to make is having creators talk about why they would have wanted a product for a gift. We are in fragrance so we would send out units to creators and then have them talk about why they love it as a gift for themselves. Last year, we flipped the script and sent to male creators and asked them to discuss why this was what they would gift to their partners, friends, moms or wives. It was far more effective.”
Big takeaways:
- You have to invert the buying psychology this time of year to reflect the season we are in!
- Gifting is a critical narrative this time of year. Not just buying.
- Tone and visuals need to represent the holiday season through and through.
Part 2: Add UGC to your PDP
“Our big winning strategy last year was taking our favorite UGC and placing it on point of sale product display pages. It helped drive recognition from ad dollars and boosted conversion of existing promos.”
Big takeaways:
- Place UGC videos AND photos on product detail pages to support purchase decisions
- Repurpose it for paid ads, email campaigns, and gift guides where social proof matters most
- Align with promos for maximum effect
Part 3: Give your UGC creators discounts and promotions over and above the already planned sales
“We used to work exclusively in the influencer space, but have been surprised to find that promo codes aligned to creator content that we put ad dollars behind works just as well for redemption. For example, we just ask the creator to mention the discount in the videos we produce, and then run that ad from our channels. Plus, no revenue shares!”
Big takeaways:
- Feature UGC alongside discount codes or limited-time offers to boost conversion (“See how real people use this — now 20% off”)
- You don’t need to seed codes only with influencers
- This strategy may drive savings on revenue share models
Getting Started with Your Holiday UGC Strategy
Begin by auditing your current UGC approach against these three pillars. Are your creator briefs focused on gifting scenarios? Does your UGC appear on product pages where conversions happen? Are you combining authentic content with promotional offers?
The holiday season rewards brands that understand seasonal psychology and create content that feels authentically connected to the gift-giving experience. By implementing these strategies, you'll transform your UGC from generic product promotion into powerful holiday marketing that drives real results.
