User-generated content (UGC) has moved to the forefront of how businesses connect with audiences. At its core, UGC embodies a departure from traditional company-driven content, instead embracing the authentic voices of users and customers. This takes form in a variety of media, spanning from social media posts, product pages, and online reviews to insightful blog posts and captivating videos.
When it comes to social media, users have the power to create, curate, and share their content with a global audience on a range of channels and platforms. For brands, this presents an opportunity to tap into their audience’s creativity, fostering a deeper connection with customers by encouraging them to share their experiences, reviews, and creative expressions—often punctuated by branded hashtags and mentions that transform ordinary content into effective marketing tools.
As businesses recognize the value of authentic user generated content, its impact on the marketing landscape continues to grow. So how exactly can you take advantage of this opportunity and curate and share user-generated content on social media to promote your brand and products? Let’s find out!
Understanding UGC
UGC refers to any content that is created and shared by users of a particular platform or website. This content can include text, images, videos, and other forms of media, and is typically created and shared by individuals who are not professional content creators.
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UGC has become increasingly popular in recent years, particularly on social platforms like Facebook, Instagram, and TikTok. These platforms allow users to easily create and share their own content. There’s a new generation of content creators who aren’t necessarily professional journalists, photographers, or even influencers.
UGC is a powerful marketing tool for businesses and brands. By encouraging customers to create and share their own content, you can build a sense of community and engagement around your brand, and can also tap into the creativity and enthusiasm of customers.
Types of UGC
UGC can take many different forms, from user reviews and comments to photos and videos shared on social media. Each type of UGC has its own strengths and can be used in different ways to achieve marketing goals. Let’s break down the different types of user generated content you can use and share on social media:
Social media posts
Users can share photos, videos, and other content on social media platforms like Instagram and TikTok. When they include hashtags, it makes their content more visible and discoverable.
Product reviews
Many online retailers allow customers to leave reviews of the products they purchase, which can be a valuable source of information for other shoppers. Existing customers, who are brand loyalists, will often leave positive reviews and experiences with products they’ve used. You definitely want to find the customers who love your products to leave reviews for new potential customers.
Reviews represent a valuable subset of UGC, offering social proof and aiding customers in making informed purchasing decisions. Brands harness UGC reviews to underscore the quality of their offerings and showcase positive customer interactions. They’re a valuable resource for identifying areas of improvement, enabling brands to enhance their products or services to better meet customer needs.
Video content
Platforms like YouTube and TikTok have given rise to a new generation of video creators, who often create content that is more raw and authentic than traditional TV or film. These types of short-form videos have exponentially helped brand reputation and add just another element to your content marketing mix. Bonus if you can use the content generated from your customers as paid campaigns. Just make sure to get permission!
Unboxing videos stand out as a prominent category among UGC video. These videos typically feature users unboxing and reviewing new products, providing valuable insights for potential buyers. Brands leverage UGC videos to showcase their offerings or spotlight customer experiences, offering an authentic glimpse into their products or services.
UGC photos
Photos constitute another prevalent form of UGC, as users frequently share images of products, experiences, and more. Brands use UGC photos to present their products within real-life contexts, providing a tangible view of their utility. Additionally, UGC photos foster a personal connection with customers, demonstrating appreciation for their input and feedback.
How to curate UGC
The first step of sharing UGC on social media is to curate it. Since you’re not creating the content, instead, you’re collecting it.
UGC social media marketing involves encouraging users to create and share content related to a brand or product. This can be done through social media campaigns, contests, or simply by asking users to share their experiences with a product or service. UGC social media marketing is effective because it allows brands to tap into the creativity and enthusiasm of their audience, while also building brand awareness and engagement.
There are a few ways to go about this:
Use a branded hashtag
Encourage users to include a specific hashtag when they share content related to your brand. This makes it easy for you to find and gather UGC. Plus, it fosters a sense of community among your followers.
Put this hashtag on your website, tags, packaging, and anywhere else you have space to reinforce your branding and deliver a call-to-action (CTA).
Give prompts
Sometimes people need a little push to create. Why not prompt customers with ideas for UGC?
Skincare brands, for example, have encouraged customers to share their before-and-after photos to demonstrate the effectiveness of their products. Beauty brands have also used UGC to showcase their products in action, with customers sharing makeup tutorials and reviews on social media.
You can also automate requests for customer reviews and feedback. Use a review tool that allows customers to include photos and videos in their comments.
Run a UGC contest
Sometimes, people need a little incentive to get them to take action. Host a contest where users submit their own content for a chance to win a prize. This not only boosts engagement but also provides you with a treasure trove of content to share.
Fitbit, for example, regularly hosts UGC challenges within its app, encouraging users to set fitness goals and share their progress. These challenges promote community engagement and healthy competition among Fitbit users.
Tap into UGC platforms
UGC platforms allow users to create and share user-generated content and match with brands that are seeking that kind of content. UGC platforms can take many different forms, including social media platforms, apps, and websites.
Here are some UGC platforms and channels to check out:
- Trend by soona: Trend by soona is a platform with more than 10,000 creators that have been specifically vetted. Submit a free brief and choose from a whole network of creators interested in your products. You can partner with them starting at $110.
- Traditional social media: Social media platforms such as Facebook, Instagram, TikTok, X (formerly Twitter), Pinterest, and reddit are some of the most popular UGC platforms. Users can share photos, videos, and text posts, as well as engage with other users’ content through likes, comments, and shares.
- YouTube: YouTube has been popular in the influencer marketing universe, but UGC campaigns have also been popping up as well. YouTube Shorts have created new ways for users to publish their own videos.
- Tintup: Tintup is a platform that allows users to curate and display user-generated content from social media platforms on their own website. This can be a powerful tool for businesses and organizations looking to showcase user-generated content related to their brand or product.
How to share UGC
Once you’ve curated the UGC, you can think of ways to prep it for use in your own marketing strategies. Here are some ideas:
Repost UGC to your social channels
The most straightforward way to use UGC to promote your brand on social media is by engaging with the content. Like, comment, share, and repost UGC related to your brand. Don’t forget to tag and mention the creator, not only for credit but also for boosted visibility. This gives a shout out to your customers and shows your audience that you value their contributions.
Repurpose UGC for your social media content
Get creative! Transform UGC into different types of content. Turn customer photos into eye-catching graphics, compile video reviews into engaging stories, or create highlight reels from user videos. The possibilities are endless and keep your content fresh and diverse.
Use UGC in social ads
Maximize your investment and incorporate UGC into your advertising campaigns. Authentic content from real users can significantly boost your ads’ performance by making them more relatable and trustworthy. Plus, it’s a cost-effective way to generate compelling ad content.
Showcase UGC on other channels
Expand beyond social media. Think of UGC like a treasure trove of marketing gold. 🌟 It includes customer reviews, social media shoutouts, photos, and videos. Feature UGC on your website, in email newsletters, or even in your brick-and-mortar stores.
This omnichannel approach maximizes the impact of your user-generated content. By featuring this content on other channels, you're building trust with potential customers, which, in turn, boosts your conversion rates. It’s a win-win!
Sephora Beauty Insider Community is a great example of this. It’s a thriving online community where customers share makeup looks, product reviews, and tutorials.
Ask permission
It’s always good to ask for permission before sharing someone’s content, even if not required. It’s not just good manners—it’s essential for maintaining trust and legal compliance. A simple direct message or comment can go a long way in ensuring your customers feel respected and appreciated. Plus, who knows, it could open the doors to a new long-lasting relationship!
Why share UGC on social media
User content isn’t just about aesthetics and catchy phrases—it’s about trust and credibility. When potential customers witness real people using a product or service, trust begins to take root. They can relate to these experiences, envisioning themselves using the product or benefiting from the service. In turn, this trust nurtures the relationship between brand and consumer, ultimately increasing the likelihood of conversion. There are many advantages to sharing UGC on social media to promote your brand and products:
Build trust
One of the most significant benefits of UGC is that it helps build trust with your audience. Consumers are more likely to trust content created by their peers than content created by a brand. By leveraging UGC, brands can show their products or services are valued by real people.
In addition, UGC can also help brands connect with their audience on a deeper level. By featuring user-generated content on their social media channels, brands show they value their customers and are willing to listen to their feedback. This can help to foster a sense of community and loyalty among customers.
Drive brand loyalty
To build brand loyalty through UGC, brands must focus on creating a positive experience for their customers. This can be done by encouraging users to share their experiences with a product or service, responding to user-generated content in a timely and positive manner, and featuring UGC prominently on social media channels.
Brands can also leverage UGC to create personalized experiences for their customers. For example, by featuring user-generated content that showcases how customers are using a product, brands can create a sense of community and encourage further engagement.
Boost sales
UGC is all about harnessing the power of your amazing customers to boost your sales and create trust among potential buyers. 🤝 Imagine this: when your future customers see that real people just like them have had fantastic experiences with your products or services, they're much more likely to hit that "Buy Now" button.
UGC takes away the uncertainty of buying something new. It's like having your own customers vouch for you! When people see positive reviews, photos, or videos from fellow shoppers, they start to trust your brand and become eager to make a purchase.
When potential buyers are on the fence about a product or service, they often turn to UGC to get the real scoop. By showcasing UGC, you're not just selling; you're helping them make informed decisions.
Why you should get started with UGC today
UGC is like having a secret weapon in your marketing arsenal that allows you to connect with your audience in a personal and engaging way while also giving you valuable insights into what your customers really love.
Thanks to UGC platforms, collecting, curating, and showcasing user-generated content has never been easier. Whether it's customer reviews, social media posts, or other forms of UGC, you have a treasure trove of content to boost your marketing efforts.
Don’t underestimate the power of UGC. By weaving user-generated content into your marketing strategy, you can create an authentic and engaging experience for your audience while also getting valuable insights into what makes your customers tick. It’s a win-win!
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Share UGC on social media FAQs
What is user-generated content and why is it important for brands?
User-generated content (UGC) refers to any type of content that is created by users or consumers of a brand. This could include anything from social media posts and reviews to videos and blog articles. UGC is important for brands because it provides a more authentic and trustworthy perspective on their products or services. Consumers are more likely to trust the opinions and experiences of their peers than they are to trust traditional advertising.
What are some examples of successful UGC campaigns?
Some examples of successful UGC campaigns include Coca-Cola's "Share a Coke" campaign, which encouraged consumers to share photos of themselves with personalized Coke bottles, and Starbucks' "White Cup Contest," which asked customers to decorate their plain white cups and share photos on social media. Both campaigns generated a significant amount of user engagement and helped to increase brand awareness.
How can brands encourage their audience to create UGC?
Brands and media organizations can encourage their audience to create UGC by providing incentives such as contests, giveaways, or social media shoutouts. They can also ask for feedback and opinions on their products or services, and feature user-generated content on their own social media channels or website.
What are the benefits of using UGC in social media marketing?
The rise of user generated content has most been seen on social media platforms. The benefits of using UGC in social media marketing include increased engagement, improved brand loyalty, and the ability to reach a wider audience. The content generated from UGC creators is also cost-effective and provides valuable insights into the preferences and behaviors of a brand's target audience. Consumers trust content created by real customers. The upside and benefits to adding a UGC campaign to your marketing strategy can be astronomical.
What are some popular UGC apps?
Let us introduce you to Trend by soona. Trend is a self-serve UGC marketplace that aims to pair ecommerce brands with real people in real environments to generate authentic user-generated content. There’s that buzz word again! In all seriousness, Trend has over 10,000 vetted UGC creators that work on creating content with independent Shopify brands to renowned entities like Nestlé and Bobbie. Creating UGC marketing campaigns has never been easier.
User-generated content (UGC) has moved to the forefront of how businesses connect with audiences. At its core, UGC embodies a departure from traditional company-driven content, instead embracing the authentic voices of users and customers. This takes form in a variety of media, spanning from social media posts, product pages, and online reviews to insightful blog posts and captivating videos.
When it comes to social media, users have the power to create, curate, and share their content with a global audience on a range of channels and platforms. For brands, this presents an opportunity to tap into their audience’s creativity, fostering a deeper connection with customers by encouraging them to share their experiences, reviews, and creative expressions—often punctuated by branded hashtags and mentions that transform ordinary content into effective marketing tools.
As businesses recognize the value of authentic user generated content, its impact on the marketing landscape continues to grow. So how exactly can you take advantage of this opportunity and curate and share user-generated content on social media to promote your brand and products? Let’s find out!
Understanding UGC
UGC refers to any content that is created and shared by users of a particular platform or website. This content can include text, images, videos, and other forms of media, and is typically created and shared by individuals who are not professional content creators.
{{trend-ad="/external-components"}}
UGC has become increasingly popular in recent years, particularly on social platforms like Facebook, Instagram, and TikTok. These platforms allow users to easily create and share their own content. There’s a new generation of content creators who aren’t necessarily professional journalists, photographers, or even influencers.
UGC is a powerful marketing tool for businesses and brands. By encouraging customers to create and share their own content, you can build a sense of community and engagement around your brand, and can also tap into the creativity and enthusiasm of customers.
Types of UGC
UGC can take many different forms, from user reviews and comments to photos and videos shared on social media. Each type of UGC has its own strengths and can be used in different ways to achieve marketing goals. Let’s break down the different types of user generated content you can use and share on social media:
Social media posts
Users can share photos, videos, and other content on social media platforms like Instagram and TikTok. When they include hashtags, it makes their content more visible and discoverable.
Product reviews
Many online retailers allow customers to leave reviews of the products they purchase, which can be a valuable source of information for other shoppers. Existing customers, who are brand loyalists, will often leave positive reviews and experiences with products they’ve used. You definitely want to find the customers who love your products to leave reviews for new potential customers.
Reviews represent a valuable subset of UGC, offering social proof and aiding customers in making informed purchasing decisions. Brands harness UGC reviews to underscore the quality of their offerings and showcase positive customer interactions. They’re a valuable resource for identifying areas of improvement, enabling brands to enhance their products or services to better meet customer needs.
Video content
Platforms like YouTube and TikTok have given rise to a new generation of video creators, who often create content that is more raw and authentic than traditional TV or film. These types of short-form videos have exponentially helped brand reputation and add just another element to your content marketing mix. Bonus if you can use the content generated from your customers as paid campaigns. Just make sure to get permission!
Unboxing videos stand out as a prominent category among UGC video. These videos typically feature users unboxing and reviewing new products, providing valuable insights for potential buyers. Brands leverage UGC videos to showcase their offerings or spotlight customer experiences, offering an authentic glimpse into their products or services.
UGC photos
Photos constitute another prevalent form of UGC, as users frequently share images of products, experiences, and more. Brands use UGC photos to present their products within real-life contexts, providing a tangible view of their utility. Additionally, UGC photos foster a personal connection with customers, demonstrating appreciation for their input and feedback.
How to curate UGC
The first step of sharing UGC on social media is to curate it. Since you’re not creating the content, instead, you’re collecting it.
UGC social media marketing involves encouraging users to create and share content related to a brand or product. This can be done through social media campaigns, contests, or simply by asking users to share their experiences with a product or service. UGC social media marketing is effective because it allows brands to tap into the creativity and enthusiasm of their audience, while also building brand awareness and engagement.
There are a few ways to go about this:
Use a branded hashtag
Encourage users to include a specific hashtag when they share content related to your brand. This makes it easy for you to find and gather UGC. Plus, it fosters a sense of community among your followers.
Put this hashtag on your website, tags, packaging, and anywhere else you have space to reinforce your branding and deliver a call-to-action (CTA).
Give prompts
Sometimes people need a little push to create. Why not prompt customers with ideas for UGC?
Skincare brands, for example, have encouraged customers to share their before-and-after photos to demonstrate the effectiveness of their products. Beauty brands have also used UGC to showcase their products in action, with customers sharing makeup tutorials and reviews on social media.
You can also automate requests for customer reviews and feedback. Use a review tool that allows customers to include photos and videos in their comments.
Run a UGC contest
Sometimes, people need a little incentive to get them to take action. Host a contest where users submit their own content for a chance to win a prize. This not only boosts engagement but also provides you with a treasure trove of content to share.
Fitbit, for example, regularly hosts UGC challenges within its app, encouraging users to set fitness goals and share their progress. These challenges promote community engagement and healthy competition among Fitbit users.
Tap into UGC platforms
UGC platforms allow users to create and share user-generated content and match with brands that are seeking that kind of content. UGC platforms can take many different forms, including social media platforms, apps, and websites.
Here are some UGC platforms and channels to check out:
- Trend by soona: Trend by soona is a platform with more than 10,000 creators that have been specifically vetted. Submit a free brief and choose from a whole network of creators interested in your products. You can partner with them starting at $110.
- Traditional social media: Social media platforms such as Facebook, Instagram, TikTok, X (formerly Twitter), Pinterest, and reddit are some of the most popular UGC platforms. Users can share photos, videos, and text posts, as well as engage with other users’ content through likes, comments, and shares.
- YouTube: YouTube has been popular in the influencer marketing universe, but UGC campaigns have also been popping up as well. YouTube Shorts have created new ways for users to publish their own videos.
- Tintup: Tintup is a platform that allows users to curate and display user-generated content from social media platforms on their own website. This can be a powerful tool for businesses and organizations looking to showcase user-generated content related to their brand or product.
How to share UGC
Once you’ve curated the UGC, you can think of ways to prep it for use in your own marketing strategies. Here are some ideas:
Repost UGC to your social channels
The most straightforward way to use UGC to promote your brand on social media is by engaging with the content. Like, comment, share, and repost UGC related to your brand. Don’t forget to tag and mention the creator, not only for credit but also for boosted visibility. This gives a shout out to your customers and shows your audience that you value their contributions.
Repurpose UGC for your social media content
Get creative! Transform UGC into different types of content. Turn customer photos into eye-catching graphics, compile video reviews into engaging stories, or create highlight reels from user videos. The possibilities are endless and keep your content fresh and diverse.
Use UGC in social ads
Maximize your investment and incorporate UGC into your advertising campaigns. Authentic content from real users can significantly boost your ads’ performance by making them more relatable and trustworthy. Plus, it’s a cost-effective way to generate compelling ad content.
Showcase UGC on other channels
Expand beyond social media. Think of UGC like a treasure trove of marketing gold. 🌟 It includes customer reviews, social media shoutouts, photos, and videos. Feature UGC on your website, in email newsletters, or even in your brick-and-mortar stores.
This omnichannel approach maximizes the impact of your user-generated content. By featuring this content on other channels, you're building trust with potential customers, which, in turn, boosts your conversion rates. It’s a win-win!
Sephora Beauty Insider Community is a great example of this. It’s a thriving online community where customers share makeup looks, product reviews, and tutorials.
Ask permission
It’s always good to ask for permission before sharing someone’s content, even if not required. It’s not just good manners—it’s essential for maintaining trust and legal compliance. A simple direct message or comment can go a long way in ensuring your customers feel respected and appreciated. Plus, who knows, it could open the doors to a new long-lasting relationship!
Why share UGC on social media
User content isn’t just about aesthetics and catchy phrases—it’s about trust and credibility. When potential customers witness real people using a product or service, trust begins to take root. They can relate to these experiences, envisioning themselves using the product or benefiting from the service. In turn, this trust nurtures the relationship between brand and consumer, ultimately increasing the likelihood of conversion. There are many advantages to sharing UGC on social media to promote your brand and products:
Build trust
One of the most significant benefits of UGC is that it helps build trust with your audience. Consumers are more likely to trust content created by their peers than content created by a brand. By leveraging UGC, brands can show their products or services are valued by real people.
In addition, UGC can also help brands connect with their audience on a deeper level. By featuring user-generated content on their social media channels, brands show they value their customers and are willing to listen to their feedback. This can help to foster a sense of community and loyalty among customers.
Drive brand loyalty
To build brand loyalty through UGC, brands must focus on creating a positive experience for their customers. This can be done by encouraging users to share their experiences with a product or service, responding to user-generated content in a timely and positive manner, and featuring UGC prominently on social media channels.
Brands can also leverage UGC to create personalized experiences for their customers. For example, by featuring user-generated content that showcases how customers are using a product, brands can create a sense of community and encourage further engagement.
Boost sales
UGC is all about harnessing the power of your amazing customers to boost your sales and create trust among potential buyers. 🤝 Imagine this: when your future customers see that real people just like them have had fantastic experiences with your products or services, they're much more likely to hit that "Buy Now" button.
UGC takes away the uncertainty of buying something new. It's like having your own customers vouch for you! When people see positive reviews, photos, or videos from fellow shoppers, they start to trust your brand and become eager to make a purchase.
When potential buyers are on the fence about a product or service, they often turn to UGC to get the real scoop. By showcasing UGC, you're not just selling; you're helping them make informed decisions.
Why you should get started with UGC today
UGC is like having a secret weapon in your marketing arsenal that allows you to connect with your audience in a personal and engaging way while also giving you valuable insights into what your customers really love.
Thanks to UGC platforms, collecting, curating, and showcasing user-generated content has never been easier. Whether it's customer reviews, social media posts, or other forms of UGC, you have a treasure trove of content to boost your marketing efforts.
Don’t underestimate the power of UGC. By weaving user-generated content into your marketing strategy, you can create an authentic and engaging experience for your audience while also getting valuable insights into what makes your customers tick. It’s a win-win!
{{trend-ad="/external-components"}}
Share UGC on social media FAQs
What is user-generated content and why is it important for brands?
User-generated content (UGC) refers to any type of content that is created by users or consumers of a brand. This could include anything from social media posts and reviews to videos and blog articles. UGC is important for brands because it provides a more authentic and trustworthy perspective on their products or services. Consumers are more likely to trust the opinions and experiences of their peers than they are to trust traditional advertising.
What are some examples of successful UGC campaigns?
Some examples of successful UGC campaigns include Coca-Cola's "Share a Coke" campaign, which encouraged consumers to share photos of themselves with personalized Coke bottles, and Starbucks' "White Cup Contest," which asked customers to decorate their plain white cups and share photos on social media. Both campaigns generated a significant amount of user engagement and helped to increase brand awareness.
How can brands encourage their audience to create UGC?
Brands and media organizations can encourage their audience to create UGC by providing incentives such as contests, giveaways, or social media shoutouts. They can also ask for feedback and opinions on their products or services, and feature user-generated content on their own social media channels or website.
What are the benefits of using UGC in social media marketing?
The rise of user generated content has most been seen on social media platforms. The benefits of using UGC in social media marketing include increased engagement, improved brand loyalty, and the ability to reach a wider audience. The content generated from UGC creators is also cost-effective and provides valuable insights into the preferences and behaviors of a brand's target audience. Consumers trust content created by real customers. The upside and benefits to adding a UGC campaign to your marketing strategy can be astronomical.
What are some popular UGC apps?
Let us introduce you to Trend by soona. Trend is a self-serve UGC marketplace that aims to pair ecommerce brands with real people in real environments to generate authentic user-generated content. There’s that buzz word again! In all seriousness, Trend has over 10,000 vetted UGC creators that work on creating content with independent Shopify brands to renowned entities like Nestlé and Bobbie. Creating UGC marketing campaigns has never been easier.
