User-Generated Content (UGC) for Brands: What is it and how to get it?

UGC execution checklist

• ✓Pick one repeatable UGC format each month (reviews, unboxing, challenge, or testimonial).
• ✓Give customers a simple prompt and clear hashtag to follow.
• ✓Feature the best submissions on product pages and social channels.
• ✓Reward participation with discounts, giveaways, or loyalty points.

User-generated content (UGC) is content made by your customers that promotes your products. It's a great way to build trust, get more engagement, and increase sales.

"UGC is the modern word-of-mouth. It's not just marketing; it's social proof at scale."

Traditional Ads vs UGC

In this blog, we'll talk about why UGC is so important for ecommerce, share some fun ideas for getting your customers involved, and show you how to reward them to keep the content coming.

What is User-Generated Content and Why Does It Matter?

User-generated content (UGC) is content made by your customers, like photos, videos, reviews, or social media posts. When your customers share their experiences, it helps build trust with new buyers. UGC is like online word-of-mouth, and it can be a powerful way to show real people using and loving your products.

Why does UGC matter for ecommerce?

• Trust and Credibility: According to Nielsen, 92% of people trust recommendations from other customers over brand content. UGC shows real customer experiences, making your brand more trustworthy.
• Increased Engagement: Content from real users often gets more likes, shares, and comments than branded posts. People are more likely to interact with real, relatable content.
• Social Proof: When potential customers see others enjoying your products, they are more likely to buy. It creates a sense of community around your brand, making new customers feel like they're joining something special.
• Boosted Conversions: A study from TurnTo Networks found that UGC can increase conversion rates by up to 161%. When people see others using a product, they’re more likely to believe it will work for them too.

Creative Ideas for Gathering User-Generated Content

Want to get more UGC for your brand? Here are some fun and creative ways to encourage your customers to share:

• Photo Contests: Run a contest asking customers to share photos of themselves using your product. Offer a prize for the best photo to make it more exciting.
• Hashtag Campaigns: Create a unique hashtag for your brand or a product. Ask customers to use the hashtag when they share content. This makes it easy to find and feature their posts.
• Customer Reviews and Testimonials: Ask happy customers to leave reviews or testimonials. Feature these reviews on your website or social media to show what people are saying.
• Unboxing Videos: Encourage customers to share unboxing videos. These videos show real first impressions, which can help potential buyers decide if they want the product.
• Product Challenges: Create a challenge involving your product, like a styling challenge for clothing or a creative recipe using your food product. Challenges are fun and get people excited to share their results.

Incentives to Encourage User-Generated Content

To get your customers to create UGC, consider offering them something in return. Here are some incentives you can use:

• Discount Codes: Offer a discount on future purchases for customers who share photos or reviews. This encourages them to post and come back to buy more.
• Giveaways: Run a giveaway where customers who share content are entered to win a prize. The chance to win something is a big motivator.
• Feature Their Content: Highlight customer content on your social media or website. People love to be recognised, and being featured by a brand can be a big incentive for many customers.
• Loyalty Points: If you have a loyalty programme, offer points for UGC submissions. Customers can redeem these points for discounts or freebies, making it worth their while to share.

Tips for Making the Most of User-Generated Content

• Engage with Your Customers: When people share UGC, interact with it—like, comment, and thank them for their content. This encourages others to join in.
• Create a Branded Hashtag: Use a unique, easy-to-remember hashtag for your campaigns. It helps keep all the UGC organised and makes it easy for others to participate.
• Feature UGC on Your Product Pages: Adding customer photos or videos to your product pages can boost sales. Seeing real people enjoying your products can help new customers feel more confident in buying.

TL;DR

User-generated content is one of the best ways to build trust and boost engagement for your e-commerce brand. By encouraging your customers to share their experiences, you can create a community around your products, increase social proof, and drive more sales. Get creative with your campaigns, offer fun incentives, and watch your brand grow.

For more insights on e-commerce growth and marketing strategies, visit our blog for other helpful guides.