In today’s world of social media, building authentic connections is essential.

No one is interested in spammy, phony relationships, or businesses solely focused on going viral!

If you're a small business owner or entrepreneur, you might be wondering how to expand your reach without creating endless amounts of content or spending a fortune on ads.

Enter user-generated content (UGC)—a powerful and cost-effective way to engage with your audience while letting your customers showcase your brand for you.

I’m a huge fan of UGC and will continue to talk about it because it truly is the best content your brand can share.

What Is User-Generated Content (UGC)?

User-generated content refers to any type of content—photos, videos, reviews, testimonials, or social media posts—created by your customers or followers. It’s authentic, relatable, and trusted more by consumers than polished branded content. Rather than you singing your own praises, it’s your loyal customers doing it for you!

User-generated content can take many forms, such as photos of customers using your product or service, reviews or testimonials shared online, and videos of unboxing or experiencing your products. It also includes social media shout-outs, tags, and comments, as well as followers sharing their experiences at your accommodation, restaurant, or adventure.

Here are 10 examples of UGC you can start using:

• Customer Photos: A coffee shop asks customers to share photos of their favourite drinks with the hashtag #BrewedByUs.

• Product Reviews: A skincare brand showcases customer reviews and before-and-after photos.

• Video Testimonials: A fitness studio encourages members to post video testimonials about their fitness journeys.

• Unboxing Videos: An online boutique invites customers to share unboxing videos of their purchases.

• Travel Photos: A bed-and-breakfast highlights guest photos of scenic views from their stays.

• Customer Stories: A nonprofit shares heartfelt volunteer stories from recent events.

• Social Media Challenges: A bakery hosts a challenge for customers to decorate a cupcake at home.

• Live Event Coverage: A local music festival reshares attendees’ Instagram Stories in real-time.

• Contest Entries: A clothing brand runs a contest where participants post outfit photos styled with their products.

• Fan Art or Creative Submissions: A bookstore encourages followers to submit artwork inspired by their favourite books.

Why Is UGC Important?

Consumers trust real people. According to Nielsen, 92% of people trust recommendations from others more than branded content. That trust is gold for your business! Here’s why UGC matters:

• Authenticity: UGC is real, raw, and relatable. It builds trust.

• Social Proof: It shows that others love your brand, encouraging more people to jump on board.

• Organic Reach: UGC helps you reach new audiences without ads.

• Increased Engagement: People love seeing themselves featured by brands, which keeps them engaged.

• Time Saver: Your audience creates the content for you, saving you time and effort.

How to Encourage User-Generated Content

Wondering how to get your audience to create content for you? Here are a few easy ways to encourage UGC:

1. Create a Branded Hashtag

Encourage customers to share their experiences using a specific hashtag. If you own a bakery, for example, you might ask customers to tag their favorite treats with #MyBakeryMoment.

2. Run Contests or Giveaways

Host a contest where customers post a photo or video using your product to enter. A fitness studio could run a contest asking users to share their workout routines for a chance to win free classes.

3. Feature Customers on Your Social Media

People love to see their content shared by brands! You can feature customer posts on your Instagram Stories in a "Customer Style of the Week" series.

4. Ask for Reviews and Testimonials

Offering small incentives can encourage customers to leave reviews or testimonials. Restaurants might offer a free dessert on the next visit if a customer posts a picture of their meal and leaves a review.

5. Host a Photo Challenge

Get your audience involved with a fun challenge. A hotel might ask guests to capture "The Best Sunset View" during their stay.

6. Collaborate with Influencers or Advocates

Partner with micro-influencers or loyal customers to create and share content on behalf of your brand. This works especially well for beauty, travel, and lifestyle brands.

What Platforms Are Best for User-Generated Content?

UGC can thrive on any platform, but some work better than others for specific types of content:

Instagram: Perfect for sharing photos and videos. Branded hashtags and user mentions are a must!

Facebook: Ideal for reviews, community-driven posts, and member stories.

TikTok: A creative playground for launching challenges and showcasing UGC in video form.

YouTube: Great for unboxing videos and product reviews. Create playlists featuring user videos to build trust.

X (Formerly Twitter): Quick shout-outs and mentions are easy to retweet, especially around branded hashtags.

Pinterest: Perfect for lifestyle brands like fashion and home décor, where customers can share ideas and experiences.

How to Make the Most of UGC

To truly maximize UGC, you need to stay engaged with your audience. Here are some tips to make UGC work for you:

• Engage: Like, comment, and share user posts to keep the momentum going.

• Credit Creators: Always credit the original creator when sharing their content. Tag them and thank them!

• Use UGC in Ads: Incorporate UGC into your advertising strategy. Customer photos and testimonials are highly effective in building trust.

User-generated content is a powerful way to create authentic connections, build trust, and grow your brand. If you’re not using or encouraging UGC, you’re missing out on valuable content and a deeper connection with your customers!

Start small, experiment with different strategies, and let your customers become your biggest advocates. Soon, you’ll see the benefits of tapping into their creativity and passion for your brand.

Book A Brainstorming Session

Ready to leverage User-Generated Content for your business? Book a brainstorming session today, and let’s explore how we can incorporate user-generated content into your strategy to boost engagement and grow your brand!