What’s Consumer-Generated Content material? And Why is it Necessary?


Obtained some cool new garments that you simply’re prepared to indicate off to the world? Likelihood is you’ll snap a pic and put up it in your social profiles. Or possibly you’ve obtained a elaborate new product, and also you put up an unboxing video to your YouTube channel? Whether or not you realize it or not, each of those examples are user-generated content material (UGC).

Not clued in simply but? Don’t fear, we’ve obtained you lined.

On this article, you’ll be taught what user-generated content material is, plus a number of different issues:

  • perceive the advantages of utilizing UGC in your campaigns,
  • see how massive and small manufacturers execute UGC,
  • Get actionable suggestions to assist remodel your user-generated content material into extra engagement and conversions on your model.


What’s user-generated content material?

Consumer-generated content material (also referred to as UGC or consumer-generated content material) is authentic, brand-specific content material created by clients and printed on social media or different channels. UGC is available in many varieties, together with pictures, movies, opinions, a testimonial, or perhaps a podcast.

An instance of user-generated content material from Calvin Klein.

The place does UGC content material come from?


Assume unboxing movies shared on TikTok or praise-filled posts on Instagram. Your clients are normally probably the most outstanding cohort you’ll look to achieve UGC from, both since you’ve requested for it or as a result of they’ve organically determined to share content material about your model.

Model loyalists

Loyalists, advocates, or followers. Nonetheless you label your most devoted clients, they’re usually the group that’s most smitten by your online business. Since loyalists are so enthusiastic about worshiping on the alter of the model, this viewers section is ripe to succeed in out to and ask for particular UGC content material.


Worker-generated content material (EGC) reveals the worth and story behind your model. For instance, pictures of workers packing or making up orders or a video of your staff speaking about why they love working on your firm. This behind-the-scenes content material helps set up model id and works throughout social and adverts to showcase authenticity.

Why is user-generated content material vital?

UGC is used throughout all phases of the customer’s journey to assist affect engagement and enhance conversions. The shopper-centric content material can be utilized on social media and different channels, corresponding to e-mail, touchdown pages, or checkout pages.

Takes authenticity to the following degree

These days, manufacturers should combat to be seen on-line, and competitors is fierce for viewers consideration. Because of this, consumers are extra selective concerning the manufacturers they work together with and buy from, particularly the notoriously fickle Gen-Z.

And it’s not simply shoppers who’re enthusiastic about genuine content material. 60% of entrepreneurs agree that authenticity and high quality are equally vital components of profitable content material. And there’s no different content material sort that’s extra genuine than UGC out of your clients.

Don’t be tempted to pretend your user-generated posts or marketing campaign. Audiences will rapidly sniff out the false sentiment, which might severely harm your model popularity. As a substitute, at all times be sure that your UGC comes from one among three cohorts: your clients, model loyalists, or workers.

Individuals finally belief different individuals, so it’s important to consider UGC because the modern-day phrase of mouth.

And with shoppers 2.4 instances extra possible to view user-generated content material as genuine in comparison with content material created by manufacturers, the time to put money into an authenticity-driven social advertising and marketing technique is now.

statistics on authenticity of user-generated content

Supply: Enterprise Wire

Helps set up model loyalty and grows neighborhood

UGC provides clients a novel alternative to take part in a model’s development as a substitute of being a spectator. This influences model loyalty and affinity in an enormous method as a result of individuals thrive off being a part of one thing higher than themselves, and creating UGC permits them to be a part of a model’s neighborhood.

UGC additionally opens up conversations between a model and shopper, and this degree of name interplay helps construct and develop an engaged neighborhood.

Sharing viewers content material additionally works to develop and deepen viewers/enterprise relationships, driving extra model loyalty.

Acts as a belief sign

Bear in mind when Fyre Pageant was marketed as an “immersive music pageant over two transformative weekends,” however the occasion was truly rain-soaked tents in a area with no electrical energy or meals? That is why individuals don’t belief entrepreneurs or advertisers.

The truth is, solely 9% of People belief mass media “an awesome deal,” which isn’t any shock given the inflow of faux information because the 2020 world pandemic.

Manufacturers have to work tougher than ever to ascertain themselves as reliable. And with 93% of entrepreneurs agreeing that buyers belief content material created by clients greater than content material created by manufacturers, this alerts that UGC is the right format for companies to degree up their belief rating.

Audiences flip to UGC as a belief sign in the identical method they’d ask their mates, household, or skilled community for an opinion. Over 50% of millennials base their determination to purchase a product on suggestions from their household and mates, so that is the place UGC can shine since it’s exactly that: a private suggestion.

Improve conversions and affect buying selections

Consumer-generated content material is extremely influential within the closing phases of the customer’s journey, the place you’re seeking to convert your viewers and affect them into making a purchase order.

UGC acts as genuine social proof that your product is worthy of shopping for. For instance, your viewers sees individuals similar to them sporting or utilizing your product, which influences them to resolve to purchase.

You may even present your non-human clients utilizing your product, as Casper does on this UGC put up of Dean the Beagle.

Adaptable and versatile

UGC can be utilized off social in different advertising and marketing campaigns, making the technique an omnichannel method.

For instance, you might add UGC pictures in an abandon cart e-mail to assist nudge the possible purchaser to make a purchase order or add user-generated content material to key touchdown pages to assist enhance conversion charges.

Calvin Klein even created a touchdown web page only for UGC content material. By exhibiting actual examples of consumers styling their Calvins, buyers see different shoppers endorsing the model and showcasing how the merchandise look on precise people as a substitute of overly styled fashions.

Cheaper than influencer advertising and marketing

The typical price of hiring an influencer can run into thousands and thousands of {dollars}. The typical price of asking your clients to share posts of them having fun with your product? Subsequent to nothing.

UGC is an economical method to scale your online business and introduce a brand new advertising and marketing technique to the combination. There’s additionally no want to speculate {dollars} in hiring a flashy artistic company to supply model belongings or content material on your campaigns.

Merely join with a very powerful individuals in your online business: your viewers. Most will likely be excited to be featured in your channel.

For smaller manufacturers or these simply beginning out, UGC is cheaper and simpler to handle than investing in larger-scale model consciousness campaigns.

Works in concord with social commerce

The way forward for on-line buying is social commerce, a.ok.a buying immediately in your favourite social channels. The principle draw of social commerce is that it permits audiences to transform natively inside a social media app, moderately than going off-network to finish a purchase order.

Let’s say you’re scrolling by means of Instagram and pause on a cute new bathrobe. You faucet to be taught extra concerning the product, resolve to buy, and full the transaction within the app. That’s social commerce in motion.

UGC and social commerce work effectively collectively as a result of UGC is influential in driving conversions. Almost 80% of individuals say that UGC impacts their determination to buy, making user-generated content material and social commerce a match made in heaven.

Kinds of user-generated content material

Consumer-generated content material is that this season’s must-have technique for social media entrepreneurs, and it is available in many kinds and codecs that will help you discover the appropriate match on your model.

  • Photos
  • Movies
  • Social media content material (e.g., a Tweet about your model)
  • Testimonials
  • Product opinions
  • Dwell streams
  • Weblog posts
  • YouTube content material

Greatest user-generated content material examples

Irrespective of their dimension, manufacturers use user-generated content material to drive consciousness, enhance conversions and social engagement, develop their attain, and cost-effectively develop their enterprise.


Video gear firm GoPro makes use of UGC to maintain its YouTube channel, with its high three movies all initially filmed by clients. As of December 2021, these three movies have racked up over 400 million views mixed.

Not dangerous for content material that price GoPro nothing to supply.

The truth is, UGC for the corporate obtained so massive, they now run their very own awards present and promote day by day picture challenges to encourage their shoppers to get artistic.


Video UGC content material for the GoPro YouTube channel.


To not be confused with multi-level advertising and marketing firm LuLaRoe, the Canadian athleisure model LuluLemon is primarily identified for its costly leggings and yoga clothes. To extend firm attain throughout social media, they requested followers and model loyalists to share pictures of themselves in LuluLemon clothes utilizing the #thesweatlife.

Not solely did this end in a treasure-trove of simply searchable UGC content material for LuLuLemon to repurpose, but it surely additionally organically expanded the corporate’s model consciousness and attain throughout social media as they shared content material from model ambassadors.

La Croix

In an analogous technique to LuluLemon, glowing water model La Croix additionally makes use of a hashtag (#LiveLaCroix) to mine for UGC on their social media channels. However, La Croix depends much less on model loyalists and shares content material produced by anybody, irrespective of their follower rely.

This makes their user-generated content material hyper-relatable as a result of audiences will see themselves mirrored in these pictures, moderately than model ambassadors or loyalists with greater follower counts.

Nicely Traveled

UGC isn’t only for bigger, well-established manufacturers. Smaller corporations additionally use UGC of their social campaigns. Nicely Traveled is a community-driven journey model that makes use of member-generated content material to spotlight the perks of membership, the standard of property companions, and different unique choices from model companions.

Nicely Traveled’s Director of Partnerships & Model Advertising, Laura DeGomez, says, “as a service in such a visible trade, the “proof” supplied by member content material is immeasurable. The gorgeous journeys found, deliberate, and booked on Nicely Traveled are an exceptional advertising and marketing and retention instrument.”

DeGomez makes use of UGC to not solely visually have interaction members or potential members, but additionally to extend model consciousness, develop attain, and construct neighborhood.

She goes on to say, “nobody tells our story higher than our members. The Nicely Traveled neighborhood is the important thing right here, every time we are able to let their experiences shine, we do.”


Consumer-generated content material isn’t restricted to Instagram. Soccer media firm Copa90 used UGC throughout Snapchat to lift consciousness concerning the 2018 FIFA World Cup held in Russia.

To attach with youthful soccer followers, the corporate linked immediately with them on Snapchat by sharing related and thrilling story-driven UGC that made the viewers really feel they had been current in Russia. Additionally they inspired their viewers to “swipe up,” which drove visitors from Snapchat to different channels.

Copa90’s UGC Snapchat campaign

The end result? A large 31 million distinctive customers over the area of 45 days, with 40% of viewers swiping as much as view extra.

Consumer-generated content material suggestions

At all times request permission

Consent to share content material is necessary. At all times ask earlier than republishing or utilizing a buyer’s content material.

Individuals might use your branded hashtags with out essentially understanding you’ve tied them to a user-generated content material marketing campaign. Sadly, re-sharing that content material with out express permission is a surefire method to kill goodwill and annoy a few of your finest model advocates.

While you ask permission, you present the unique poster that you simply respect their content material and get them enthusiastic about sharing their put up together with your viewers. You additionally hold your self out of sizzling water concerning copyright issues.

Credit score the unique creator

While you share user-generated content material in your social media channels, ensure that to present clear credit score to the unique creator. This consists of tagging them immediately within the put up and indicating whether or not you’re utilizing their visuals, phrases, or each. At all times give credit score the place credit score is due.

London style model Lazy Oaf crediting the unique poster of the picture.

When you plan to share user-generated content material throughout social media platforms, test for a way the creator desires to be credited on the assorted channels. For instance, if you wish to share a photograph from Instagram in your Fb web page, ask the unique creator if they’ve a Fb web page you might tag.

Offering correct credit score is a vital method to acknowledge the work of content material creators and helps ensure that they keep enthusiastic about utilizing and posting about your model.

It has the additional advantage of creating it straightforward for followers and followers to confirm that the content material actually was created by somebody outdoors of your agency.

Be clear about what sort of content material you’re in search of

UGC creators need you to share their content material. Which means they need you to inform them what sort of content material you’re most definitely to share.

Solely 16percentt of manufacturers supply clear pointers on what sort of user-generated content material they need followers to create and share, however greater than half of shoppers need manufacturers to inform them precisely what to do in relation to UGC. So don’t be afraid to get particular and make it straightforward for individuals to share content material that matches your wants.

Be strategic and set targets

How will you realize what sort of UGC content material to ask for in case you don’t know the way it suits in together with your marketing campaign technique? Positive, it’s good when individuals tag you in fairly footage, however how are you going to use that content material to help your advertising and marketing targets?

Firstly, sit down together with your social media technique doc and search for methods UGC aligns together with your current advertising and marketing targets. Then, create a easy assertion based mostly on that data that tells customers particularly what sort of content material you’re most definitely to function.

After getting a transparent UGC ask, share it wherever individuals are more likely to work together together with your model:

  • your social channels bios,
  • in different user-generated content material social media posts,
  • in your web site,
  • in your bodily location,
  • and even in your product packaging.

UGC technique goes past understanding the sorts of content material you want out of your clients. You additionally have to align your UGC marketing campaign with broader social media targets.

For instance, are you seeking to enhance model consciousness or drive extra conversions (or each?)

Measure the success of your campaigns utilizing a instrument like Hootsuite Analytics or a social listening instrument corresponding to Hootsuite Insights to grasp model sentiment and belief.

The brief video under reveals how Hootsuite Insights can present you your model sentiment, amongst different worthwhile metrics.

Get a Free Demo

When you’re critical about scaling UGC, put money into a UGC administration platform corresponding to TINT to assist uncover related user-generated content material and insights on your campaigns.

Consumer-generated content material instruments

On the lookout for extra instruments that will help you craft genuine and compelling user-generated content material? Right here’s our choose of the bunch:

  1. Hootsuite Streams
  2. TINT
  3. Chute

Prepared to start out displaying genuine user-generated content material throughout your social channels? Use Hootsuite to assist handle your campaigns with our superior Streams, Analytics, Insights, and integrations with TINT and Chute.

Get Began

Simply handle all of your social media in a single place and save time with Hootsuite.


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