#013 - Mastering User-Generated Content (UGC)- How to Leverage Your Fans’ Voices

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You’re scrolling on your phone, and something strikes you: why do some fitness and wellness brands have considerably more customers who cheer and advocate for them than others? Or you may wonder how they generate a bulk of their new sign-ups from referrals. You continue browsing, and more questions pop into your head:?

• How does Jennifer have so many glowing testimonials plastered all over her Pilates website?
• I’d kill to have passionate fans like Body Image and Tai Chi Time do. Am I missing something?
• How on earth did FitBod Gym snag so many amazing brand mentions on its Facebook and Instagram?

How to Let Your Clients Market for You (Without Even Asking)?

You may not be aware of this yet, but what you are actually wondering is how these health and wellness brands collect and leverage user-generated content. In a saturated and competitive market, you need creative fitness marketing strategies to stand out from the competition and attract potential clients.?

If you want one of your clients to share an Instagram Reel or snap of their day sweating out at your yoga studio or gym, you can’t overlook User-generated Content (UGC). In fact, ignoring UGC means you’re likely missing a great opportunity to engage prospects and stay relevant.

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Whether you are managing a health club, fitness centre, gym, or personal training business, getting innovative and thinking outside the box will help improve engagement and drive memberships.

What is User-generated Content?

Have you ever shared a picture of a sumptuous meal you enjoyed on Insta, Facebook or some other social platform? If you also mentioned the restaurant's name in that post, you have created UGC.?

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User-generated content, also known as consumer-generated content, is original, often unpaid, brand-specific content created by customers rather than brands and shared on social media platforms or other channels. Individuals usually create this content in response to their unique experiences with a service or product.?

Unlike branded content and traditional marketing methods that often feel overly promotional and impersonal, UGC shows genuine opinions, experiences, and emotions that other customers are likelier to relate to and trust.

If one of your members shares a picture of themselves toughing it out in your gym or workout facility and tags you, that UGC can be inspiring and incredibly persuasive. Of course, you can tell everyone how great your fitness brand is, or how effective your services are.?

However, in an age where people are more sceptical of blatant promotional campaigns than before, it’ll help your fitness and wellness brand a tremendous amount if you can get someone else to do the shouting and endorsing for you.??

Who Creates User-Generated Content?

Individuals who have actually used your products or services and have first-hand experience to share with other people create UGC. This could include:

• Brand advocates
• Social media followers
• Customers or members
• Bloggers or influencers

Types of User-Generated Content

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There are several kinds of UGC content that a raving fan or customer may use to promote or endorse your fitness brand. For example, any media formats that individuals engage with, either in person or digitally, can be a space to leverage UGC. Here are some of the primary types of UGC that your customers may use:

The Importance and Benefits of UGC

User-generated content can range from reviews, images and videos to testimonials and social media posts. The real-life perspective and authenticity that UGC provides are what make it an invaluable asset for fitness and wellness brands.

Establishes Authenticity

Customers in the health and wellness industry are very discerning and value authenticity and trust. They prefer to know that the services or products they choose work. So, what better way to prove it than by showing the genuine experiences of your members or customers? User-generated content allows your brand to do just that.?

Fitness and wellness brands like Gymshark have successfully built entire communities via UGC by reposting workout snaps, selfies, and customer transformations on their social platforms.

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Boosts Engagement Rate

UGC can considerably impact your wellness brand’s engagement rate. When customers and prospects see UGC on your social media channels or website, it can improve their experience. So they will be more likely to interact with your fitness brand.?

What better social proof than your customers sharing their experiences and real-life stories? Real people sharing their wins and tagging your brand is the ultimate "Hey, this works!" endorsement.

Take a page from Nike’s playbook. Their “Just Do It” campaign thrived on UGC. Nike got customers to share their fitness journeys using the #justdoit hashtag, creating a global buzz that had everyone from weekend joggers to pro athletes chiming in.

Builds a Powerful Community

Wellness is usually about personal journeys and stories, and user-generated content is great for creating a sense of community and camaraderie around your brand. Picture a closely-knit group where everyone’s rooting for each other.?

When you ask your customers to share their stories - whether it’s about crushing a yoga session or finally nailing that handstand - you’re collecting testimonials and also creating a movement.

Provides Social Proof

Positive UGC can work wonders for your fitness business’s legitimacy, credibility, and brand reputation. The State of User-Generated Content report revealed that more than 75% of consumers have bought a product because of somebody else’s recommendations.?

The fitness journeys, physical transformations, or wellness achievements shared by real users can act as a powerful validation of your brand's services or products.

Showcases Inclusivity and Diversity

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User-generated content helps your health and wellness brand connect with a diverse and broad audience by showcasing a variety of fitness levels, body types, and health goals. This promotes inclusivity, making your brand more relatable to a wider range of people.

How to Implement User-Generated Content and Win More Members???

How do you integrate UGC into your marketing strategy and capitalise on this fantastic strategy? A good starting point is to identify important moments in your customer journey where user-generated content can make the biggest impact. For instance, this could be during fitness challenges, product launches, or community events.

Follow these practical tips and UGC content ideas to draw inspiration and make the most out of UGC for your fitness business.

Before and After Photos?

Looking to share and promote your new workout challenge? Excited to show prospective members the type of results your customers enjoy when they use your services??

If so, you can repurpose before and after photo compilations showing how your members looked at the beginning and end of the challenge. Here is a good example from Raise the Bar Fitness:

They talk about their formula and what prospects can expect by signing up for their exciting summer challenge.?

Create Hashtags that Hit Different

Don’t think of hashtags as mere cute lil’ add-ons for posts. They bring your community closer. So, here’s the play: create a hashtag that’s all yours. Something catchy, unique, and 100% on-brand.

Say you run a Pilates studio - try something like #PilatesWithPower or #CoreCrew. In contrast, if you’ve got a wellness retreat, go with something like #ZenWithMe or #RechargeAndRoam. Get your clients to use these hashtags when they’re showing off their post-workout glow or their green juice vibes.

Heartfelt Video Testimonials

Few things can tug at the heartstrings more than thoughtful and sincere video testimonials. Has one of your members walked away with the type of confidence and self-esteem they have always craved??

Perhaps your one-on-one training sessions helped a member tighten stubborn loose skin after they had their third child? If that client has talked about these impressive results in a Reel, live video, or Insta Story, consider leveraging these video clips when you promote your fitness sessions and classes.?

Highlight? Sensory Aspects

Authentic and unbiased feedback in UGC videos provides powerful insights into wellness products like supplements that words cannot capture. For instance, consider video reviews of mixability, taste, and texture for consumable products such as health bars and protein powders. They are often more persuasive and credible than text reviews.?

As a high percentage of communication is nonverbal, watching somebody’s reactions as they use a dietary supplement for the first time can be way more telling than words.?

Ready to See How UGC Can Facilitate Your Growth Strategy?

If converting your members into raving fans and brand champions is a major component of this year's growth strategy, I hope these tips and ideas will help your business do just that.

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