How to Get Started with User-Generated Content as a Marketer.
If you’ve spent any time online, you’ve probably noticed a growing trend: people love sharing their experiences with brands. Whether it’s snapping a photo of a meal, leaving a glowing review, or unboxing the latest tech, User-Generated Content (UGC) has become one of the most authentic ways for brands to connect with their audience.
As a marketer, you’ve likely heard about UGC’s benefits—building trust, creating community, and enhancing engagement. But where do you even start? This guide walks you through what UGC is, why it matters, and how to get going with a strategy that makes your audience feel like they’re part of something special.
1. What Exactly is User-Generated Content?
UGC is any content—like photos, videos, reviews, or social posts—created by regular people rather than the brand itself. Think of it as marketing from a customer’s point of view. And it’s powerful. Studies show that people trust content from real users more than traditional ads or influencer posts. In fact, customers are twice as likely to trust UGC because it’s authentic and doesn’t feel “sales-y.”
When customers share their real experiences, they help give your brand credibility. It’s the next best thing to word-of-mouth, and in today’s digital world, it’s more valuable than ever.
2. Start with Your Goals in Mind
Before diving into UGC, take a step back and figure out what you want it to do for your brand. Here are a few common goals to consider:
Setting clear goals upfront will help guide the kind of content you want and the platforms you’ll use to share it.
3. Choose the Right Platform(s)
Where you ask for UGC depends on where your audience hangs out. Here’s a quick rundown:
Start with one or two platforms where your target audience is most active, and focus your energy there before expanding.
4. Give People a Reason to Share
Some users will naturally share their love for your brand, but a little encouragement goes a long way. Here’s how to get more people involved:
Remember, incentives don’t always have to be about money. Just being recognized by the brand can be a big incentive for people to share their experiences.
领英推荐
5. Create a Branded Hashtag
Hashtags are the foundation of most UGC campaigns—they make it easy for people to find and contribute to your campaign. A few tips for picking a good hashtag:
For example, a travel brand could use #WanderWith[BrandName] to inspire customers to share their vacation photos with the company.
6. Embrace Authenticity
The magic of UGC is its authenticity. Let people share their real stories, experiences, and even constructive feedback—it’s what other customers want to see. Here’s how to keep it real:
People can spot over-curated content from a mile away, so keep it genuine.
7. Engage with UGC as It Comes In
A big part of UGC’s success is interaction. When someone tags your brand or uses your hashtag:
Engaging with UGC shows that you’re not just passively watching but genuinely interested in what your community has to say.
8. Measure the Impact
Once your UGC campaign is rolling, track its effectiveness. Use metrics that tie back to your goals, like:
Tracking these metrics will help you understand what’s working, allowing you to adjust your strategy and make future campaigns even better.
Wrapping Up
User-Generated Content is one of the most effective ways for brands to build a strong, genuine connection with their audience. By setting clear goals, picking the right platforms, celebrating user creativity, and staying engaged, you’ll create a UGC strategy that not only amplifies your brand but builds a community around it.
With these steps, you’ll be well on your way to making UGC a core part of your marketing toolkit, letting your audience tell your story in a way that’s more powerful—and memorable—than anything you could write yourself.