User-Generated Content: The Complete Guide (2025)
Published on February 1, 2025 by Anisha Patel
Are you looking to reduce your advertising cost or trying to find some marketing format that works for you? If yes, leveraging user-generated content is the answer.
In this highly competitive global market, brands are constantly looking for innovative ways to build trust, engage customers, and boost sales.
And, in this over-crowded market people are looking to buy products and services that they can trust with their problems.
And the answer to both is User-Generated Content.
It’s a win-win for both parties. Customers get to share their experiences and learn from others’ experiences and brands get authentic, cost-effective marketing.
In this blog, we will learn it all. From having a good understanding of what UGC is to how you can leverage it for your business. Let’s get into it.
What is User-Generated Content?
User-generated content (UGC) is any content related to your brand or business that is created by your customers without costing you anything.
It refers to any content such as text, images, videos, reviews or testimonials created and shared by your customers.
UGC doesn’t include content created by you as a brand.
Normally people create UGC content when they use your brand’s products and then create content (text, image, video) sharing their personal experience related to your product or service.
UGC content can be found on social media platforms, product review sites, blogs or in video form like unboxing or product usage videos.
It is valuable because it is an authentic social proof and shows real-life, relatable experiences with your brand. It influences other people to gain similar experience and they buy from you.
Research has shown that customers trust UGC 79% (Stackla) more than content created by brands. So, leverage its power and make your customers the voice of your brand.
User-generated content (UGC) is of various forms. Each form of content plays a crucial role in building credibility for your brand.
Social media posts in the form of photos, videos, or stories, showcasing real customers using the product in their daily lives.
Product reviews and testimonials which are written opinion e-commerce platforms, or third-party review sites like Trustpilot and Google Reviews can significantly boost sales and credibility.
Similarly, unboxing videos and customer photos and videos encourage others to make a purchase.
Why UGC is a Game-Changer for E-Commerce
User-generated content can be a game changer for e-commerce in the following ways:
1. Builds Trust and Credibility
- In a crowded marketplace, UGC helps brands cut through noise and stand out as trustworthy and authentic.
- When people see real customers use and enjoy a product reassures potential buyers. It establishes social proof.
- Authentic reviews and real-life photos make it easier for customers to trust your brand and enhances brand credibility.
- UGC from influencers or repeat customers strengthens brand reliability and increases influence.
- People are more likely to buy when they see others genuinely recommending a product.
2. Increases Engagement and Conversion Rates
- UGC motivates customers to engage with your brand by sharing photos, reviews, and experiences.
- Brands can drive UGC by hosting contests, offering discounts, or featuring top user submissions.
- Showcasing UGC helps build a loyal customer base that feels connected to your brand.
- Real customers sharing their experiences increases trust and credibility.
- Seeing others enjoy a product makes potential buyers more likely to make a purchase.
3. Cost-Effective Marketing:
- Professional photoshoots, product videos, and campaigns can be expensive, but UGC provides high-quality content for free.
- Using UGC in ads makes them more relatable and engaging, often improving performance while reducing costs.
- Instead of spending heavily on content production, brands can allocate resources to paid ads, customer acquisition, or other growth areas.
- Customers consistently generate fresh content, eliminating the need for constant in-house production.
- UGC feels more authentic than brand-generated content, increasing engagement and conversions.
How to Leverage UGC for Maximum Benefits
Let’s learn a 4-step process on how to leverage UGC for maximum benefits:
- Step 1: Encourage UGC creation
- Step 2: Feature UGC on your platforms
- Step 3: Turn UGC into shoppable content
- Step 4: Create a community around UGC
Step 1: Encourage UGC Creation
The most important step in leveraging UGC is to encourage customers to share their content. If your customers don’t create content, then there is no UGC.
You can use the following methods to encourage customers:
- Running Social Media Campaigns: Create a branded hashtag and encourage customers to share their experiences with it. Feature the best posts on your brand’s feed or offer prizes for the most creative content.
- Incentivise UGC: Offer discounts, store credits or exclusive access to new products for customers who share their photos or reviews. A simple incentive can go a long way in motivating customers to create content.
- Make it Easy: Provide a simple process for users to submit their content. Set up a dedicated page on your website for photo submissions or use apps that make it easy to upload reviews and photos.
- Engage With Customers: When customers share their content, acknowledge and engage with them. Comment on their posts, share their content on your platforms, or send them a thank-you note. This will motivate others to follow suit.
{Source: SemRush}
Step 2: Feature UGC on Your Platforms
Once you’ve gathered a solid amount of UGC, it’s time to curate and showcase it on your website, product pages and social media.
These are the best places to add UGC:
- Product Pages: Adding user photos and reviews directly on your product pages builds trust and provides social proof to potential buyers.
- Email Marketing: Including real customer testimonials or product photos in email campaigns can increase engagement and boost sales.
- Paid Ads: Including real customer content in Facebook, Instagram or Google ads can improve ad performance, as it feels more relatable and authentic.
{ Source: Instapage }
Step 3: Turn UGC Into Shoppable Content
Before we learn how to turn UGC into shoppable content, let’s first understand what shoppable content is.
Shoppable content refers to images, videos or posts that allow users to make a purchase directly from the content.
On platforms like Instagram and Pinterest, shoppable content typically involves tagging products within images or videos.
These tags appear as clickable hotspots that lead directly to a product’s page, where the user can add the item to their cart and check out without having to leave the platform.
{ Source: Instapage }
How to do it?
- A customer posts a photo of themselves using your product on Instagram or Pinterest, sharing their experience.
- You, as the brand, can repost this content and tag the product directly in the post.
- When other users see this UGC, they can click on the tag and be taken directly to the product’s page, where they can read more details and make a purchase.
This seamless experience eliminates the friction of having to search for the product on the website, making it easier and faster for potential customers to buy.
Step 4: Create a Community Around UGC
Creating a community around User-Generated Content (UGC) is one of the most powerful ways to build customer loyalty, encourage engagement, and drive long-term growth.
Instead of just using UGC as a marketing tool, you can turn it into a movement where customers feel a sense of belonging. When people feel connected to a brand, they don’t just buy from it—they advocate for it.
- Encourages More UGC: When customers see others sharing their experiences, they are more likely to participate.
- Strengthens Brand Loyalty: A community fosters emotional connections, turning one-time buyers into repeat customers and even brand ambassadors.
- Creates Word-of-Mouth Marketing: A strong, engaged community naturally spreads the word about your brand through social media and personal recommendations.
{ Source: Meltwater }
How to do it?
Step 1: Create a branded hashtag to encourage customers to share their experiences in a centralised way.
For example, if your brand is a fitness apparel company, you might create a hashtag like #TrainWith[YourBrand].
Step 2: Build a private online community where customers can share their experiences, ask questions and interact with each other.
Step 3: Host UGC challenges and contests and encourage community participation.
Step 4: Feature UGC on your website and social media. Showcasing customer content makes people feel valued and recognized.
Step 5: Engage and interact with your community. A community thrives when there’s two-way engagement.
You must actively comment on posts, reply to messages and acknowledge your customers who create UGC. It will show that you’re not just selling products, you’re building a brand culture where customers feel valued and connected.
This sense of belonging turns casual shoppers into loyal customers and even brand ambassadors who willingly promote your brand.
The Impact of UGC on Long-Term Growth
User-Generated Content (UGC) plays an important role in your brand’s long-term growth. It makes you earn trust and become a well-known brand.
When customers share their real experiences brand awareness increases creating organic reach without high marketing costs.
UGC also serves as social proof, influencing purchase decisions and boosting sales while strengthening customer loyalty.
It is like a lottery tbh (to be honest).
Stay consistent with it and you will build a self-sustaining marketing ecosystem for your brand.
It will drive sustainable growth and reduce your reliance on paid advertising.
Told you, its a goldmine (if used well).
Final Thoughts
In this blog we discussed what is User-generated content, why is a game-changer for brands and how to leverage it for maximum benefits.
So, use it, incorporate it into your marketing strategy and create a loyal and engaged customer base that will help take your business to new heights.
If you want Provocn to do it for you, we are just a text away. Let’s take your brand’s UGC strategy to the next level together. Explore our services and book a free call today.
