User-generated content (UGC) is one of the most effective ways to build trust and increase sales for your business. Let your customers share their real experiences, because it speaks louder than your own advertisement.
Here is a straightforward guide on how to get UGC naturally and build a lively customer community for your brand.
What UGC is and why all brands need it
User-generated content refers to photos, videos, written reviews, and social media posts created by your customers rather than your brand.
Examples include unboxing videos on TikTok, photo reviews on product pages, and tagged posts on Instagram. This type of content shows how your product looks and functions for real buyers without commercial editing.
Shoppers often doubt sponsored ads because they were paid to show positive things about your products. Customer photos offer authentic social proof that helps address buyer hesitation.
Studies about trust in advertising show that 88% of consumers trust recommendations from people they know over brand marketing. Shoppers are more likely to buy a product after viewing customer photos and campaigns that feature real customer posts.
Overall, displaying UGC directly on your store pages gives customers the clarity they need to complete a purchase.
5 proven ways to get UGC from your customers (& examples)
1. Create surprising experiences people want to share
When people buy a product, they often do not expect anything other than the product itself. This is why you can surprise them and prompt a post.
A milk tea brand in Vietnam – Universal Tea – prints quotes and messages on cute cup holders; each customer will receive a different quote. Sometimes these quotes resonate with customers, and they share the experience online.
You can apply this strategy to many things: free gifts, vouchers, thank-you notes; basically cute little things that brighten someone’s day.
3. Run simple social media contests
Contests encourage a group of followers to post product photos around the same time.
GoPro and its GoPro Awards is probably the prime example for UGC contest & challenges. With a clear message (“We recognized you!”), combined with generous prizes for the winners, this challenge has encouraged hundreds of people to join and create UGC for GoPro.
Pick a campaign hashtag and ask followers to post a photo using your product to enter. Keep the rules simple so participation takes minimal effort, and don’t be stinky with the prizes.
4. Send post purchase emails to ask for reviews
Post-purchase emails are a reliable way to collect photo and video reviews after orders deliver.
Set your email platform to send a review request 7 to 14 days after shipping. This gives the buyer enough time to test the item while the purchase is still fresh in their mind.
5. Loyalty programs based on UGC
If your brand has a loyalty program, you can assign points based on reviews and UGC.
This method is widely used especially by Shopee – a ecommerce online platform. Customers will get coins if they leave a text review, and even more with real photos and images. These coins will later be exchanged for discounts, which encourages customers to leave both text review and images for maximum value out of their purchase.
6. Regularly repost and reply to customer posts
This is an important, long-term strategy to nurture the relationship between your brand and customers.
When customers tag or mention your brand on social media, make sure to engage with them.
Leave a genuine comment thanking them, or reshare their photo to your TikTok Repost or official page. When existing buyers see that you actively feature real customers, they feel motivated to share their own photos too. People love getting public recognition from brands they are supporting, and thus will continue to support you in the future.
7. Work with content creators when starting out
New stores without steady order volume can gather content by working directly with creators.
UGC creators specialize in filming unboxing clips, tutorials, and product demonstrations for brands. The best thing is, you don’t always have to pay for it. Many micro-creators will produce short video clips in exchange for free products or small fees.
You can treat micro-creators like your first ever customers. With a solid start, your business can grow faster.
Examples of brands that get UGC right
FAQs
Start by gifting products to friends, family, or micro-creators in exchange for honest video reviews. Sending free samples to small creators in your niche quickly builds an initial library of social proof for your store.
TikTok and YouTube Shorts work best for short video clips like unboxings and product tutorials. Instagram is ideal for lifestyle photos, while adding photo review widgets directly to your website yields the highest sales conversion rates.
Organic UGC is created voluntarily by real customers who bought your product with their own money. Paid UGC involves hiring content creators to film product videos specifically for your brand to use in marketing campaigns and paid ads.
Yes, you should always get explicit consent before using a customer’s photo or video in marketing materials or paid ads. Sending a quick message or comment asking for permission ensures compliance and maintains trust with your audience.
