What Is UGC and Why Does It Work?
User-generated content is any content created by your clients, customers, or community about your business: photos, videos, reviews, mentions, and testimonials.
UGC converts better than brand-created content because it is credible. Audiences trust other customers more than they trust the brand itself. When someone sees a real client posting enthusiastically about your business, it removes skepticism in a way your own marketing cannot.
How to Collect UGC
Ask directly: After a positive client interaction, ask them if they would be willing to share a photo or a short testimonial video. Most satisfied clients say yes when asked personally.
Create share-worthy moments: Design your client experience to include moments clients naturally want to photograph and share. This is especially relevant for restaurants, retail, health and wellness, and event venues.
Monitor your tags and mentions: Check your tagged posts and brand mentions regularly. When clients post about you organically, it is a gift.
Run a hashtag campaign: Create a branded hashtag, promote it, and encourage clients to use it. Even a small campaign can generate significant UGC.
How to Use UGC Effectively
Always ask permission before reposting UGC. Credit the original creator. Then use it across your feed, Stories, and website to show real client experiences.
Mix UGC with your own content at roughly 20 to 30 percent of your content calendar for a natural, credible feel.
Learn how we build content strategies that incorporate UGC systematically.