Consumer-Generated Content material: A Newbie’s Information


What Is Consumer-Generated Content material (UGC)?

Consumer-generated content material (UGC) is any type of promotional content material created and shared by unsolicited contributors or customers of a model fairly than the model itself.

Frequent kinds of UGC embrace buyer critiques, social media posts, pictures, movies, and weblog posts regarding the model or its merchandise.

For instance, a buyer shared an image of the latte they obtained from a espresso store, Chalk Espresso, to Instagram, with a caption about how good it’s.

That is user-generated content material.

Customer's Instagram post of a latte from Chalk Coffee

By tagging Chalk Espresso of their submit, utilizing the “#chalkcoffee” hashtag, and writing a constructive assessment, the Instagram consumer @havingabrew_ promotes the espresso model to their followers. 

Chalk Espresso will get free publicity because of this.

Who Creates Consumer-Generated Content material?

UGC is free promotion that may assist manufacturers develop their attain. 

Right here’s a have a look at who creates user-generated content material:

  • Prospects 
  • Social media followers
  • Model advocates

What about if workers create content material concerning the model they work for? That is referred to as employee-generated content material (EGC). It’s a subset of UGC so long as the posts are genuine and never solicited by the model. 

For instance, a retailer employee exhibiting off their firm’s new merchandise on a private social media account can be thought-about EGC.

Nonetheless, if somebody is paid to create sponsored content material (referred to as a UGC creator) designed to appear like genuine UGC however is promotional, this isn’t user-generated content material. 

Varieties of UGC

UGC is available in extra kinds than you would possibly understand.

Every kind is a chance for a model to get talked about, shared, and really helpful on-line—and finally construct consciousness or belief amongst their audience.

The primary kinds of user-generated content material advertising are as follows: 

  • Video content material: Unboxings (when customers document themselves opening new merchandise), model tributes, and product demonstrations that actual folks share on social media assist construct consciousness and belief
  • Branded selfies: Selfies that prospects take with merchandise or branded supplies (e.g., posters, storefronts, and branded backdrops) assist improve model consciousness on social media
  • Critiques and testimonials: Consumer-generated critiques on platforms like Yelp, Google, and your web site present genuine suggestions from prospects. This will additionally embrace product assessment movies.
  • Podcast conversations: Podcast hosts and company generally focus on their experiences with manufacturers and merchandise, producing model consciousness and constructing belief amongst listeners
  • Articles: Customers and workers might write articles or weblog posts about their experiences with a model or matters that relate to it. Some publish these on private blogs as critiques or in suggestion lists, whereas others share their views on group boards and journals (e.g., Quora or Medium).
  • Contests: Contests encourage customers to create and submit content material, similar to pictures or movies, for an opportunity to win prizes. This UGC serves promotional functions whereas fostering engagement and creativity inside an viewers.

So, which kind of UGC do you have to encourage? 

All of them. 

A wide range of UGC will attraction to completely different segments of your audience.

U.Ok. clothes model Beaufort & Blake makes use of UGC to have interaction individuals who browse its on-line retailer. It encourages prospects to share pictures of their outfits on Instagram, then exhibits the newest contributions on its web site below the heading, “Our favourites, styled by you.”

Beaufort & Blake's “Our favourites, styled by you” section of the website

Picture Supply: Beaufort & Blake

By asking followers to tag @beaufortandblake of their Instagram pictures, the model expands its attain and sources genuine, relatable content material that it might probably use to advertise merchandise on its web site—all for free of charge.

Seeing customer-featuring content material on a web site or social profile can encourage different guests and followers to get entangled. This type of natural momentum is one among UGC’s many advantages.

Additional studying11 Methods to Create Participating Social Media Content material

Consumer-Generated Content material Advantages

UGC gives endorsements instantly from real-life customers, which helps manufacturers achieve prospects’ belief.

That type of social proof is highly effective.

A Brightlocal research discovered that virtually half (46%) of customers belief on-line enterprise critiques as a lot as private suggestions from pals or household.

Listed below are UGC’s key advantages in additional element.


If you leverage free content material created by your viewers, you possibly can cut back paid content material manufacturing.

Because of this, you’ll have room in your finances for different promotional actions and campaigns, similar to SEO (web optimization) and internet advertising, which usually price extra.

For instance, WebFX reported {that a} pay-per-click (PPC) on-line advert marketing campaign can price wherever from $300 to $100 million (or extra) monthly

And for those who’re outsourcing PPC administration to an company, you’ll must think about labor prices, too ($350–$5000 / month).

Utilizing free or low-cost UGC as a part of your advertising technique helps to release finances for these paid channels, which may develop your attain even additional. 

Viral Potential

Whereas most user-generated content material doesn’t go viral—there’s at all times the potential for it. 

Warner Bros.’ and PhotoRoom’s Barbie Selfie marketing campaign is a major instance of UGC going viral. 

The corporate’s easy photograph filter permits followers to show themselves into characters and share the outcomes on social media.

Right here’s what it appears like:

Warner Bros.’ and PhotoRoom’s Barbie Selfie campaign filter

Picture Supply: PhotoRoom

The software solely took an hour to implement and was used greater than 13 million instances in 4 months, producing cost-effective, world consciousness for the “Barbie” film.

Even when UGC doesn’t go viral, it has the potential to succeed in many individuals past those that comply with you on social media or already learn about your model. 

Model Loyalty

Encouraging prospects to create content material to your model (permitting them to turn out to be a part of your model story) may also help you construct a extremely engaged on-line group of loyal followers.

This will result in repeat enterprise and profit-boosting advocacy. Over half (52%) of PwC’s Buyer Loyalty Survey respondents stated they specific model loyalty by recommending corporations to others.

For instance, UGC advertising has helped meals model Huel construct a loyal group of followers. It’s even coined a brand new title for these folks (“Hueligans”), giving them a good stronger sense of identification and serving to them really feel nearer to the corporate.

Huel shares followers’ tales on-line to foster a way of group amongst its prospects, like this one that includes Asha Pancholi:

Huel followers’ story with Asha Pancholi

Picture Supply: Huel

By sharing these tales, Huel says to its prospects, “You’re a valued a part of our model,” making them extra doubtless to purchase merchandise and advocate for the corporate.

Social Proof

Constructive UGC influences buying choices by demonstrating to potential prospects that others have had constructive experiences together with your model.

Many individuals must see social proof like this earlier than committing to an organization or product for the primary time.

The very best kinds of UGC for offering social proof are testimonials and product critiques, as they let potential prospects see how their expertise together with your firm would possibly go.

Right here’s an instance from, a expertise assessment website. In it, a consumer describes her constructive expertise with the challenge administration software Asana.

User's review of the project management tool Asana on

Asana’s potential prospects who’re in related positions to this reviewer (i.e., enterprise customers at corporations with fewer than 1,000 workers) can use their feedback to precisely assess the product’s suitability, with out concern of bias.

Critiques like this are additionally helpful for product improvement.

They assist you perceive what your audience does and doesn’t worth. So you possibly can refine your providing and improve buyer satisfaction.


The natural nature of UGC typically makes it extra plausible than firsthand gross sales and advertising content material.

Ecommerce personalization platform Nosto discovered that individuals are over thrice extra more likely to say UGC is extra genuine than brand-created content material. And 88% of customers say authenticity is necessary when deciding which manufacturers they like and assist.

For instance, anybody available in the market for enterprise software program is unlikely to search out lists of “downsides” on distributors’ web sites, and but it’s regular to examine customers’ challenges in third-party critiques.

Take the Asana assessment we included earlier, which features a part titled “What do you dislike about Asana?”

“What do you dislike about Asana?” section of Asana's review

In it, the reviewer discusses minor issues she’s encountered that might assist different customers’ shopping for choices.

3 Examples of Consumer-Generated Content material

Huge and small manufacturers use UGC. When you begin on the lookout for it, you’ll see it in every single place.

Listed below are a few of our favourite examples.

1. “Shot on OnePlus”

Tech firm OnePlus asks prospects to share pictures and movies they create with OnePlus merchandise on Instagram utilizing the hashtag #ShotOnOnePlus. 

By way of this marketing campaign, the model collects a lot of authentic content material that organically demonstrates its smartphone’s pictures credentials. 

Its UGC consists of images of individuals, crops, and surroundings—all frequent topics for individuals who may be excited about shopping for and utilizing a smartphone digicam. 

Instagram page with posts using #ShotOnOnePlus hashtag

Curating and selling the #ShotOnOnePlus hashtag on Instagram provides the model:

  • An enormous library of high-quality UGC for its social media platforms and web site
  • Extra visibility on one among its audience’s favored social channels
  • A loyal group of engaged creatives, guaranteeing its boards and social media accounts buzz with exercise
  • A approach to display its product’s capabilities extra convincingly than it may have finished alone

What began as a social media advertising marketing campaign has turn out to be a key a part of OnePlus’ broader content material technique, because it consists of UGC contributions in its group and weblog posts alongside captions and different textual content.

Right here’s an instance of OnePlus utilizing current UGC to entice extra contributions from its group:

OnePlus uses existing UGC to entice more contributions from its community

And one other of it utilizing UGC in weblog content material:

OnePlus existing UGC to create blog posts

All this further protection provides the corporate’s UGC marketing campaign further momentum, guaranteeing customers preserve getting concerned and supporting OnePlus’ advertising efforts. 

2. Vans’ “Customs”

Vans permits customers to design customized footwear and share their distinctive creations on-line.

Vans's "Customized by you" section of the website

This empowers folks to turn out to be co-creators of their merchandise.

The result’s a stronger emotional connection between model and purchaser that may result in natural word-of-mouth advertising and larger model consciousness.

Customers can showcase their creativity and individuality by sharing designs on social networks. All whereas organically selling the Vans model. It’s a win-win.

Vans's "Get inspired" section of the website

This type of product personalization is a well-liked technique amongst trend retailers, with good cause. Different manufacturers that use user-generated content material like this embrace Nike and Dr. Martens.

3. Slack’s “Buyer Tales”

Slack options Buyer Tales to spotlight how completely different groups and industries leverage its collaboration software program.

These genuine use instances and testimonials show Slack’s utility, instilling confidence to assist web site guests make shopping for choices quicker.

Many corporations publish case research, however Slack is actually nice at incorporating feedback, pictures, and video content material from the companies concerned.

For instance, in one article concerning the monetary companies model Stripe utilizing its “Shared Channels” characteristic, Slack consists of an natural tweet from the corporate’s CEO, Stewart Butterfield, giving the story further weight.

The tweet (highlighted within the article snippet under) reads: “Certainly. I do know a deal is on observe after we transfer to shared channels. We iterate quick, construct belief, and get all the proper people concerned. Excited for what’s to return.”

A tweet from the company’s CEO, Stewart Butterfield highlighted in the section of the article about Stripe

Picture Supply: Slack

Incorporating UGC alongside different advertising content material—just like the Stripe CEO’s authentic tweet inside a broader case research—can add authenticity to any promotional web site content material. It makes readers much less more likely to dismiss content material for being biased.

UGC Finest Practices: 7 Ideas for Price-Efficient Advertising

Consumer-generated content material is completely different from different content material advertising sorts as a result of you will have much less management over the tip end result.

Nonetheless, you possibly can nonetheless use the next ways to information content material and maximize your returns.

1. Prioritize Related Content material Channels

Determine the platforms the place your excellent prospects are most energetic. Then you possibly can encourage folks to share UGC the place it’s most probably to spark helpful engagement.

To do that, take into account your goal demographic and social media engagement metrics, together with follower counts, clicks, feedback, and shares.

As an illustration, for those who work in a inventive {industry} focusing on individuals who take pleasure in visible content material, Instagram and TikTok are excellent locations to encourage UGC.

As a B2B firm, you’ll most likely discover LinkedIn works higher. Particularly if in case you have extra followers there than wherever else.

Contemplate industry-specific boards, blogs, and assessment websites too. Platforms like Quora and Reddit can spark product-based conversations and assist you construct communities.

Like this submit concerning the greatest instruments for tech challenge administration:

Reddit post about the best tools for tech project management

Nonetheless not sure the place to start out?

Nosto discovered that Instagram, Fb, and YouTube are the social platforms folks look to most for buying inspiration.

2. Set Objectives for Your Marketing campaign

Set up clear and measurable aims to your UGC marketing campaign.

These objectives will information your technique (i.e., the kinds of content material you encourage) and assist you measure the outcomes.

Examples of UGC objectives may very well be:

Say your purpose is to spice up model consciousness to your small enterprise.

You possibly can goal to gather 10 user-submitted tales that includes your product which you can share on social media channels. Then, observe clicks and likes to gauge effectiveness.

If you wish to develop web site site visitors, you possibly can encourage customers to share their takes in your current weblog posts or visible content material. And observe the variety of first-time guests to your web site to see if the tactic works.

Maintain your broader advertising aims in thoughts when setting UGC objectives. Finally, your chosen tactic ought to contribute to what you wish to obtain together with your content material and social media methods.

3. Let Customers Be Inventive (and Maintain the Entry Barrier Low)

Don’t impose too many restrictions or tips on UGC submissions. In any other case, you’ll exclude customers and restrict engagement.

The extra inventive freedom you provide, the extra enthusiasm you’ll construct. And it’ll assist you get genuine content material from numerous views and backgrounds.

For instance, OnePlus’s #ShotOnOnePlus marketing campaign encourages customers to share themed smartphone pictures of their group discussion board

Content material creators worldwide can take part, no matter ability degree, so the model will get a variety of content material to showcase its product’s versatility.

A post on OnePlus Community site using the #ShotOnOnePlus campaign hashtag

Permitting free creativity like this allows you to faucet into your prospects’ want for self-expression. It’s notably efficient for corporations focusing on teenagers and younger adults.

OCAD College report discovered that 73% of Gen Z (folks born between the late Nineteen Nineties and early 2010s) consider they want extra self-expression to dwell a contented, wholesome life.

Furthermore, a New York Instances research revealed that 68% of social media customers share content material to present folks a greater sense of who they’re and what they care about.

So, enabling self-expression by means of UGC campaigns is a good way to spice up on-line engagement.

4. Tie UGC Campaigns to Your Model Story

Encourage content material that ties intently to your model, product, or {industry}.

This fashion:

  • The concept might be likelier to resonate together with your goal prospects, which will increase the probabilities they’ll interact with the marketing campaign.
  • Your UGC will keep constant together with your different content material campaigns, so web site guests and social media followers get a constant expertise of your model

For instance, in case your model stands for environmental sustainability, you would possibly encourage customers to submit tales or pictures associated to their eco-friendly practices or experiences.

Patagonia will get prospects to share tales about having objects repaired by means of its Worn Put on service.

"The Stories We Wear" section of Patagonia's site

These experiences align completely with Patagonia’s stance on sustainability. In addition to publicizing the restore service (a value-add for potential new prospects), they permit followers to have interaction with like-minded folks and really feel a part of a group.

5. Get Permission (When Applicable)

If somebody publishes content material about your model with none encouragement, ask for permission earlier than reposting it in your social media accounts, web site, or different advertising supplies.

This lets you:

  • Construct trusting relationships together with your followers
  • Keep away from copyright complaints
  • Get a chance to ask additional contributions

When asking, be trustworthy about how you intend to make use of the content material (e.g., in a web-based advert or on a product web page) so the consumer is aware of what to anticipate.

And for those who’re assured their content material will assist you generate a revenue, provide to compensate the creator.

You’ll be able to embrace consent within the entry circumstances for organized user-generated content material initiatives, like giveaways. 

You then gained’t must contact every individual individually. If you ask followers to share content material utilizing your branded hashtag or social media deal with, their participation is authorization sufficient.

6. Observe Model Mentions to Discover Alternatives

Use model monitoring instruments to maintain tabs on feedback and user-generated content material about your organization and merchandise.

It permits you to interact with customers promptly, reply to their feedback or questions, and tackle any considerations. It additionally helps you determine alternatives for collaboration or additional engagement.

You’ll mechanically obtain notifications when somebody tags your organization in social media content material. You should use Media Monitoring from the Semrush AppCenter for updates on untagged social mentions and references elsewhere.

Media Monitoring tool dashboard

Designed that will help you observe your model’s repute throughout the net, Media Monitoring can inform you about mentions in social media posts, information articles, blogs, and extra.

You’ll be able to even filter mentions by sentiment (i.e., constructive, destructive, or all) to fit your aims.

For instance, if you wish to enhance your repute, give attention to addressing destructive UGC. Need content material to reshare? Search for constructive mentions as a substitute.

7. Measure and Refine Your UGC Technique

Often analyze the efficiency of your UGC campaigns to study:

  • The kinds of user-generated content material your prospects and followers wish to contribute
  • The very best user-generated content material for sparking engagement (e.g., likes, feedback, and shares)

If you perceive these factors, you possibly can curate campaigns that resonate together with your viewers (i.e., get a lot of contributions). It’ll additionally assist encourage kinds of content material which can be helpful to your broader advertising efforts.

For instance, for those who run a pictures contest that generates a lot of curiosity in your model, take into account the preferred themes. You possibly can create spin-off campaigns to take care of the momentum.

If the submissions have been too low-quality to make use of in your web site, you possibly can refine your entry circumstances to filter out low-resolution pictures.

Semrush and Google Analytics home lots of the metrics you’ll must measure and tweak your UGC technique, similar to click-through charges (CTRs), conversion charges, and buyer sentiment.

For instance, you need to use both of those instruments to watch natural site visitors to your web site. Any site visitors spikes that coincide with UGC campaigns suggest your efforts are producing extra curiosity in your model.

Right here’s the way to discover web site site visitors knowledge in Semrush’s web optimization Dashboard:

Step one, for those who haven’t finished it already, is to arrange your URL in Semrush. Do this by heading to the “Tasks” web page and choosing the blue “+ Create challenge” button on the prime of the “My Tasks” part.

“+ Create project” button highlighted at the top of the “My Projects” section in Semrush

Add your organization’s URL into the subsequent field, give your challenge a reputation, and click on “Create challenge.”

"Create project" pop-up window in Semrush

The subsequent display screen you’ll see is your “Venture Dashboard,” with numerous widgets from instruments you possibly can arrange.

For now, we simply wish to see natural site visitors knowledge to see if encouraging UGC has elevated curiosity in your model. To get that, scroll to “Area Analytics”:

“Domain Analytics” section from the "Projects Dashboard"

Scroll once more to get extra element on the place your site visitors’s coming from. You’ll be able to filter the “Site visitors Analytics” chart to indicate solely Direct, Natural Search, and Natural Social site visitors.

“Traffic Analytics” chart in Sermush, with "Direct," "Organic Search" and "Organic Social" selected

For instance, if a bit of UGC goes viral on TikTok, you possibly can search for spikes in “Natural Social” site visitors to measure the content material’s effectiveness.

Click on “View full report” under the Site visitors chart for extra particulars on guests’ gadget sorts, prime pages, nations, and extra.

“View full report” button highlighted below the Traffic chart

This knowledge will assist you perceive which kinds of folks your UGC content material attracts and what they worth most. Then you possibly can create extra tailor-made content material to attraction to them.

You can too use your social media platforms’ analytics options for engagement metrics similar to likes, follows, shares, and feedback.

Share analytics insights together with your advertising staff to make sure the entire staff advantages from any classes discovered.

Construct UGC into Your Advertising Technique

Now that you know the way to do UGC, you possibly can create a technique to your model. 

Genuine, consumer-generated content material permits you to save on advertising manufacturing prices and construct stronger, extra worthwhile connections together with your audience.

UGC at all times works greatest as a part of a broader omnichannel advertising technique. Learn to construct one from the bottom up with our complete Advertising Technique Information and observe metrics utilizing instruments like Semrush for greatest outcomes.