How to Use UGC (User-Generated Content) to Skyrocket Your Engagement

These days, the most trusted voice behind your brand might not be yours. User-generated content (UGC) has emerged as one of the most powerful tools for building trust, expanding reach, and dramatically increasing engagement across platforms. When customers share their experiences with your products or services, they create compelling stories that resonate far more deeply than traditional advertising.

Studies show that consumers trust UGC 9.8 times more than branded content, according to research by Stackla. With 92% of marketers believing that consumers trust content created by actual customers more than content created by brands, ignoring UGC is no longer an option.

Let’s explore how you can use the power of user-generated content to strengthen your marketing strategy and watch your engagement metrics soar.

What Makes UGC So Effective?

User-generated content works because it’s:

• Authentic: Real experiences from real people create genuine connections

• Relatable: Potential customers see themselves in your existing customers

• Trust-building: Third-party endorsements carry more weight than self-promotion

• Cost-effective: You’re leveraging content created by others, reducing production costs

• Abundant: Your community creates more content than your team ever could

According to Nielsen’s Consumer Trust Index, 92% of consumers trust organic, user-generated content more than they trust traditional advertising.

Strategic Ways to Collect and Leverage UGC

1. Create Branded Hashtags

Develop unique, memorable hashtags that encourage customers to share their experiences. Branded hashtags not only make content discoverable but also create a sense of community around your products.

Pro tip: Your hashtag should be short, unique, and reflective of your brand personality. Airbnb’s #AirbnbExperience and GoPro’s #GoPro are perfect examples of effective branded hashtags that have generated millions of posts. The GoPro hashtag alone has over 43 million posts on Instagram.

2. Run UGC Contests and Challenges

Nothing motivates content creation like a well-designed contest. Challenge your audience to create videos, photos, or reviews featuring your products for a chance to win prizes.

Clothing brand Aerie gained massive engagement with their #AerieREAL campaign, encouraging customers to post unretouched photos wearing their products. According to Business Insider, the campaign not only generated thousands of authentic images but also helped drive a 38% increase in sales in a single quarter.

3. Feature Customer Content Prominently

When you showcase UGC, you accomplish two things: you reward the customers who created it, and you encourage others to contribute. Consider these placement strategies:

• Dedicate a section of your website to customer photos and testimonials

• Create a regular “Customer Spotlight” feature on social media

• Include UGC in your email marketing campaigns

• Repurpose customer reviews into social media content

Yotpo research shows that websites displaying customer photos see conversion rates up to 161% higher than those without.

4. Build a Brand Ambassador Program

Identify your most enthusiastic customers and invite them to become official brand ambassadors. These super-fans can create high-quality UGC consistently while feeling valued as part of your extended team.

Successful ambassador programs offer exclusive perks, early access to products, and sometimes monetary compensation in exchange for regular, quality content creation.

Influencer Marketing Hub reports that ambassador programs generate an average ROI of $6.50 for every $1 invested.

5. Respond and Engage

UGC isn’t a one-way street. When customers take time to create content featuring your brand, acknowledge their efforts. Comment on their posts, share their content, and build relationships that encourage ongoing engagement.

Glossier excels at this strategy, regularly commenting on and resharing customer content, creating a virtuous cycle of engagement that has helped build their cult-like following. Forbes documented how this approach helped Glossier grow from a blog to a billion-dollar brand.

Overcoming Common UGC Challenges

Maintaining Quality Control

Not all user content will meet your brand standards. Create clear guidelines about what you’re looking for, and use curation tools to identify the best submissions.

Securing Proper Permissions

Always obtain permission before repurposing customer content. Many brands use automated tools that send permission requests when customers use branded hashtags, streamlining the process. According to Hootsuite, 41% of marketers have faced legal challenges related to UGC, making permissions critical.

Encouraging Consistent Participation

Keep your community engaged by:

• Regularly acknowledging contributors

• Creating seasonal challenges

• Offering incentives for continued participation

• Making content creation simple and fun

Measuring UGC Success

To determine if your UGC strategy is working, track these key metrics:

• Engagement rates on UGC versus branded content

• Conversion rates when UGC is featured in the customer journey

• Volume of submissions over time

• Sentiment analysis of user contributions

• Reach and impressions generated by UGC

Buffer research suggests that UGC typically generates 28% higher engagement rates than standard brand content.

Industry-Specific UGC Strategies That Work

For E-commerce Brands

Encourage customers to share photos wearing or using your products. Fashion brand ASOS reposts customer outfits with #AsSeenOnMe, generating thousands of authentic product showcases while helping potential buyers visualize products on real people. The ASOS hashtag has over 1.2 million posts on Instagram alone.

For SaaS Companies

Feature case studies and testimonial videos from satisfied customers. Showcase how real businesses achieve success with your solutions. HubSpot effectively leverages this approach with their extensive case study library.

For Food and Beverage

Inspire food photography and recipe creation. Starbucks’ white cup contests have generated thousands of creative designs from customers, many of which have inspired official products. According to Marketing Dive, their first contest alone generated more than 4,000 entries in just three weeks.

The Future of UGC

As social commerce continues to grow, UGC will become even more central to marketing strategies. Gartner predicts that brands that leverage UGC will see their e-commerce conversion rates increase by 10% year-over-year.

With platforms like TikTok democratizing content creation and younger consumers demanding authenticity, UGC isn’t just a marketing tactic — it’s becoming the foundation of effective digital engagement. According to Forrester Research, 70% of consumers now consider social media posts from fellow customers when making purchasing decisions.

By empowering your customers to tell your brand story, you’re not just building engagement — you’re creating a community of advocates who market your business more effectively than traditional advertising ever could.

Your customers are already talking about you. By encouraging and amplifying their voices, you transform casual buyers into powerful brand ambassadors whose authentic enthusiasm creates a ripple effect of engagement beyond what your marketing team could achieve alone.