In the modern retail landscape, consumers have access to an abundance of information and options when making purchasing decisions. However, this abundance can lead to skepticism and hesitation. Many consumers are wary of traditional advertising and brand-generated content because they perceive it as biased or promotional. This skepticism can make it difficult for retailers to establish trust and credibility with their audience.

However, by harnessing user-generated content, retailers can break through to even the hardest skeptic. 

What is User Generated Content?

User-generated content (UGC) is a marketing strategy that involves consumers, rather than brands or businesses, creating and sharing content related to a product, service, or brand. This content can take various forms, such as reviews, photos, videos, testimonials, blog posts, social media posts, and more.

UGC has become a significant and powerful tool in retail marketing for several reasons. Here are some of the benefits that come with showcasing the customer experience:

  • Authenticity and Credibility: UGC is perceived as more authentic and trustworthy compared to brand-generated content. When customers share their experiences, it adds credibility to the product or service being discussed. Potential buyers tend to trust the opinions of fellow consumers more than advertisements, which often have a biased tone.
  • Engagement and Community Building: Encouraging UGC fosters a sense of community among customers. When people share their experiences, they engage with the brand and its other customers. This sense of community can lead to increased brand loyalty and repeat business.
  • Cost-Effective Marketing: UGC can be a cost-effective marketing strategy. Instead of creating expensive advertising campaigns, brands can leverage content created by their customers for free. This helps in reducing marketing expenses.
  • Diverse Perspectives: UGC provides a wide range of perspectives and use cases for a product. It shows how different customers use and benefit from the product, helping potential buyers see its versatility and suitability for various needs.
  • Social Proof: When potential customers see others using and enjoying a product or service, it provides social proof, influencing their buying decisions. This psychological effect can be a powerful driver of sales.
  • User Engagement and Loyalty: When brands showcase UGC on social media, it encourages user engagement. Customers feel valued when their content is shared by the brand, and they are more likely to remain loyal.
  • SEO Benefits: UGC can improve SEO. Fresh, user-generated content can enhance a brand’s online presence, leading to better search engine rankings.
  • Virality: UGC can go viral, spreading a brand’s message far and wide. When customers share their positive experiences, it can reach a wider audience than traditional marketing efforts.
  • Feedback and Improvement: UGC can provide valuable feedback for brands. Customer reviews and comments can highlight areas for improvement, helping businesses enhance their products or services.
  • Emotion and Connection: UGC often carries emotional weight. It tells real stories of how a product or service has positively impacted someone’s life, creating a deep emotional connection between the brand and its customers.

In today’s digital age, showcasing customer experiences through UGC on social media platforms is particularly significant. Social media is a powerful channel for this purpose because it has a massive and engaged user base. By showcasing user-generated content on social media, you have access to benefits like:

  • A wider reach
  • Visual appeal
  • Real-time interaction
  • Hashtag campaigns
  • Trend amplification
  • Storytelling

The Types of User-Generated Content to Consider for Your Social Media Campaigns

When planning social media campaigns that leverage user-generated content, it’s important to consider various types of UGC to keep your content fresh and engaging. The types of UGC you can incorporate into your campaigns include:

Photos and Videos

Encourage users to share images and videos related to your products or services. This could include unboxing videos, product demonstrations, or videos showcasing their experiences.

Reviews and Testimonials

Ask customers to write reviews or testimonials about their experiences with your brand or specific products. Share these on your social media channels to build trust and credibility.

Social Media Posts

Users may naturally post about their interactions with your brand or products. Monitor your brand mentions and engage with these posts. You can also request permission to share these posts on your own social media accounts.

Contest Entries

If you run a UGC contest, participants may submit a wide range of content, including photos, videos, essays, or creative pieces. Highlight the best entries.

Stories and Anecdotes

Invite customers to share their personal stories and anecdotes related to your brand. This can create emotional connections with your audience.

Polls and Surveys

Encourage customers to participate in polls and surveys about your products or industry. Share the results and insights on your social media platforms.

Tips and How-Tos

Some customers may create content that offers tips, tricks, or how-to guides using your products. Share these valuable insights with your audience.

Challenges and Prompts

Create specific challenges or prompts that encourage users to generate content. For instance, a fitness brand could run a challenge where users share their workout routines.

Q&A Sessions

Host Q&A sessions on social media where customers can ask questions about your products or services. Share the questions and answers as UGC.

Before-and-After Transformations

If your product or service results in a noticeable transformation, encourage users to share before-and-after photos or videos.


Partner with influencers or popular users in your niche to create UGC that highlights your products or services. These collaborations can introduce your brand to a wider audience.

Unboxing and First Impressions

Unboxing videos and first impressions are popular on platforms like YouTube. Encourage users to create and share these when they receive your products.

Event Coverage

If your brand hosts events or webinars, ask attendees to share their experiences, photos, or takeaways from the event on social media.

User Artwork and Creativity

If your products or services inspire creativity, ask users to share their artwork, designs, or creative projects related to your brand.

Holiday and Seasonal Content

Encourage users to share how they incorporate your products into holiday celebrations or seasonal activities.

Recipes and Food Creations

If you’re in the food or beverage industry, ask customers to share their recipes and dishes featuring your ingredients or products.

Travel and Adventure

If your brand is related to travel or adventure, invite users to share their travel experiences or outdoor adventures with your products.

Interactive Content

Create interactive UGC formats like quizzes, challenges, or games that users can participate in and share their results.

Educational Content

Encourage users to create educational content, such as tutorials, guides, or explainer videos, that showcase how to use your products effectively.

Behind-the-Scenes and Employee Stories

Share content that highlights the people behind your brand, including employee stories and behind-the-scenes glimpses of your operations.

How to Encourage and Curate User-Generated Content

We’ve discussed the importance of encouraging customers to create and share user-generated content (UGC). Now, let’s dive into some effective strategies to promote UGC and the importance of curating that content for quality and relevance:

1. Branded Hashtags

  • Create a unique and memorable branded hashtag that represents your brand or a specific campaign.
  • Encourage customers to use the hashtag when sharing content related to your products or services.
  • Promote the hashtag across your marketing channels to increase its visibility.

2. Contests and Giveaways

  • Host UGC contests and giveaways, where customers can submit content to win prizes.
  • Specify the rules and guidelines for entry, such as using a specific hashtag or mentioning your brand.
  • Make sure the prizes are attractive and relevant to your target audience.

3. Customer Reviews and Testimonials

  • Prompt satisfied customers to leave reviews and testimonials on your website and other review platforms.
  • Showcase these reviews and testimonials prominently on your product pages to build trust with potential buyers.

4. Product Reviews on eCommerce Sites

  • Encourage customers to leave product reviews and ratings on your eCommerce website.
  • Respond to these reviews, both positive and negative, to show your commitment to customer satisfaction.

5. Social Media Challenges

  • Create social media challenges or campaigns that invite customers to participate in a specific activity related to your brand.
  • Highlight the best entries and reward participants with recognition or prizes.

6. Customer Stories and Testimonials

  • Request customers to share their success stories or experiences with your product or service.
  • Share these stories on your website, blog, or social media with the customer’s permission.

7. User-Generated Content Walls

  • Create a dedicated section on your website or social media profiles to showcase UGC.
  • Use UGC walls to curate and display a variety of content from your customers.

Importance of Curating UGC

Curating UGC is crucial for maintaining quality and relevance because not all user-generated content may align with your brand image or goals. Curation is essential because it allows you to filter out low-quality, irrelevant, or inappropriate content. This ensures that the content you display reflects positively on your brand.

Author Bio:

by Natalie Slyman

Content Marketing Manager