UGC: How Loyal Customers Became Part of Your Marketing Team

User-generated content (UGC): it’s the “show-don’t-tell” of modern marketing. In a world of perfectly curated Instagram feeds and polished brand campaigns, there’s something refreshing about real people sharing their genuine experiences. But getting others to talk (positively) about your brand is only one piece of the puzzle. You should be leveraging that content, too.

How Customers Can Be Part of Your Dream Team

So, what is UGC? Simple. User-generated content is any content created by your customers, supporters or community members that features your brand, product or cause. UGC is typically unpaid and organically created. Think of UGC as word-of-mouth marketing for online spaces.

Examples of UGC can include the following:

• Instagram posts featuring someone using a product or visiting a location
• TikTok videos demonstrating product use (like beauty routines or recipes)
• YouTube unboxing videos or product reviews
• Product reviews on Amazon, Yelp, Google, etc.
• Comments or replies on social media posts

If you want to get strategic, consider fostering UGC with happy clients/customers/influencers. Add these ideas to your digital marketing plans.

• Customer Reviews: The modern version of recommendations from friends—incredibly valuable for building trust
• Social Media Shout-outs: When people become enthusiastic brand ambassadors simply because they love what you do
• “In the Wild” Photos: Pictures of your products being enjoyed in real environments and real moments
• Success Stories: Genuine results from real people that demonstrate actual impact
• Contest Entries: Creative content that people enjoy making while engaging with your brand

Why You Should Try UGC

UGC can be BIG for your marketing…especially when your budget isn’t. If you’re on the fence about trying this new strategy, the benefits might be just what you need.

• It’s marketing budget-friendly.

Creating professional content requires investment, but UGC? Your happy customers create valuable content because they want to share their positive experiences. It’s a win-win that doesn’t break the bank. This is an excellent way for marketing departments or agencies to squeeze more out of a good strategy.

• It turns customers into superfans.

Nothing makes people feel more special than seeing their content featured by a brand they love. It’s like being picked first in dodgeball…but for adults with smartphones.

• It’s often seen as more authentic.

When potential customers see real people authentically using your products or supporting your cause, it carries genuine weight. Need proof? We’ve got data. According to a Stackla survey, “60% of content from a friend or family member influences their purchase decisions.”

How to Get Encourage UGC (Without Begging)

The key to generating UGC is making sharing feel natural and rewarding. And to be frank, it’s not complicated.

• Create memorable hashtags that feel authentic to your brand.
• Proactively ask for reviews and feedback. (People often want to help; they just need a gentle nudge.)
• Design contests and campaigns that are genuinely fun to participate in.
• Celebrate and share UGC prominently to show appreciation for your community.
• Make sharing simple with easy-to-use tools and clear calls-to-action. How confident are you with your current tools?

As Hootsuite puts it, “People thrive off being part of something bigger than themselves, and creating UGC allows them to be part of a brand’s community. That’s huge for boosting brand loyalty and affinity.”

Need help getting ideas? Start by playing detective: dig through your tagged posts, reviews and mentions. You probably have more UGC than you realize—it’s often hiding in plain sight. Then, create a simple strategy that builds genuine relationships instead of pushing sales messages down people’s throats.

Ready to turn your customers into creators?

TRIO’s full-service marketing approach, supercharged with AI insights, can help you build a UGC strategy that actually works. Contact us today, and let’s make your community your competitive advantage.